Formation of strategies of the tourism business enterprises: theoretical aspect
Abstract
In this article, the theoretical aspects of the formation of the tourist enterprise strategies have been researched. Choice of the strategy in business is one of main issues of management. In addition, the elaboration of the strategies of the tourist enterprises is the major important condition of their effective activity in the long-term prospect and an effective instrument to increase the competitiveness of tourist enterprise. The general-scientific and special methods of system and structural analysis and synthesis have been applied for the identification of the main stages of choice and implementation of tourist enterprise strategy; methods of terminological analysis and synthesis – for the systematization of innovative strategies of modern tourist enterprise. By the theoretic research it has been detected that the main purpose of the tourist enterprises is satisfaction of the customers’ need in the tourist services. Thus, the main type of the tourist enterprises activity is the formation and implementation of tourist product – a complex of tourist services for satisfaction the needs of tourist during his journey. It has been founded that the variety of strategies chosen by tourist enterprises is a modification of such basic strategies as: limited growth strategy, growth strategy, reduction (combustion) strategy, combined strategy. The stages of the elaboration of a general strategy of the tourist enterprise have been shown. Herewith, the analysis of modern theories has allowed distinguishing such innovative strategies as: segment strategy, technology oriented strategy, strategy of professionals, and reputation strategy. Conducted theoretical analysis has detected that the formation of the effective system of strategic planning of the tourist enterprise development within it’s complex development is a long-term process connected with improving whole management system and advancing the level of it’s organization culture. Tourism enterprises should always monitor the changes in the market of tourist services and respond to them by elaboration of new marketing methods. The author's definition of the category "enterprise strategy" means basic long-term decisions with the corresponding developed tools of their implementation, which direct concrete measures on achievement of goals of the enterprise activity. The prospect of further research is a practical approbation of the offered strategies on the modern enterprises of the tourist area
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