Marketing i Menedžment Innovacij (Dec 2015)
Complex approach to the organization of external information flows of tourism enterprise
Abstract
The aim of the article. The aim of the article is to provide the basis of the complex approach to the organization of external information flows at tourism enterprises in order to improve the management of these information flows. The results of the analysis. The complex approach of improvement of the information flows management at tourism enterprises basing on the complex of information signals and organization of feedback between consumers and tourism enterprises is proposed. Application of the theory of market signals (signaling) for implementation of the complex approach is substantiated by the fact that an enterprise should generate and extend external outgoing information flows that would contribute to the provision of additional opportunities for the increase tourism products and services output, establishment of partnership and customers attraction. Informational signals as external information flows and activation of informational signaling ensure the informational connection between customers and tourism enterprises in order to stimulate the demand on the services of tourism enterprises and accordingly, their stable competitive position in the market; consideration and formation of demand, as the customers, which are maximum informed on the opportunities of tourism enterprises and the components of an tourism product, may describe their needs in the most accurate way. However, the usage of particular informational signals does not give such opportunities to a tourism enterprise. The necessity to use the complex of informational signals by tourism enterprises was demonstrated through the game theory. If a tourism enterprise does not perform informational signaling, then the sales of tourism products become complicated. The probability of attraction of loyal customers (in accordance to the given goal) is not significant, as the choice of a tourism enterprise by a customer has a random character. Therefore, a customer attends another tourism enterprise next time. Receiving informational signals from particular tourism enterprise, a customer does not still obtain the expected result, because the person will look for another enterprise even being served in particular tourism enterprise. Focusing on a price as an informational signal, a tourism enterprise may not obtain the expected result, as a high price may be considered as the negative outcome by the customers. Therefore, they may refuse tourism services. Application of the system of informational signals enables the tourism enterprises to explain probable growth of a price to the customers by quality improvement. Price reduction may ensure a maximum benefit to the tourism enterprises if the number of their customers increases due to the system of informational signals. Conclusions and directions of further researches. The majority of tourism enterprises use particular informational signals to some extent, but they do not realize the contribution of these signals to the economic outcomes. The offered approach to the organization of external information flows of tourism enterprises ensures high demand on tourism products and accordingly contributes to the growth of profit and economic efficiency. It is considered as beneficial to direct further researches at the exploitation of the Internet-technologies to improve the management of input external information flows.
