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27THE ROLE OF MARKETING IN THE PROVISION OF TOURIST SERVICES Fayzieva S.A.
Fayzieva Sayyora Annamuradovna - Senior Lecturer, DEPARTMENT OF SERVICE SPHERE ECONOMICS, BUKHARA STATE UNIVERSITY, BUKHARA, REPUBLIC OF UZBEKISTAN
Abstract: this article is devoted the role of marketing in the provision of tourist services. The choice of one or another method of selling tourism products depends on the market, the specific conditions of sales and the strategies of travel companies. Keywords: marketing, tourism, advertising, service.
The sale of the proposed tourist product through its own sales network or the use of the services of intermediaries is a problem that is solved taking into account many factors that apply to both tourist services and consumers and intermediaries.
Travel companies using the direct sales method will have the following opportunities:
- Direct study of the market;
- Maintain full control over the conduct of trade;
- Saving money on the services of intermediaries;
- Establish close cooperation with the consumer.
The choice of sales channels is a responsible task, which makes it easier to establish close contact with intermediaries when the number of intermediaries is small, and thus has a significant impact on their work, enough sales staff. to achieve level of preparation and so on. At the same time, paying attention to the excessive number of intermediaries working in parallel in a particular market leads to the fact that travel companies become strongly dependent on them. Failure of one of them to perform the contract can cause serious commercial damage to the travel agency.
There are a number of factors that influence the decision to choose a channel of tourist products:
1. Feature of tourist product;
2. Advantage of tourist product;
3. Geographical location of the tourist product provider;
4. Availability of competitors;
5. The level of competition;
6. Wide range of tourist products;
7. Level of development of tourism infrastructure;
8. The state of the hospitality industry;
9. Proximity of consumers, etc.
It can be said that the higher the mass consumption and range of tourist products, the stronger the sales network. If there is a high concentration of consumers in one area, if there is a direct sales network, it is better to sell using intermediaries.
When choosing one or another method of sales channels, it is necessary to take into account, firstly, the performance of all functions of the commercial process, secondly, better commercial performance than competitors, and thirdly, lower costs compared to other channels. At the same time, the choice of a particular channel of the sales system is determined by a number of factors and the characteristics of the tourist product itself, the nature of the purchase, the state of the market, and so on. This means that a certain set of criteria is used in the selection of sales channels.
An important indicator in the selection of channels for the sale of tourist products is the characteristics of the consumer, the tourist product and the tourist enterprise, as well as the operation of infrastructure.
In addition to the above three main factors in the selection of sales channels, there are three other important factors related to the marketing activities of the tourism enterprise: market coverage, the amount of costs associated with sales and control of the sales process.
By choosing a sales channel, the travel company has a choice of which segments of consumers, to what extent there are alternatives to sell a tourist product, which path to choose, in addition to the cost and revenue of the tourist product, the image of the tourist product and the travel company. Choosing a sales channel is a strategic decision of a travel agency. It is usually impossible to change these channels in a short time. It is dangerous to change these channels, as some consumers prefer to
buy tourist products through certain intermediaries. The most important issue for a travel agency is to thoroughly study and determine the business, ie which structure of the sales channel is possible for them. Decisions are made on the following issues:
1. Sales channel length;
2. Types of intermediaries that can work together, ie (intermediaries engaged in wholesale trade, small-scale wholesale and retail trade);
3. The number of intermediaries of the same type at each level (ie, depending on market coverage);
4. Features of the channel of sales of tourist products to the international tourism market.
The choice of sales channels is a very strategic decision for a travel agency. A sales channel is a set of organizations or individuals that receive a tourist product or deliver a particular tourist product to another person for delivery to the final consumer.
The effectiveness of channels for the sale of national tourism products largely depends on the form of organization of the channel. It also depends in many ways on whether the tourism product is sold through independent commercial intermediaries or through affiliated intermediaries affiliated with a travel agency. Channels for the sale of tourist products can be formed by separating tourist products and tourist services into sales channels.
Establishment of a sales channel for tourism products by independent travel agencies, forming a vertical marketing system. In this form, the channel of sale of tourist products in a centralized manner covers the activities of the tour operator from the formation of the tour package to the sale.
The second part of the tourism product sales channel consists of tourism services sales channels. The tourist services sales channel includes the providers of tourist services and the sales network that brings them together into one system.
However, the implementation of tourism product sales channels is not effective. Tourism products are a complex, which includes tours, tourist services, excursions and transfer services.
Tourism products are complex, multifunctional, consisting of various tourist services and services. Value indicators are widely
used in the analysis of the sales channels of tourism products. It is
difficult to express the activity of tourism sales channels in
natural terms.
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