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Theoretical and Applied Economics
Reference:

Modern marketing tools in the tourism market

Klimenko Tat'yana Igorevna

PhD in Economics

Docent, the department of Hotel and Tourism Business, Kazan Innovative University named after V. G. Timiryasov

420111, Russia, Respublika Tatarstan oblast', g. Kazan', ul. Moskovskaya, 42

klta@mail.ru
Ovcharov Anton Olegovich

Doctor of Economics

Professor, the department of Accounting, N. I. Lobachevsky Nizhny Novgorod State University, Russian Academy of Justice

603950, Russia, Nizhegordskaya oblast', g. Nizhnii Novgorod, prospekt Gagarina, 23

anton19742006@yandex.ru
Другие публикации этого автора
 

 

DOI:

10.25136/2409-8647.2019.4.23760

Review date:

01-08-2017


Publish date:

06-01-2020


Abstract.

The subject of this research revolves around capabilities of modern marketing in the research of the tourism market. It demonstrates the importance of development of easy to access and simple to apply marketing tools for the tourism market that would be capable of tackling the research tasks. It is established that the widely used market research methods in the tourism sphere include analysis of documents, consumer polls, expert assessments and experimental approaches. Special attention is given to the assessment of the representation of poll results and determination of the necessary sample size. A brief overview is made on the approaches towards segmentation of tourism market by various criteria. The scientific novelty pertains to development of an original approach towards proper positioning of tourism services in the domestic market. This article presents the results of marketing research of the demand in the tourism market of Kazan on the basis of consumer polling. The work highlights five segments of consumers, and draws conclusions on structural shifts in their demand at the brink of the 2017 season. There is evidence of increased interest towards domestic and foreign tourism, as well as key positions of leisure and recreation being taken by tourism. For efficient positioning, travel agencies are offered three criteria of segmentation: scale of business, seasonality, and consumer mentality. For the purposes of segmentation, the authors conduct expert interviews among Kazan’s travel agencies, and highlight the most efficient segments from the commercial point of view.

Keywords: efficiency, positioning, demand, segmentation, poll, tourism market, marketing tools, scale of business, seasonality, consumer mentality
This article written in Russian. You can find full text of article in Russian here .

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