Marketing technologies in tourism lectures. Marketing in the tourism industry. Marketing technologies in tourism

Tourist services in international trade act as an "invisible" product. Characteristic feature and peculiar dignity tourism services as a commodity is that a significant part of these services is produced at minimal cost locally and, as a rule, without the use of foreign exchange. Foreign tourists use the enterprises of the tourism industry of the destination country. In addition, they consume or buy and export as souvenirs a certain amount of goods purchased in the country of visit for foreign currency, having previously exchanged it for local currency.

International tourism as one of the forms of international economic relations purchased in modern conditions huge scale and began to have a significant impact on political, economic and cultural ties between countries. In addition, in many countries income from tourism activities make up a significant part of the national income (Spain, Cyprus, Malta, Australia, etc.).

Experts predict that the rapid development of international tourism will continue. While maintaining the current growth rate, the number international travel by 2005 will reach 900 million people, and by 2010 it will increase and amount to about 937 million people. According to the latest WTO forecasts, by 2020, 1.6 billion people will travel annually, and the growth rate will be 4.3% in terms of the number of tourists, and 6.4% in terms of tourism income. Table 1 shows how soon outbound and tourism develops in Russia, while diagram 3 shows the structure of trips to Russia by foreign citizens.

Now international tourism is one of the three largest export industries, behind the oil industry and the automotive industry.

The development of tourism is becoming more visible and tangible. Therefore, the study of its condition and problems is very important, especially because tourism can have a significant impact on the country's economy. The importance of tourism in the world is constantly increasing, which is associated with the increased influence of tourism on the economy of a particular country.

The tourism industry is a complex organization of the production of a tourist product. The tourism industry usually includes tourism resources and enterprises (organizations, institutions, individuals, etc.) offering services to tourists.

The implementation of the tourism business in market conditions can be carried out if there are four main components:

* capital;
* technologies;
* frames;
* tourist resources.

This means that, having insufficient capital, to buy technology, hire a personnel team and engage in tourism. To do this, it is necessary to choose a place where there are tourist and recreational resources, and if there is no such place, then create it. This is one of the specific features of the tourism business in the market. If tourism is associated with the creation of a tourist resource (and not the consumption of an existing one), then the cost of a tourist product increases sharply.

Tourism resources are understood as a set of natural and artificially created objects suitable for creating a tourist product. As a rule, tourism resources determine the formation of tourism business in a particular region.

According to the definition of the World Tourism Organization (WTO), a tourist is a citizen visiting a country (place) of temporary stay for recreational, educational, professional, business, sports, religious and other purposes without engaging in paid activities for a period of 24 hours to 6 months in a row or for at least one overnight stay. His relationship with a travel company consists in the acquisition of a travel voucher - a document confirming the transfer of a tourist product - the right to a tour intended to be transferred to a tourist, and a tour is a set of services for accommodation, transportation, meals for tourists, excursion services, as well as services of guides-interpreters and other services provided depending on the purpose of the trip.

Job travel companies with tourists includes:

- offering a certain set of tourist and excursion services to a tourist or a group of tourists;
- receiving from the client Money for a ticket (tour),
- transfer of funds relevant organizations for accommodation, accommodation, excursion services.

The contractual relationship between a tourist and a travel company develops as a relationship between a buyer (customer) and a seller (performer). At the same time, the special nature of the "product" purchased from a travel company should be emphasized. By entering into contractual relations with her, the tourist expects to eventually receive the set of services he needs. The firm, however, provides him, as a rule, not with the services themselves, but with the rights (guarantees) to receive in certain time, in a certain place of services directly carried out by other companies that do not have direct contractual relations with this tourist, but are in contractual relations with the sending travel company. The tourist also acquires guarantees for the provision of certain types of services by the sending company itself. The totality of these rights is displayed in the voucher, which is the final "product" of the travel company and, accordingly, the subject of its implementation and depends on what kind of activity it is engaged in.

Tour operator activity is an activity for the formation, promotion and sale of a tourist product, carried out on the basis of a license legal entity or individual entrepreneur(tour operator).

Travel agency activities - activities to promote and sell a tourist product, carried out on the basis of a license by a legal entity and an individual entrepreneur (travel agent).

The relationship between the tour operator and the tourist is most often built on the basis of an agency agreement on granting the first to the second the right to sell the tourist product formed by the tour operator.

Relations with a foreign partner are based on the division of services provided. A foreign firm provides accommodation, meals, excursion services, and sometimes insurance. Russian company - transportation of tourists, insurance and visa processing. The advertising campaign is carried out by a Russian company using only its own funds, without the help of a partner.

Such business cooperation can be considered the most convenient. A foreign company, having constant links with hotels and better understanding of the market situation, can reduce costs and provide discounts that enable the Russian company to offer competitive services at a cost less than the cost of a self-traveling tourist, which ensures constant demand.

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Functions of tourism marketing

Tourist marketing is aimed primarily at the development of the company in order to maximize profits, promotion of its tourist product, satisfaction of consumer expectations of tourists, based on the study of tourist demand.

According to the provisions of the World Tourism Organization (UNWTO), there are three main functions of tourism marketing:

Formation of contacts with consumers of tourist services. Establishing contacts with clients aims to convince them that the proposed holiday destination and the services, attractions and expected benefits that exist there are fully consistent with what the clients themselves want to receive.
The development of contacts involves the design of innovations that can provide new sales opportunities. Such innovations should correspond to the needs and preferences of potential customers. development of contacts through innovations; 1
Monitoring service outcomes. Control involves the analysis of the results of activities to promote goods and services to the market and check whether the results reflect the full and successful use of the opportunities available in the tourism sector, comparative analysis expenses for promotional marketing activities and income generated.

Tourism Marketing Complex (4P + 3P)

The traditional marketing mix consists of the following interrelated elements, known as the 4Ps: Product - Price - Place - Promotion.

the service process (Рrocess), developed using various design and reengineering methods, is aimed at improving the service functions of the tourism product;
personnel (People). Contact staff is the staff of the company, which simultaneously produces and sells a tourist service. Often, contact zone employees in marketing are called “part-time marketers”;
material environment (Physical Evidence). This refers to the atmosphere of a hotel, restaurant, travel agency office, from the point of view of marketing, the impact on human sensory channels: visual (harmonious design and interior, color schemes, space organization, lighting), auditory (style of music, its pace and volume), olfactory (room ventilation, pleasant smells), tactile (room temperature).

Remark 2

Together with the rest of the marketing mix strategies (product, price, distribution channels, promotion), these additional three elements form the tourism marketing mix.

The tourism industry is one of the most dynamically developing sectors of the economy. According to WTO data, in the past twenty years, the average annual growth rate of foreign tourism was 5.1%, and the average annual growth rate of foreign exchange earnings from international tourism was 14%; in 1993 international tourist arrivals were 576 million and international tourism receipts reached $372 billion. By 2010, the number of international trips is expected to increase to 937 million. Many highly developed countries, such as Switzerland, Austria, France, have built a significant proportion of their wealth on tourism income. In Western countries, tourism is recognized as a profitable sector of the economy, which is supported by the state.

In Russia, tourism is not yet perceived as a full-fledged segment of the economy and the subject of scientific analysis. The Russian tourism industry is going through a period of its formation as an independent economic sector. Every year the need for qualified personnel in the field of tourism increases, numerous higher educational establishments and refresher courses that train the tourism workforce.

In the rapidly developing tourism market in Russia, marketing activities play an important role: research, strategy and planning. In tourism (both in Russia and in European markets), marketing is not given enough attention, as entrepreneurs are mainly practice-oriented and act in accordance with their experience. The most important reason for this state of affairs is the fact that, until recently, most tourist enterprises could, without much effort and marketing research, constantly increase and expand the clientele and the volume of production of tourist services. The extensive growth in demand for tourism services in Russia, due to the huge quantitative potential, the high level of education of the population, the willingness to spend money on vacations and the traditional generosity of Russian tourists during vacations in the recent past were not incentives to intensify the marketing activities of tourism enterprises.

At the same time, the individualization of consumer demand, the use of both mass-standardized and differentiated offers of tourist goods and services, the concentration of capital and technological processes in the tourism industry necessitate increased attention to the problems of marketing research, strategies and planning. In Russia, this practice began to develop on the eve of the 21st century, especially in the most developed geographical areas, such as Moscow, St. Petersburg, Yekaterinburg, and Nizhny Novgorod.

However, unlike the marketing of many consumer goods, marketing in tourism has its own specific features, which arise primarily due to the specific nature of tourist services.

The relevance of marketing research is due to the fact that in the process of intensive development tourism industry and the ever-increasing role of tourism in the global economy, there is a need to generalize various scientific developments in the field of tourism, experience and methods of work of Western and Russian entrepreneurs in the field of tourism. The relevance is also determined by the rapid development of the tourism services market, characteristic features which today are internationalization, integration and regionalization as much as the dynamic changes in tourist demand and supply. In these conditions modern market Tourism role and place of marketing are continuously increasing. A deep study of marketing activities and the peculiarities of their use by Russian tourism enterprises is required.

Chapter 13

§ 1. Specificity and complex nature of tourism marketing

Marketing- is the activity of promoting goods and services from the producer to the consumer. There are many definitions of marketing as the process of directing the flow of goods and services from the producer to the consumer or user. Marketing is a broader concept than sales and advertising activities. Sales and advertising activities are just one aspect of marketing. Marketing is a targeted, strategic and managed activity that goes through all stages - from the development of a product, its promotion on the market to sale and after-sales service. Marketing is the complete process of moving products and services from producer to consumer.

Marketing in any organization is the management activity of planning and implementing the decisions made related to the production and sale of certain goods and services in order to meet the needs of a certain group of people who have set themselves a specific goal. Marketing is the standard of society's life.

Marketing plays an important role in the activities of all organizations, whether they are non-profit educational institutions, resorts or manufacturers of tourism goods and services in order to extract their own profit. The essence of marketing is to provide the right product or service at the right time and in the right place at the right price.

Marketing events include product planning and development, pricing, product distribution methods, sales promotion, and promotion of goods and services.

The need for marketing activities is determined by:

The existence of free competition between organizations;
- the possibility for buyers to choose similar goods and services from different manufacturers;
- good consumer awareness of other available goods and services;
- the objectives of the organization, which can be expressed in measurable terms.

Marketing arises and exists as a response of the organization in conditions of free market competition in the presence of relative freedom of choice for buyers.

Marketing activities aimed at:

1) marketing analysis and planning with the subsequent identification of groups of potential buyers;
2) production of goods or provision of relevant services for these target groups;
3) coordination of the organization's activities to achieve the most advantageous position in the market;
4) determination of ways to control the conduct of business in accordance with predetermined goals.

So, marketing is the strategic philosophy of the company, which establishes which goods and services and for which group of consumers should be produced. Marketing defines goals and evaluates their achievement, thus coordinating the activities of the enterprise. Marketing establishes discipline within the organization through goal setting and control to ensure its effective functioning.

The most important task of marketing management is to influence the level, time and nature of demand in one or more target markets of the enterprise. The most effective demand management requires an organization to be customer-focused and systematically apply marketing technologies and tools.

Marketing in tourism is the activity of planning and developing tourist goods and services, selling, promoting goods and services, stimulating demand for them and pricing.

This activity helps to promote goods or services from the producer to the consumer in order to maximize profits while most effectively meeting the needs of the target group of tourists.

The specific nature of marketing in tourism is determined by the features and distinctive characteristics of the tourist product (in comparison with other consumer goods and services), as well as the characteristics of consumers and producers of tourist goods and services.

Tourist product is a set of tangible (physical goods) and intangible (in the form of services) consumer values necessary to meet the needs of a tourist that arose during his trip. Tourist product consists of three parts: tour (tourist trip along a certain route); tourist and excursion services (accommodation, meals, transportation, excursion programs and other services on the route related to the purpose of travel) and consumer goods.

Tourist services have 7 distinctive characteristics:

1. Failure to store. Seats in a hotel or on an airplane, if there is no demand for them at the moment, cannot be stored for the purpose of selling them in the future. Therefore, managers need to make an effort to stimulate demand for these services in this short term.
2. Intangibility of services. There are no measured values for evaluating a tourism product: it is impossible to have an idea of the quality of a product before it is purchased and consumed. In this regard, the image of the company in the market, the prestige of its goods (services) is of particular importance for consumers when buying.
3. Exposure to seasonal fluctuations. The marketing activities of the travel agency will be different during the peak season and off-season. In the off-season, additional measures to stimulate demand are needed: low prices, various Additional services, variation various types tourism (supply diversification).
4. Significant static character, attachment to a certain place (hostel, airport, since they cannot be moved to another place).
5. Mismatch in time between the sale of the tourist service and its consumption. The purchase of goods (services) of tourism is made weeks or months before the start of their consumption. In this case, advertising printed materials play an important role, providing visual information about the purchased tourist product and allowing you to create a sense of the benefits that can be derived from its consumption in the future. At the stage of selling a tourist product, great importance is attached to the degree of reliability of information, as well as the reliability of the product (correspondence of the quality of the product to its price).
6. Territorial disunity of the consumer and the producer in the tourist market. Information and promotion activities at a broader (international) level are important.
7. The buyer overcomes the distance separating him from the product and the place of consumption, and not vice versa.

Producers and consumers of tourist services also have their own specific features. Demand for tourism services is highly elastic depending on market conditions, income, level of education, advertising, and price. The assessment of the quality of travel services is quite subjective: a great influence on the assessment of the consumer is external factors or persons not directly related to the package of purchased services ( locals, other vacationers, tour group members, family members).

Tourist marketing is addressed not only to "end consumers" - tourists, but also to intermediate instances - travel agencies, partners, public tourism associations, state bodies for regulating tourism.

The features of the producers of travel services include such distinctive properties as complementarity, interaction with each other. This relationship is especially visible in the long term, reflecting the composite nature of the tour product: profitability transport companies depends on the load and quality of accommodation facilities, and their survival in the market is determined by the quality of attractions and the degree of attendance of this direction.

In a short period, in developing their marketing programs, various providers of travel services do not take into account the interests of each other. Practice shows the predominance of such a short-term orientation in the development of marketing strategies.

Producers in tourism- this is a significant number of independent and different in profile and specialization travel enterprises (tour operator, travel agency, hotel, restaurant, travel agency) with different purposes.

There are several levels of marketing: enterprises, public organizations and government agencies. Tourism is a complex system, a symbiosis of economics, politics, sociology, ecology and culture, therefore, in order to achieve a positive marketing effect, close coordination of marketing of various organizations in the tourism sector is necessary.

The constituent elements of the overall marketing system in the tourism industry are: the state, local authorities, national and local (regional) tourism organizations and enterprises.

Western experience shows that the joint efforts of private firms and official government tourism organizations in promoting the tourism industry give the greatest effect.

Between different levels In marketing, there is a close relationship: the state, local authorities and associations take market data, including information from enterprises, and enterprises, in turn, base their marketing concepts on national and local tourism concepts. Marketing developments of the state are not a directive, but a recommendation, a guideline for the enterprise.

To share national organizations and regional levels account for the following functions:

Carrying out marketing research at the national level;
- development of marketing concepts with recommendations for their implementation for enterprises;
- legal and investment support for the development of tourism infrastructure;
- consulting services on the implementation of the marketing concept;
- assistance in carrying out public relations and advertising events (exhibitions and fairs, brochures);
- Creation positive image countries, promoting the country as an attractive tourist destination for foreign tourists.

Government body- Ministry Russian Federation on physical culture, sports and tourism, according to its position, should carry out marketing research at the national level, collect statistical data on tourism, advertise and promote Russian tourism products on the world market (for this, foreign representations have been created abroad). Considering the importance of increasing tourism revenues, as well as the role played by the Russian regions in this, the Ministry of Sports of Russia, in order to promote the Russian tourism product, provides regional tourism offices with free places at the stands of international exhibitions in London, Berlin and Moscow.

Regional representations The Ministry of Sports of Russia and local tourism committees 1 are called upon to represent the interests and develop tourism in their regions. Not only traditional routes - Moscow and St. Petersburg, but also numerous regions have something to offer Russian and foreign tourists. However, having great tourism potential, most regions have a poorly developed tourism infrastructure, as there is no legal and financial support. Tourism is a profitable industry, therefore, it is necessary to create representative offices and tourism committees in the regions, attract financial resources for investing in infrastructure development, and represent the region in the national and world markets.

An example of the successful work of the tourism committee can be considered the activities of the committee for tourism, resorts and international relations under the administration of the Tver region. If in the early 90s the recreation centers located near Seliger were not in demand, then for the summer season of 1999 it was difficult to get a ticket there. To improve the situation with the hotel infrastructure, the committee agreed with 20 small German travel agencies to sponsor the construction of a small hotel "Osnabrück", which began to work with almost 100% load and was soon able to pay for itself. In the future, the regional administration plans to build several similar hotels. The development of tourism in the region is facilitated by an extensive network of roads and a modern airport for servicing domestic and, possibly, international flights. In addition, considerable attention is paid to the training of personnel for the tourism industry. The priority areas of tourism are ecological, medical, pilgrimage, recreation on rivers and lakes, as well as winter types of tourism.

In 1998, the region received 37 thousand foreign tourists from 41 countries of the world. In terms of domestic tourism, the priority markets for the Tver region are Moscow and St. Petersburg. To attract this category of tourists, weekend tours with a rest on Seliger, in the upper reaches of the Volga, were developed. In 1997, the region's budget received 300,000 rubles from tourism, and in 1998, 340,000 rubles. The number of travel agencies increased from 6 to 30, and as a result of the crisis (August 1998), only two firms ceased their activities 2 . Thus, thanks to the efforts of the regional administration and the tourism committee, tourism has become a profitable area of activity for the region, which can also create jobs.

Under Russian law, tourism committees do not have the right to earn funds to maintain and develop tourism in the regions, so they are in favor of amending the law on tourism in order to be able to receive funds for advertising, participation in exhibitions and for other purposes.

Tourism enterprises are engaged in new product development, tour programs, pricing, product quality improvement, as well as developments in the field of tourism product sales and the implementation of national and local marketing concepts.

The specific role of supporting and developing tourism at the state and international levels is played by the state. Experience different countries shows that the success of tourism development directly depends on how this industry is perceived at the state level, how much it uses state support. The state programs developed in a number of countries to stimulate inbound tourism provide tax benefits, simplification of the border and customs regime, the creation of favorable conditions for investment in tourism, an increase in budget allocations for infrastructure development, advertising in foreign markets, and training.

An example of such a country is Turkey, which provides benefits to local and foreign investors and tour operators. Thanks to the financial support of the state and local authorities, the tourism industry in Turkey is on the rise. If in 1994 the number of tourists amounted to 6.7 million people, then in 1998 this figure reached 9.2 million, and the income for the year amounted to 8 billion 300 million US dollars 3 .

In Russia, there is a lack of necessary tax support for tourism from both federal and local authorities. The formation of market relations in Russia, the opening of the market for foreign firms - all this led to a fundamental change in the relationship export-import operations in the system of international tourism. Russia has become a country of predominantly outbound tourism. At the same time, the number of foreign tourists visiting Russia every year is at the level of 1986.

The reduction in the volume of domestic tourism and the reorientation to outbound tourism reduce the income of both Russian producers of tourism services and local and state budgets.

Under the current conditions, it is necessary to stimulate the development of domestic tourism by improving the quality of service and competitive pricing, since the great demand of Russian residents for holidays abroad is due to the offer of better service at reasonable prices.

To improve the quality, it is important to look for ways to invest in the development of the material and technical base of domestic tourism. The current state of domestic tour business enterprises indicates that they themselves are not able to fully finance their own modernization.

In order to develop inbound tourism that is beneficial for the state budget, legal support is required, as well as measures to create a positive image of the country and promote Russia as an attractive tourist region for foreign tourists. Russia's income from this sector of the economy and the number of arrivals of foreign tourists in 1998 is significantly less than in most countries of Western Europe (in France, income from inbound tourism amounted to 29 billion 700 million, in Spain - 29 billion 585 million, in Germany - 16 billion 840 million, in Austria - 12 billion 164 million, in Poland - 8 billion 400 million, in Russia - 7 billion 107 million US dollars 4).

§ 2. Types and objectives of marketing research

Marketing research is essential for a particular firm in the process of systematic collection and analysis of information in order to identify threats, weaknesses, strengths and opportunities of the tourism market, as well as to develop an appropriate marketing strategy for business success.

Research conducted in tourism provides an information base for making the right management decisions by tourism managers. Research reveals:

Problems hindering the effective conduct of business;
- causes of problems and possible ways to resolve them;
- future trends on tourist market.

Research also allows: to see new opportunities; determine effective ways of doing business; better understand the demands of the market and reduce the likelihood of risk in accordance with the changes that are constantly taking place there.

Research that reduces risk in the decision-making process largely determines the success of the tourism enterprise.

Thus, managers can plan, implement and control tourism activities more successfully if they have the necessary information.

All management decisions should be accepted taking into account the data obtained during marketing research.

The intensive growth of tourism in Russia has not contributed to the conduct of marketing research and planning of marketing activities. However, the August crisis of 1998 forced many enterprises to reevaluate their methods of work in order to survive in a crisis and competition. When making a management decision, managers pursue the goal of making a profit. But, as long-term practice of working in the European tourist market shows, the main tasks of any tourist enterprise, if it sets its strategic goal obtaining long-term profits and maintaining demand for their goods and services, is to determine the needs of consumers and meet their needs. The marketing concept of doing business, which arose in the late 70s in the Western market, involves conducting market research and planning marketing activities at the very beginning of the development of a tourist product: firms need to know the needs of potential customers, determine the possible number of buyers of a product or service, how and where they want is to buy, at what price and what they expect from the purchased product or service. To obtain such information, there are certain research technologies. Tourist enterprises choose the most acceptable from many different approaches.

Marketing research is necessary at all stages of the company's activity - from product development and promotion to sales and after-sales service.

Firms can conduct two types of research:

1) current research, carried out constantly in order to identify all the changes and trends taking place in the tourism market (even minor changes in the company's environment can affect the results of management decisions);
2) study of one specific situation (problem) in order to test the assumption or analyze changes in the tourism market.

The company conducts a comprehensive study of the tourism market in order to assess the current general situation, the problems and threats arising from it, and the emerging opportunities. The firm may also allocate resources to conduct research on one or more problem situations that have developed in the course of the day-to-day operation of the enterprise. In addition, the company investigates external and internal factors of influence, studies the effectiveness of an advertising campaign, market potential, and business development trends.

Goals marketing research in tourism:

1. Identification of significant problems. The intensity of daily business activities leaves little time for performers to focus on problematic areas of activity that are an obstacle to the successful functioning of the enterprise. Identifying the causes and problems that cause business inefficiencies is often one of the many simple contributions that research makes to the management process.
2. Maintaining the connection of the enterprise with its target markets. Tourism research provides an opportunity to identify future trends, better understand market demands and track changes in markets in order to develop appropriate policies. Research reduces the likelihood of risk arising from unexpected changes in the markets. To a certain extent, the study provides a guarantee that the company will not produce a product that, due to changes in the market, has already become obsolete for this market.
3. Cost reduction. The study helps to identify the most effective business practices and eliminate inefficient ones.
4. Development of new sources of profit. Research can lead to the discovery of new markets, new products, and new uses for products already on the market.
5. Help in stimulating sales. The results of the study are interesting not only for a particular company, but also for society as a whole and can be used in advertising campaigns and to stimulate sales. This primarily concerns studies of consumer attitudes towards a product, service, and those studies in which consumers are asked to evaluate certain goods and services.
6. Create a favorable attitude from buyers. Consumers respond well to tourism enterprises conducting research. They believe that the companies that do this kind of work really care about them and are putting in the effort to create a product or service that meets their needs. So, if the purpose of the survey, for example, improving the quality of service, is indicated in the preamble to the questionnaire, customers will be more willing to answer the questions of the questionnaire and they will create a favorable impression of the company as caring about maintaining or improving the quality of services provided.

§ 3. Stages of marketing

Tourism research takes many forms, from the primitive to the more complex, from the simple collection of facts to the use of complex, mathematical models.

The process of conducting tourism research is represented by the following stages:

1. Problem definition. First, it is necessary to define or identify the existing problem and formulate the objectives of the study. Goals can be search, involving the collection of some preliminary data that shed light on the problem, and possibly help develop a hypothesis; descriptive, that is, explaining certain phenomena; experimental, providing for testing the hypothesis of some kind of causal relationship.

2. Conducting a situational analysis. At this stage, all available information related to this problem is collected and processed. The purpose of this stage is to find out if any other company has already had similar situations or to check if the information that contains a ready-made solution to this problem has not been omitted.

situational analysis is a thorough search of all data relating to a given company, a particular product, industry, market, competitors, advertising, consumers, product and service providers, technology, economy, political climate and other similar data. Knowing all the information about the problem helps to identify possible reasons its occurrence. The organization will get more from the result of research if its internal environment and goals, strategies, aspirations, available resources, as well as the limits that it should not go beyond in its activities, are clearly defined.

In addition to obtaining the necessary information on this problem from available sources, it is necessary to extract useful information also from conversations with clients, distributors and other key figures in the travel industry. During situational analysis and information gathering, assumptions are made, which then need to be tested.

3. Development of a research scheme. After collecting relevant data and identifying the problem, it is necessary to develop a certain procedure (or structure) according to which the research will be carried out. At this stage, which is the core of the research process, hypotheses are developed to be tested, the type and sources of the necessary information are determined. If it is determined that field research is required, then a sample should be developed for interviewing, questionnaires or other forms of information collection, as well as instruction sheets and coding and tabulation methods. Finally, an auxiliary study must be carried out to check all the previous elements. The results are presented in the form of a detailed plan that is intended to serve as a guide in the research process, and any qualified research participant must adhere to this plan.

4. Data collection. When data can be obtained from sources of secondary information, desk research of all existing information is carried out. When collecting primary information, however, actual field research is used, the main methods of which are observation, questioning or experiment. The success of data collection depends on the quality of the field research, the quality of the work of the interviewers or people conducting the field research, and the skill level of the researchers.

5. Presentation of information in tables and analysis. Once the data has been collected, the information must be coded, tabulated and analyzed. This and the previous steps must be carried out with the utmost care, otherwise, if the process of collection, tabulation and analysis is not carried out properly, many erroneous conclusions can be drawn. For example, if the survey method is used in data collection, the interviewers must be carefully selected, trained and supervised. The presentation of information in tables is carried out using a computer.

6. Data interpretation. The result of the presentation of data in tables is a lot of computer inferences and a number of statistical conclusions. The data obtained is interpreted in order to find the best solution or to develop a set of specific recommendations for determining the actions of a firm or organization. The transition from interpreting information to making recommendations is the most difficult task in the research process.

7. Reporting. The presentation of the results of the study is very important. All the labor and expense of conducting research will be in vain if the data obtained is not presented in a form that helps the manager act in accordance with them. At this stage of the research process, a full report should be produced with approved recommendations for solving a particular problem situation.

8. Control. Research work is considered incomplete until the results of the research are put into action. Research is money invested and time spent. The task of the researcher is also to ensure that the investment of money and time spent gives good results.

§ 4. Sources of information

In research work, both primary and secondary data can be used. Primary- this is data collected for the first time specifically with the aim of solving a specific problem in the tourism environment. Secondary- data previously collected for other purposes, which can be obtained simply by visiting a library or other secondary data repositories. When researchers survey cruise passengers to determine their attitudes and opinions, they are collecting raw data. When they refer to statistics obtained from previous surveys and passenger surveys, they are using secondary data.

It is a mistake to conduct tourism research aimed at obtaining primary data without verifying the necessary information from available secondary sources. Only when, after examining all relevant secondary sources of information, there is not enough data to solve the problem, one can turn to primary sources.

Secondary data are collected through desk research. Over the past 10 years, a large amount of information has accumulated on tourism, travel, recreation and leisure. Competent researchers in the field of tourism should be familiar with these sources and how to find them.

Secondary sources of information are divided into internal and external.

TO internal sources include: profit and loss statements; balance sheets; sales reports of travel agents and other distribution channels; traveling salesmen reports; invoices; previous research reports.

By analyzing internal company documents, the manager can identify new opportunities and emerging threats and problems. From internal sources you can get historical data that will help you see important trends and patterns. Historical data may contain information: on the market (capacity, market share); about the marketing activities of the enterprise (history of advertising campaigns, pricing policy); on costs and profits; relating to changes in technology; in area legal regulation; about demographic trends and other useful information about the external environment.

In the results report economic activity provides information about the volume of sales of the company, the cost of goods sold and the costs for a certain point in time. By examining successive periods of business results reports, an entity can identify the occurrence of favorable or unfavorable trends and take appropriate action.

Analyzing sales performance indicators will help managers take appropriate action. For example, if sales in one region are more effective than in others, the manager may resort to the following measures: organize an advertising campaign, intensify incentives for lagging regions to more efficient operation for sales.

Comparison of actual and planned indicators can be made from detailed sales forecasts: by territories; products; buyers and travel agents. The forecasts set a sales target, against which the actual results are then compared. Sales analysis is one of the cheapest and most important sources marketing information.

TO external sources information includes: officially published internal reports of firms on sales figures, prices (price lists); publications of state bodies on tourism; books and periodicals(newspapers and magazines, such as "Tourinfo", "TTG", "Tourism and Travel: Practice, Problems, Prospects", "Tourist Business", "Extra-M", "Foreigner", "5 Stars", "Voyage" and etc.); official statistical materials providing data on demographic (population census), economic, social and other aspects; hotel association publications; advertising materials about the services of commercial organizations.

The publications provide data on market size, market shares of various companies, consumer preferences and behavior, as well as booklets and brochures on travel destinations, hotels, carriers. The use of government statistics provides the firm with information about potential customers, their purchasing power, market size, and the socio-demographic characteristics of the population (income per person).

The secondary data serve as the starting point of the study. If suitable secondary sources of information are found, a large amount of money and time can be saved. The low cost of secondary information is an indisputable advantage of this source. When secondary sources are available, there is no need to write and print questionnaires, hire interviewers, pay for transportation costs and coding information. Secondary data can also be collected much faster than primary data. When carrying out the actual field research data can be collected for at least 60-90 days; secondary data can be obtained from the library within a few days.

Secondary data also has its drawbacks, the main of which is their obsolescence. For example, a population census is carried out every 10 years; by the end of this period, population data may change and no longer be as useful.

When it is not possible to obtain information from available secondary sources, or when the available information is outdated or insufficient to solve the problem under study, or there is doubt about its reliability, it is necessary to turn to primary (first-hand) data. If it is necessary to obtain information regarding the opinions of travelers, then it is advisable to refer to the primary source, that is, to interview the travelers directly. As noted earlier, it is necessary to resort to the collection of primary data only after all the information available on this problem from secondary sources has been studied.

§ 5. Methods of collecting information

After determining the need to collect primary data, you need to choose a method for obtaining them. The most widely used method of collecting information is the survey. Other common methods are observation and experiment.

The collection of primary information requires significant costs, but the data obtained have a greater effect in solving the problem. During the collection of primary information, secondary data are periodically updated. Necessary amendments are made to them.

Poll method(survey technique) collects information through asking questions and includes factual interviews, opinion polls, and explanatory polls. Surveys can be conducted through personal interviews, by mail or telephone.

Actual Poll. An analysis of all types of survey shows that the actual survey has more advantages. The question "When and where did you spend your holidays with your family last year?" requires the respondent to answer accurately. The actual survey produces excellent results, even though the data may be subject to inaccuracies due to respondents' poor memory or their desire to make the best impression.

Consumer Opinion Survey. Using this method Respondents are asked to express their opinion, to make an assessment of something. For example, the respondent will be asked which tour product was attractive to him: A or B, or which product was advertised best quality? This opinion poll can bring valuable results.

Explanatory survey. Here the respondents act as reporters. For example, they are asked to explain why they made this particular decision (i.e. why they took part in this particular recreational activity), why they chose the indicated airline, why they chose this country (region) for their holiday, why they chose this is the accommodation.

If the question "what" is answered accurately and without delay, then the answer to the question "why" sometimes leads to confusion. Thus, it can be concluded that it is worthwhile to obtain data using the survey method, using an actual or opinion poll and using more in-depth interviewing or psychological research in order to obtain answers to the question "why".

As mentioned above, consumer surveys can be carried out using personal (personal) or group interviews, by phone or by mail. The purpose of the study is to collect data by interviewing a specific group of people (sample, i.e., a segment of the population that is called upon to represent the population as a whole at the moment). When analyzing the main research methods, it is possible to identify advantages and disadvantages.

Personal interview. There are two types: the pre-planned and organized interview and the street interview. When conducting a pre-arranged interview, the respondents are selected randomly, at random, the survey is conducted by phone or in person. The second type of interview involves interviewing people on the streets.

An interview is a more convenient way to collect data than a survey by mail or telephone, since the interviewer can adapt the questions to a specific situation, to the respondent, and give the necessary clarifications during the interview. Much more information can be obtained through interviews than through mail or telephone surveys, which tend to be relatively time-limited. The person conducting face-to-face interviews can make the necessary observations on the spot and at the same time ask questions. For example, a home interviewer can collect information about the socioeconomic status of interviewees through direct interviewing, supplementing the results of the interview with his own personal observations. The method of personal interview allows better control over compliance with the sample than other survey methods.

The main limitation in the use of face-to-face interviews is the relatively high cost of conducting them. This method is the most cost-intensive of all three methods and requires significantly more time to complete. A negative point is also the possibility of the interviewer influencing the answers of the respondents.

group interview. When conducting a group interview, 6-10 people gather. The interviewer must be objective, otherwise the results will be incorrect. Interview participants are usually paid a small amount of money for participating. The interview is conducted in a pleasant and non-distracting environment. The interviewer organizes a light, informal discussion, hoping that the answers of the respondents will reveal their deeper feelings and opinions, directs the discussion in the right direction. The interview is recorded in video or audio recordings. The records are carefully studied in order to ascertain the opinions, beliefs and better understanding of the behavior of the respondents. To find out the attitude of customers to a particular product, a tourist enterprise may ask its foreign partners - the local travel agency of the country where the tourists are staying - to ask the opinion of consumers of the tour product directly on the spot during and at the end of the consumption of the product. An enterprise may hire part-time people, such as students, as interviewers. The group interview is becoming one of the main research tools of marketing, allowing a deeper understanding of the thoughts and feelings of consumers.

Poll by phone. Telephone surveys tend to be shorter in time and more labor intensive than face-to-face and group interviews. The negative point here is that not enough time is given for clarifications to the questions asked, they are not as convenient as in the case of personal contact. The telephone interview should be short, concise and non-personal. Another disadvantage of this method may be that not every potential respondent has a telephone. The main advantages of a telephone survey are the speed of data collection and the low cost of conducting it.

Polls by mail. This research method does not require large expenditures. Typically, the mail-in survey procedure begins with the compilation and mailing of a questionnaire to a group of respondents who are asked to return the completed questionnaires to the address on the envelope. This method has a significant advantage when it is necessary to interview geographically dispersed groups of respondents and when it is difficult to interview them by other methods. Another positive feature of this approach is the absence of influence on the answers of respondents, as happens in the case of personal interviews. Thus, the respondents fill out survey sheets or questionnaires at their own discretion.

The main task in conducting a survey by mail is to clearly draft the questionnaire in order to receive accurate answers. The next thing to pay attention to when conducting this type of survey is the number of questions in the questionnaire. Although it is possible to ask more questions when sending a questionnaire by mail than with a telephone survey, nevertheless, they should not be many. Mail questionnaires require simple, well-defined questions that won't confuse the responders. To increase the number of questionnaires received, the following steps are usually taken: give a subscription to some printed publication and send a free number; a letter with questionnaires is sent to the director of the organization where the respondents work, so that he can control the return of completed questionnaires; a paid envelope with a return address is put into the envelope with the questionnaire; attractively design the questionnaire.

Before conducting a survey, it is necessary to determine the sample. When collecting primary information, it is necessary to draw up a sampling plan, thanks to which the selected population would meet the objectives of the study. To do this, you need to define:

Sample composition: who to interview? The target population needs to be identified. Decide whether to include only business people or vacationers in the sample, or maybe it will consist of both. Decide what information is needed and who has it;
- sample size: how many people should be interviewed? Large samples are more reliable than small ones. However, to achieve more accurate data, it is not necessary to include a large number of people in the sample. With a good definition of the composition of the sample, a survey of no more than 1% of the population can give good results;
- the method of determining the participants in the sample. To do this, you can use the method of random selection. You can select survey participants based on belonging to a particular group or category, such as age group, or where you live. The selection may be based on intuition, the feeling that these people can be a good source of information.

Observation method consists in direct observation of people and situations in the process of collecting data. A tourism enterprise may, for example, ask travel agents or other intermediaries working with its competitors to observe their performance and the reactions of their customers, and encourage suppliers of goods and services to report on the affairs of competitors and how they solve their problems. Finally, representatives of the tour company themselves can fly by plane, stay in a hotel or buy a tour of a competing organization in order to evaluate the level of service, see the reactions of customers and identify some advantages, and if they lead to achieving a competitive position in the market, then introduce them at your enterprise. If competitors make mistakes, the company must take them into account in order to avoid them in its activities.

The method of observing people's actions is more impartial than using the survey method. When using this method, information can be collected through either personal observation or observation by mechanical means.

The advantage of the observation method is that it contributes to the collection of more accurate information and describes the behavior of consumers. It also prevents the interviewer from influencing the responses. The disadvantage of the method is that it is more expensive than the polling method and that it may not be applicable in some cases. The method of observation describes the behavior of people, but does not reveal the reasons that prompt them to behave in one way or another.

Observation is not able to delve into the motives of behavior and attitudes of people to something, it is not able to reveal the opinions of consumers. Thus, if it is necessary to find out the causes of behavior and answer the question "why", observation represents the worst method for achieving this goal.

An experiment involves conducting tests to identify cause-and-effect relationships. Experimental studies require the selection of comparable groups of subjects, creating different environments for these groups, controlling variable components, and establishing the degree of significance of the observed differences. With proper control, this method gives the most convincing data. The conclusions of an experiment can be relied upon to the extent that its design and execution exclude alternative assumptions by which one could explain the results obtained. In tourism, it is difficult to conduct experimental studies, as it can be difficult to control the constancy of variable components. However, resort regions or tourism enterprises can conduct advertising or price experiments to help managers make managerial decisions.

For example, a tour operator on the "Golden Ring of Russia" needs to establish how a decrease in the price of a tourist product will affect an increase in its sales. Suppose that the original price for the tour was 560 rubles. Then the company decided to reduce the price of the tour in the same period of time to 490 rubles. If, as a result, the number of customers who applied to the firm remained the same, then nothing depends on the price. If the flow of tourists has increased significantly, then we can conclude that the number of tourists depends on the change in the price of the tour product.

The main instruments of research in tourism are the questionnaire and mechanical devices. A widely used tool in the collection of primary information is a questionnaire, or questionnaire. The questionnaire consists of a series of questions to which the respondent must answer. Questionnaire - very flexible tool research, as questions can be asked in a variety of ways.

It must be carefully designed, tested, all identified shortcomings of the questionnaire must be eliminated before its widespread use. When preparing a questionnaire, tourism organizations can contact a marketing specialist or specialized marketing research companies who will help select the necessary questions, their form, the correct wording and placement of questions. by the most common mistakes when compiling a questionnaire, there are: asking questions that cannot be answered, that they will not want to answer and that do not require an answer, and the absence of questions that should definitely be answered. Each question must be checked for compliance with the purpose of the study. Questions, which are not very important for the purposes of the study should be omitted, as they prolong the procedure and annoy the interviewees.

The form of the question can also influence the response of the respondents. There are two types of questions in marketing research: closed questions and open questions.

closed question includes all possible answers. The respondent simply selects one of them.

Open question gives respondents the opportunity to answer in their own words. Open-ended questions can be presented in various forms. They give a greater result, since the respondents are not limited in any way when answering questions. This type of question is especially useful in the exploratory phase of research, when it is necessary to establish what people think without determining how many of them think one way or another. On the other hand, closed questions help to get answers that are easy to interpret and tabulate.

It is important to pay attention to the wording of the questions. In this case, you need to use simple, unambiguous words that do not affect the direction of the answer. Questions must be tested (before the questionnaire is completed).

Particular attention is also required to determine the sequence of constructing questions in the questionnaire. The first questions should generate interest among the respondents, difficult and personal questions should be asked at the end, so that the respondents do not have time to withdraw into themselves. Questions should go in a logical sequence.

The crisis of 1998 forced many tourist enterprises to reconsider their methods of work, change their strategy in order to survive in the face of fierce competition. More attention has been paid to marketing planning and market research.

The specifics of marketing research in the Russian tourism market is that market research is limited only to conducting desk research using secondary information, but some of the information is already outdated, and some may simply not be suitable for solving the problem situation that has arisen.

The results of the analysis of the activities of the largest Russian tour operator in Spain, Natalie Tours, show that market research has allowed the company to identify target segments, choose permanent reliable partners, and significantly increase sales and market share. This determined the most efficient functioning of the company and allowed it to become a leader in the Spanish direction.

To conduct the most in-depth marketing research, sophisticated techniques, various statistical techniques and decision-making models based on computer technology are used. To conduct such research, it is necessary to involve marketing specialists and specialized marketing research companies.

The most common marketing research tool for Russian firms is a questionnaire that allows you to identify opinions, preferences and other characteristics of target markets.

Marketing research requires significant financial investments and is often inaccessible to small and medium business tour operators. Therefore, it is advisable for them to unite to conduct joint marketing activities, including market research in order to reduce the cost of it and attract marketers and specialized companies.

Internal marketing is marketing carried out within an organization and aimed at effective learning and motivation of the work of employees who are in direct contact with customers and provide support for these contacts, as well as to create conditions under which employees work as a single team, ensuring the most complete satisfaction of customer requests. Internal marketing, focused on the internal market of the organization, precedes external and interactive marketing.

The concept of internal marketing implies an active marketing approach and appropriate coordination of personnel actions. "Internal marketing uses marketing opportunities to better manage the employees of the company. Internal marketing is marketing aimed inside the company, at its employees.

The goal of internal marketing is to create a real team, that is, people whose passion for their work transcends official duties. They define the content of their work in terms of serving external customers. Such people no longer perceive their work as a set of specific tasks formulated by management. Instead, their understanding of the job includes everything they can do to serve external clients.

Since each employee is individual and has his own opinion and attitude to this or that fact, the quality of services provided to external clients is not the same, inconsistent and inseparable from the people providing these services. Internal marketing is precisely aimed at creating conditions for the provision of services. High Quality. The solution of these problems is carried out using methods borrowed from external marketing, but applied to internal market participants, for example, marketing (sociological) research, segmentation and positioning, marketing communications, strategy development and tactics in relation to personnel, etc.

One of the main concepts of internal marketing is the concept of the internal market as a place for the exchange of values provided to external customers by the organization's personnel for material and moral and social rewards provided to them by the organization's management. An important function of internal marketing is the development of market orientation among all employees.

Market orientation in this case considered in two aspects:

a) customer orientation, i.e. understanding and satisfaction by employees of the organization of customer needs;
b) focus on competitors, i.e. employees of the organization should have information about the competitors of the organization, know their strengths and weak sides, use this information to better satisfy customers.

The result of internal marketing is the interaction of internal suppliers and consumers. The idea of singling out internal suppliers and consumers in the staff can be traced in almost all authors discussing internal marketing issues. Moreover, in most cases, the same employee (group of employees, department, etc.) simultaneously performs the functions of both an internal supplier and an internal consumer.

Orientation of the organization to the staff (internal customers) is one of the main success factors for foreign market. It stems from the following:

a) the quality of services is based on the creation of the value of the service;
b) improving the quality of intra-organizational relationships ultimately has a positive effect on the quality of relationships with external customers;
c) the object of orientation to internal customers (internal orientation) is the relationship between individual employees and departments of the organization in the process of creating the value of services;
d) the purpose of the internal orientation of the organization is to provide added value at each stage of the value chain.

Summarizing the above, we can say that internal marketing is a systematic action to use marketing tools within an organization aimed at motivating and cross-functional integration of customer-oriented personnel, overcoming resistance to change in order to effectively meet the needs of external customers.

The task of internal marketing is to analyze formal and informal internal communications in order to identify the effectiveness and expediency of communications for the quality work of staff.

The use of marketing communications methods in internal marketing involves the use of the following methods:

-- sales promotion (sales);
-- personal (personal) sale;
- public relations (public relations);
- promotion of sales (sales);
-- advertising.

Sales promotion in internal marketing refers to short-term incentives that promote the "sale" of work to employees of the organization.

Personal selling refers to the oral presentation of a job by a manager in conversation with one or more potential internal buyers for the purpose of selling it. It is an effective tool for promoting the work-product at certain stages of its sale, when personal contacts between management and employees of the organization can be more effective methods of motivation than sales promotion methods. In addition, personal selling techniques are used during job interviews.

The advantages of personal selling are mainly due to the fact that there is a direct meeting between the manager and employees. The personal nature of the meeting allows you to more accurately understand the needs of employees, explain to them the positions and capabilities of the organization, present the works being sold in a favorable light, eliminate misunderstandings, and establish long-term trusting relationships.

Managers need to understand that bad service gets more response than good service. When guests are mistreated, they talk more about the incident. If a person has been served well, he will tell five people about it. If a person has received a negative experience, he will report it to ten. The dissemination of positive experience is more difficult. A few negatives can ruin a lot of positives.

The company's goal is to provide a service that exceeds the expectations of the client.

All hotel staff - from the check-in clerk, the dining room waiter, the front door attendant, and the concierge - must make an effort to ensure that the guest leaves satisfied. Their attitude appearance and readiness to fulfill any request of the guest form the overall impression of the hotel. The employees of the companies that organize the reception of guests provide services that, through their intermediation, become part of the product. It is often quite difficult to differentiate the material part of the product of competing companies. Steak dinners and hotel rooms in the same price range differ very little in value. Differences in products are often due to the fact that company employees serve their customers differently.

IN hotel business most marketing activities are performed by employees outside the marketing department, not by marketing professionals. Marketing program, attracts customers to the hotel. The hotel staff must serve the first-time guest so that he becomes a regular customer. The income of the hotel directly depends on this - the more regular customers, the higher the profit of the hotel. A 5% increase in loyal customers can lead to a 25% and even 125% increase in profits. (see Appendix 1).

The hospitality and tourism industry is unique in that employees are part of the product. The hotel must have a staff that is able to perform well at the "moments of truth". When people think of marketing, they usually think of outward marketing efforts, but the main marketing effort of a hotel or restaurant should be directed inward to its employees.

Managers must make sure that employees know their services (products) and believe that they have high customer value. Employees must be enthusiastic about their company and the services they sell. Otherwise, it is impossible to interest customers. External marketing brings customers to the hotel, but it is of little use if the employees do not live up to their expectations.

Marketing professionals must develop methods and procedures to ensure that employees are able and willing to provide quality service.

The concept of internal marketing, developed by marketers, formalizes marketing procedures specifically for employees. The work of internal marketing is structured so that employees at all levels of the organization carry out business in practice and realize that their various activities and conditions environment shape the mind of the client.

Internal marketing is divided into four components: production culture; marketing approach to personnel management; bringing information about marketing goals to the team; reward system.

Production culture.

Travel agency employees do not have direct contact with foreign tourists and therefore cannot show special attention and hospitality towards them. Therefore, when we talk about work culture, we mean the system of values and beliefs that gives the staff of the company the ability to understand its tasks and ensure that they are correctly solved. In an effectively managed travel agency, all employees are carriers of this culture, the high level of which is determined, firstly, by the behavior of employees in production processes. They know what management expects from them and how to act in different situations. Secondly, a high level of culture allows employees to clearly understand the final goals and feel good about their firm.

In practice, a high level of production culture is achieved by increasing the responsibility and self-discipline of the company's employees, strict observance of the deadlines and quality of the work performed, cultivating psychological compatibility among the travel agency personnel and creating a favorable psychological microclimate in it, encouraging the initiative of employees by granting them the right to use non-standard solutions in emergency cases, to go beyond the limits of official powers, the widespread use of such forms of work as the combination of professions and the expansion of the range of duties, the establishment feedback: "employees - management" and others. An internal marketing program stems from a culture of service. A marketing service program is doomed to failure if organizational culture The firm does not support customer service.

An article in The Australian, a national newspaper, reports that four firms have invested $2 million in customer service programs with little return. One of the reasons why these customer service efforts failed was that the companies' entrepreneurial culture was not service oriented. Companies ran customer service programs because they believed they could satisfy customers and generate more cash for the firm. However, these firms soon discovered that good program customer service involves much more than just dealing with front line employees. The internal marketing program requires strict commitment from the managers themselves and the company's management.

The main barrier in the preparation and implementation of most internal marketing programs is middle management. Managers are trained to track prices and increase profits. Their reward systems were usually based on the achievement of a certain level of costs. Imagine a hotel receptionist who has received appropriate marketing training and is dedicated to helping guests. He will spend a little more time on clients, or perhaps cancel the visit to the health club in order to help a disgruntled guest and correct the situation if the client was in any way dissatisfied with the service at the hotel. However, the same employee, who has not undergone such training, may regard all this as additional (not productive) time spent, the services rendered as wasteful.

If management expects a positive attitude of employees towards the client, it must itself have the same positive attitude towards both the client and employees. Too often, organizations hire "special trainers" to work with their employees who interact with customers during the day and instill in them an interest in quality service client. The result of this training is usually short-lived because organizations do little to support employees who do good customer service. Managers urge receptionists to be helpful and friendly to guests, while this department is understaffed, for example. A salutation that exists to make the registrar seem sincere and helpful - " Good morning, the Plaza Hotel, says Elizabeth, how can I help you?" - does not bring the desired benefit if it is all compressed into 3 seconds plus it is also supplemented with the words "Please do not hang up!" at the end. The client can wait until the phone rings fourteen times, and when finally answered, he hears a cold, pattered hello.Management must develop a culture of service, a culture that focuses on serving the customer based on certain rules, procedures, rewards and actions.

Bringing marketing information to employees. In order for travel agency employees to be fully involved in marketing processes and understand the goals and objectives, they must have access to relevant information.

- develop marketing plans jointly with the entire team of the travel agency;
- regularly inform the team about the results of the implementation of these plans;
- Discuss with them emerging problems and ways to eliminate them;
- inform the team about upcoming production plans in which they are to participate.

An organization in the field of tourism and other services of the hospitality industry should use printed publications as part of their internal communication. Most multi-hotel companies produce an employee newsletter, and large hotels also usually have their own internal newsletters for effective advertising new products and services, advertising campaigns. In addition to mass media, personal communication is also important. Leonard Berry suggests having two annual reports, one for stockholders and one for employees. His proposal has now been accepted by many firms.

Employees should receive information about new products (services) and their modifications, marketing activities and changes in the service process. All marketing actions, all stages of the marketing plan must include internal marketing. For example, when a firm spins a new media campaign, it must communicate it to its employees. Most employees see for the first time advertisements companies in the media. Before advertisements appear in the media, the company must explain the nature of these advertisements to its employees. Managers should also explain to them the purpose of the respective advertising campaign and its meaning.

Most often the most effective communication with clients is carried out through employees directly involved in their service. They can offer additional services such as a hotel health club or business center and provide any other services if it is to the benefit of the guest. Employees often have the opportunity to prevent the occurrence of certain problems for the client. For all this, employees need information. Unfortunately, many companies exclude employees directly involved in customer service from providing relevant information. The marketing director can inform managers and site supervisors about upcoming events, various kinds advertising campaigns, new means of promoting services, but some managers will find that ordinary employees do not need to know this information.

Management actions are the only way to communicate with the organization's staff. A leader at any level must understand that employees are watching his reaction to a particular situation and studying his behavior. If the general manager picks up a piece of paper from the floor, other employees will do the same. A manager who emphasizes the importance of the teamwork of employees acting as a team can reinforce the principle of teamwork.

By taking an interest in the work of employees, supporting them, calling employees by their names, having lunch in the cafeteria with them, the manager earns confidence in himself and his words.

Conclusion: In this paragraph, the concepts of internal marketing were considered, it was described how to achieve a high level of industrial culture, the concept of internal marketing, the purpose and its tasks were considered. Proceeding from this, internal marketing is based, on the one hand, on the fact that the staff is a resource of the organization necessary to achieve its goals, on the other hand, the staff is one of the most important client groups of the organization, whose needs must be met. Hospitality in marketing and tourism is the main condition for all employees; it should not be the sole responsibility of the marketing and commercial departments.

Marketing should be an integral part of the philosophy of the whole organization and the marketing function should be carried out by all employees. In manufacturing firms, the marketing function is often performed by the marketing department, as many employees do not interact with the customer. In the service sector, on the other hand, ordinary employees perform most of the marketing function.