Risk assessment of hte consumers of tourist services
Abstract
The article present the analysis of the risk assessment for the consumers of tourism services based on the use of the Saati method, which involves identifying a research problem in the form of a hierarchy, pairwise comparison of factors, and prioritization. The stages of the method are presented, in particular: in the first stage (the studied problem in the form of hierarchy is presented and the hierarchical model of risk assessment of consumers of tourist services is constructed); in the second stage (priorities of the second level criteria are identified and the most important ones are established); in the third stage (on the basis of the matrix of pairwise comparisons, the criteria of the third level are analyzed in relation to the criteria of the second level and their local and global priorities are determined); on the fourth (local priorities for the fourth-level elements relative to the third-level criteria were determined on the basis of the pairwise comparison matrix; on the fifth stage, the global priorities of the fourth-level elements were determined on the basis of the synthesis principle). The problem under study is presented in the form of a hierarchical model, which is based on the typology of consumers of tourist services: inland tourists, inbound tourists, outbound tourists, and the integrated value of tourist risk assessment is formed from: financial risk, which includes the risk of loss of financial resources (funds), price risk, the risk of reliability of the partner (travel agency), force majeure circumstances that led to the loss of financial resources; physical risk that is revealed by the risk of overestimation of own forces (age, health status, etc.), environmental risk (fires, accidents, earthquakes, etc.), risk of accident, political risk (military actions, strikes, terrorist attacks, epidemics, mass diseases, etc.); psychological risk, which is formed at the expense of information risk (incompleteness, reliability of information), the risk of losing time on a tourist trip, the risk of dissatisfaction with the service. The results of the study proved that the highest level of local priorities was noted physical risk of natural and environmental threats, psychological risk - dissatisfaction with the service; a low level of risk describes the financial risk of a partner's reliability. In general, the highest level of risk for consumers of tourist services is observed for outbound tourists and the lowest for inbound tourists.
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