Economic Sciences/6 Marketing and
Management
Medvedkova A.J., Usachev V.A.
Donetsk national university of economics and trade named after Michael
Tugan-Baranovsky
FORMATION OF SALES
CHANNELS IN INTERNATIONAL TOURISM
Rapid pace of scientific progress, irregularity
of economic development of countries,
worsening domestic competition leads to the fact that more and more companies
in the world do not satisfy the coverage of domestic markets, and they want to
go to the international level, to offer their products and services to
consumers abroad . Under such conditions the question of forming an
effective international distribution channels is the particular relevance.
Possible channels of travel services
in Ukraine of foreign origin are: firstly,
the producers of tourism services abroad may use a direct channel of its
services to Ukrainian consumers.
This method of realization is often
the way of reservation or purchase services through the Internet and provides
the consumer who does not wish to apply to travel agencies and wants to develop
their own travel route itself will search the Internet for themselves adopted
proposals for transportation, accommodation and entertainment in another
country. In this passive waiting for client a foreign manufacturer of travel
services in Ukraine can conduct their own active sales policy to use the same
direct sales channel.
Despite the
effectiveness of traditional direct sales channels in international tourism,
they unfortunately do not provide adequate coverage of the target audience and
with the active marketing will be too expensive. So the vast majority of
foreign manufacturers of tourist services use indirect channels. Sometimes
- excluding sales from its direct sales policy in general, sometimes - adding sales
through resellers.
It should be noted that the tourism market by sales features slightly differs
from the general market. Service by its nature is inseparable from the
supplier (manufacturer), and therefore this area is dominated by direct sales
channels. Between garages, hairdressers, laundries, hospitals and most other
manufacturers of services and their end-users, commercial intermediaries are
absent. In tourism, however, intermediaries are traditionally used.
In international
tourism sales intermediaries acting tourist operator, whose main function - a
tourism product by combining several individual services of foreign
manufacturers.
Having developed tourism
product and entering into agreements with foreign manufacturers, operator
offers this product to the domestic tourists. Variations of operator’s sale
organization can be:
a) The first -
direct sale to the final consumer in your own office via the Internet, via
their branches in all regions of the country, while advertising spreads and use
other forms of marketing communications.
b) The second option is the sale of tourist products
through franchisees. Franchising as a way of partnership in the business is
making first steps in Ukraine, but already has examples of practical use (chain
agencies "Ãàëîïîì ïî ªâðîïàõ "," Ãîðÿùèå ïóòåâêè "and
others). During the signing of franchise agreements the company franchisee
usually receives from the operators (franchisor) the right to sell their tours,
using their names and certain technology customer service. The company -
the franchisor provides full marketing support to its chain.
c) The third option tourist product sales - sales through travel
agents, "engaged in intermediary activity with the tour operators sales of
tourist product" and have the appropriate travel agent license. Travel
agents in Ukraine can become both juristic and physical persons
(entrepreneurs). From the sale of each tour agent receives the contract
commission.
Typical for the tourist market of Ukraine is to build the
traditional marketing system, where tour operators and travel agents, as a
legally independent entity, enter into cooperation agreements, guided by their
own interests and goals. This travel agent usually works with many operators,
who, in his turn, have many agents. In general the tourism market is
characterized by intense type of distribution. Much less concluded
agreements involving exclusive sales.
Thus, we have systematized the main sales channels in
international tourism, which include the use of both direct sales and
participation by Ukrainian tourist operators.
Sources:
1.Civil Codecs of Ukraine from 16.01.03 ¹ 435
2.Law of Ukraine "On Tourism" from 18.11.03 ¹ 1282