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23ЭКОНОМИЧЕСКИЕ НАУКИ
MARKETING OF TOURISM REGION AS A NECESSARY CONDITION OF EFFECTIVE MANAGEMENT BY REGIONAL TOURISM
Maia Chechelashvili
Doctor of Economics (Ph.D.), Georgian Technical University, Tbilisi, Georgia Lia Berikashvili Doctor of Economics (Ph.D.), Georgian Technical University, Tbilisi, Georgia
Elisabed Malania
Doctor of Technical Sciences, Georgian Technical University, Tbilisi, Georgia
Abstract. The creation of effective tourism management systems at the level of individual regions is one of the most pressing problems in the development of regional tourism. They make it possible to identify and eliminate the shortcomings of the regional tourist infrastructure, increase the popularity and recognition of tourist regions, and streamline the local tourist market. One of the most important functions in the management of regional tourism is the marketing of the tourist region. The article discusses the use of marketing of tourist regions to ensure effective tourism management at the regional level.
Keywords: tourism, tourism management, tourist region, marketing of the tourist region.
Regional tourism is a complex system of interconnections and interrelations of various subjects of the tourist market, their interactions at various levels. Such a system is influenced by a variety of factors and processes occurring both within the tourist region and beyond. At present, three dominant factors have the greatest impact on the successful development of tourism at the regional level:
- market factor - the interpenetration of regional, national and world markets through the liberalization of foreign trade and the removal of protectionist restrictions in the World's framework Trade Organization;
- a competitive factor - increased competition in all the above markets, especially non-price competition -competition in quality of the tourism product and implementing various innovative projects;
- production factor - a gradual transition from fordism to post-fordism as a way of organizing the production of a tourist product which means replacing the mass production of a tourist product with individual (small-scale) production, vertical labor organization - horizontal, low individual responsibility - complicity of the personnel in the production process of creating a tourist product.
Besides these three fundamental factors that directly affect the success of tourism development in a particular tourist region, when managing tourism at the regional level, it is necessary to take into account the existence and impact of many other, often homogeneous, factors. For their analysis and assessment can be used a variety of criteria or signs of classification. One of the options for classifying factors affecting the development of regional tourism is presented in Figure 1.
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Figure 1. Factors affecting the development of tourism in the region
By the method of development, we can divide all factors affecting regional tourism into two sizeable groups: static and dynamic. Static factors include a combination of natural and climatic factors are of lasting, constant value and are adapted by the local population to tourist needs. The climatic and geographical factors of the region include a beautiful and rich nature, climate, topography, underground wealth (healing springs, caves, etc.). Statistical factors can also largely include cultural and historical factors of the region (historical, cultural, architectural, etc.). The group of dynamic factors includes demographic, socio-economic, material, technical and political factors, which may have an original assessment and change their value in time.
In relation to the functioning environment of the tourist region, it is possible to identify factors of the internal and external environment for the region that interact with each other and have a direct and indirect impact on the development of regional tourism. A qualitative assessment of the factors of the internal environment of the tourist region involves an analysis of the production and resource and personnel potential of the region, the structure of the regional market and regional budget, the development strategy and the material and technical base of the region (accommodation, transport, catering, retail, recreation, etc.) In addition, the internal factors of tourism development in the region include factors characterizing the functioning of the regional tourism market:
- processes of demand, supply and distribution of a regional tourist product;
- the increasing role of market segmentation in connection with the increasing complexity of tourism needs and the emergence of mixed forms of tourism;
- increasing the importance of coordination of activities in tourism and the intensification of globalization processes (the disappearance of national and regional preferences, equalizing the needs and demands of consumers, saving on the scale of production because of standardization of products or services);
- training (increase in the number of workers used in tourism,
- development of vocational qualifications structure, increasing the importance of vocational training, improving the organization of labor, etc);
- the growing role of private tourism business creating market conditions with a few large operators and a significant number of small tourism companies (tour agents).
Environmental factors of the tourist region have a direct and indirect impact on the development of regional tourism. Directly affect the success of tourism development in the region, external suppliers of goods and services, external consumers, competing regions, financial organizations and transport enterprises.
The following groups of factors indirectly influence the development of regional tourism:
- general economic factors (income level of the population),
- foreign economic activity of states, processes of integration and globalization of the global economy);
- general political factors (stable political situation in the tourist region, type of international relations with regions-suppliers of tourists, the state of the country's trade and balance of payments, international situation);
- scientific and technical factors (the pace of scientific and technological progress,
- the application of his achievements in the practice of tourism, the rational use of material resources and modern technologies);
- demographic factors (age of the region's population increase in the number of single people, childless couples in the region's population, reduction of immigration restrictions, increase in the level of education and culture, esthetic needs of the population).
According to the method of influencing the functioning and development of the tourist region, positive (extensive and intensive) and negative (restraining) groups of factors are distinguished. The positive extensive factors include the increase in the number of employees, the increase in material resources involved in the economic turnover, and the construction of new tourist infrastructure facilities. Positive intensive factors will be staff development and technical improvement of the material base based on implementing scientific and technological progress, improving the corporate culture, culture and quality of tourist services, the rational use of resources available in the region, the technologization and computerization of regional tourism. Negative factors that negatively affect the development of the tourist region will include crises, political and financial instability, unemployment and strikes, growth, prices and reduced consumption, unfavorable environmental conditions, toughening of tourist formalities and bankruptcy of tourism companies, etc.
According to the measurement method, they identify two large groups of factors that influence the development of the tourist region: the so-called "hard" and "soft" factors. "Hard" factors mean quantifiable factors oriented to productive resources (land, personnel, capital), production and marketing of products (infrastructure, population and consumption structure), and taxes, subsidies and support programs established by the state. These factors include energy costs and third-party services, wages (including social security contributions) and the availability of labor resources, transportation position, communications and costs, availability of technology, communications and knowhow, proximity to markets and purchasing power of the population, territorial location and infrastructure equipment. "Soft" factors relate to quantitatively difficult-to-measure categories, the level of development of the social environment of the tourist region; "friendliness" of its economy; the stability of the political situation; the regional structure of the economy; the quality of the education and training system; universities and research organizations in the region; attitude to the economy of the main actors in the region -enterprises, politicians, business unions, local administration; the quality of life in the region - quality of housing, cultural and recreational opportunities, etc.
Thus, we can say that a significant number of various factors have a significant influence on the development of tourism at the level of individual regions. Their accounting, control and adaptation to the needs of the tourist region is one of the priority tasks of the regional tourism management system. The solution to this problem can only be carried out by a complex managerial impact on the tourism infrastructure of the region and the participants of the regional tourism market in several areas. One of the main directions of managing the development of regional tourism is the marketing of the tourist region, which is part of the national tourism marketing and includes the marketing of domestic, inbound and outbound tourism.
We can define marketing of a tourist region as an activity undertaken with the goal of purposefully creating, maintaining or changing a certain image of a territory and / or behavior of entities external to that territory [1]. It involves the identification or creation of unique properties of the region and affects all participants in the regional tourism market:
- for entrepreneurs in tourism, by creating a sales market - providing the conditions for the activities and qualifications of the workforce;
- for tourists - by informing about the climatic conditions of the region sights and opportunities for recreation;
- for investors - by ensuring streamlined procedures for the sale of property and land, profitability and security of investments, the possibility of exporting profits outside the region, etc.
The major marketing objectives of the tourist region are [1]:
- increasing the competitiveness of tourism industry organizations in the region and organizations from industries related to tourism;
- strengthening identification of residents with their territory of permanent residence;
- attracting to the region consumers and producers of tourist goods and services;
- creation of a positive reputation, a top level of popularity of the region in the tourist market.
The choice of the direction of marketing activities in the tourist region depends on several circumstances, however, the most common points of application of marketing efforts in the tourist's management region will be:
1. Creation and maintenance of a favorable image of the tourist region. Among potential tourists and all parties interested in the development of regional tourism. For this, the region needs to actively use such marketing tools as advertising (in regional and national mass media), public relations (organizing presentations of the tourist region, taking part in specialized tourism exhibitions and forums), sales promotion (providing discounts on the regional tourist product, manufacturing and distribution souvenir tourism products of the region). An important means of creating and maintaining a favorable image of the tourism region is branding - both the tourism region itself and the tourism product it offers. There are three dominant types of brands: functional brands, image brands and empirical brands [2]. They acquire functional brands to satisfy the functional needs for food, safety, health, movement - while we associate the main consumer associations with the physical characteristics and basic functions of the brand. Such brands imply superior performance or superior economy. Formation and promotion of functional brands requires focusing on resources, product or price position and is mainly used by unique tourist
regions of the recreational plan. Brands of the image are created by a set of unique associations and are used in cases where the products are slightly differentiated or it is difficult to assess their quality. Brand-related images add symbolic value by reporting community or achievements. Empirical brands are unique in that they focus on consumer feelings when interacting with the brand. To use them, it is necessary to create a sequence of experiences among consumers and expand the limits of their emotional saturation. We present comparative features of all varieties of brands in table 1.
Table 1.
Comparative features of all varieties of brands
BRAND TYPE BASIS FOR DIFFERENTIATION ACCENT OF MARKETING CONSUMER NEED AND PARTICIPATION MANAGEMENT CHELLENGES
FUNCTIONAL EXCELLENT FUNCTIONING OR EXCELLENT ECONOMY PRODUCT, PRICE AND / OR LOCATION PHYSIOLOGICAL AND SAPETY NEEDS: RELATIVELY LOW PARTICIPATION SAVING BASING AT EXCELLENCE
FORM DESIRED IMAGE COMMUNICATIONS SOCIAL NEEDS AND REQUIREMENTS FOR RESPECT: FROM MODERATE TO HIGH PARTICIPATION BRAND FOR HERITAGE OF THE BRAND AND DYNAMIC ENVIRONMENTAL REQUIREMENTS
EMPIRICAL UNIQUE, ATTRACTIVE EXPERIENCE SERVICE PRESENTATION (PLACES AND PEOPLE) NEEDS FOR SELF-REALIZATION: FROM HIGH PARTICIPATION RISK OF USER SATURATION
Development and definition of a promising concept for the development of regional tourism based on a comprehensive marketing study of the size and nature of tourist flows in the region and basic tourist preferences regarding a regional tourist product. We present the crucial stages of conducting a comprehensive marketing tourism research at the regional level in Figure 2.
Figure 2 - Stages of an integrated marketing studies of the state of the tourist market in the region
Conclusion
Thus, marketing allows the best use of the competitive advantages available in the region, mitigate the negative impact of adverse environmental factors, and ensure the quality and attractiveness of the tourism product. We can use marketing campaigns as separate marketing tools (advertising, public relations, sales promotion), and
events. Segmentation of tourist flows and marketing analysis of resources for the development of long-term marketing programs can provide the level of competitiveness in all areas, and at the level of the tourism market.
References:
1. Berry, L.L. Services Marketing is Different // Business. 1980. - 30 (May-June).
2. Edgett S., Parkinson S. Marketing for Service Industries: A Review // The Service Industries Journal, July 2013.
3. Levitt T. Marketing for Business Growth. New York: McGraw-Hill, 2014.
4. Zeithaml V.F., Parasuraman F., Berry, L.L. Problems and Strategies in Service Marketing // Journal of Marketing, spring 2015.
5. WTO's Tourism 2020 Vision/ Global Forecast and Profiles of market segments, November 2001.
CURRENT ISSUES OF AGRICULTURAL INSURANCE AND WAYS OF DEVELOPMENT IN
ARMENIA
Hrant Hayrapetyan
Armenian State University of Economics, Asspirant in the department of Finances, Accounting
JEL- Q140
Abstarct. Agriculture is one of the main sectors of the economy of the Republic of Armenia.The efficiency of agricultural production in the province is mainly due to climatic conditions. For this purpose, first of all, a systematic study should be carried out on the situation in the provinces, the agricultural features of each province, the dangers posed and the agricultural work being carried out. The features of this system are different in different countries, and their study will allow us to find similarities that can be applied in Armenia. Assessing the importance and difficulties of agricultural insurance, it is necessary to introduce an insurance system that equally expresses the interests of both the insured and the insurer. In other words, to neutralize farm risks, insurance companies will not increase their risks, so a reasonable way to balance them is to introduce a state-subsidized agricultural insurance system.
Key words. agriculture, risk, insurance, plant species, disaster.
Agriculture has a unique place and role in any real sector of any country, which is one of the most important areas for economic development, employment and the general living standards of the population. It plays an important role in the development and stabilization of Armenia's economy, providing more than 20% of the country's gross domestic product, about 40% of employment, and at the same time accounting for more than 20% of exports and agricultural products. All regions of Armenia are in the middle or high risk zone of natural disasters. Being a mountainous country, Armenia has an disproportionate distribution of droughts and water resources. Subject to erosion and natural disasters, the country is more sensitive to adverse climatic changes, making the livelihoods of rural areas vulnerable. And the agricultural sector is of great importance for Armenia.
It provides the significant part of livelihoods, food security, rural development and export in rural areas. Current mechanisms for financing the sector and state policy aimed at promoting export products, mainly related to insurance, lending and investment processes.
Agricultural insurance is one of the types of property insurance, which includes insurance of agricultural crops, crops and perennial seedlings, insurance of agricultural animals, insurance of property (farms) of agricultural organizations and farms, insurance of other risks related to agriculture.
The insurance of crops and perennial seedlings is insured against complete loss or damage due to drought, storms, floods, frost, hail, as well as from various diseases and plant pests.
In the case of crop insurance, the crop reduction from 1 hectare to the average of the last five years is considered an insurance case. The amount of damage is determined by the purchase price specified in the insurance contract. Harvest insurance contracts are concluded in advance, ie before sowing, taking into account the biological characteristics of crops and the conditions of their growth. Insurance ceases immediately after harvest.
Harvest insurance premiums are calculated separately for each crop or crop group, multiplying the value of the crop expected from the entire sowing area by the insurance rate. Insurance tariffs vary depending on crops and regions. The value of the crop can be determined by one of the following two options: [2]
1. Based on the average yield of 1 hectare and the average purchase prices of the last five years. In the latter case, the value of the crop is determined for each crop and crop group.
2. Based on the average yield from the harvest of the last five years.
All insurance contracts, as well as the crop insurance contract, are concluded on the basis of a written application-questionnaire of the insured, where it is obliged to indicate all the information known to him, which is essential for determining the degree of risk. The development of agriculture has a direct impact not only on food
