Market risk and problems in tourism

Abstract

At the last 20 years average annual the rates of growth of foreign tourists arrivals number in the world were made by 5,l YO, currency receipts 14 % (dnternational tourist business)). Puzakova E.P., Chestnikova V.A. 1997). A share of tourism is 10 % of the 'world total national incomes. On Novosibirsk area, mainly Novosibirsk, the number gone away adroad on a line of tourfirms has achieved 160 thousand of persons (Russian-wide parameters for 1998 is 9,5 mln.persons.). Lately to Novosibirsk area comes up to 10 thousand foreign tourists in one year. Analyzing activity of leading firms of Novosibirsk, it is possible to make a conclusion, that the tourism is profitable branch allowing to decide the problem of population employment and develop adjacent branches of a facilities. But it is enough of problems too. As well as any sphere of activity, tourist industry submits to the basic laws of the market, which it is necessary to take into account. Manufacture and consumption of tourism services are closely connected among themselves. Frequently manufacture can take place, if consumer is present thus. For the consumer the risk is very high, because he beforehand cannot see beforehand or compare, or to try tourist services, i.e. as though is evident there was a preliminary information, booklets, prospectuses and videorollers were colourful, the consumer, actually, buys (( cat in a bag D. The seller (touragent,touroperator), too can make a mistake, since the satisfaction of tourists needs is very subjective and irrationally. It results that it is impossible to test, approve or objectively to compare various alternatives; it is impossible to take into account all additional charges both inconveniences. The sellers and clients usually have different understanding that is product. Whis the tourist point of view, the product buyed, covers all: from time when he leaves the house, before time of returning back. In other words tourist product for him is a connection of all components of a package. Therefore with acceptance of the decisions about trip there is a set vagueness. For decrease of a degree of uncertainty with planning marketing strategy in the tourist market it is necessary to take into account existing market risks. Let's consider a number such interferens factors as: inelasticity of demand, inelasticity of the offer, competition between services and routes, elasticity of the price and income, seasonal fluctuations, influence of the external factors. The given analysis of the factors influencing to formation of the market of tourist services, can be interesting by consideration of the tendencies of development of tourism in West-Sibirian region. Interferens of the factors is traced with formation, progress and realization of a tourist product, i.e. during the whole production cycle of tourist industry (see fig. 1). The factor inelasticity of demand, as the factor increasing marketing risk in general and creating special problem in the field of progress, of a creating the special problem, causes a low degree of flexibility of the suppliers of a tourist product, Inelasticity (instability) of demand, in turn depends on other factors: High degree of a divergence of demand concerning the price and income Sharp seasonal fluctuations Instability of influence of the external factors Absence of segmentation of the consumer market on routes, types, ways of trip presence of inconsistent motivations of the consumer.