TOPIC 2. Technology of creation of tourism product

TOPIC 2. Technology of creation of tourism product and formation its range

1. The choice of geography of travel by tourism enterprises (firms). The choice of geography of travel depends on many factors, such as Demand; Contingent of tourists; Age (e.g. elderly people prefer trips with the aim of rehabilitation ect.) Revenue of population; other.

2. The principles of tourism zoning. The main taxonomic units: tourism centre, tourism complex, resort. Improvement of the territorial organization of tourism infrastructure and recreation and tourism activities in the country directly connected with solution of issues of macro tourism zoning. Necessity of macro tourism zoning caused by objective existence of spatial differentiation of recreational and tourism potential that has emerged as a result of historical development, natural resources and under the influence of objective and subjective factors.

The main principles of tourism zoning: 1. The principle of content of tourism zoning. It means that the tourist region is not statistically homogeneous area for some sign, and social and infrastructural unity, integrity and recovery of the population. 2. The principle of social and economic feasibility. It means that the basis tourism zoning is the establishment of tourism product in accordance with the conditions and resources of the area.

3. The principle of completeness of recreation and tourism potential. Macro Travel zoning carried out in view recreation and tourism potential and demand for a certain set of recreation and tourism services and requirements for its quality. 4. The principle of problematic zoning. It means, that special attention should be directed on selection recreation and other problems in different regions of Ukraine. 5. The principle of diversified development and complexity. Travel zoning must secure conditions for organization and development recreational and tourism activity in regions of Ukraine.

6. The principle of consideration of interregional tourism flows and territorial division of labor. 7. The principle of perspective. Determining factor selection of tourism regions is a program of tourism region. 8. Principles of unity of regional and national interests.

Tourist center - is a tourist destination that integrates all recreational opportunities: the natural, cultural, historical, environmental, ethnic, socio-demographic and infrastructure. The tourist complex has the following features: a specialized material and technical basis ; specific natural and anthropogenic resources; uniqueness of production services and technology of services; formation of a totally new scheme of inter-sectoral and territorial management; social significance, including economic, social, environmental and political. The resort - a place with natural therapeutic agents (mineral springs, favorable climate, curative mud, etc.), where there are special institutions and facilities for treatment and rest of patients.

Characteristic of range of services of tourism firm The range of services is whole sum of goods that proposed by tourism firm. The range of tourism services consist from types of goods (tours, tourism and not tourism services that divided depending on state or region of departure, types of tourism, price etc.) Formation of range of tours of travel enterprises is non stop process that includes the following measures: defining the principle of choosing tour to range; Defining perspective geographical regions; List of tours that will be in demand depending on geographical directions; correspondence of different range groups and positions; Defining principle by which product item of firm during different seasons will be changed.

Factors that influences on formation of range of services General Specific Consumer demand Production of goods Quantity and specialization of enterprises Structure of the population Transport conditions Competitors

Range of services in the sphere of tourism and excursion servicing includes: Realization of tourism and excursion services; Tourism trips; Excursions; Tourism hike; Advertising and informational services; Transport services; Domestic services; Accommodation; Food services; Cultural, sport, health services.

Also, tourism product includes: Basic services (receiving of vacation package, use of transport services, overnight stay, food); Additional services is major elements of tour covering the voluntary services that aren't include in the tour. Tourists pay for them separately. Additional tourism services may proposed to the tourists during acquisition of the tour or during or while traveling. Statistic shows that during the tour tourists spend more money for acquisition additional services, than for basic.

Services provided in the hotels are divided into basic and advanced. They may be free and paid. Among the main services include: accommodation and food. Free services: Without additional payment following kinds of services can be given to visitors: a call of first aid; using the medical first-aid set; delivery in number of the correspondence after its reception; pobudka by certain time; granting of boiled water, needles, nitok, one complete set of utensils and tablewares. The list and quality of granting of paid additional services should correspond to requirements to theappropriated hotel of a category

The most common costs: The most widespread: excursion service; the order of services of guides-translators; the organization of sale of tickets for all kinds of transports; the organization of sale of tickets in theatres, circus, on concerts, etc.; the order of motor transport under the application of visitors; a call of a taxi; a car hire; the order of places at restaurants of city; purchase and delivery of colors; sale of souvenirs, cards and other printed matter; repair of footwear; repair and glazzenie clothes; washing and a dry-cleaner of clothes; using a sauna; services of a hairdressing salon; services of buffets, bars and restaurants; rent of a conference hall, halls of negotiations; services of business center.

At rendering services important is not only their quantity, but also quality. Therefore in manyhotels living at departure ask to fill small questionnaires. The filled questionnaires usually surrender together with keys in service of reception and accommodation, and then them study in service of marketing and advertising. The administration of hotel analyzes the lacks revealed in work of separate services, and takes measures for their elimination. Consumer services is directed on satisfaction of needs of the visitors who have arisen during theirhotel accommodation.

The system of the measures providing a high level of comfort, satisfying various household and economic inquiries of visitors, refers to as service in a hotel facilities. Service can be very different – from fast and professional registration by service of reception before excellent job of the sanitary equipment. Each part in a circuit of service important. Rendering any services, the personnel should show a step and a correctness. Service needs to be built not only by a principle of demand (that the visitor wants), but also by a principle of the offer (the hotel offers all new and new services which can render, and the visitor chooses, it is necessary to it or not). But it is impossible to impose services (can be, that impose to it is not required to the visitor and consequently it does not wish to pay more).

The list of services depends on a category of hotel. Not in all hotels there is an opportunity to organize consumer services of visitors and to give to them the full list of services. But everywhere should aspire to that the set of services completely answered inquiries of visitors. All work on the organization of services should be thought well over and organized. The enterprises rendering services, should be placed in an accessible place (more often on a ground floor). In a lobby, on floors, in numbers there should be an information on that as well as where to receive services, business hours should be convenient for visitors.

The structure of services on consumer services includes the following: Urgent washing and dry-cleaner, repair and glazzenie personal things (in number in a folder with advertising there are forms of orders for washing and cleaning of clothes. In the same place there are instructions how to hand over clothes in washing: if the visitor wishes to hand over clothes in washing or cleaning, it should put it in a package and hang out the special tablet on the handle of a door of number or tell about it the person on duty on a floor). Such service can render in hotelwhere there is a laundry In hotels of lower category it is possible to take an iron for rent. The visitor himself irons in number or a special room where there is an ironing table. In many hotels there are shoe repair shops. In halls of high quality hotels devices for a shoe-polish cost. In numbers there are brushes for a shoe-polish and clothes. For storage of things and values of hotel give left-luggage offices and safes in numbers or at the manager. In hotel unloading, loading and delivery of luggage in number messengers who are paid by the tip will be organized. Also the tip pays delivery of a feed in number. At additional expense in hire the hotel can give to the visitor the TV, utensils, sports stock, etc., to make fine repair of hours, electrorazors, radio-, kino-, photoequipments; photoworks. Usually in each number in a folder with advertising there is a paper for letters, the envelopes, special tablets which can be hung out on a door if the visitor asks to wash, clean number or simply does not want, that it disturbed.

Planning of the tourism trips. Technology process of preparation, realization and conducting of the tour Travel trips considered as independent type of tourism. Travel trips are trips of organized groups of tourists on routs using different vehicles. When tourism firm planning tourist trip its should consider such factors as speed, travel comfort, cost, possibility of carriage of luggage and its weight, the ability to stop in the way, conditions of food, level of noise, vibration, conditions for sleep and rest, the possibility of a wide review during the trip, the presence of adverse environmental factors and security.

The major factors: Security; The cost and availability of various benefits; Comfort; Speed ​​of delivery; Other factors

Technology process of preparation and realization of the tour.

Promotion of tour. Business promotion is an integral part of any business's success, as it is through promotion that a business expands its customer/client base and opens new windows of opportunity. There are many ways to promote a business, and each varies in regards to time, labor and costs. Many business plans use a combination of methods, based on individual needs and circumstances.

There are mane methods of attracting tourists: Word of mouth Oral or written recommendation by a satisfied customer to the prospective customers of a good or service. Considered to be the most effective form of promotion, it is also called word of mouth advertising which is incorrect because, by definition,advertising is a paid and non-personal communication.

Contextual advertising is a form of targeted advertising for advertisements appearing on websites or other media, such as content displayed in mobile browsers.

Advertise through social networks The free use of social networks is opening up numerous opportunities for advertising Web sites or businesses, or for having a presence on the Internet at no cost. In the tourism sector, this refers to opening profiles that will provide information and help promote business, rather than joining a network for fun.

In the opinion of experts, although social networks are not the only channels through which users can obtain information and book travels, they are becoming increasingly important for communication during travels. This is demonstrated by the act that in 2011 more than 55 per cent of travellers in the world used Facebook, which is clearly the most widespread network in this sense. According to ITB Berlin, the world tourism and travel industries are today spending only small amounts on marketing through social networks and via the Internet, amounts estimated at ranging from below 10 per cent to 25 per cent at the most of overall resources for promotion and advertising.

Today, the presence of companies and institutions on social networks, such as Facebook or Twitter, is no longer a matter of choice, but rather a matter of need. If they want to continue selling their products and services, the hotel and tourism companies will need to get even closer to the customers using social networks. The number of active users is growing by the day. Table 2 clearly presents the current situation.

Changing name of the firm Attractiveness of the firm for clients depends on its location.

Organization of tourism services different types of consumers Consumer demand on tourism services depends on: Revenue; Structure of family; Age; Education and profession.

Market Segmentation in Tourism Market segmentation is defined as a process of dividing a large homogenous market into groups of people who have similar needs, wants, or demands. The purpose of the segmentation is to provide the basis for creating a marketing mix that will perfectly correspond to the expectations of clients in the targeted segment. This explains the fact that market segmentation is a form of consumer classification used to provide support for the marketing function in a tourism organization.

Different types of market segmentation for tourism are developed. 1. Geographical Segmentation Geographical segmentation is based on collecting and analyzing information according to the physical location of the customer. Also, this type of segmentation divides markets into different geographical areas by region, country, city, population, climate. For example, a tourism company can segment its customers as urban or rural consumers, clients who live north-west countries or more specifically near the mountains, etc. in order to have a specific perspective profile of their target audience.

Socioeconomic Segmentation This method inquires to subdivide markets by different socioeconomic variables. For instance, in the UK society is separated into six groups, based on occupation and defined by the letters A, B, C1, C2, D and E. Socioeconomic variables are represented by: income, occupation, education, lifestyle, price sensitivity, and brand preference. For example, a tourism company may be interested to examine a target group who only acquires products from a competitor, a tourism product purchased only by customers who have an average income, or a target group who wants to spend a few days away from the urban turbulence.

Demographic Segmentation This form of segmentation is based on different characteristics and is really important for tour operators and travel agents to better understand their customers who are planning a trip, such as: Sex – men are known for their passion for sports, while women love to shop; Age – tourism companies usually divides the market in three main categories: young teenagers, adults and older generation; Religion – expedition or mission market, Family status – according to some research, the place in the family cycle of the consumers is decisive for purchasing different products or services, especially in tourism, for example: teenagers will spend their holiday in a place where they could have fun, separately from their parents, enjoying their independence, while a family with small children would want to spend their vacation in a place that provides for their children all the utilities, but also to allows them to relax under a dispensable budget.

Psychographic Segmentation This form of segmentation is considered to be a modern technique that already has begun to influence different areas, including clothing, food, perfume, cars, jewelry, drink and tourism. This method is based on the idea that factors like attitudes, lifestyles, opinions and personalities of people determine their behavior as consumers. For instance, extrovert people will love the idea to enjoy a hedonistic holiday (sun, sand, sea), while introvert people will love the idea to spend their vacation on an island away from crowded areas, whereas spa holidays target consumers who have predisposition towards a healthy lifestyle and finally tourists who seek a relaxing trip opt for visiting museums and getting to know the culture of the country they visit.

Depending on activity tourist classified on: Lovers relaxing holiday; Lovers of pleasures; Lovers of active rest; Lovers of sports rest; Adventure lovers; others.