External circumstances of the effectiveness of tourism include statistical (invariant over time) and dynamic factors.
The statistical group includes natural-climatic, geographical, cultural-historical factors.
The attractiveness of places of rest is determined primarily by these conditions. It is no coincidence that the southern regions with a warm climate have a positive balance in the article "tourism", while in all northern countries, whether it be Russia or the Scandinavian countries, the balance is negative. Historical and cultural resources are becoming increasingly important with the growth of the level of education and the cognitive needs of people.
Dynamic factors include: social and demographic changes, financial and economic development, the political situation in the country and logistical factors.
Demographic and social changes mean that more and more people will have the time and income to travel & experiences.
These changes include the following indicators:
increase in life expectancy;
the formation of a mobile stereotype of the life of the population;
an increase in the proportion of elderly people living alone;
increase in the duration of paid leave;
lowering the retirement age;
increase in income per family member
tendency to marry at a later age;
an increase in the number of childless couples.
The study of the tourism market & experience, the strategy and tactics of the possible behavior of travel companies on them studies tourism marketing.
The content of tourism marketing includes a tourism product, price, sales, communications, personnel, their qualifications and training, the process of consuming services, and the environment. Tourism marketing should not only meet the needs, but provide specific needs of a specific consumer of specific tourism activities in the active use of free time, in the development of underused forms of tourism activities, in serving tourists with high-quality services 8 .
In the practice of travel companies, a combination of strategy and marketing tactics has become important, which depends on the specific areas of strategic marketing arising from the relevant situations in a given travel company. Since the activities of tourism organizations are carried out in a competitive environment for customers, success is ensured by those firms that will find specific advantages, individuality, clientele and will be able to both create and provide new needs for tourism services and services of other enterprises participating in the tourism business 9 .
An important part of marketing management is the planning process. Tourism planning is engaged in solving the problems of tourism development, determining the means to achieve them. Its purpose is to maximize revenues from tourism development and ensure a dynamic balance between tourism supply and demand. Tourism planning is based on a systematic approach based on the concept of a tourism product and a market for tourism goods.
Features of pricing in the tourism business suggest the need to take into account all factors of pricing policy, including the prices of competing firms, the quality of services and after-sales service, production costs, transportation costs, surcharges and discounts in favor of intermediaries, advertising, high price elasticity in various segments of the tourism market, high degree of influence of competition 10 In the face of increasing competition, increasing complexity of organizational and technical activities, the effectiveness of contacts with potential and real tourists requires more and more qualifications and awareness among employees of travel companies, which depends on the degree of their training. The organization of the provision of services should be aimed at achieving a beneficial effect with a clear relationship between the most important elements of it: technology and labor organization 11 .
So, summing up, he will note that the main product of travel companies is a tour. A tour is a formed complex of basic and additional services provided to a tourist, depending on the purpose of the trip. The property right for a tour intended for sale to a tourist is called a tourist product (tour product).
In the next section of the work, the features of the interaction of a tourist service and a tourist product are considered.