Valentyna Mushtai, PhD (Economics), Associate Professor of the Marketing and Logistics Department, Sumy National Agrarian University, Sumy, Ukraine

ORCID ID: 0000-0001-9042-0241
e-mail: vamushtai@gmail.com

Viktoriia Makarova, Doctor in Economics, Associate Professor, Professor of the Marketing and Logistics Department, Sumy National Agrarian University, Sumy, Ukraine

ORCID ID: 0000-0003-1076-9246
e-mail: victoria.makarova24@ukr.net

Strategic Guidelines for the Formation and Distribution of the Tourist Product Based on the Assessment of Consumer Attitudes

Abstract. Introduction. The basis of the formation and further distribution of the tourist product should be based on the wishes of consumers, their desire to satisfy their own tourist needs in accordance with expectations from the consumption of hospitality services.

Purpose. The main task of this study is the study of marketing approaches to the formation and distribution of a tourist product in order to determine and scientifically substantiate the most effective tourist offers from the perspective of strategic development.

Results. Creating and bringing to the market a competitive tourist product with significant competitive advantages and a strategic perspective requires careful planning of all stages of its formation, ensuring their logical relationship.

In order to obtain the most reliable information about the attitude of consumers to the tourist product, their opinions regarding each of the attributes of the tourist product and to identify the degree of consumer dissatisfaction with a certain modification, it is proposed to model the motives and preferences of consumers.

A tourist enterprise must determine the sales channels of its created products, taking into account the image, target segments, its own location, etc. Introduce marketing innovations, such as mobile applications, online booking modules, into the distribution system; change the organization of sales and marketing procedures, applying benchmarking, reengineering, outsourcing and use innovative information marketing and sales programs.

One of the innovative processes of distribution should be the use of electronic commerce, which will allow intensively increasing the sale of tourist products on the Internet with the direct participation of hotels, airlines, travel operators and customers.

Conclusions. The formation of a tourist product is a long and multi-stage process, which is based on a thorough study of demand, consumers, their attitude to the characteristics of the proposed tourist product market and the desire to satisfy tourist needs.

The distribution of the tourist product must be carried out by introducing sales innovations into the distribution system of the tourist enterprise, introducing changes in the organization of sales and marketing procedures, and using new informational marketing and sales programs.

Keywords: tourism product; service; demand; need; formation; distribution; preferences; attitude; consumer.

References:

1. Verkhovna Rada of Ukraine. (1995). About tourism (Act No. 325/95-ВР, September 15). Retrieved from https://zakon.rada.gov.ua/laws/show/324/95-%D0%B2%D1%80#Text [in Ukrainian].
2. Sakovska, O. M. & Lementovska, V. A. (2020). The use of a marketing approach in the process of price formation for an inclusive tour. Ekonomika ta derzhava, 10, 80–83 [in Ukrainian].
3. Tkahenko, T. (2019). Peculiarities of the mechanism of the realization of the tourist product and the formation of its assortment on the example of the activities of the TUI travel agency. Visnyk Kyivskoho natsionalnoho universytetu kultury i mystetstva, 2, 88–90 [in Ukrainian].
4. Sahalakova, N. O. (2015). Characteristics of the tourist product as a specific object of pricing. Investytsii: praktyka ta dosvid, 17, 27–33 [in Ukrainian].
5. Horshkova, I. O. (2017). Theoretical aspects of tourist product service. Hlobalni ta nathionalni problemy ekonomiky, 20, 292–296 [in Ukrainian].
6. Shkvyria, N. O. & Arestenko, T. V. (2021). Marketing research of consumers of hotel services. Zbirnyk naukovykh prats TDATU imeni Dmytra Motornoho (ekonomschni nauky), 1 (43), 175–180. [in Ukrainian].
7. Smirnov, I. H. & Liubitseva, O. O. (2020). Marketynh staloho turyzmu. Kyiv: Vydavnytstvo Lira [in Ukrainian].
8. Kryvoberets, M. M. (2020). The product of the tour operator and its place in the tourism industry. Vcheni zapysky TNU imeni V.I. Vernadskoho. Seriia: Ekonomika i upravlinnia, 31 (70), 2, 212–216 [in Ukrainian].
9. Hlushko V. (2018). Promotion of tourist services. Zovnishnia torhivlia: ekonomika, finansy, pravo, 1, 86–96 [in Ukrainian].
10. Dzhyndzhoian V. V. (2018). Implementation of product and process innovations in the marketing activities of tourist enterprises. Investytsii: praktyka ta dosvid, 9, 39–45 [in Ukrainian].