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24SELECTION OF A TARGET SEGMENT IN THE DEVELOPMENT OF TOURISM BUSINESS IN UZBEKISTAN IN THE POST-PANDEMIC
PERIOD
Kholmamatov Diyor Haqberdievich
Independent Researcher of SamIES, PhD e-mail: xolmamatov_d@mail .ru Shamsiddinov Zuhriddin Husiniddin ugli
student of SamIES
Abstract: Market segmentation is important in any business. During the pandemic, the most affected sector was tourism. With the withdrawal of the pandemic, the tourism market is starting to develop again. In Uzbekistan, the tourism industry is being reshaped after the pandemic. After the pandemic, it is important to select new market segments in the tourism market and find a target market. This article asks about the new market segments that are emerging in Uzbekistan in the post-pandemic period.
Keywords: market segmentation, target market, market segment, tourism market, pilgrimage tourism, gastronomic tourism, agrotourism.
Introduction
Prior to the pandemic, one in ten of the world's employed population was engaged in tourism-related activities. The pandemic was a major blow to the tourism industry. In Uzbekistan, as in other countries, the volume of tourism services has fallen sharply. In particular, in 2020, revenues from exports of tourist services in Uzbekistan will decrease by 80%.
Tourism is one of the most affected areas during the COVID-19 pandemic. According to the United Nations World Tourism Organization (UNWTO), tourist visits in 2020 decreased by 74% compared to the 2019 figure. Before the pandemic, tourism was a large business, accounting for more than 10 percent of global gross domestic product. In tourism-dependent or specialized countries, this share is even higher.
The withdrawal of the pandemic opens up opportunities for further development of the tourism industry. During the pandemic, countries mainly formed market segments for domestic tourism. Today, as a result of the withdrawal of the pandemic, it is important to form new segments in the tourism market, to find new segments.
This article covers the issues of finding new segments for the tourism market in Uzbekistan in the context of the pandemic, in-depth study of their needs, the creation of new tourism products.
Review of literature on the topic
In marketing, market segmentation is the process of dividing a broad consumer or business market into small groups of consumers (called segments) based on some common characteristics that typically exist and consist of potential customers.
Methodological basis of market segmentation Well-known marketing scientists Kotler F. and G. Armstrong has been extensively researched in scientific research. Their research is based on common characteristics such as common needs, common interests, similar lifestyles, or even similar demographic profiles when segmenting markets. The overall goal of segmentation is to identify high-income segments, i.e., the segments with the highest income or growth potential, which can be selected for specific consideration (i.e., become target markets) [1].
Pride W., Ferrell O.C., Lukas B.A., Schembri S., Niininen O. and Cassidy R. according to market segmentation is the process of dividing up mass markets into groups with similar needs and wants. Market segmentation is a marketing term that refers to aggregating prospective buyers into groups or segments with common needs and who respond similarly to a marketing action. Market segmentation enables companies to target different categories of consumers who perceive the full value of certain products and services differently from one another [2].
A number of experts are also conducting research on the segmentation of the tourism market. In particular, Dolnicar Sarah is conducting her own research in this area. According to him, tourists are not all the same, they have different pictures of their ideal vacation. Tourists are heterogeneous. Market segmentation is the strategic tool to account for heterogeneity among tourists by grouping them into market segments which include members similar to each other and dissimilar to members of other segments. Both tourism researchers and tourism industry use market segmentation widely to study opportunities for competitive advantage in the marketplace [3].
Research methodology
In the post-pandemic period, research on the selection of the target segment in the development of tourism business in Uzbekistan was carried out on the basis of monographic observations. The research also used methods of synthesis, induction and deduction, based on scientific observation based on abstract-logical thinking.
Analysis and results
According to data released by the World Tourism Organization in the first quarter of this year, the flow of tourists in the first quarter of 2021 decreased by 85% compared to the corresponding period of 2019.
The World Tourism Organization has presented a pessimistic and optimistic forecast of the situation for the tourism industry in 2019-2020, comparing it with the current year:
The first scenario points to a recovery in July, which will lead to a 65% increase in tourists in 2021 compared to the historic low of 2020. In this case, the flow of tourists in 2019 will be 55% lower than the recorded level.
The second scenario envisages a potential recovery in September, leading to a 30 percent increase in arrivals compared to last year. Still, the figure means it will be 67 percent lower than the 2019 level.
The future of the tourism industry depends on how well the vaccination process goes. Currently, some governments provide financial assistance directly or through concessional loans and guarantees to the sector. In particular, Thailand has allocated $ 700 million for the development of domestic tourism. In addition, the country is paying increasing attention to the development of adventure and medical tourism.
In Jamaica, the government has conducted free online certification trainings to help 10,000 tourism workers improve their skills. The country has launched an online platform that allows buyers in the hotel industry to purchase goods directly from local farmers. Costa Rica has developed a state strategy for the development of ecotourism.
During the pandemic period and in the first years after it, modern technologies can play an important role in the recovery and development of the industry. As social distance conservation and hygiene protocols can be maintained in the near future, the introduction of digital technology services will be a bridge to the recovery of investment in the sector.
The Uzbek tourism market is mainly visited by tourists from foreign European countries: Germany, Switzerland, Austria, France, Spain, Italy and Poland, and from Asia: China, South Korea, Japan, Malaysia and India.
The following traditional tourist packages are offered in the tourism market of Uzbekistan:
1) Around Uzbekistan is a classic tour of the ancient cities of Uzbekistan, including Tashkent, Khiva, Bukhara, Shakhrisabz and Samarkand. It consists of 8 days and 7 nights.
2) Exotic Tour - a tourist route to the cities of the Great Silk Road: Tashkent, Khiva, Ayazkala, Bukhara, Nurata, Yangikuzgan, Haydarkol, Samarkand, Shakhrisabz, 12 days and 11 nights.
3) Coming To Uzbekistan - Ancient and ever-young cities of Uzbekistan: Tashkent, Kokand, Rishtan, Margilan, Fergana, Samarkand, Yangigozgan, Aydarkul, Nurato, Bukhara, Khiva and Nukus is a tour of cities such as, 16 days and 15 nights.
Uzbekistan is developing new promising types of tourism. In particular, new tourism segments are being formed for the domestic and foreign markets: pilgrimage tourism, ecotourism, gastronomic tourism, rural tourism, recreational tourism, winter tours.
In the post-pandemic period, a number of new segments are emerging in the tourism market of Uzbekistan. In particular, new business tourism segments, recreational and sports types are being formed.
The demand of tourists for this or that service is constantly changing. Such changes should be taken into account by each travel agency and should be adjusted accordingly. The following factors influence the range policy of travel companies:
1. The level of marketing activities in the company and the state of targeted marketing;
2. The situation in the firm's tourism market;
3. Features of the life cycle stages of a tourist product.
The rational development and implementation of the basic measures of targeted marketing is invaluable in the correct decision of the range policy. These activities include:
- market segmentation (grouping of tourists, design and production of a separate product (service) for each group);
- selection of the target segment;
- positioning of tourist products in the target market segment (placement, positioning).
The range of tourist products offered by travel agencies differs in the following indicators:
1) in the direction of the species;
2) on the day of the tour;
3) for services included in the tour;
4) on the object of excursion;
5) by type of transport;
6) by location, etc.
Conclusion
The following conclusions were made on the segmentation of the tourism market in Uzbekistan in the post-pandemic period:
1. The demand of tourists for this or that service is constantly changing. Such changes should be taken into account by each tourist entity and should be adjusted accordingly. The following factors affect the market activity of a tourism business entity:
- the level of implementation of marketing activities of the entity engaged in tourism activities and the status of targeted marketing;
- the situation in the tourism market of the entity engaged in tourism activities;
- Target market orientation of the offered tourist products and services, features of life stages.
2. The importance of rational development and implementation of the main measures of targeted marketing is invaluable when directing the activities of the tourism business to the consumer. These activities include:
- market segmentation (grouping of tourists, design and production of a separate product (service) for each group);
- selection of the target segment;
- positioning (placement, positioning) of tourism products in the target market segment.
The purpose of segmentation of the tourism market:
- finding affordable buyers in the market for tourism today and in the future;
- Separation of buyers from the buyers whose needs are better met by competitors;
- Increased focus on buyers whose needs are better met by the tourism business entity than others.
In segmenting the tourism market, it is advisable to pay attention to the following: For segmentation to be perfect and efficient, the following conditions must be met:
1. The formed segments should differ in sensitivity to the firm's marketing activity and react differently.
2. The segments should be large enough to support the firm's profitability.
3. Segments should be measurable, that is, they should be able to assess the purchasing power of customers.
4. The possibility of using the segments in practice, ie the possibility of selling the maximum amount of tourism products developed for this segment in this segment.
We have developed the following practical recommendations for the selection and positioning of target segments in the development of the tourism business:
• The process of formation of the product range is directly related to the three elements of marketing technologies: segmentation of the product market, selection of the target market and positioning of the product. The more accurately and effectively these three marketing strategies are applied, the more perfectly the product range will be formed. The essence of the use of marketing technologies in the formation of the range of tourism products is that in the first stage the tourism market is divided into tens and hundreds of small markets, in the next stage the target markets are selected from these markets. When choosing a target market, it is necessary to study and forecast the market situation.
• For markets that have gone through the above two stages of technology, that is, these markets are designed and developed tourism products that meet the demographic, psychographic and behavioral characteristics of consumers. Produced tourist products are grouped into assortment groups according to their characteristics. The products produced in the last stage 3 will also be positioned according to the target markets selected by the company.
• Experts in the hospitality industry and tourism marketing suggest an objective and subjective positioning of tourism products. Objective positioning takes into account the distinctive, distinctive features of the product. That's why travel companies advertise their loved ones or families vacationing in the beautiful, scenic locations of the tourist centers. Subjective positioning should be done in order to make a great impression on consumers.
• Creation of new tourism products for the domestic tourism market, tours for students, teachers' holidays, visiting tours for the elderly, special tours for women, ecological tours to the mountains and slopes, rural tours for urban residents. types of tourism such as strawberry picking, grape picking, canning of tomatoes and other vegetables, etc., and selection of new target segments.
List of used literature
1. Philip Kotler and Gary Armstrong, Principles of Marketing, Pearson, 2014; 2012
2. Pride, W., Ferrell, O.C., Lukas, B.A., Schembri, S., Niininen, O. and Cassidy, R., Marketing Principles, 3rd Asia-Pacific ed, Cengage, 2018, p. 200
3. Dolnicar, Sara: Market segmentation in tourism 2008. https://ro.uow.edu.au/commpapers/556
4. Dolnicar, Sara; Grün, Bettina; Leisch, Friedrich (2018-07-20). Market Segmentation Analysis: Understanding It, Doing It, and Making It Useful. ISBN 9789811088186.
5. Clancy, K.J. and Roberts, M.L., "Towards an Optimal Market Target: A Strategy for Market Segmentation", Journal of Consumer Marketing, vol. 1, no. 1, pp 64-73
6. Islamovna U. Z. The Role of the Tourist and Recreation Complex in the Strategy of Development of the Tourist Industry of Uzbekistan //Academic Journal of Digital Economics and Stability. - 2021. - T. 6. - C. 119-132.
