To satisfy his tourism needs, an individual uses the services of the tourism market. The tourism market, like any other (with the exception of exchanges, fairs and markets of agricultural products in populated areas), is an abstract concept characterized by supply and demand for tourism goods and services. In other words, the tourism market is the sphere of sale of tourism goods and services.

The relationship between supply and demand in the market is in the nature of a dialectical interaction in which “demand determines supply.” At the same time, demand collides with the corresponding supply, since “the economy cannot escape beyond the frontier of its production capabilities.”

Based on generally accepted definitions, demand is a specific form of expression public needs, ensured by the availability of money among the population, and supply is paid goods and services intended for exchange.

The supply in the tourism market is, first of all, characterized by a clear advantage of services that are created both in areas specialized to satisfy the demand of tourists (superstructure), and in industries that simultaneously satisfy the demand of the local population.

The development of tourism superstructure and infrastructure is of great importance to meet needs. There is general and tourist infrastructure. The infrastructure covers all elements that exist independently of the tourist movement: communications, communications of trade and cultural enterprises, public utilities. In many cases, the general infrastructure serves the purpose of meeting the needs of tourists. But at the same time, additional development of infrastructure for tourism purposes is necessary. In general, tourism demand is achieved through the use of two types of resources: natural and man-made.

Natural resources constitute the features of a tourism destination ( geographical position, climate, relief, flora and fauna). They may be supported by human activity to provide access natural resources for the tourist.

Resources created by man are divided into historical and modern. Historical resources (monuments, museums) thanks to human activity become accessible to tourists. Modern resources - human activity in combination with embodied labor, ensure a tourist’s stay in a particular area.

Demand represents a certain part of social needs, limited by income and the level of current prices. The degree to which the needs of the population are met has different meanings at different levels of well-being. The consumer, given objectively existing restrictions (income, prices), tries to optimally satisfy them, the criteria of which change in time and space. This is what allows us to find effective ways to manage demand. Effective demand acts as an indicator of recognition (or non-recognition) by the population, and therefore society, of the structure of goods, production and services in accordance with the relative importance of needs for each level of well-being.

The concept of demand is in a corresponding dialectical relationship with consumption. But demand and consumption do not coincide, since not all parts of consumption take on a marketable form and effective demand cannot always be satisfied. Tourism can be considered as a specific form of consumption caused by objective processes of development and organization of productive forces. The peculiarity of tourism as a form of consumption is also adequate to the specifics of demand for tourism services and goods.

The need for tourism leads Firstly, to changes the concept of well-being, Secondly, to the development of a new consumption function and corresponding production activity.

Tourist demand is the sum individual species demand for various material goods and services that the tourism market represents. The structure of the tourism market is characterized by division into three main divisions depending on supply and demand:

1) for transport services;
2) for services and goods that appear in the complex and related to the tourist’s stay outside his permanent place of residence (overnight, meals, etc.);
3) for one-time services and goods necessary for tourists for current and future consumption (entertainment, treatment, souvenirs, vehicles, etc.).

All these market divisions are in inseparable interactions, and therefore the consumption of the goods and services included in them is characterized by interconnection, and in some cases, simultaneity.

In the middle of each division, especially in the third, there is a further differentiation of supply and demand depending on the characteristics of consumption for various types of tourism (recreational, educational, medical, scientific, etc.).

Goods and services that satisfy people's recreational needs are closely related by relations of substitution (interchangeability) and complementarity (mutually complementarity). Each division of the market is characterized primarily by relations of substitution, and the market of tourism goods and services by complementarity.

The greatest degree of substitution is typical for the first and second divisions of the tourism market. At the same time, the effect of substitution within these divisions practically does not cause connections of interchangeability between divisions. However, the lack of substitution between market divisions is only relative. This is explained by, Firstly, savings in one division of the market leads to a redistribution of demand in the second division and, Secondly, the fact that expenses incurred in one of the divisions can lead to a sharp decrease in demand in the second division. A classic example here would be the acquisition of personal Vehicle, which will lead to the fact that many tourists do not participate in the first subsection of the tourism market. Instead of purchasing transport services, there is a demand for fuel, oils, rubber, and car maintenance services. Vehicle rental services also act as a substitute for transport services.

The development of autotourism also leads to a slight drop in the share of the second division of the tourism market, which is manifested in the use own funds overnight accommodation or in demand for cheap accommodation.

The great importance of substitution in the tourism market gives rise to specific forms of so-called substitution competition, that is, from the immediate to the more distant possibility of replacing some goods and services with others that satisfy tourism needs.

Along with substitution important Complementarity also exists for the functioning of the tourism market. The purchase of some services on the tourism market, as a rule, leads to the need to purchase a whole range of other services. From this point of view, the acquisition of transport services automatically leads to the acquisition of food services, car services, entertainment, etc. Relations of substitution and complementarity cover not only the main divisions of the tourism market, but also its various parts in the territorial aspect. It should be noted that in the territorial aspect general concept The tourism market can be viewed on a scale:

1) microdistrict market - supply and demand for a given tourist site or point;
2) regional market - supply and demand in a given region or other territorial unit;
3) national market - supply and demand throughout the territory of a given country;
4) international market- supply and demand on an international and even global scale.

According to a number of researchers, the study of demand for tourism services and goods should be understood as the study of the influence of the main factors on changes in the volume and structure of tourism consumption. These factors include: consumer income, price, demographic aspect, degree of mechanization of production and consumption, urbanization, as well as some other factors. The most indisputable factor influencing the level of tourist spending is the level of income of one consumer. The consumer can be represented as one person, one family, social and regional group, etc. Income is usually calculated annually. The concept of income requires wages, part of the profit, rent, scholarships, pensions, gifts. The development of tourism cannot be explained only by an increase in current income, i.e. received during the current period of time. It is much more important to take into account the systematicity and duration of receiving a particular income. Thus, in particular, the amount of accumulated consumer property of the population is of great importance for the formation of tourism demand, which is manifested primarily in the acquisition of their own housing, durable goods (cars, refrigerators, televisions, etc., which are personally owned). Thus, the amount of annual income does not fully reflect the real possibilities for purchasing tourism services.

In cases where consumers receive subsidies from public consumption funds, the influence of income on demand changes noticeably and is manifested in the fact that a consumer with a lower income has a more active demand than a consumer with a relatively high income. As some scientists emphasize, the consumer is less sensitive to prices in shaping his demand than to changes in income.

Research on the relationship between the income of tourists and the amount of expenses shows that, firstly, the opportunity to participate in a tourist trip occurs only with an appropriate level of income. Secondly, as income increases, corresponding travel expenses increase. This creates the preconditions for traveling to more distant countries, to areas with higher prices. At the same time, empirical studies can provide a coefficient of elasticity of demand depending on income. Thirdly, the growth of costs depending on the tourist’s income also reaches a critical limit. In other words, in any given country or tourist travel area there is a maximum consumer expenditure. In principle, an increase in tourist spending as their income increases can only occur if the tourist chooses more distant countries or areas with higher price levels. The size of a tourist’s income largely determines the geography of his travels. Therefore, assessing the contingent of tourists in different countries ah by origin, it is necessary to take into account the distance between the country or region of temporary and permanent residence. As a rule, among tourists from nearby countries, people with relatively low income, and as the distance increases, the proportion of people with relatively high incomes in the tourist flow increases. Therefore, when considering the regional (national) characteristics of consumers, it is necessary to take into account the fact that in each country their income distribution will be unique.

Thus, it is necessary to take into account two aspects of studying the influence of income on tourism demand in a regional context:

1) the influence of the income of residents of one country (residence) on tourism expenses;
2) the impact of expenses of residents of different countries on tourism expenses in the country of temporary residence.

In each area of ​​temporary stay, demand for tourism services is presented by people with different incomes. This largely explains the diversity and heterogeneity of individuals involved in the demand for tourism services. So, for example, as V. Huntziker emphasized, among consumers who show demand for tourism services and goods one can see:

A modern Croesus traveling in his own plane or lounge car;
- a tourist-athlete with a duffel bag over his shoulders;
- a seriously ill person for whom treatment at a given tourist destination is a matter of life and death;
- a cheerful, full of life person who spends the end of the week on excursions;
- a gourmet interested in gastronomic art;
- a nature lover who admires its beauty;
- a scientist with a professional attitude towards historical monuments;
- an enthusiastic supporter of religious cults.

Such heterogeneity in demand individual categories among tourists is typical not only for persons with different family incomes, but also for tourists with approximately the same material wealth. Therefore, the study of tourism demand depending on income should be supplemented by a study of the structure of consumers by social status.

The second important factor influencing effective demand is prices.

This influence is manifested in elasticity, i.e. changes in demand in volume and structure, as a reaction to price mobility. In the practice of tourism development, one can encounter two main forms of demand response to prices.

Firstly, inelasticity (or weak response), that is, the practical constancy of demand when prices increase or decrease. Extreme inelasticity of demand is characteristic of the richer sections of society, who do not attach serious importance to the fact that rising prices have led to a corresponding decrease (or increase) in their tourism expenditures. A similar reaction to prices is typical for seriously ill people who require appropriate types of spa treatment, and for fanatical fans of religious cults. Demand for fashionable resorts and expensive tourism services is especially inelastic. Moreover, some tourists are attracted due to the so-called “Veblen effect”, which manifests itself in the fact that high prices stimulate demand. This effect, also called the “snobbery effect,” extends to goods and services that demonstrate prestige or wealth.

Secondly, elasticity of demand, i.e. an obvious decrease or increase in demand due to price changes. The effect of price on the elasticity of demand for low-income tourists is quite obvious. An increase in price may cause some social groups based on income, they can refuse a tourist trip, reduce its time and distance. In this case, a phenomenon known as the “Güfen paradox” is observed, which is characterized by the fact that when the price of some goods or services increases, the demand for them increases, while at the same time the demand for other goods and services falls, where the price level remains the same. Thus, an increase in prices for tourist services in neighboring countries on a larger scale than in distant ones, forces tourists to choose nearby countries, since traveling to them costs within the limits of material costs for tourist services. Similar consequences can be observed in the case of a shift away from consuming higher quality services in favor of lower quality ones, although the latter prices have increased more.

Income and prices are the two main variables influencing the amount of tourism expenditure. But it is necessary to consider other factors influencing the formation of tourism demand.

As is known, the mechanization of production and consumption is important for the development of tourism needs. The higher the degree of mechanization of production and consumption, the greater the desire to change lifestyle. This gives rise to a desire to purchase goods and services that are not found in the place of permanent residence. Quantitative study of this pattern is quite difficult, since reliable aggregate indicators characterizing the degree of mechanization have not yet been found.

Corresponding difficulties arise when trying to identify connections between the process of urbanization and the intensification of demand for tourism goods and tourism. Demographic factors are of great importance on tourist mobility, manifested in an increase in tourist mobility depending on age, gender and marital status. Based on sociological research conducted in Ukraine, we can conclude that the greatest attachment to active forms recreational activities are demonstrated by persons aged 18 to 30 years. But overall tourist mobility reaches its peak at the age of 40-50 years. In addition, it can be noted that bachelors are more active than married people, and women are more active than men.

It is also necessary to emphasize that when considering tourism demand, one must take into account such a characteristic phenomenon for tourism as seasonality. Seasonality of tourism is an objective phenomenon. It has several features:

1) the greatest intensity of demand for tourism services reaches the third quarter;
2) seasonality of demand varies significantly by type of tourism. For example, educational tourism is characterized by relatively less seasonal fluctuations than recreational tourism;
3) different regions have specific forms of seasonal unevenness. Thus, the study of the population's recreation on the sea coast, 11 mountains, on the banks of a lake or river, in cities indicates the clear specificity of each of them. Therefore, we can talk about the specifics of tourism demand in a certain locality, region, country on a global scale.

Summarizing the above, it is necessary to emphasize that when studying the characteristics of tourism demand, it is impossible to proceed from the assumption of its complete satisfaction. Assessing the degree of demand satisfaction concerns taking into account both objective and subjective factors.

Economists determine demand as the quantity of any goods and services that people are willing and actually able to purchase at each specific price in a set of possible prices in a certain period of time. Thus, at any given time there are certain relationships between market price and the quantity of goods (services) for which there is demand.

Travel Demand to a specific tourist region (D) is a function of a person's propensity to travel and the corresponding magnitude of resistance to communication between the starting point of travel and the destination:
D = f (inclination, resistance).

A penchant for traveling can be understood as a person’s predisposition to travel and tourism, i.e. how much a person wants to travel, to which regions, and what types of travel he prefers. To assess a person's propensity to travel, psychological and demographic (socioeconomic status) variables relating to the person, as well as marketing effectiveness, should be taken into account.

Resistance it is generated by economic distance, sometimes cultural distance, too high the cost of a tourist trip, poor quality of service, and the seasonality effect.

Economic distance associated with time and cash expenses for travel from the starting point to the Ha-value and back. The greater the economic distance, the higher the resistance (a person’s desire to stay at home) and the lower the demand. Conversely, it follows that if the travel time between origin and destination and the cost of this journey are reduced, then demand will increase. Thus, a surge in demand occurred with the advent of large aircraft designed for transatlantic flights. This reduced the cost of travel by almost 50%. The advent of jet aircraft in 1959 and their improved modifications in the late 60s significantly reduced flight time (by about 2.5 times), as a result of which demand increased enormously.

Cultural distance- the degree of difference between the culture of the region from which the tourist came and the culture of the receiving region. The general trend is that the greater the cultural differences, the greater the resistance. But in some cases the relationship may be the opposite, for example, in Lately The demand for exotic tourism is increasing.
In addition, the relative attractiveness of a given destination will depend on the time of year for which the vacation is planned. For a ski resort, for example, demand will be very high level during the winter months. Resistance during this season is minimal.
The magnitude of demand, its structure and dynamics are influenced by a variety of factors1: the number of buyers of a tourism product, their cash income, assessment of future income prospects

1 Motivational aspects in tourism as a determining factor of demand are discussed in detail in part two (Chapter 7).
Dov, free time budget, tourist tastes of travelers, advertising, etc.
Let's consider the 4 main components of tourism supply, determining the relationship between tourism supply and tourist demand.

Tourist offer- this is the ideal readiness and real opportunity of a commodity producer to produce and supply a certain amount of tourist goods to the market.
The supply of a tourism product depends on many factors: the number of tourism suppliers (accommodation, food, entertainment, etc.); number of selling companies; level of efficiency in the production of tourism products. ditch and services; level scientific and technological progress; tax systems; prices for factors of production; assessing demand prospects and future revenues.
The components of a given tourism region's offer can be broken down into 4 main categories:
1) natural resources;
2) infrastructure;
3) the material and technical base of tourism, which includes: tour operators and travel agents, accommodation enterprises, catering and trading enterprises, motor transport enterprises, etc.;
4) cultural resources of hospitality.
It is advisable to consider each of these elements in more detail.

Natural resources of each tourist region, available for tourist use, form the basis of the offer. Basic elements in this category include air And climate, physical features terrain (topography), flora, fauna, water resources, beaches, natural monuments, etc. The quality of natural resources must be preserved in order to maintain demand. In essence, tourism is very sensitive to the quality of use of natural resources.

Infrastructure represents underground and above-ground service structures, including: water supply, sewerage, gas pipelines, communication systems, as well as other service facilities, such as highways, airports, roads, railways, parking lots, parking lots, ports, train stations, etc. Infrastructure is very important for the successful development of tourism. These structures must correspond to the intensity of use. For example, airport runways should be built with future uses in mind newest types jet aircraft so that later there would be no need to carry out expensive reconstructions.

Material and technical base of tourism is the basis for the development of organized tourism, since it creates all the necessary conditions for providing tourists with a full range of services (accommodation, meals, transportation, excursions, etc.) - The material and technical base of tourism includes: tour operators and travel agents, accommodation enterprises, catering and trade enterprises, motor transport enterprises, excursion bureaus, etc.

By economic elements objects of the material and technical base are divided into fixed assets and circulating production assets (low-value and high-wear items).

By type of property objects of the material and technical base are divided into their own (belonging to a given tourism business entity), rented by this entity from legal entities(for example, renting places in municipal hotels) and rented from individuals.
One of the main and most significant elements of the material and technical base of tourism are accommodation facilities.

The most popular accommodation facility among tourists at present is hotel. Today there are more than 30 classification systems for accommodation facilities in the world. Each country has adopted and operates its own national standards. The most famous system is the stellar one. It is especially common in Europe. Despite attempts to develop unified international quality standards, a unified system still does not exist. In 1989, the WTO developed a document “Interregional harmonization of hotel classification criteria based on classification standards approved by regional commissions”, which can be considered as international standard, which is purely advisory in nature.
Trying to enter unified system classification of accommodation facilities in Russia was implemented by the Moscow government in 1993. The standards currently in force in Russia were introduced in 1995 simultaneously with the certification procedure for tourist services and hotel services. The current system applies only to hotels and motels that are classified into categories from 1 to 5 stars. Independent non-profit organizations accredited by the State Standard of the Russian Federation are directly involved in determining the category of hotels. There are about 50 of them on the territory of Russia, and approximately 15 in Moscow. It is generally accepted that the classification of hotels in Russia is voluntary. This service is quite expensive. In such a situation, it often becomes economically unprofitable for a hotel to officially confirm the level of its service.
The average standard room price for a five-star Russian hotel is $230-280, a four-star hotel is $90-150, and a three-star hotel is $30-60. According to practitioners, the niche of middle-class hotels in Moscow is almost unoccupied. After expensive hotels there are “bedrooms”. There are only a few exceptions - the Sayany Hotel and the Molodezhny Hotel Complex.
The Moscow government has set the goal of turning the city into an international tourist center and ensuring that by 2005 it receives 5 million tourists annually. The city has a tourism and hotel industry, which provides the capital budget with approximately 10 % income. A network of small hotels (up to 100 beds), cheaper and more comfortable, is being created, since the demand for tourist-class hotels significantly exceeds the available capabilities.
Structure modern market funds are determined, along with hotel enterprises, by the so-called non-traditional, or additional accommodation facilities, which have emerged and have been successfully developing over the past 30-40 years. These include apartments, holiday homes, campsites, private room rentals, yacht accommodation, timeshare, condominium2, etc.
Even a well-developed material and technical base will be useless if the tourist does not feel welcome. Development cultural hospitality resources is the most important factor in tourism. These resources are all the cultural wealth of the tourist area, which provides opportunities
Timeshare - ownership of time to relax as part of a club vacation. 2 Condominium - joint management of a building or group of buildings in which individual buyers can purchase individual apartments; at the same time, they become co-owners of public premises, playgrounds, and recreation areas in this building.

Sti for quality service for tourists. The concept of “hospitality resources” includes courtesy, courtesy, friendliness, sincere interest, desire to serve and other ways of expressing warmth and hospitality by tourism and local residents host region. In addition, cultural resources include fine arts, literature, history, music, drama, dance, sports, etc.
Favorable attitudes towards tourists can be created through public education and information programs designed for the local population.

§ 3. Economic patterns tourist market

All classical science comes from the fact that one of the basic laws of the market is the law cost, which also affects tourist market.

The essence of the law of value is that in commodity production the basis for the proportions of exchanged goods is determined by market value, the value of which, in turn, is determined by socially necessary labor costs (SNL). The law of value presupposes the formation of each individual travel agency individual costs of labor and resources and, accordingly, the formation of an individual cost and individual price for a tourism product, however, the market recognizes not these individual costs and prices, but public and market ones, which are based on HRT. In addition to NVCT, other factors, such as intra-industry competition, also influence costs and prices.
The law of value performs 3 main functions:

1. Stimulating function. Its essence lies in the fact that the law of value encourages producers in tourism to save labor, resources and capital, encourages them to increase production efficiency, reduce individual cost and establishes uniform market prices in the market, which are based on HSCT.

2. Distribution function. The law of value, through the mechanism of market prices, encourages producers of tourism goods and services to direct their capital and resources to those areas of the market where profits are higher. This function of the law explains the fact that some of the Russian travel agencies have recently turned to organizing exotic tourism that is expensive, but has a certain demand among consumers. Competition in this market is low, which allows firms to;
set high prices and receive excess profits.

3. Manufacturer differentiation function. The market price mechanism ruins some producers of tourism products and enriches others. The law of value in the tourism market acts as a kind of “invisible hand” that guides tour operators and travel agents towards their goal - obtaining personal benefit, satisfying their own interests.
The actions of consumers of a tourism product are determined by the action law of supply and demand. This law establishes a direct relationship between price and supply and an inverse relationship between price and demand. Its essence is as follows:

Increasing the market price for a tourist product, etc. equal conditions reduces the volume of demand; on the contrary, a decrease in the market price increases the quantity of demand for the tourism product. At the same time, the volume of supply of tourism goods and services increases when the price increases and decreases when it decreases. The first statement is especially true in modern conditions crisis, when prices have risen for the entire range of goods, but expenses on food and essential goods are moving to the main place, while expenses on tourism and, accordingly, demand among our citizens are falling to almost the last position. The second statement is true, since tourism product producers are attracted by the excess profits received by some firms that operate, for example, in unique markets. So, in the Kuril Islands they are currently developing different kinds tourism: adventure canyoning (sports passage of waterfalls and canyons); climbing to the top of volcanoes; rock climbing; fishing (in hard-to-reach isolated areas, on mountain rivers and lakes with rare species of fish), therapeutic recreation on the islands of Kunashir and Iturup. There are no analogues to such tours, not only in Russia, but probably throughout the world. This means that tour operators will set monopoly high prices for these trips. Other companies according to their own standards.
opportunities will also try to enter this market in order to obtain high profits, and therefore will offer tourists their tours of this type.
The dependence of supply and demand on price can be represented graphically (Fig. 3.4). To do this, the price is plotted along the ordinate axis, and the quantity of the tourist product offered for sale is plotted along the abscissa axis.

Rice. 3.4. Supply and demand chart:
D - demand curve; S - supply curve;
T - market equilibrium point; Рт - equilibrium price;
QT - quantity of goods, at. which market equilibrium is achieved

The demand schedule looks like a downward curve, and the supply schedule looks like an upward curve. At the point of intersection of the supply and demand curves, market equilibrium is achieved. The price at which this occurs is called equilibrium price.

The linear nature of the demand schedule is a special case. The linear approach is used in the following examples for simplicity. However, the results apply to other demand curves as well.
Russian economy has its own characteristics. In our country, unfortunately, with an increase in the price of goods in general and the tourism product in particular, supply does not increase, but, on the contrary, decreases, therefore, the supply curve tends downward. This phenomenon is called the “Russian paradox”. The August 1998 crisis resulted in an average of three
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a multiple increase in prices, at the same time it ruined many entrepreneurs and reduced the supply of tourism products.
Example. Below are data on the demand for travel to Spain sold by Russian companies depending on the cost of the tour.

Data on demand can be presented in the form of a demand curve (Fig. 3.5), where the cost of the tour is plotted along the ordinate axis, and the number of tourists who flew to Spain by purchasing vouchers from Russian companies is plotted along the abscissa axis.

Demand (tourist arrivals), thousand people
Rice. 3.5. Linear demand graph

Using the demand curve, you can determine the amount of
total revenue from the sale of tourism services. Revenue determined
is calculated by multiplying the price of the tourism product by the quantity
quantity of products sold at this price.

Let's assume that the cost of a tour to Spain is $1100. From Fig. 3.5 shows that tours at this price will be purchased by 90 thousand tourists (revenue from sales is shown by the shaded area under the demand curve). Thus, total revenues from the sale of tours at a price per tour of $1100 will be:
$1100 x 90 thousand people. = $99 million
For development tourism industry in general and for travel companies in particular, it is important to know the rate of change of three economic quantities: price, demand and supply. The concept of “elasticity of demand” helps with this.

Price Elasticity of Demand shows by what percentage the demand for a given product changes if its price changes by 1%. If this indicator is greater than 1, then price demand will be elastic; if this indicator is less than 1, then price demand will be inelastic.
The coefficient of price elasticity of demand is calculated using the formula

where AQ is the percentage of growth in the volume of purchased goods Q; AP - percentage drop in price R.

Returning to the demand schedule in Fig. 3.5, we can calculate the price elasticity of demand at different price levels:

where indices 1 and 0 mean new and new ones, respectively base prices and the number of tours sold. Using this formula and demand values, taking into account that the number of consumers due to a decrease in price increased from 60 thousand to 80 thousand, we obtain

An elasticity of -2.329 means that if the price fell by 10%, then the demand for tours to Spain would increase by 23.29%

(-10% x -2.329). Usually, for simplicity, the minus sign is omitted when using the absolute value of elasticity.
Obviously, the price elasticity of demand varies at different parts of the demand curve. The absolute value of elasticity is lower at high prices and higher at low prices for the tourism product.
As shown in Fig. 3.6, three sections can be distinguished on the demand curve: where the elasticity is greater than 1, equal to 1 and less than 1. Demand is elastic above the price level PA and inelastic below the price level PA.

Rice. 3.6. Demand and Elasticity Curve
Price elasticity and total revenue from the sale of a tourism product are directly related, since price elasticity of demand characterizes the degree of dependence of the Volume of purchased goods Q on fluctuations in market prices P.
With elastic demand, when the price elasticity is greater than 1, total revenue (P x Q) increases faster than the rate of price decline. When demand is elastic, a fall in price will result in a simultaneous increase in demand and an increase in sales volumes, and will therefore result in higher total revenue. And if the price rose, then total revenue would fall, since with elastic demand, an increase in prices is accompanied by an even greater drop in demand and a decrease in sales volume.

And on the contrary, with inelastic demand falling prices reduce total revenue (total revenue increases more slowly compared to the rate of price decline).
If elasticity is 1, then the rate of change in prices and total revenue is adequate. Table 3.1 summarizes all these relationships.
The conclusion from the above is obvious. Firstly, one can judge the elasticity of demand only by knowing changes in prices and volumes of demand. Secondly, raising prices cannot be profitable and useful with elastic demand, since total income decreases in the same way as the number of customers. Similarly, if demand is inelastic, then it is advisable not to reduce prices, since this will result in a decrease in income and there will be more customers.
In Russia, unlike many other countries, demand is not price elastic, i.e., according to statistics, prices are growing at a faster rate than the demand for travel services is decreasing. This is partly due to the accelerated materialization of money into goods and tourism services due to inflation and unpredictability economic situation in our country. Travel agents often hear a phrase from clients who come to them, the meaning of which boils down to the following: “Who knows what will happen tomorrow? I’ll go and relax and have fun while I have money, at least I’ll have something to remember.”
So, a change in price causes a change in quantity demanded. But there are also non-price determinants of demand, which include: the income level of consumers of tourism goods and services, the number of consumers, quality of services, fashion and tastes. They also influence demand.
Let us consider the income elasticity of demand, since income growth has an important impact on increasing the demand for tourism products at any given price. Thus, the income of potential consumers and demand are directly related.

Income Elasticity of Demand is the sensitivity of demand to changes in consumer income. It is defined as the percentage change in income at constant prices.

The effect of changes in income is shown graphically in Fig. 3.7, where Do (Yo) is the demand curve for
travel at income level Y0. If the income level rises from Y0 to Yi, then the volumes
demand will also increase. This means that the entire demand curve shifts to the right. At a certain
price RA the number of tours for which there is demand was initially Q0 (on the demand curve Do
(Yo)). With an increase in income to Yi, demand at the same price level PA increases to Qi (on the curve
demand Di (Yi)).

Qo
Demand Q

Rice. 3.7. Income elasticity of demand for tourism
The income elasticity of demand from the definition can be expressed by the following equation:
AY/Y" -" (Y,-Y„)/Y„ where AQ is the change in the volume of demand Q for tours; DU is the change in income Y.
The income elasticity of demand can vary from zero to infinity. When the income elasticity is between zero and one, demand is considered income inelastic that is, regardless of changes in income, demand will remain more or less stable. If the elasticity is greater than unity, then demand is income elastic and this means that as family income or the income of a certain market segment increases and travel prices remain constant, the demand for tours will increase. Elasticity can be equal to unity.
Low quality products are an exception to this rule. IN in this case There is no direct relationship between income and the quantity of products for which there is demand.

According to Engel's law, as income increases, the part of it that is spent on essential goods decreases, and the share of expenses on luxury goods and spiritual development increases (this also includes tourism).

Products can be divided into three groups: 1) goods lowest rank- mainly food, which provide minimal physical existence; 2) goods normal quality- some food and industrial products; 3) high quality especially fashionable goods and rarities. As income increases, the demand for goods of the first group first increases, then stabilizes, and then begins to decline; demand for goods of the second group first grows, then stabilizes, and then begins to grow again; Demand for goods of the third group first rises sharply and then stabilizes.
Tourism is essentially a good quality product, although certain segments of it have the characteristics of low quality goods. Therefore, it is assumed that a family whose income has increased travels more. At the same time, this family can now relax in a hotel, rather than in a campsite, as before, or travel by plane instead of land transport. So camping and ground transport in this case, goods can be considered of lower quality, since increased income led to a decrease in demand for them. At the same time, tourism volumes have increased, and therefore tourism is a product of normal or superior quality.

In general, tourism is considered income elastic (bu > 1). It involves discretionary spending and is therefore highly susceptible to changes in consumer income. Tourism is one of the first expenditures to decline as income decreases and often increases in greater proportion as income rises. However, there is an opinion that tourism is income inelastic (Bu< 1), по at least in prosperous countries. For the population of Sweden, for example, annual holidays are an integral part of the family calendar. If family income has dropped significantly, Swedes will sacrifice other benefits to allow themselves to travel for recreational purposes. Obviously, in this case, income elasticity decreases as the nation's wealth increases. But there is not sufficient evidence to argue that tourism demand is income inelastic (even in Sweden). In fact, a significant proportion of empirical estimates of income elasticity have yielded values ​​much greater than one. It means that Tourist demand is income elastic.

Each consumer is influenced by the tastes and preferences of other consumers. There are three typical forms of influence of surrounding people on the consumer, which give rise to three effects in the buyer’s behavior:
1) the effect of joining the majority;
2) snob effect;
3) the effect of prestigious consumption (Veblen effect). -It is now of particular importance adhesion effect
to the majority when the consumer strives to buy what everyone else buys. There is a belief that all civilized people are tourists. Therefore, people who have not previously traveled strive to fill this gap so as not to remain “black sheep.” It should be noted that in post-crisis conditions this effect contributes to the development domestic tourism, since tourism has become an integral part of the lives of most people, and foreign tourist trips have become inaccessible to many.

Snob effect means that the consumer of the tourism product wants to distinguish himself from the majority. A snobbish buyer will never buy what others buy. Here, too, there is dependence on others, but it has the opposite direction.

Veblen effect- This is the effect of prestigious or conspicuous consumption. Certain products are believed to be attractive to people who buy in order to impress others. In tourism, examples include particularly expensive new products on the tourism market - survival tours. Prices and demand for them are directly dependent on each other.
IN tourism industry There is a very small group of consumers who have virtually no restrictions on either money or time. They are representatives of the "idle" social stratum whose demand patterns have been studied American economist and sociologist Veblen. The mechanism of prestigious consumption is based on the fact that the consumer is guided not by the real price, but by the prestigious one, not by the real utility of the good, but by the ostensible one. And if an increase in the price of a product is perceived by representatives of the “leisure class” as an increase in quality, then along with the increase in prices, both demand and consumption will increase. The Veblen effect operates in the most expensive hotels, resort areas, etc. Due to high prices, there is a certain guarantee that wealthy clients of these privileged vacation spots will communicate there with people of the same social class.
Demand is strongly influenced by and limited by supply. When using demand indicators in the planning process, supply aspects must also be taken into account.
The exchange of demand for supply in the tourism market means the exchange of tourist money for a tourist product. With such an exchange, on the one hand, the interests of a specific producer (seller) and a specific consumer are satisfied, and on the other, conditions are created for expanded reproduction. This process depends on the price of the tourism product.
There is a rule: if demand exceeds supply, prices rise, but if supply exceeds demand, prices decrease (Fig. 3.8).

Rice. 3.8. Dependence of price on demand

Let's consider the different levels of supply that a tourist region can provide in accordance with the changing demand for a tourism product due to seasonality.
Seasonality refers to a stable pattern of intra-annual dynamics of tourist demand, which manifests itself in intra-annual increases or decreases in the levels of demand for travel over a number of years.
Tourism is a service industry, and services cannot be stored - this is the reason why demand experiences peaks and valleys throughout the year. Every effort should be made in the tourism industry to minimize seasonal variations in demand. There is a real opportunity to influence the seasonal unevenness of demand in tourism. The graphs below illustrate various options offers of accommodation facilities and other components of the offer in accordance with the changing levels of demand for tours to a specific tourist region throughout the year.
So, in Fig. 3.9a shows the demand for a certain tourist destination. If no action is taken to stabilize demand, then three possible supply levels can be identified. In Fig. 3.9.6 the supply level is set in such a way that demand in the “high” season is fully satisfied. This assumes that tourists coming to the tourist area during the peak season will be comfortably accommodated, and there will be no overload of hotels and facilities. At the same time, during the low season the region will suffer from extremely low level hotel occupancy, which will obviously impact profitability. On the other hand, if supply is maintained at a low level (Fig. 3.9, c), then the entire material base of tourism will be so loaded that it will reduce the flow of people wishing to relax in a given tourist region. Tourists will not be satisfied, and the future of this tourist area will seem very doubtful.
If the supply is fixed between the levels of demand in the “high” and “low” seasons (Fig. 3.9, d), i.e., find average value, then the problem is somewhat mitigated. However, this will result in very low occupancy during periods of low demand and overcrowding during peak periods - neither of which is desirable.
To ensure maximum customer satisfaction and year-round operation of equipment and facilities, certain actions must be taken. There are two possible strategies in such situations.
1. Multi-purpose use. This strategy involves combining various aspects that attract tourists to the “highest

Rice. 3.9. Changing levels of demand and supply throughout the year during the busy season, which support tourist demand for travel to this region during the low season. The more multifunctional an area's resources are, the greater the likelihood of success since they can be used year-round. In fact, the region's peak season is being extended. The extension of the main tourist season has a strong impact on the efficiency of the tourism company: firstly, a decrease in the load on the material and technical base leads to direct losses in the main activities of the tourism company; secondly, it provides more full employment population and eliminate unemployment; thirdly, the level of use of fixed assets in other industries is increasing: transport, food, public utilities, etc.; fourthly, natural resources are used more rationally. Festivals, carnivals, conferences, congresses, and sporting events organized and promoted during the low season are also examples of multi-use strategies.

2. Price differentiation. This strategy involves creating new markets during the low season, using price reductions as a powerful tool to draw interest away from high season travel in order to increase off-season demand.
Advertising campaigns to promote tourism products and improved marketing can also influence already established demand patterns.
The importance of increasing demand in the off-season, and therefore the level of operation, is enhanced by the fact that in the tourism industry fixed costs are quite high compared to operating (variable) costs. This means that even a small increase in total annual revenue will cause a proportionately larger increase in profits. Thanks to those tourists who switch to off-season tours due to more reasonable prices, demand in the “high” season may decrease slightly (Fig. 3.10, a). However, this decrease will be minimal. Typically, when off-season demand is supported by a mixed-use strategy, peak season demand is not affected in any way. Therefore, total demand increases significantly throughout the year (Fig. 3.10.6).
In addition to the strategies discussed, some trends help balance demand in the “low” and “high” seasons
181

Figure 3.10. Reducing the influence of seasonality through
price differentiation (a) and multi-use strategy (b>
(solid line - the original demand curve; dotted line - the demand curve changed due to the application of one of the strategies)

in employment and rest and leave schemes. Should be considered external economic factors, that have an impact on the tourism industry:
Over the past 10 years, the decline in the working week has slowed significantly as competition in the global economy has intensified. As a result, working hours have become more flexible, and employment and pension provision less guaranteed.
The workload increases, the time for rest is constantly reduced, and the quality of life decreases. Companies are forced to minimize their operating costs, of which vacations and pensions are the most expensive.
The high level of technology makes employers less dependent on personnel, which forces workers and employees to work longer and in less time. favorable conditions to save their jobs.
A study of holiday trends in 18 countries, which account for 73% of the world's tourism spending, found that their impact on global tourism would be significant. And although the demand for vacation is unlikely to weaken, the reduction in vacation time will occur at an increasingly rapid pace. Vacations will last 3-4 days, including weekends, but will increase in frequency as people require more intensive rest breaks.
Flexible vacation schedules, the growing popularity of three-day weekends that include Friday or Monday, and the division of vacations between different seasons - all this contributes to changing the dynamics of tourist demand.
So, a new consumer of tourism services appears with a higher level of income, but deprived of time. Travel agents will have to develop a new marketing strategy and organize new tours in accessible tourist destinations. These “new” tourists will demand that the travel industry provide them with highly efficient methods for selecting and purchasing tours. And the delays and waits associated with certain types of travel will be considered extremely undesirable by them.

Chapter 12. FEATURES OF THE FUNCTIONING MECHANISM
TOURIST MARKET

Economists define demand as the quantity of any goods and services that people are willing and actually able to purchase at any given price in a set of possible prices in a particular period of time. Thus, at any given time, there is a certain relationship between the market price and the quantity of goods (services) for which there is demand.

The demand for travel to a particular tourist region (D) is a function of a person's propensity to travel and the corresponding amount of resistance to communication between the starting point of travel and the destination: = f (propensity, resistance)

Travel propensity can be understood as a person's predisposition towards travel and tourism, i.e. how much a person wants to travel, to which regions, and what types of travel he prefers. To assess a person's propensity to travel, psychological and demographic (socioeconomic status) variables relating to the person, as well as marketing effectiveness, should be taken into account.

Resistance is generated by economic distance, sometimes cultural distance, the too high cost of a tourist trip, poor quality of service, and the seasonality effect.

Economic distance is related to the time and monetary costs of traveling from the starting point to the place of Meaning and back. The greater the economic distance, the higher the resistance (a person’s desire to stay at home) and the lower the demand. Conversely, it follows that if the travel time between origin and destination and the cost of this journey are reduced, then demand will increase. Thus, a surge in demand occurred with the advent of large aircraft designed for transatlantic flights. This reduced the cost of travel by almost 50%. The advent of jet aircraft in 1959 and their improved modifications in the late 60s significantly reduced flight time (by about 2.5 times), as a result of which demand increased enormously.

Cultural distance is the degree of difference between the culture of the region from which the tourist came and the culture of the host region. The general trend is that the greater the cultural differences, the greater the resistance. But in some cases the relationship may be the opposite, for example, recently the demand for exotic tourism has been increasing.

In addition, the relative attractiveness of a given destination will depend on the time of year for which the vacation is planned. For a ski resort, for example, demand will be at its highest during the winter months. Resistance during this season is minimal.

The magnitude of demand, its structure and dynamics are influenced by a variety of factors: the number of buyers of a tourism product, their monetary income, assessments of the prospects for future income, the free time budget, the tourist tastes of travelers, advertising, etc.

Let's consider the 4 main components of tourism supply, determining the relationship between tourism supply and tourist demand.

Tourism supply is the ideal readiness and real ability of a commodity producer to produce and supply to the market a certain amount of tourist goods.

The supply of a tourism product depends on many factors: the number of tourism suppliers (accommodation, food, entertainment, etc.); number of selling companies; level of efficiency in the production of tourism goods, roves and services; level of scientific and technological progress; tax systems; prices for factors of production; assessing demand prospects and future revenues.

The components of a given tourism region's offer can be broken down into 4 main categories:

) Natural resources;

) infrastructure;

) material and technical base of tourism, which includes: tour operators and travel agents, accommodation enterprises, catering and trading enterprises, motor transport enterprises, etc.;

) cultural resources of hospitality.

It is advisable to consider each of these elements in more detail.

The natural resources of each tourist region, available for tourist use, form the basis of the offer. The basic elements of this category include air and climate, physical features of the area (topography), flora, fauna, water resources, beaches, natural monuments, etc. The quality of natural resources must be preserved in order to maintain demand. In essence, tourism is very sensitive to the quality of use of natural resources.

Infrastructure consists of underground and above-ground service structures, including: water supply, sewerage, gas pipelines, communication systems, as well as other service facilities, such as highways, airports, highways, railways, parking lots, parking lots, ports, train stations, etc. Infrastructure is very important for the successful development of tourism. These structures must correspond to the intensity of use. For example, airport runways should be built to accommodate the future use of the latest types of jet aircraft, so that costly renovations are not necessary later.

The material and technical base of tourism is the basis for the development of organized tourism, since it creates all the necessary conditions for providing tourists with a full range of services (accommodation, meals, transportation, excursions, etc.) - The material and technical base of tourism includes: tour operators and travel agents, accommodation enterprises, catering and trading enterprises, motor transport enterprises, excursion bureaus, etc.

Based on economic elements, material and technical base objects are divided into fixed assets and circulating production assets (low-value and wearable items).

By type of ownership, material and technical facilities are divided into their own (belonging to a given tourism business entity), leased by this entity from legal entities (for example, renting places in municipal hotels) and rented from individuals.

One of the main and most significant elements of the material and technical base of tourism is accommodation facilities.

17. The concept of elasticity of demand for a tourism product

For the development of the tourism industry in general and tourism firms in particular, it is important to know the rate of change of three economic quantities: price, demand and supply. The concept of “elasticity of demand” helps with this.
Price elasticity of demand shows by what percentage the demand for a given product changes if its price changes by 1%. If this indicator is greater than 1, then price demand will be elastic; if this indicator is less than 1, then price demand will be inelastic.
The coefficient of price elasticity of demand is calculated using the formula:

where ∆Q is the percentage of growth in the volume of purchased goods Q;
∆Р - percentage drop in price Р.

Obviously, the price elasticity of demand varies at different parts of the demand curve. The absolute value of elasticity is lower at high prices and higher at low prices for the tourism product. As shown in Fig. 3.6, three sections can be distinguished on the demand curve: where the elasticity is greater than 1, equal to 1 and less than 1. Demand is elastic above the price level P A and inelastic below the price level P A.

Rice. 3.6. Demand and Elasticity Curve

Price elasticity and total revenue from the sale of a tourism product are directly related, since price elasticity of demand characterizes the degree of dependence of the Volume of purchased goods Q on fluctuations in market prices P.

The conclusion from the above is obvious. Firstly, one can judge the elasticity of demand only by knowing changes in prices and volumes of demand. Secondly, raising prices cannot be profitable and useful with elastic demand, since total income decreases in the same way as the number of customers. Similarly, if demand is inelastic, then it is advisable not to reduce prices, since this will result in a decrease in income and there will be more customers.
So, a change in price causes a change in quantity demanded. But there are also non-price determinants of demand, which include: the level of income of consumers of tourism goods and services, the number of consumers, quality of services, fashion and tastes. They also influence demand.
Let us consider the income elasticity of demand, since income growth has an important impact on increasing the demand for tourism products at any given price. Thus, the income of potential consumers and demand are directly related. Income Elasticity of Demand is the sensitivity of demand to changes in consumer income. It is defined as the percentage change in income at constant prices.
The income elasticity of demand can vary from zero to infinity. When income elasticity is between zero and one, demand is said to be income inelastic, meaning that regardless of changes in income, demand will remain more or less stable. If the elasticity is greater than one, then demand is income elastic, which means that as family income or the income of a certain market segment increases and travel prices remain constant, the demand for tours will increase. Elasticity can be equal to unity.
Low quality products are an exception to this rule. In this case, there is no direct relationship between income and the quantity of products for which there is demand.

18. Characteristics of the tourism product offer

Tourism supply is the ideal readiness and real ability of a commodity producer to produce and supply to the market a certain amount of tourist goods.
The supply of a tourism product depends on many factors: the number of tourism suppliers (accommodation, food, entertainment, etc.); number of selling companies; level of efficiency in the production of tourism goods and services; level of scientific and technological progress; tax systems; prices for factors of production; assessing demand prospects and future revenues.

The components of a given tourism region's offer can be broken down into 4 main categories:
1) natural resources;
2) infrastructure;
3) the material and technical base of tourism, which includes: tour operators and travel agents, accommodation enterprises, catering and trading enterprises, motor transport enterprises, etc.;
4) cultural resources of hospitality.
It is advisable to consider each of these elements in more detail.
The natural resources of each tourist region, available for tourist use, form the basis of the offer. The basic elements of this category include air and climate, physical features of the area (topography), flora, fauna, water resources, beaches, natural monuments, etc. The quality of natural resources must be preserved in order to maintain demand. In essence, tourism is very sensitive to the quality of use of natural resources.
Infrastructure consists of underground and above-ground service structures, including: water supply, sewerage, gas pipelines, communication systems, as well as other service facilities, such as highways, airports, roads, railways, parking lots, forging steam, ports, train stations, etc. Infrastructure is very important for the successful development of tourism. These structures must correspond to the intensity of use. For example, airport runways should be built to accommodate the future use of the latest types of jet aircraft, so that costly renovations are not necessary later.
The material and technical base of tourism is the basis for the development of organized tourism, as it creates all the necessary conditions for providing tourists with a full range of services (accommodation, meals, transportation, excursions, etc.). The material and technical base of tourism includes: tour operators and travel agents, accommodation enterprises, catering and trade enterprises, motor transport enterprises, excursion bureaus, etc. Based on economic elements, the objects of the material and technical base are divided into fixed assets and circulating production assets (low-value and wearable items).
By type of ownership, material and technical facilities are divided into their own (belonging to a given tourism business entity), leased by this entity from legal entities (for example, renting places in municipal hotels) and rented from individuals.
One of the main and most significant elements of the material and technical base of tourism is accommodation facilities.
The most popular accommodation facility among tourists today is a hotel. Today there are more than 30 classification systems for accommodation facilities in the world. Each country has adopted and operates its own national standards. The most famous star system. It is especially common in Europe. Despite attempts to develop unified international quality standards, a unified system still does not exist. In 1989, the WTO developed the document “Interregional harmonization of hotel classification criteria based on classification standards approved by regional commissions,” which can be considered as an international standard that is purely advisory in nature.
An attempt to introduce a unified classification system for accommodation facilities in Russia was implemented by the Moscow government in 1993. The standards currently in force in Russia were introduced in 1995 simultaneously with the certification procedure for tourist services and hotel services. The current system applies only to hotels and motels that are classified into categories from 1 to 5 stars. Independent non-profit organizations accredited by the State Standard of the Russian Federation are directly involved in determining the category of hotels. There are about 50 of them on the territory of Russia, and approximately 15 in Moscow. It is generally accepted that the classification of hotels in Russia is voluntary. This service is quite expensive. In such a situation, it often becomes economically unprofitable for a hotel to officially confirm the level of its service.
The average standard room price for a five-star Russian hotel is $230-280, a four-star hotel is 90-150, and a three-star hotel is 30-60. According to practitioners, the niche of middle-class hotels in Moscow is almost unoccupied. After the expensive hotels come the "bedrooms". There are only a few exceptions - this is the Sayany hotel and the Molodezhny hotel complex. The Moscow government has set the task of turning the city into an international tourist center and ensuring that by 2005 it receives 5 million tourists annually. The city has a tourism and hotel industry, which provides the capital's budget with approximately 10% of its income. A network of small hotels (up to 100 beds), cheaper and more comfortable, is being created, since the demand for tourist-class hotels significantly exceeds the available capabilities.
The structure of the modern accommodation market is determined, along with hotel enterprises, by the so-called non-traditional or additional accommodation facilities that have emerged and are successfully developing over the past 30-40 years. These include apartments, holiday homes, campsites, private room rentals, yacht accommodations, timeshares, condominiums, etc.
Even a well-developed material and technical base will be useless if the tourist does not feel welcome. The development of cultural hospitality resources is a critical factor in tourism. These resources are the entire cultural wealth of the tourist area, which provides opportunities for quality service to tourists. The concept of "hospitality resources" includes courtesy, courtesy, friendliness, sincere interest, desire to serve and other ways of expressing warmth and hospitality by tourism workers and local residents of the host region. In addition, cultural resources include fine arts, literature, history, music, drama, dance, sports, etc.
Favorable attitudes towards tourists can be created through public education and information programs designed for the local population.

19. The concept of elasticity of supply of a tourism product

20. Concept and content of the category “tourist product”.

Unlike tourism services, a tourism product takes the form of a commodity. A tourism product in the broad sense of the word is an economic good intended for exchange. This is how K. Menger, the founder of the Austrian school in economics, defines any product (K. Menger, 1992).
A very important difference between a tourism product and a tourism service is that if a tourism service can be purchased and consumed only at the place of its production, then a tourism product can be purchased at the place of residence, but consumed only at the place where tourism services are produced. This is a fundamental difference that travel agents use when they sell you a trip ticket. By purchasing a ticket, you are not yet purchasing tourist services, although you have already paid money, but you are purchasing a guarantee of a vacation.
There is one more circumstance that makes the work of a tour operator necessary to produce a tourism product. Let's explain this with an example. It is unlikely that you will go to Vienna to eat Wiener schnitzel and drink Geser beer. These services, although pleasant, will be too expensive. Transport costs will far exceed the cost of the service itself that prompted you to travel to Austria. Another thing is that you came to Austria for the Salzburg Festival, so why not try the local beer at the same time?
Now let’s imagine that a tour operator creates a tourist product to Austria and includes in it the cost of visiting the Mozart Festival in Salzburg. What's happening? Thus, he narrowed the consumer market to lovers of the music of W. A. ​​Mozart. And if he also includes a visit to a beer bar as an obligatory component in this tour, then most likely he will have to look for lovers of Mozart’s music in the party of beer lovers.
Therefore, the task of the tour operator is to include in the tour only the necessary services that are sufficient for the consumer to agree to bear transportation costs.
The technology for compiling a tourism product will be discussed a little later, but now we will dwell on some important properties of the tourism product as a commodity.
A tourism product as a commodity is characterized by consumer value, i.e. utility or ability to satisfy certain recreational needs of people. The usefulness of a tourism product is determined by its value for the subject. Therefore, the tour operator must strive to create a tourism product that would be valuable to the largest possible number of people, i.e., if possible, it should have a mass consumer. Then it is possible to use industrial technologies to produce a tourism product.
Mass consumption of goods is determined by its exchange value - the quantitative ratio in which the consumer values ​​of a tourism product are exchanged for the consumer values ​​of other goods.

Sometimes a tourism product is associated with the concept of a “tourist package” - a basic (mandatory) set of services provided during a trip according to an individual or group plan, which is serial in nature and offered for wide sale. The tourist package includes four mandatory elements: tourist center, transport, accommodation services, transfer (Fig. 6.1).

T
tourist product - a set of tangible (consumer goods), intangible (services) consumer values ​​necessary to fully satisfy the needs of tourists arising during their travel.

The tourism product consists of three elements: tour, additional tourist and excursion services, goods (Fig. 6.2).

According to experts from the International Research Center By economy tourism at the University of Venice... questions (filter questions), sincerity check answers(Control questions). The need for filter questions...

Concept tourism (2)

Abstract >> Physical education and sports

Literature By economy tourism Balabanova I.T. and Balabanova A.I. " Economy tourism"(M., Finance and Statistics, 2003), textbook “ Economy tourism" under... people random sampling), several were allowed answers. The results are presented in Fig. 2.7...

Analysis of the work of private shipping companies By organizations tourism on the Yenisei River and its tributaries

Abstract >> Physical education and sports

Passengers By established routes and schedules. Tourism also classified By number... claims). If such answer the applicant is not satisfied or... Krasnoyarsk, 2005 Pozdnyakov A.I., Zyryanov A.V. – Economy industries (water transport) - Krasnoyarsk, 2005 ...

Economists determine demand as the quantity of any goods and services that people are willing and actually able to purchase at each specific price in a set of possible prices in a certain period of time. Thus, at any given time, there is a certain relationship between the market price and the quantity of goods (services) for which there is demand.

Travel Demand to a specific tourist region (D) is a function of a person's propensity to travel and the corresponding magnitude of resistance to communication between the starting point of travel and the destination:
D = f (inclination, resistance).

A penchant for traveling can be understood as a person’s predisposition to travel and tourism, i.e. how much a person wants to travel, to which regions, and what types of travel he prefers. To assess a person's propensity to travel, psychological and demographic (socioeconomic status) variables relating to the person, as well as marketing effectiveness, should be taken into account.

Resistance it is generated by economic distance, sometimes cultural distance, too high the cost of a tourist trip, poor quality of service, and the seasonality effect.

Economic distance is associated with the time and monetary costs of traveling from the starting point to the Ha-value and back. The greater the economic distance, the higher the resistance (a person’s desire to stay at home) and the lower the demand. Conversely, it follows that if the travel time between origin and destination and the cost of this journey are reduced, then demand will increase. Thus, a surge in demand occurred with the advent of large aircraft designed for transatlantic flights. This reduced the cost of travel by almost 50%. The advent of jet aircraft in 1959 and their improved modifications in the late 60s significantly reduced flight time (by about 2.5 times), as a result of which demand increased enormously.

Cultural distance- the degree of difference between the culture of the region from which the tourist came and the culture of the receiving region. The general trend is that the greater the cultural differences, the greater the resistance. But in some cases the relationship may be the opposite, for example, recently the demand for exotic tourism has been increasing.
In addition, the relative attractiveness of a given destination will depend on the time of year for which the vacation is planned. For a ski resort, for example, demand will be at its highest during the winter months. Resistance during this season is minimal.
The magnitude of demand, its structure and dynamics are influenced by a variety of factors1: the number of buyers of a tourism product, their monetary income, estimates of the prospects for future income.

1 Motivational aspects in tourism as a determining factor of demand are discussed in detail in part two (Chapter 7).
Dov, free time budget, tourist tastes of travelers, advertising, etc.
Let's consider the 4 main components of tourism supply, determining the relationship between tourism supply and tourist demand.

Tourist offer- this is the ideal readiness and real opportunity of a commodity producer to produce and supply a certain amount of tourist goods to the market.
The supply of a tourism product depends on many factors: the number of tourism suppliers (accommodation, food, entertainment, etc.); number of selling companies; level of efficiency in the production of tourism products. ditch and services; level of scientific and technological progress; tax systems; prices for factors of production; assessing demand prospects and future revenues.
The components of a given tourism region's offer can be broken down into 4 main categories:
1) natural resources;
2) infrastructure;
3) the material and technical base of tourism, which includes: tour operators and travel agents, accommodation enterprises, catering and trading enterprises, motor transport enterprises, etc.;
4) cultural resources of hospitality.
It is advisable to consider each of these elements in more detail.

Natural resources of each tourist region, available for tourist use, form the basis of the offer. Basic elements in this category include air And climate, physical features of the area (topography), flora, fauna, water resources, beaches, natural monuments, etc. The quality of natural resources must be preserved in order to maintain demand. In essence, tourism is very sensitive to the quality of use of natural resources.

Infrastructure represents underground and above-ground service structures, including: water supply, sewerage, gas pipelines, communication systems, as well as other service facilities, such as highways, airports, roads, railways, parking lots, parking lots, ports, train stations, etc. Infrastructure is very important for the successful development of tourism. These structures must correspond to the intensity of use. For example, airport runways should be built to accommodate the future use of the latest types of jet aircraft, so that costly renovations are not necessary later.

Material and technical base of tourism is the basis for the development of organized tourism, since it creates all the necessary conditions for providing tourists with a full range of services (accommodation, meals, transportation, excursions, etc.) - The material and technical base of tourism includes: tour operators and travel agents, accommodation enterprises, catering and trade enterprises, motor transport enterprises, excursion bureaus, etc.

By economic elements objects of the material and technical base are divided into fixed assets and circulating production assets (low-value and high-wear items).

By type of property objects of the material and technical base are divided into their own (belonging to a given tourism business entity), rented by this entity from legal entities (for example, renting places in municipal hotels) and rented from individuals.
One of the main and most significant elements of the material and technical base of tourism are accommodation facilities.

The most popular accommodation facility among tourists at present is hotel. Today there are more than 30 classification systems for accommodation facilities in the world. Each country has adopted and operates its own national standards. The most famous system is the stellar one. It is especially common in Europe. Despite attempts to develop unified international quality standards, a unified system still does not exist. In 1989, the WTO developed the document “Interregional harmonization of hotel classification criteria based on classification standards approved by regional commissions,” which can be considered as an international standard that is purely advisory in nature.
An attempt to introduce a unified classification system for accommodation facilities in Russia was implemented by the Moscow government in 1993. The standards currently in force in Russia were introduced in 1995 simultaneously with the certification procedure for tourist services and hotel services. The current system applies only to hotels and motels that are classified into categories from 1 to 5 stars. Independent non-profit organizations accredited by the State Standard of the Russian Federation are directly involved in determining the category of hotels. There are about 50 of them on the territory of Russia, and approximately 15 in Moscow. It is generally accepted that the classification of hotels in Russia is voluntary. This service is quite expensive. In such a situation, it often becomes economically unprofitable for a hotel to officially confirm the level of its service.
The average standard room price for a five-star Russian hotel is $230-280, a four-star hotel is $90-150, and a three-star hotel is $30-60. According to practitioners, the niche of middle-class hotels in Moscow is almost unoccupied. After expensive hotels there are “bedrooms”. There are only a few exceptions - the Sayany Hotel and the Molodezhny Hotel Complex.
The Moscow government has set the goal of turning the city into an international tourist center and ensuring that by 2005 it receives 5 million tourists annually. The city has a tourism and hotel industry, which provides the capital budget with approximately 10 % income. A network of small hotels (up to 100 beds), cheaper and more comfortable, is being created, since the demand for tourist-class hotels significantly exceeds the available capabilities.
The structure of the modern market for funds is determined, along with hotel industry enterprises, by the so-called non-traditional, or additional accommodation facilities, which have emerged and have been successfully developing over the past 30-40 years. These include apartments, holiday homes, campsites, private room rentals, yacht accommodation, timeshare, condominium2, etc.
Even a well-developed material and technical base will be useless if the tourist does not feel welcome. Development cultural hospitality resources is the most important factor in tourism. These resources are all the cultural wealth of the tourist area, which provides opportunities
Timeshare - ownership of time to relax as part of a club vacation. 2 Condominium - joint management of a building or group of buildings in which individual buyers can purchase individual apartments; at the same time, they become co-owners of public premises, playgrounds, and recreation areas in this building.

Sti for quality service for tourists. The concept of “hospitality resources” includes courtesy, courtesy, friendliness, sincere interest, desire to serve and other ways of expressing warmth and hospitality by tourism workers and local residents of the host region. In addition, cultural resources include fine arts, literature, history, music, drama, dance, sports, etc.
Favorable attitudes towards tourists can be created through public education and information programs designed for the local population.