The Contemporary Factors of Establishing a Product Strategy of Tourism Enterprise
Journal Title: Бізнес Інформ - Year 2016, Vol 5, Issue
Abstract
The article is aimed at evaluating the theoretical and practical aspects that define a product strategy of tourism enterprise. The necessity to use the structural-value approach in establishing a product portfolio of tourism enterprise based on the grouping of products according to their degree of profitableness and profitability, as well as influence on the result of their general economic activities has been substantiated. The contemporary factors of both the market and the productive nature, defining a product strategy of tourism enterprise, have been identified. It is proved that in the conditions of implementation of the strategy of diversification a product portfolio of tourism enterprise must meet the needs of the target markets. The article analyzes the possible options for managerial decision-making when matching the interests and desires of producers and consumers of a tourism product, as well as when determining the type of strategic behavior of enterprise. The features of work of a tourism enterprise at the national tourism market have been identified.
Authors and Affiliations
Iryna Antonenko
Keywords
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