The role of travel agent and tour operator in the tourism market
Organizations involved in the preparation and sale of tours are called tourist and excursion organizations.
In practice, they can be called differently: travel agencies, travel agencies, travel agencies, etc. But in terms of the type of business in the tourism market, they can be subdivided into travel agencies and travel operators.
The terms "travel agent" and "tour operator" define the direction of business of a travel agency or company.
The tourist product is formed from the services of enterprises involved in serving people on vacation and traveling. These are transport companies and companies, hotels, restaurants, cafes, excursion companies, museums and exhibitions, amusement parks, leisure and entertainment enterprises, show, film, video business, gambling events and institutions, sports and resort organizations. In a word, all those who can provide the necessary services.
Tour operators are engaged in the packaging of the tourist product, that is, the formation of a set of services called "tour". A tour operator (in some countries it is called a tour organizer) produces differentiated tourism products from service components in accordance with the needs and wishes of customers.
The travel agent sells a tourist product to the client in the form of complexes (inclusive tours) or in the form of a free set of services (custom tours).
In Fig. 8. shows the scheme of promotion of tourist services.
Fig. 8. . Tourism services promotion scheme (---- - sale of goods (services); - organization of sales for a commission)
A tour operator is an organization engaged in the packaging of tours and the formation of a range of services for tourists.
The tour operator develops tourist routes, saturates them with services through interaction with service providers, ensures the functioning of tours and the provision of services, prepares advertising and information publications for their tours, calculates prices for tours, transfers tours to a travel agent for their subsequent realization to tourists.
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Evaluation of the competitiveness of the tour operator "TUI" based on the SWOT analysis of the company
The development of any business strategy for a particular economic entity of the national economy of any organizational and legal form of ownership should be based on an assessment of the problem areas of its development.
The quality of any marketing project is determined by the quality of the data used in its preparation, and the collection and interpretation of this data lies in the field of marketing audit.
Marketing audit (SWOT analysis) is a critical and impartial review and analysis of all internal and external factors that can affect the work of an economic entity of the national economy of any organizational and legal form of ownership during a certain period time; a comprehensive comprehensive analysis of the activities, environment, goals and strategies of an economic entity to identify its problems and prospects, this is a constant continuous process based on the assessment of reliable data.
In practice, one or another economic entity of the national economy of any organizational and legal form of ownership carries out its economic activities in a complex marketing environment, which also consists of uncontrollable factors that must be reckoned with. The environment, firstly, provides opportunities, and, secondly, it hides threats. One or another economic entity of the national economy of any organizational and legal form of ownership must carefully and continuously analyze this environment in order to timely avoid threats and minimize the risk perspective.
An analytical reference of a marketing audit is most often demonstrated in the form of a SWOT assessment (Strength, Weaknesses, Opportunities, Threats - strength, weakness, reserves, risks), which determines the positive and negative aspects of a particular economic entity of the national economy of any organizational and legal form of ownership in relation to its competitors, and economic prospects and risks for each product produced (work performed, service rendered) and market segment.
SWOT-assessment captures the activities of the enterprise according to the following parameters:
Conducting a SWOT assessment provides an information base for analyzing and setting the goal of marketing work and developing a marketing program for an enterprise. This analysis makes it possible to quickly assess the situation. It should be emphasized that in the final marketing plan, only the SWOT score is present, and not the audit data.
Regarding the organization of the document management system at the enterprise, it is necessary to emphasize the following.
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