Saturday, 27 March 2010: 12:15
In accordance with Word Tourism organization data, the tourism industry currently apply for the leading places between the major industries, comprising 7% from the total export of the word. While the rapid development perspective in long-term has been expectable for tourism in the whole regions of the word, however the bank and economical crisis of the word in 2008 has affected the development of the tourism and hospitality very seriously – crisis has introduced significant changes in the consumers habits of the tourism industry. The market shows not only structural changes of the consumers’ habits by decreasing the expenses in the purchasing of the tourism products, but also changes in the selection criteria of the product, purchasing frequency and structure.
The aim of the research is to investigate the changes of the consumers’ habits in the purchasing process of the tourism product and evaluate the influence on the sales volume.
In order to realize this aim the following tasks were nominated:
1. To investigate and summarize the influence of the global economical crisis on the consumers habits of the tourism industry.
2. To study the influencing criteria of the consumers’ choice for purchasing the hospitality industry products.
3. To make division of the consumers’ markets into clusters’ according to the characteristic features.
The methods of the research:
§ Monographic or descriptive method – for forming theoretical discussion;
§ Sociological research method – survey (500 respondents), for investigation of the influencing factors and habits of the consumers’ choice;
§ Methods of the statistical data analysis by using statistical data processing programme SPSS. Cluster analysis with SPSS analysis tool K-Means.
Results:
The habits of the consumers’ influence economical, social, demographical, political and other factors’ progress. The significance of the relative products is variable, products/services categories and suitability of different products will be different for concrete situation in different cultures. In total the following features are observed in the word economical recession:
- increase the proportion of domestic travel;
- decreasing the duration of guests’ stay in the hotels and daily expenses;
- marketable become cheaper and shorter itinerary travel;
- changes the purchasing reason and character;
- increasing the role of previous experience, recommendations in purchasing choice;
- essentially increasing the role of the personal staff in the sales process;
By developing global research of the clients satisfaction, is recognized, that the significance of products substantially influence the aspects of the personal resources. Also research verifies that in consequence of decreasing purchasing ability and increasing market competition, has changed the consumers/ sellers relations. As weak stages of the hospitality service provision, the respondents specified indifference, lack of personnel knowledge and motivation.
Statistical data analysis SPSS analysis tool K-Means usage allowed to divide the visitors’ after their habits and choices criteria into 4 main segments (clusters)
The research verifies that the quality of the personnel resources could be the decisive factor for attracting the consumers and provision of competitiveness for hospitality industry enterprises in the period of Global economical crisis.
The aim of the research is to investigate the changes of the consumers’ habits in the purchasing process of the tourism product and evaluate the influence on the sales volume.
In order to realize this aim the following tasks were nominated:
1. To investigate and summarize the influence of the global economical crisis on the consumers habits of the tourism industry.
2. To study the influencing criteria of the consumers’ choice for purchasing the hospitality industry products.
3. To make division of the consumers’ markets into clusters’ according to the characteristic features.
The methods of the research:
§ Monographic or descriptive method – for forming theoretical discussion;
§ Sociological research method – survey (500 respondents), for investigation of the influencing factors and habits of the consumers’ choice;
§ Methods of the statistical data analysis by using statistical data processing programme SPSS. Cluster analysis with SPSS analysis tool K-Means.
Results:
The habits of the consumers’ influence economical, social, demographical, political and other factors’ progress. The significance of the relative products is variable, products/services categories and suitability of different products will be different for concrete situation in different cultures. In total the following features are observed in the word economical recession:
- increase the proportion of domestic travel;
- decreasing the duration of guests’ stay in the hotels and daily expenses;
- marketable become cheaper and shorter itinerary travel;
- changes the purchasing reason and character;
- increasing the role of previous experience, recommendations in purchasing choice;
- essentially increasing the role of the personal staff in the sales process;
By developing global research of the clients satisfaction, is recognized, that the significance of products substantially influence the aspects of the personal resources. Also research verifies that in consequence of decreasing purchasing ability and increasing market competition, has changed the consumers/ sellers relations. As weak stages of the hospitality service provision, the respondents specified indifference, lack of personnel knowledge and motivation.
Statistical data analysis SPSS analysis tool K-Means usage allowed to divide the visitors’ after their habits and choices criteria into 4 main segments (clusters)
The research verifies that the quality of the personnel resources could be the decisive factor for attracting the consumers and provision of competitiveness for hospitality industry enterprises in the period of Global economical crisis.