Increase of Competitiveness of Tourist Industry Companies on the Basis of Marketing Approaches

Abstract

Under the modern conditions of quick development of tourism in the world, which sets strict requirements to the level of work of tourist companies, there is an urgent need for systemic study of general and specific attributes of tourist business, its organization, regularities of development and management, and its intersectoral and infrastructural interconnections. The article studies peculiarities of development of tourist market in Russia and factors of development of tourism under the conditions of economic instability, determines top-priority directions of state’s support for tourist industry, distinguishes main attributes of tourist services which should be taken into account during marketing research, and determines main stages of marketing research. It is determined that under the conditions of economic and political instability, the necessity for re-orientation of the flow of international outbound Russian tourism at the development of internal tourism is obvious, and development of tourist industry requires a complex of measures that consists in formation of effective system of marketing, thus leading to the necessity for satisfaction of needs of foreign and internal tourists in the region of stay. The main purpose of this article is to determine factors of development of tourism under the conditions of economic instability and develop methodological instrumentarium for increase of competitiveness of tourist industry enterprises under the modern conditions. The authors use the data received as a result of research, conducted with the use of methods of statistical and graphical analysis, which allowed reflecting specifics of tourist market in Russia and of strategic segmenting. The result of implementation of these measures of tourism development and use of marketing instrumentarium will be the creation of modern and technically equipped tourist industry, capable of satisfying needs of Russian and foreign citizens.

DOI: 10.5901/mjss.2015.v6n6s4p99