Abstract:

The level of the consumer attractiveness of the product is proposed to be calculated separately for direct and indirect services taking into account their significance. This science-methodological approach allows to develop managerial recommendations with regard to the increase of the consumer attractiveness of the tourist product both for tourist enterprises and for the enterprises that provide indirect tourist services. It was determined that such factors as appearance, professionalism and friendliness of staff, as well as appearance and cleanness of premises and availability of modern equipment are important for consumers in terms of consumer attractiveness. The improvement of qualitative characteristics of the proposed tourist travels through the development of functional strategies of increase of attractiveness of tourist products requires constant attention. Even in the presence of the achievable number of universal tools of information processing of data available, the issue of taking into account features of attractiveness of each specific tourist product, its seasonality, dependance on the climatic conditions, price characteristics, and convenience of placement of hotel and transport servicing, etc. remains open.