Visnyk LNAU: Economics of AIC 2018 №25: 149-155
MARKETING PRICING POLICY IN THE MARKET OF TOURIST SERVICES
Dudyak R., Candidate of Economic Sciences
Berezivska O., Candidate of Economic Sciences
Lviv National Agrarian University
Bugel S., Candidate of Economic Sciences
Lviv National University named after Ivan Franko
The role of marketing pricing tourism enterprises and the ways of its improvement in the market of tourist services.
Citizens of foreign countries are faced with a large number of offers tourist trips. Determining your choice, they are guided not only by consumer properties of the proposed services and the price level. Very often in the tourist market there is a struggle of prices, where the winners are companies offering travel abroad at reasonable prices and high quality service.
The final price level is determined by supply and demand. Therefore, based on even the most complex formula can calculate the price of the tourist product. In fact they are formed spontaneously under the influence of the law of supply and demand.
The optimal level of prices for tourist services is fixed at the point at which supply is equated with demand (or, conversely, the demand meets supply). While demand exceeds supply, prices are constantly rising, but as soon as supply exceeds demand, prices begin to decline.
It is known that the demand is always stable. It varies under the influence of different factors: attractiveness and quality of services, season, fashion, solvency and even the international political situation. Because of this, and prices in accordance with demand fluctuations find a large elasticity.
Therefore, the demand for tourist services is the main regulator of the level of prices, so it forecasting should be an essential condition for the elaboration of effective prices.
All of these pricing factors should be taken into account in the methods of formation of the prices of tourist services, namely: costing and margin margin is defined as the cost approach, consideration of the level of competitive prices is seen as a competitive method, a given ratio of supply and demand is considered to be an opportunistic method.
In practical work on formation of the prices you should use the four specified methods. The refusal of each of them can lead to significant losses. At the same time, maximum use will allow the travel company to carry out an effective pricing policy.
Known methods of pricing: method full (average) costs; method of marginal (marginal) costs; value-based tourism products; break-even, target profit.
Considered the analysis functions of marketing pricing. The directions of improvement of methodical approaches on the necessity of improving prices, their adaptation to the economic situation that has developed.
marketing pricing, tourism market, tourism product, pricing methods, information management system, analysis marketing pricing, pricing, the economic situation
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