The Theoretical and Methodological Aspects of Managing the Balance of Interests of Producers and Consumers of Recreational Services in Ukraine

Abstract

A study of the theoretical and methodological aspects of balancing the interests of producers and consumers of recreational services in the regions of Ukraine is carried out. It is noted that the development of the recreational and tourist sphere for many countries is a very important task today, since the tourism industry is one of the main sources of income to the budget for them. Ukraine, located in the center of Europe at the crossroads of transport routes, with favorable natural and climatic conditions for the progressive advance of its recreational sphere, as well as significant historical and cultural potential, the necessary human and material resources, significantly lags behind most European countries in terms of development of recreational and tourist services. The factors influencing the price and quality of tourist services are defined. It is determined that the management of the balance of interests between the producer of tourist services (tour operator) and recreational needs of the population should be materialized on the basis of a set of properties and characteristics of products or services that provide them with the opportunity to meet the agreed or predictable needs of consumers. As result of the study, it is concluded that the price and quality of the tour package affect the balance of interests between the tour operator and the recreational needs of the population. To consider the pricing and proper quality, the factors influencing them are analyzed. It is determined that the most influential factor is: the theory of consumer behavior. The formation of the price of tourist services is influenced by the costs of the tour operator, which largely depend on contractors. To increase the balance of interests, it is necessary to better study the tourist demand and offer a variety of services at diversified prices. Managing the balance of interests of producers and consumers of recreational services in Ukraine should be based on the understanding that a tourist product is a specific one, and the quality determination largely depends on the factors of influence: volatility of quality, seasonality, etc.

Keywords

• balance management
• recreational service
• travel service
• manufacturers
• consumers