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Marketing analysis of the activities of the travel agency. Analysis of marketing activities in a tourist enterprise. Analysis of demand and competitiveness of the enterprise

The document analyzes the features of the real work of the organization in the following areas marketing activities:

1) Working with potential consumers and taking into account their interests and needs.

Orientation to the consumer is the main principle of the work of BSP LLC. The activities of the company are determined by the consumer, who purchases a tourist product at his own discretion and thereby indicates to the seller what needs to be offered on the market. An enterprise that offers products and services that effectively meet the needs and demands of customers will be richly rewarded. Conversely, those who fail to achieve this will lose consumers with all the ensuing consequences. That is why the study of consumers can be called the most important area of marketing research at BSP LLC.

The study of potential consumers conducted by BSP LLC is aimed at identifying the main motives for purchasing services and analyzing consumer behavior, which equips the company's specialists with a powerful arsenal, without which it is impossible to successful activity on the modern market namely, knowing your customer. “Know your customer” is the main marketing principle at BSP LLC.

A correct understanding of potential customers provides the company with the opportunity to:

- predict their needs;
- identify the services that are in greatest demand;
- improve relationships with potential customers;
- gain consumer confidence by understanding their needs;
- understand what guides the consumer when making a decision to purchase tourism services;
- find out the sources of information used in making a purchase decision;
- establish who and how influences the development and adoption of a decision to purchase a service;
- develop an appropriate marketing strategy and specific elements of the most effective marketing mix;
- create a system feedback with consumers;
- Establish effective work with clients.

The independence of a potential consumer is manifested in the fact that his behavior is focused on a specific goal. Services can be accepted or rejected by him to the extent that they correspond to his requests. LLC "BSP" achieves success when it provides the consumer with freedom of choice and real benefits, providing consumers with a discount, gift, or other stimulating means of influence. The constant adaptation of the tourist offer to the needs of the potential consumer ensures the effectiveness of the practical implementation of the marketing concept.

For the consumer, the image of the enterprise and (or) an individual product plays an important role. In a broad sense, image means "image", that is, the impression that the company makes on the general public. An image is a purposefully created target audience image of the company and the products it sells. Image is a tool, first of all, of advertising and propaganda.

High quality customer service, psychological impact on consumers by means of advertising, allow you to create a positive image of BSP LLC in the eyes of a potential consumer. Only a positive image increases the company's competitiveness, attracts consumers and partners, and accelerates sales. This is a factor of customer confidence in the company and its services, and, consequently, a factor in the prosperity of the company itself, its owners and its employees.

In order to effective promotion tourism services in the sales markets, high-quality advertising is needed, not only in periodicals, radio and television, but it is also necessary to have your own print organ in the form of a newspaper, and even better a magazine (in color printing), which may contain information, for example, about new routes, about new tourist services, the main indicators of the best travel companies in order to exchange experience or improve the competitiveness of tourist services of the company BSP LLC.

2) Analysis of the service produced by the organization and measures to improve it.

LLC "BSP" provides services for inbound tourism to the Republic of Belarus, organization of excursions and accommodation of tourists in hotels in the country. The greatest value for the provision of inbound tourism services to the Republic of Belarus is:

- historical and cultural monuments - the historical center of Grodno, monuments of Polotsk (the spiritual cradle and the first capital of Belarusians), the architectural and cultural complex of the former residence of the Radivills in Nesvizh, the Mir castle complex (included in the UNESCO World Cultural and Natural Heritage List), churches of the defensive such as in Synkovichi and Murovanka, Brest Fortress, Lida Castle, Bobruisk Fortress, monuments of Pinsk, Slonim, Mogilev, Gomel (a palace and park ensemble in the style of classicism, Peter and Paul Cathedral), Mstislavl, Vitebsk (the city of artists and poets, where the world famous Mark Chagall);
- places associated with important historical events: Novogrudok (the creation of the Grand Duchy of Lithuania), Grodno (the second and third sections of the Commonwealth), Polotsk (the center of one of the oldest Slavic principalities), Zhirovichi (Holy Dormition Zhirovichi Monastery, the location of the miraculous icon of the Mother of God Zhirovichskaya), Brest (church union of 1596, peace treaty between Soviet Russia and Germany in 1918, heroic defense of the Brest Fortress in 1941), Khatyn (a village burned by the Nazis in 1943 along with its inhabitants);
- places associated with the names of prominent historical figures: A. Mickiewicz (Zaosie, Novogrudok, Lake Svityaz, Shchorsy, Baltseniki, Tuganovichi), M. Oginsky (Slonim, Grodno, the former family estate of the Oginskys in Zalesye), E. Ozheshko (Milkovsky, Grodno, Ludvinovo, Zakozel), I. Domeiko (Medvedka, Shchuchin), F. Skorina (Polotsk), Simeon Polotsky (Polotsk), T. Kosciuszko (Kossovo, Syakhnovichi, Grodno), M. Chagall (Liozno, Vitebsk), rate Nicholas II in Mogilev;
- museums of Minsk, Grodno, Vitebsk, Polotsk, Gomel, Mogilev, Brest, Slonim, Novogrudok, Baranovichi, folk art in Raubichi, folk art in the city of Vetka, Kupalovsky reserve, Kolasovsky reserve, Museum of material culture in the village of Dudutki (40 km from Minsk, on the picturesque bank of the Ptich River);
- centers of folk crafts and crafts: glass factories in Borisov and Berezovka, pottery and ceramics in Ivatsevichi, Bobruisk, Motol village, painting and woodcarving in Ivenets, Budslav, wood inlay in Zhlobin, weaving from flax in Molodechno, weaving in village Motol, straw products in Mogilev, souvenir factories in Minsk, Brest, Pinsk, Gomel.

In the Republic of Belarus in recent years there have been significant changes in the field of tourism infrastructure. The number of new comfortable hotel complexes has increased. A lot of work is being done to reconstruct and update the existing hotel stock of the republic, to bring it to generally recognized world standards. As a result, the provision of services by BSP LLC becomes better, a full range of services is provided, different in cost.

The purpose of measures to improve the services of BSP LLC is to determine the economic feasibility of organizing and improving tourism services for consumers of the tourism product. Consider all the necessary components of the marketing mix. RESEARCH - determination of needs for tourism services. Study and analysis of the economic situation, level of service and distribution, study of competitors, forecast of the implementation of tours and other tourism services. DEVELOPMENT - the transformation of needs into the implementation of a tourism product. Development of a policy to improve the implementation of tourism services, the definition and expansion of the range of services provided in accordance with the needs of consumers, the development of new routes. PRICING - determining the price of a tourist product. Development of a pricing policy, drawing up a grid of prices for tourism services at different stages of their life cycle depending on the sales markets, taking appropriate measures to increase the competitiveness of the tourism product. DISTRIBUTION - development of distribution policy, selection and management of marketing and distribution channels, planning and control of physical distribution, expansion of the network of agencies. PROMOTION - sales promotion and support. Formation of a policy in the field of sales promotion for the services of BSP LLC, planning and management of sales promotion, advertising activities and defining advertising objectives, establishing links with individuals and public organizations, information exchange, formation public opinion, organization of personal exclusive tours.

3) Market analysis, its segmentation. Search for an acceptable segment, taking into account effective demand in the segment.

Analyzing the market in which BSP LLC operates, the following can be noted: the tourist potential of Belarus is based mainly on the diversity, beauty and pristine nature of the country, the uniqueness of the historical and cultural heritage and consists of more than 15 thousand objects of historical, cultural , architectural significance, memorable places associated with the names of prominent figures in world history and culture.

Belarus has an exceptionally rich natural, historical and cultural potential, favorable for international tourism. Here, the climate is relatively mild, in a favorable proportion the floodplain lowlands and moraine ridges, open and forested spaces, an abundance of rivers and lakes correlate in favorable proportions, there are no extensive mining and industrial areas. The Republic has a compact territory, a dense network of rural and urban (especially small and medium) settlements, a developed infrastructure of road communications at various levels. in cities and countryside there are 1834 monuments of archeology, 1597 of architecture, 1131 of history, 122 of art, about 100 centers of folk crafts and crafts, dozens of local areas of traditional weaving and embroidery, pottery, weaving, saddlery and so on. In addition to nature reserves, sanctuaries, there are villages and cities, which are complex reserves, where the preserved historical environment is adjacent to the traditional way of life.

Belarus is a country with an ancient and rich history, original culture. The greatest value for the development of educational tourism are: historical and cultural monuments.

Subjects tourist market- legal and individuals, which are producers and consumers of the tourist product.

The manufacturer of the tourist product is BSP LLC.

Consumers of the tourist product are citizens who want to travel, i.e. tourists entering the country.

The tourism industry of the Republic of Belarus is a whole inter-industry complex, and the market for tourism services and goods has a complex structure and economic indicators peculiar only to it.

Market segmentation involves the identification of constituent components in both demand and supply. In this regard, the following segmentation criteria can be distinguished:

* geographical;
* socio - demographic;
* Psychological and behavioral.

Segmentation by geographical parameters involves dividing the market into different geographical units depending on:

* by country permanent residence tourist - for domestic, inbound and outbound tourism;
* from the geographical purpose of the tourist trip - to parts of the world, countries, regions, cantons, cities.

Socio-demographic criteria (characteristics of a tourist)

1. Age.
2. Gender.
3. Profession of a tourist.
4. The profession of the head of the family.
5. Size locality where tourists live.
6. Number of family members accompanying the tourist
7. Type of family.
8. Nationality.
9. Religious beliefs.
10. Presence or absence and family of personal vehicles.
11. Family income.
12. Income per family member.

Psychological and behavioral criteria (characteristics of tourist behavior)

1. The motive of the trip.
2. Type of tourist (psychological portrait).
3. Seasonality.
4. Organization of the trip (touronator).
5. Form of travel.
6. Used vehicles.
7. Accommodation facilities used.
8. Remoteness of the turret.
9. Duration of the trip.
10. Sources of funding for the trip.
11. Consultants and intermediaries in making a decision on making a tour.

Thus, it is possible to determine the market segment in which BSP LLC operates, this is the domestic tourist market of the Republic of Belarus. The company presents its services to all categories of tourists, regardless of socio-demographic and psychological-behavioral criteria. LLC "BSP" provides its customers with affordable services, taking into account the needs of the tourist.

4) Work with channels to promote the product (service) of the organization to the market, analysis of the effectiveness of channels.

The most important activity of a travel company is the distribution of a tourist product and sales through distribution channels. This task is assigned to the marketing network, which carries the tourist product from the performer to its potential consumer. BSP LLC uses a zero sales channel, as it is sold directly by tour sales managers. The company also enters into partnership agreements with foreign partners who send their clients to Belarus.

5) Characteristics of the main competitors of the organization; features of studying the main competitors; analysis of their strengths and weaknesses; analysis of factors of competitiveness of the organization.

Consider the activities of competitors of BSP LLC, table 1.

Table 1 - Main competitors of BSP LLC

Company name	Strengths	Weak sides
SODO "Visit-Tour"	high professionalism of employees	Irregular system of discounts
OOO "Around the World"	Stable market position	low efficiency of transition to new tours.
ALC "Lux-Tour"	good location
Heliustur
PUE "OlAn-Tour"	high professionalism of tour sales staff;	lack of a clear strategy;
	Clearly designed personnel policy
Fanny Travel	a wide range of tours provided;	lack of a clear strategy;
	a wide range of tours provided;	a short period of work on the market;
Alatan Tour	necessary financial resources; Good reputation of the company with the consumer	Lack of space to expand the scope of activities
tourism industry	a wide range of tours provided; high professionalism of sales staff
	Properly chosen technology for promoting and marketing a tourist product	a short period of work on the market;
	Stable market position
	Highly qualified staff flexible pricing policy; good location.	the impact of the seasonality factor on profit;

Analysis of competitors is carried out by specialists (experts) of the company, weak and strengths main competitors.

Opportunities of BSP LLC:

- possibility of price reduction;
- weakening of competitors' positions;
- increase in market growth rates;
- the possibility of expanding activities due to the status of the company as a tour operator and travel agent;
- entering the markets of other regions.

Threats to the firm:

- emergence of new competitors;
- Decreased solvency of the population;
- unfavorable changes in exchange rates;
- unfavorable demographic situation;
- Changes in consumer tastes.

The whole system of factors of competitiveness of the company can be divided into two main groups.

The first group consists of factors of the firm's competitive advantage. To this group internal factors are included various aspects market activity travel company, as well as parameters reflecting the degree of use of factors in the provision of services.

The second group of factors (external) includes the parameters of the socio-economic environment that are outside the sphere of direct influence of the travel company.

In addition to internal and external factors, factors that have a direct impact on the level of competitiveness of the company (elements) should be singled out. In view of the foregoing, the system of the main factors of the competitiveness of a travel company can be represented by a three-level structure, the first level of which is represented by the elements of the company's competitiveness, and the second and third levels are actually external and internal factors.

Among the internal factors of the company's competitiveness, an important role belongs to the technological factor, which includes the technical level of the services provided and the actual technology of their provision. Every year the demand for tourist services is only growing, and offers are not lagging behind.

6) Justification of the price for the service of the organization and the characteristics of the method (s) of pricing. Analysis of the elasticity of demand for the organization's service by the price factor.

In the market of tourist services of the Republic of Belarus, most firms use cost-based pricing (cost method) when pricing a tourist product.

To date general structure prices for the services of BSP LLC are as follows:

1) services of third-party organizations related to the provision of the tour (accommodation of tourists in hotels, services of enterprises Catering, car services);
2) own costs of the enterprise for the provision and implementation of the organization of tourist services:
- - direct (wages of personnel, payroll, travel expenses and other costs of the enterprise for the formation and implementation of a specific service);
- - invoices (wages of employees of the administrative apparatus, rent of premises, payroll, utilities, selling expenses, depreciation of fixed assets and intangible assets);
3) profitability,%
4) profit;
5) VAT, %.

Profitability in tourism industry is not limited, therefore it is determined by the tourist organization independently based on market conditions. The services of third-party organizations are not included in the cost of the tour, but are indicated in the calculation as a separate line. Consequently, the planned level of profitability is not "winded" on these costs.

Price elasticity of demand - the degree of percentage change in the possible quantity of purchased goods, depending on the change in its price by 1%. It can be noted that the demand for tourist services depends on the price of the service, with a decrease in prices for individual tours, the demand for them increases, since more customers can purchase it.

Tourist demand depends on the income of the consumer, the duration of compact free time, the prices of goods and services, and other factors. Thus, with the introduction of regular paid holidays and an increase in real wages the consumption of tourism goods and services is increasing.

The more intense the competition in the market, and, consequently, the wider the interchangeability of the goods offered, the higher the price elasticity of demand. Demand for ethnic and business travel that does not have an acceptable alternative for the tourist will be less sensitive to price changes than for leisure and leisure travel. Demand reacts especially vividly to fluctuations in prices for a tourist product associated with recreation, determining the geography of vacation trips. With the rise in the cost of service at any resort, people easily switch to substitutes, presenting an increased demand for other competing, cheaper holiday destinations. With an increase in the cost of services at foreign resorts, a certain number of tourists can purchase tours in the Republic of Belarus.

To promote your services, you need to correctly and clearly conduct marketing events. After all, advertising in tourism is one of the most important means of communication between the producer and consumer of travel services. Today, no service enterprise can successfully conduct business without advertising in one form or another. In order to sell any product or service, it is necessary, first of all, that this product or service be familiar to the buyer, and he felt the need and need to purchase them.

One of the main channels for promoting its services of BSP LLC is the company's website located at http://allbelarus.com/. In order to popularize the Belarusian tourism industry and enhance the image of the republic BSP LLC creates a variety of presentations, which are subsequently recorded on CDs and distributed at international and national tourism exhibitions, in diplomatic missions abroad, as well as through tourist information centers (TIC) in other countries. It is also participation in specialized exhibitions in order to promote their services.

The presented promotion channels are quite effective, whether it is the company’s own website on the Internet, which provides the tourist with all the necessary information, the opportunity to contact the operator, the company’s website is promoted on the network and any tourist will be able to go to it by entering the appropriate request in any search engine. Participation in exhibitions requires significant financial resources from the company to organize the company's stand at the exhibition, however, the volume of sales of services, as a result of the conclusion of partnership agreements with foreign operators, fully covers the costs, and also provides the company with sufficient profit.

8) Characteristics of service maintenance from the standpoint of effective service.

The service process in the travel company "BSP" LLC includes:

- Reception of the client (in person or electronic, telephone or written message from him) and establishing contact with him;
- establishing the motivation for choosing a tourist product;
- offer of tours;
- registration of legal relationship and settlement with the client;
- Information Support buyer.

Customer service is not limited to the elements of the sale. On the eve of the trip, the employees of the company remind the tourist about the upcoming trip by phone. After the end of the tour, the employees of the travel agency find out the opinion of the tourist about the trip, determine the negative aspects, etc. Further, all the shortcomings that depend on the employees of the company, they try to eliminate; shortcomings that are independent of them are taken into account and taken into account for the future.

9) Features of the organization's work with marketing information and its use in practical activities.

Organization of work with marketing information in BSP LLC is carried out by all departments that perform marketing functions.

BSP LLC has good system collection and storage of current accounting documentation, data on sales volumes, data on the market and competitors and other information.

Marketing information is a set of information used in practical activities, data on travel companies, their offer of goods and services, the results of marketing and sociological research, advertising, media reports, information about competing organizations, etc. All this information used in determining the strategy of LLC "BSP" when working on the market.

The exchange of information is organized on general principles and is subject to the general standards in force in the company, which facilitates the unification of data, including data on transactions, business processes, and also stimulates the search for new approaches to solving management problems.

10) Characteristics of the marketing management system in the organization and analysis of its effectiveness.

In this travel company, the marketing management system is very poorly developed, since there are no constant developments to promote their tourism product. The marketing management apparatus is not developed, and the functions of organizing marketing activities belong to other employees of the company. For more effective organization and implementation of marketing activities in this company, you can use the following practical advice marketing management:

- continuous improvement of the quality of the service provided, because the success of the "sale" of the goods depends on the quality;
- increase promotions to improve marketing communications, as the organization's reputation depends on the disseminated information and advertising;
- increasing self-reliance to provide additional paid services for the purpose of obtaining financial resources;
- consultations with specialists in the field of marketing activities in order to more rationally and correctly build a system of marketing activities in the organization;
- increasing competitiveness by improving the quality of services, advertising, providing additional information about the company, etc.
- to present in the "best light" competitive advantages to attract more customers.
- definition and presentation of a long-term plan to future "suppliers" for the provision of guarantees.

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Let's analyze the use of marketing techniques on the example of a particular tourist enterprise. Such an enterprise in this work will be the travel agency "Alexandria" Nizhny Novgorod.

This agency is one of the most successful agencies in the city, this is evidenced by a large flow of clients, a large volume regular customers who purchase above-average travel packages and the opportunity to provide a fixed salary for their employee, as well as the provision of premiums and bonuses for the sale of V.I.P. - tours and organization of incentive tours for their staff.

The travel agency in question is still quite young and has been on the market since 2009. But, despite this, "Alexandria" has already reached certain heights in the tourist market (this is evidenced by numerous diplomas from tour operators with which the agency successfully cooperates: Pegas Tour, Mostravel, Tez Tour Anex tour, Lanta tour and many others).

The office also has a system of air ticket offices, through which the sale of air tickets for flights of both Russian and foreign airlines is carried out.

We define the main segment in which the travel agency in question operates.

The consumer contingent of this agency is as follows: basically, tours purchase successful entrepreneurs aged 30 to 55 years, whose income level is above average. Most often these are family people, so vouchers are purchased for 2 - 4 persons. Travel motivation: the desire to relax, the desire to get treatment, the desire to get an extreme type of tour. services (diving, safaris, exotic countries, etc.).

Thus, we can draw the following conclusion - since the clients of this travel agency are mostly promising, successful entrepreneurs, this group of consumers allows you to quickly recoup the costs of producing and promoting your tourist product. However, one should not dwell only on this segment, since the company must win consumer favor. It is on this basis that all marketing efforts should be directed to the formation of strong preferences among both real and potential customers. The task here is to attract new categories of customers. However, one should also take into account the fact that the expansion of the consumer category requires the development of a new tour. a product that will be focused specifically on him, which, accordingly, will take time and money.

Introduction………………………………………………………………..3p.

Chapter 1. Theoretical aspects marketing in tourism…………….6p.

1.1. Marketing in tourism: concept, content, concept……………………………………………………………………………………………………………………………………………………………………………………………………….

1.2. Tourist product as the basic concept of marketing in tourism…………………………………………………………………….8p.

1.3. Marketing communications in the field of tourism……………...12str.

Chapter 2. Theoretical foundations of the content of the marketing service…………………………………………………………………...16p.

2.1. Goals, objectives and types of planning…………………………….16p.

2.2. Organizational structures Marketing……………………...22str.

2.3. Distribution of tasks, rights and responsibilities in the marketing management system…………………………………………………………..34str.

Chapter 3. Analysis of marketing activities at a tourist enterprise…………………………………………………………..39p.

3.1. general characteristics researched tourist enterprise…………………………………………………………...39str.

3.2. Improving marketing activities…………...38str.

Conclusion……………………………………………………………44p.

References……………………………………………………...48p.

Introduction

This course work is devoted to the topic "Organization of marketing at the enterprise in the tourism sector."

This topic is enough relevant within modern conditions that have developed in the field of tourism, since today tourism tops the list of the most important socio-economic sectors of the world economy. It is becoming a way of life for millions of people on our planet. Its beneficial effect on the development of political, social, cultural ties and interpersonal relationships on an international scale has become an obvious fact for everyone.

Marketing in tourism is a system for managing and organizing the activities of travel companies to develop new, more efficient types of tourist and excursion services, their production and marketing in order to make a profit based on improving the quality of the tourism product and taking into account the processes that take place in the global tourism market.

With the growth and constant change of the tourism market, competition is extremely high. In the face of increasing competition, companies are forced to focus on meeting customer needs. Companies that don't do this have no future. This is why the travel industry needs an increasing number of marketing professionals who understand it. global problems and able to respond to the growing needs of consumers with creative strategies based on good marketing knowledge. To achieve a positive marketing effect, close coordination of marketing is necessary. various organizations and enterprises. Therefore, the concept of marketing in tourism is more than anywhere else, holistic and comprehensive.

It should be noted that the problem of marketing in tourism enterprises at one time was dealt with by such foreign and domestic scientists as: Durovich A.P.; Philip Kotler; Golubkov E.P.; Gulyaev V.G. and others.

What about degree of knowledge of this problem at present, it should be noted that having originated in production area, marketing for quite a long time did not find an appropriate application in the field of tourism. However, increased competition, commercialization tourism activities led to the need for the early introduction of the main elements of marketing in the practice of tourism enterprises. So, goal This work is the study of the organization of marketing services in the enterprises of the tourism sector.

To achieve this goal, we select a number of tasks :

1. Consider the essence of marketing in tourism.

2. Consider the features of using the basic principles of organizing a marketing service in tourism.

3. Conduct an analysis of the organization of marketing on the example of a specific tourist enterprise, and make proposals for improving marketing activities in the field of tourism.

object in this term paper is the travel agency "Siberia", on the basis of the data of which research was carried out in order to achieve the above goal.

Subject- organization of marketing service in tourism.

Research methodology, with which it was written this work, the following: sociological, empirical and analytical.

When writing this work, scientific works, analytical works, journals, textbooks and scientific literature were used.

The work is structured from an introduction, three chapters and a conclusion set out on 50 pages.

In the first chapter Theoretical aspects of marketing in tourism the following questions are considered:

1. Marketing in tourism: concept, content, concept.

2. Tourist product, as the basic concept of tourism marketing.

3. Marketing communications in the field of tourism.

In the second chapter Theoretical Foundations of Marketing Service Content issues such as:

1. Structural organization marketing services.

2. Marketing management system.

In the third chapter Proposals for improving marketing activities in the field of tourism the following paragraphs are considered:

1. Overall rating enterprises: characteristics.

2.Improvement of marketing activities in the field of tourism.

3.Improvement of marketing activities in the travel agency "Siberia".

Chapter I . Theoretical aspects of marketing in tourism

1.1. Marketing in tourism: concept, content, concept

The word "marketing" is borrowed from of English language. The word “market” (market) is translated as “market”, and the word “marketing” (marketing) derived from it is “ trade work on the market.

Let's try to answer the following questions: what is marketing? Why does a travel company need it? What is its content and concept?

So, marketing is a management system for the trade and production activities of a travel company in a market economy.

There are many other definitions of marketing. Let us dwell on the most acceptable definition of its main goal - to recognize, identify and evaluate the existing or latent demand for tourist services that the travel agency can offer the consumer, and direct their efforts to the development, production, promotion and sale of these services in order to obtain optimal profit.

Answering the question why travel agencies need marketing, let's say that their activities in the market and competition are always associated with greater or lesser financial risk, the degree of which especially increases externally. economic activity, including in the field of tourism. Nowadays, every tourist enterprise carries liability for their own loss-making operations. In 1995-2000 many Russian travel agencies, due to mistakes made in their work, suffered a financial collapse and were forced to stop their activities.

That is why the issue of entrepreneurial risk should be the focus of any travel company. Reducing the degree of this risk can only be achieved by using the marketing concept as accurately as possible.

Of course, not only competition in the market determines the value of marketing. An even more important goal for a travel agency is to increase the production and sale of tourist products, increase revenues and profits, and increase profitability.

An entrepreneur cannot retain a consumer of tourism services if he does not earn a return on invested capital and if he does not reinvest this profit in production in order to be able to satisfy the needs and desires of his customers. Thus, it must be said that marketing is not a one-time or unambiguous action, or a measure limited by some functional or time frame. Modern Marketing affects all areas of activity of each travel company, its organizational and functional structures, and the implementation of marketing measures become the daily practice of the travel agency team.

Speaking about the concept of marketing, such concepts as "marketing position", "marketing process" and "marketing technology" are used.

The marketing position is based on the fact that in the conditions of the market and competition, demand determines supply. Therefore, the success of an enterprise depends on its ability to offer tourism services in such quantity and quality, in such a place and at such a price, that would correspond to actual and potential demand.

Thus, the starting position of marketing is the presence of a certain market and consumer demand for travel services. There is a demand for travel services, which means that the company can actively develop a marketing strategy and plans for its implementation, and if there is no demand, then you either need to look for it elsewhere or re-profil your production activities.

It should also be emphasized that the main task in marketing is not so much to passively follow demand, but to actively shape this demand based on forecasting its development.

The marketing process is a series of interrelated activities that begins with market and demand identification and includes the planning, development, production, distribution, and sale of goods and services to consumers.

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