Optimization of the pricing process in the tourism industry (on the example of resorts in the North Caucasus)
Tumenova S.A.1
1 Институт информатики и проблем регионального управления - филиал Федерального государственного бюджетного научного учреждения \"Федеральный научный центр \"Кабардино-Балкарский научный центр Российской академии наук\"
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Journal paper
Creative Economy (РИНЦ, ВАК)
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Volume 18, Number 12 (december 2024)
Indexed in Russian Science Citation Index: https://elibrary.ru/item.asp?id=80314097
Abstract:
Against the background of the unprecedented growth of destructive processes in the modern economy, the implementation of a balanced pricing policy is one of the most important tasks for ensuring the competitiveness of the subjects of the tourism industry. The research purpose was to substantiate the methodological provisions for the optimization of the pricing process in the tourism industry and to develop proposals for improving its effectiveness in the companies creating the tourist offer on the example of resorts in the North Caucasus.
The methods of scientific generalization, formalization and systematization were applied. Thr research is based on the synthesis of conceptual provisions of systemic, complex and cross-functional approaches. As a result of the PEST analysis conducted with the participation of a group of experts, it was found that the dominant influence on the formation of final prices for the services of resorts in the North Caucasus is exerted by a group of technological factors and the high recreational attractiveness of natural resources, which allows to count on additional factor income.
At the same time, it is shown that the level of the recreational potential of resorts remains low, which is, among other things, the result of a conservative approach to the pricing process. The article proposes a system of measures for the integrated use of the potential of competitive, marketing, value and rental pricing methods, including the application of technologies of supportive and stimulating types of marketing, methods of strategic competitive benchmarking. The results of the study can be used to solve the problems of adjusting the prices of the offered services to their quality, ensuring their accessibility to a wide range of the population, as well as improving the efficiency of the use of recreational opportunities in resort areas.
The article was prepared based on research materials on the topic of research work of the KBSC RAS (topic registration number 122041200050-5).
Keywords: tourism industry, pricing factor, pricing process optimization, integrated approach, pricing policy method, North Caucasus resort, system of measures, sustainable development
Funding:
Статья подготовлена по материалам исследований по теме НИР КБНЦ РАН (№ регистрации темы 122041200050-5).
JEL-classification: Z30, Z32, G13, R48, E64
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