Management Process Improvement of Tourist Products Formation for Individual Entrepreneur Miroshnyk N.V.
Students Name: Yarmola Kateryna Mykhailivna
Qualification Level: master (ESP)
Speciality: Management
Institute: Institute of Economics and Management
Mode of Study: full
Academic Year: 2020-2021 н.р.
Language of Defence: англійська
Abstract: Yarmola K.M., Karyy O.I. (supervisor). Management Process Improvement of Tourist Products Formation for Individual Entrepreneur Miroshnyk N.V. Master’s thesis. — Lviv Polytechnic National University, Lviv, 2021. Extended annotation The fulfilling of needs and demand in tourism is a complex process of production, sale and consumption of goods and services. Demand is reproduced in the purpose of travel: recreation, entertainment, treatment, business, religious contacts, etc. [1, p. 35]. According to the Law of Ukraine, a “tourist product” is a pre-developed set of tourist services that combines at least two such services that are sold or offered for sale at a certain price, which includes transportation services, accommodation services and other tourist services, associated with transportation and accommodation [2]. The work of many scientists is devoted to the study of the formation of tourist products, so according to Lyubitseva O., the tourist product is a set of tourist services, goods and goods that ensure the realization of the purpose of travel [3, p. 38]. Muzychenko-Kozlovska O. determines that from a marketing point of view, a tourist destination is a tourist product of a certain area, offered for sale in the form of a complex of tangible and intangible attractions. These can be: historical monuments, architecture, folk art (life, folklore, products of traditional industries and activities), nature, events, etc. [4]. English tourism scientist Middleton W. [5] argues that a comprehensive tourism product is a set, or package, of tangible or intangible components, the composition of which is determined by the activities of people in the tourist center. The package is perceived by tourists as affordable impressions. The object of the study is an individual entrepreneur Miroshnyk Nataliia Volodymyrivna. The subject of research – improvement of the management process of tourist product formation of IE Miroshnyk N.V. The purpose of the study: to study the management system of the management process of tourist product formation of IE Miroshnyk N.V. and finding ways to improve it. According to the purpose of masters qualification work the following tasks are established: - to conduct a general description of the activities of IE Miroshnyk N.V.; - to analyse a results of financial and economic activities of IE Miroshnyk N.V. for 2018 - 2020; - to research competitive environment of IE Miroshnyk N.V.; - to analyse portfolio of tourist products IE Miroshnyk N.V.; - to substantiate the priority directions of expansion of the portfolio of tourist products of IE Miroshnyk N.V. The specificity of the tourism industry as a sector of the national economy is that its product is the right to consume certain types of services, while the services themselves are created in other sectors of the economy. In modern conditions in the tourism market, where there are many offers, competition is growing and new forms of tourism are emerging. Many scholars have devoted their research to the study of experience and approaches to running business in tourism. In particular, Galkiv L, Galaz L, Dembitska J. [6], Kulinyak I., Zhigalo I. [7] in their works focus on the development of new forms of tourism. Zhukovich I. [8], Kudinova I. [9], Miroshnyk R. [10] dealt with issues of innovation in the formation of tourist proposals. In most cases, the tourism product is the result of the efforts of many companies. This is tourism marketing, which aims to study the aggregate product of various areas of activity. It also joins the information links that are needed to find a compromise between better satisfaction of needs and greater profits for producers [11, p. 7-8]. In the first chapter of the master’s qualification work "Management Process Improvement of Tourist Products Formation for Individual Entrepreneur Miroshnyk N.V." the theoretical bases of the essence of the concept "tourist product" are given, the classification of tourist products, their structure and principles of formation of tourist products are given. In the second chapter the financial condition of IE Miroshnyk N.V. is assessed, its competitive environment is investigated and the portfolio of tourist products of IE Miroshnyk N.V. is analyzed. The third chapter is devoted to substantiation of priority directions of expansion of a portfolio of tourist products and a choice of the perspective market for IE Miroshnyk N.V. Based on obtained results are offered three alternative variants of tourist products and effect from their realization is calculated. Based on the results of the work, the conclusions were made. The introduction of CRM-system in IE Miroshnyk N.V. is also proposed and economically substantiated to optimize the customer service system. In today’s economic environment for any company an important task is to create in the minds of consumers such a perception of their product, which will increase its attractiveness and advantage in contrast to the competing offer. Therefore, the assortment policy of tourism enterprises should be based on the competitiveness and uniqueness of tourist services [12]. Key words: tourist product, tourist portfolio, formation of tourist product, assortment policy, customer service. References: 1. Babarytska V. K. & Malynovska O. Yu. (2002). Menedzhment turyzmu. Turopereitynh. Poniatiino-terminolohichni osnovy, servisne zabezpechennia turproduktu [Tourism management. Tour processing. Conceptual and terminological bases, service support of a tourist product]. K.: Alterpres [in Ukrainian]. 2. Zakon Ukrainy «Pro turyzm» No 324/95-VR [The Law of Ukraine «On tourism»] (n.d.). zakon.rada.gov.ua. Retrieved from http://zakon4.rada.gov.ua/laws/ show/324/95 [in Ukrainian]. 3. Liubitseva O.O. Rynok turystychnykh posluh (heoprostorovi aspekty) [Market of tourist services (geospatial aspects)]. K.: Altpres [in Ukrainian]. 4. Muzychenko-Kozlovska O. V. (2016). Metodyka otsiniuvannia turystychnoho brendynhu destynatsii [Methodology of evaluation of tourism branding of destinations]. Journal of Lviv Polytechnic National University. Logistics. 846, 120-125. Retrieved from http://nbuv.gov.ua/UJRN/VNULPL_2016_846_21 [in Ukrainian]. 5. Mydlton V. (2009). Menedzhment turyzma [Tourism Management]. M.: Yunyty [in Russian]. 6. Halkiv L., Halaz L., Debicka J. (2019). 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Retrieved from http://nbuv.gov.ua/UJRN/NNZ_2017_2_6 [in Ukrainian]. 9. Kudinova I. (2020). Innovatsiinyi turystychnyi produkt yak chynnyk rozbudovy turystychnoi industrii [Innovative tourism product as a factor in the development of the tourism industry]. Bioekonomika ta ahrarnyi biznes. http://journals.nubip.edu.ua/index.php/Bioeconomy/article/view/14785 [in Ukrainian]