Modern methods of marketing environment research in tourism activities business design

Skliar, Nadiia and Скляр, Надія Михайлівна (2016) Modern methods of marketing environment research in tourism activities business design. Торгівля і ринок України, 1 (39-40). pp. 61-73. ISSN 2079-4762

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Abstract

Obiective of the study is to determine optimal modern methods of tourist market environment research in terms of its regional transformation and globalization in business design. Market environment research methodology of tourist services should reflect the diversity of activities in the field of tourism in accordance with the specifics of each component of the tourism industry, tourism services of domestic and international trade peculiarities, characteristics of tourist consumption in accordance with the scope of the study. The system of socio-geographical research methods most of all corresponds to the implementation of this goal. Among those methods are systematic structural analysis which was singled out as the method which allows to structure the tourism market, to identify intercomponent, territorial and organizational management relationships, their nature, types, forms on the basis of subjects of market activity as this system elements functioning analysis; the comparison method of Ukraine and other countries tourist sphere level of competitiveness with the use of com petitiveness in travel and tourism index; the method of identifying tourism sector of Ukraine in foreign markets competitive advantages; methods of regional competitiveness index in travel and tourism calculation; methods of integral competitiveness index calculation in the sphere of crossborder region tourism. The most effective methods of international market segments research in the conditions of transformation and globalization were determined as a result of the study of theoretical and methodical approaches to the analysis of marketing environment in international tourism in business design. They include: the use of a criteria-based approach, the calculation of the index of revealed comparative advantage which is used by the market sector analysis of International trade centre UNCTAD/WTO, the definition of an extended index of competitiveness in travel and tourism; conducting Multivariate Statistical Analysis (MSA), and Data Envelopment Analysis (DEA).

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