Definition of tourism. Economic efficiency of management in tourism Increasing the efficiency of management in tourism

17.01.2021

The concept of management effectiveness in the tourism sector

Tourism, as a type of activity, affects the cultural, social, economic and educational spheres, and also affects international economic relations. In this regard, there is a need to evaluate the effectiveness of management, this will allow:

manage the current state and development trends of tourism enterprises,
measure travel companies,
monitor and correct uncontrolled processes and phenomena,
predict and plan the development of tourism companies and their divisions.

Tourism covers various activities, therefore, its effect should be considered from the standpoint of the demand of various types of consumers, and depend on the final consumption of tourism products.

Remark 1

The effectiveness of management in tourism is such a management activity that ensures the successful functioning and development of each organizational and economic link in the industry, and ensures efficient work all subsystems in the tourism market.

The effectiveness of management in the tourism sector is considered in two areas:

economic,
social.

Economic efficiency of management

Remark 2

Economic efficiency is understood as the ratio of the result and the cost of achieving it. The essence of management in the field economic management is to reduce the costs of tourism activities and bring them to a minimum.

In tourism, the definition of expenditure is closely linked to the definition of consumption, which in turn is determined by the value of the goods and services required to satisfy tourism demand.

Tourist expenses are determined by the amount of consumer expenses of a tourist during the preparation of the trip, in its process and stay at the destination.

To determine the impact of tourism on the country's economy, it is necessary to find out the following questions:

determine the gross contribution from tourism activities to the country's economy,
determine the gross economic costs of tourism,
install clean economic income from tourism activities to the national economy,
find reserves that increase this contribution.

The economic efficiency assessment includes the following criteria and indicators:

type of expenses (complex trips, accommodation, food and drinks, transport, recreation, shopping, etc.);
visitor expenses;
enterprise income;
formed fund;
employment;
government revenues.

Social efficiency of management

Unlike economic efficiency, it is almost impossible to measure a system of indicators of a social type.

Social efficiency is primarily understood as:

employee satisfaction,
their ability to adapt to internal and external conditions.

An effective social policy of the enterprise is to create a structure that provides comfortable working conditions and improves the living standards of the staff, thanks to the professional growth of the staff and the management of their business career.

Creation of effective organizational structure viewed from two perspectives:

Efficiency of taken managerial decisions.
The effectiveness of the parameters of the organizational structure of tourism management in general.

To determine the effectiveness of the organizational structure, the following are used:

link coefficient,
coefficient of efficiency of the organizational structure of management,
territorial concentration coefficient.

The effectiveness of management decisions is determined by:

methods of quantitative analysis and electronic data processing,
a system of weighted criteria.

The indicators characterizing the position of the company in the labor market include:

the level of employee satisfaction with the enterprise,
average wages,
staffing level,
HR costs per employee
work intensity,
quality characteristic labor resources enterprises.

Tourism has become one of the critical factors economy. He actively penetrates into all spheres of public life and actively interacts with external environment represented by such social systems as economy, social environment, politics and ecology.

In the modern world, tourism manifests itself in various forms and relationships. It can be presented in the following aspects:

1) tourism as a process and result of the movement of people along various tourist routes - travel;

2) tourism as a sphere of employment of the population;

3) tourism as a sector of the economy;

4) tourism as a field of activity of people in their free time.

In this regard, tourism can be defined as a series of phenomena and relationships that are the result of the interaction of tourists, tourism enterprises, structures that provide a tourism product, as well as auxiliary industries necessary for serving tourists, the hospitality industry, the administration of these areas and the attraction process.

Tourism management is the management of socio-economic phenomena and processes occurring in the tourism industry. In this regard, tourism is a set of relationships that accompany a person on travel.

The economy and tourism are in close interaction with each other. At the same time, it is possible to single out economic factors that have a positive and negative impact on tourism. Among the positives are the following:

1) growth of real income;

2) distribution of income;

3) stable position of the currency;

4) favorable market situation.

Negative factors include:

1) economic crisis phenomena;

2) decline in industrial production;

3) unstable situation with the currency;

4) unfavorable market situation.

Tourism, in turn, also has an impact on the economy through the following economic functions:

1) production;

2) promotion of employment of the population;

3) creating income;

4) smoothing functions;

5) functions of leveling the balance of payments.

The tourism economy is a system of relations that arise in the field of tourism in the process of production, distribution, exchange and consumption of the results of tourism activities.

The organization of tourism activities is the management of the production and service process in a tourism company, the elements of which are the employee, tools, the subject of labor and the technology used. To implement the production and service process, all its elements must be coordinated. Thus, the organization of tourism activities is a system of measures aimed at the rational combination of labor, funds and technology in a single production and service process of a tourism company.

Each industrial firm has its own production system - a set of functions that includes activities that result in the production of goods and services. The production function is then executed if factors of production(labor, land, capital), which in combination create surplus value to create a new product.

Tourism is always production activity. As in any production process, the factors of production of tourist products are:

1) labor - the physical and mental efforts of personnel aimed at the production of tourist goods and services. Appears in a living and materialized form. Tourism has a high proportion of living labor;

2) land - a geographical area, the owner's right to land that is used in the production process. The most important factor, since natural and socio-cultural conditions are the main reason for choosing a vacation spot. The assessment of recreational resources is a technological procedure not only for determining the form and modes of tourist nature management, but also for determining tourist rent - an obligatory part of the income returned for the restoration and development of its recreational potential, depending on the nature of tourist nature management;

3) capital - the sum of material wealth and intellectual and qualification potential accumulated and used as investment resources for the production of a tourist product and services. Tourism is characterized by accelerated depreciation and a fairly high rate of return on investment;

4) entrepreneurship - the implementation of effective combinations of factors that ensure economic development. In tourism, new ideas in their use and the will to implement them are especially important, and not just the presence of factors on a large scale.

Enterprises operating in the tourism industry produce new products that are services and contribute to the accumulation of value, thus performing a production function. The economic process in the tourism industry is a production and service process. At the same time, the sphere of realization of the tourist product and economic relations arising between buyers and sellers of the tourist product, i.e. between the tourist, travel agency, tour operator, is the tourist market. Each producer and consumer of a tourist product has its own economic interests, which may not coincide, but if they do, then an act of buying and selling a tourist product takes place. Therefore, the market is a kind of tool for coordinating the interests of production and consumption, which for a given tourist business entity (tour operator, travel agent) is a set of consumers interested in tourism product this economic entity and having cash buy it. The tourist market can be considered as:

1) sets of buyers and sellers of the tourist product;

2) a tool for coordinating the interests of buyers and sellers of a tourist product;

3) spheres of realization of the tourist product;

4) spheres of manifestation of economic relations between buyers and sellers of the tourist product.

On the tourist market there is a continuous movement of flows of money and the tourist product, which move towards each other, thereby creating a tourist circuit.

Tourist circulation is a system of economic and legal (civil law) relations that arises between a tourist and a tourism company and shows the direction of movement of the flows of the tourism product, investments in the development of tourism and cash receipts to the budget from the income of tourism activities. The main task of the organization of tourism activities is to achieve the goals set for the travel company with the best (effective) use of available labor, material, financial and information resources.

The valuation of the assets and income of a travel company characterizes the level and scale of its development. The latter depends on the ability to find the optimal ratio between the resources used, the quantity and quality of the sold tourist product, on the one hand, and the volume of sales of the tourist product and the profit from its sale, on the other. The effectiveness of the implementation of these factors depends on the impact of external and internal conditions for the development and functioning of the tourism market and tourism.

The development of tourism and the tourist market has a great economic importance, as it helps to solve common economic problems. The development of tourism also requires the dynamic development of all sectors of the economy.

The developing economy of tourism does not have the capacity to satisfy all the needs and desires of tourists. The abundance of tourist resources implies the creation of a rather complex and diverse material and technical base for tourism. With an increase in the economic return from the tourism industry, one part of the income is used to meet new tourism needs, while the other can be directed to the development of other areas of the economy. Tourism cannot be developed unilaterally. Its rapid rise requires the harmonious development of all sectors of the country's economy and a simultaneous increase in their economic activity. Effective development can only be in the case when a complex of technical, technological, organizational and managerial measures is widely used.

Lecture No. 8. Topic: "Efficiency of management in tourism" (2 hours)

1. The concept of management effectiveness in tourism.

2. Economic efficiency tourism management.

3. Characteristics of the expenses of visitors in the host country.

4. Measurement of economic efficiency of tourism.

5. Determination of the costs associated with tourism.

7. Social efficiency of tourism management.

1. The concept of management effectiveness in tourism

Tourism is, first of all, an important socio-economic phenomenon.

Tourism is a type of activity that directly affects the social, cultural, educational, economic spheres of all states, as well as their international economic relations.

Due to the ever-increasing impact of tourism on society, there is a need to study its effectiveness. A correct assessment of the effectiveness of tourism management allows you to actively influence the current state and development trends of tourism companies, set their sizes, track and correct unmanaged phenomena and processes, make forecasts and plans for these companies and their structural divisions. Based on the specifics tourism activities, you need to clearly understand what needs to be measured in order to calculate its effectiveness. After all, the effect of tourism is determined either by the number of tourists, visitors, or by the volume of activities of commercial structures that produce a specific tourist product. Since tourism covers a wide range of activities and goes beyond the traditional idea of it as a phenomenon associated only with recreation, the effect of it must be considered from the point of view of a specific type of consumer, and not from the point of view of supply. Tourism cannot be reduced to the production of goods, since this type of activity is determined not so much by the nature of the goods produced, but by the characteristics and number of consumers of the tourist product. This means that the effect in the tourism industry depends on the final consumption of any of its products, which depends more on the type of consumer and less on the type of product.

Having defined the consumer of a tourist product as the most important element of efficiency, we mean that his money is exchanged for a tourist product or service, and this leads to “tourist expenses”. Any expenses, including in tourism, directly affect the efficiency of the industry. In this regard, data related to tourism expenditure is the main component underlying the management of tourism. It is used to observe and evaluate the impact of tourism on the national economy and various sectors of the tourism industry.

2. Economic efficiency of management in tourism

The essence of the management impact in the field of economic management of tourism is to ensure that the costs of tourism activities are minimized. The definition of expenditure is closely related to the definition of consumption in tourism. In this regard, consumption in tourism is defined as the cost of goods and services necessary to meet the demand of tourists. Thus, tourism expenditure is defined as the total consumption expenditure of a tourist during preparation, during his trip and stay at the destination.

In order to more accurately determine the amount of travel expenses made during the holidays, we determine:

Travel frequency. It shows how many trips a person takes on average over a certain period of time:

Travel intensity. When determining this indicator, not an individual person is taken into account, but the entire population of the region. The intensity of travel shows what part of people, people employed in the national economy, traveled during the year. This is the ratio of travelers to the total population of the region (for example, the republic).

Average trip duration. It is calculated by dividing the total number of overnight stays by the number of trips.

The various components that make up tourism spending can be divided into three broad groups:

preliminary expenses necessary for the preparation and implementation of the trip;

expenses incurred during travel and in places visited by tourists;

expenses incurred in the country of departure after returning from a trip abroad (for example, the development of photographic film, repair of a car, damaged travel time, etc.).

As you can see, tourism expenses include quite a lot of components - from the purchase of consumer goods and services, which are an integral part of travel, to the purchase of durable goods and gifts for relatives and friends.

3. Characteristics of visitor spending in the host country

One of the most important stages in determining the effectiveness of tourism is economic analysis all items of tourism expenditure. The breakdown by item of tourism expenditure is important for measuring the impact of tourism on the economy and its individual sectors. In the practice of economic management of tourism, there are seven such items of expenditure:

Package trips, holiday packages and package tours. A comprehensive tour includes a number of tourist products purchased by the visitor as a single package. Since there are many types of package tours, it is necessary to define the elements of each visitor's travel package. Some typical tours only include factors such as transport and accommodation, while others also include food, excursions and even souvenirs. That is why it is necessary to break down the complex costs of each visitor into components, and then calculate the terms for all visitors;

Tourist accommodation

The cost of living in collective accommodation places (hotels, campsites, holiday camps, etc.);

Payment for accommodation in individual accommodation places;

Current expenses - government fees, forwarding expenses, repairs, etc.;

Costs for such accommodation facilities that relate to campers or other "mobile homes", as well as costs associated with the parking of yachts and boats at the piers;

Rental of vans and motorhomes (non-self-propelled vehicles);

The cost of accommodation in public means of transport in cases where the accommodation fee is charged separately from transport;

Food and drinks. These are the costs:

For food and drinks that are produced in restaurants, cafes, entertainment establishments;

For food and beverages produced in vehicles.

For food and drinks produced in means of transport, in cases where they are included in the ticket;

For prepared food, raw food and beverages purchased at retail;

Transport. These are all travel expenses incurred during the trip:

Travel from the place of residence and back;

Travel within destinations;

Excursions;

Recreational, cultural and sports activities. This item of expenditure includes the cost of engaging in these activities, including the cost of renting or purchasing the necessary inventory and equipment;

shopping. This group includes expenses for goods (but not for services) purchased for personal consumption at retail or wholesale outlets;

other expenses. This includes the following costs:

Fees related to currency exchange;

Travel insurance;

Communication expenses (telephone and postal expenses);

Commissions and rewards that are paid commercial organizations for the provision of travel-related services;

Personal services - sauna, massage, dry cleaning, beautician services, etc.

The above classification of expenditures in tourism is necessary to select the directions in which to build models of economic management of international inbound and outbound, as well as domestic tourism, determine the supply and measure the economic efficiency of tourism. Let's consider these aspects in detail.

4. Measuring the economic efficiency of tourism

International inbound visitors are a boon to every country, as they stimulate the development of the national and local economies, provide an inflow of foreign exchange, and help finance the construction of facilities that can be used by all citizens. It is the measurement of the expenditure of inbound tourists that will allow us to assess the economic impact of tourism at the national and local levels. It is equally important to study the country's income from domestic and outbound tourism.

Maximizing the contribution of tourism to the overall economic well-being of citizens is an important strategic goal both developed and developing countries. With the help of management, it is possible to increase the net economic benefits from tourism activities, i.e. ensure the excess economic results over the costs associated with the functioning of tourism.

To get a complete picture of the impact of tourism on the country's economy, four sequential tasks should be solved:

1) measure the gross contribution of tourism to the national economy, i.e. learn the "gross economic benefits" from it;

2) determine the gross economic costs of tourism activities;

3) establish the net economic contribution of tourism to the regional economy;

4) identify reserves that increase the value of this contribution.

To solve these problems, it is necessary to determine the most significant indicators for management:

personal income of citizens. Tourism has a direct impact on the monetary income of citizens, providing them with employment in firms, enterprises and organizations. Closely related to this concept is the work of the population, expressed in the number of full-time or part-time jobs;

commercial income. This is the gross cash receipts generated by visitor spending. Net income is an indicator of the viability of firms serving tourists. They create funds for investment, and show the effectiveness of the service of tourists by one or another firm;

government revenues. These are revenues to the state treasury generated as a result of tourism activities. This includes taxes and fees. In addition, in a number of countries there are state facilities that directly serve tourists. These are tourist accommodations, entertainment venues and even shops. Proceeds from the sale of goods and services at these facilities are considered government revenue;

gross domestic product (GDP) is also formed from tourism activities within the country. It is possible to calculate the share of receipts from tourism in GDP;

net foreign currency receipts.

5. Determination of the costs associated with tourism

Tourism costs can be defined as a monetary expression of the costs of living and materialized labor to bring the tourist product to the consumer and satisfy his demand. In conditions of scarcity of resources, measuring the economic efficiency of tourism without calculating the corresponding costs is more risky and, in fact, impossible. Moreover, such an approach can cause serious damage to the environment, dramatically increase the cost of public services that provide tourists, and also significantly reduce the quality of life of local residents. The costs of such an activity as tourism are classified in two directions:

Direct costs are covered by persons (firms) that take away the tourist product and use the sights of the tourist region;

Indirect costs are compensated by other persons and organizations, i.e. consumers of the tourist product (for example, the tourist transfers the costs of operating the highway to other persons without any compensation).

Government costs for the maintenance and development of tourism are called budgetary. In our case indirect costs The costs associated with the construction and operation of the road, as well as with the organization of the work of the police ensuring traffic safety, are borne by the government, which shifts the cost of these costs to its citizens, levying taxes from them.

There are other indirect costs associated with tourism, which are no longer borne by the government, but by the inhabitants of this region themselves. The state, for example, will not solve the problem associated with increased traffic during the influx of tourists during the high season, and local residents will spend more time traveling to and from work, shopping, etc. But this type of cost is almost impossible to measure.

Economic management in relation to the optimization of tourism costs is reduced to determining their types and sources of their formation, in order to subsequently find the most effective control actions for their reasonable reduction. Their unlimited reduction leads to a decrease in the qualitative parameters of tourism development, and, accordingly, to a decrease in the effectiveness of management activities. Indirect and budgetary costs are shown in Table 2.

table 2

Indirect budgetary costs

Road costs and noise Road construction, police services, public transport, transport terminal and ports

Crime Police services, justice system

Fires Fire Department

Water pollution Proper water supply and sanitation

Air pollution Police services, traffic police

Garbage Garbage collection and disposal system, police services

Nature damage Police services, parks and recreation facilities, forestry, regulation of fishing and hunting

Destruction of the socio-cultural population Organization of the work of museums and historical sites, police services

Diseases and accidents Hospitals and other healthcare facilities, sanitation and food control inspections, justice system

The management process should examine which costs are most strongly correlated with tourism performance. It is possible that some cost items for a certain category of tourists will be missing. For example, visitors to a country will not create costs in the field of regulation of hunting and fishing or forestry. In this regard, the calculation of the budgetary costs associated with tourism involves determining the share of all categories of these costs that fall on visitors.

After determining the gross economic benefits for the country (personal income, employment, business income and their receipts to the state treasury) and costs, it is necessary to make a rough estimate of the ego income from individual types of visitors.

6. Formation of an effective organizational structure of tourism

As you know, the entire management process takes place within a certain organizational structure (the movement of information and the adoption of managerial decisions). In this regard, we consider the formation of an effective organizational structure from two positions - on the one hand, in relation to determining the parameters of the effectiveness of the organizational structure of tourism management in general, and on the other hand, in relation to the effectiveness of management decisions made in it.

To determine the components of the effectiveness of the organizational structure, a number of coefficients can be used: the coefficient of links, the coefficient of territorial concentration, the coefficient of efficiency of the organizational structure of management.

7. Social efficiency of tourism management

If economic efficiency can be expressed quantitatively - to evaluate it in monetary terms, then it is very difficult or simply impossible to measure the system of general and particular indicators of the social plan. It is primarily about the satisfaction of employees and their ability to adapt to the conditions of the internal and external environment. Thus, the company achieves its goal by effectively using the labor potential of its employees through the integration of their activities, morality, social climate, increasing mutual trust between them, etc. With regard to tourism management, it is advisable to consider two aspects. Since the big requirements for social efficiency is connected with the labor resources management system, then the main task of management is to create an effective tourist structure that allows you to provide comfortable working conditions and improve the standard of living of your staff due to its professional development and management of his business career.

It should be borne in mind that the search for relationships between the organizational structure of management and the results of management activities is very difficult. In the vast majority of cases, the state and efficiency of the organizational structure is assessed through indicators characterizing the activity of the managed object.

The efficiency of EU management is expressed, as a rule, by an indicator representing the ratio of the efficiency of the management of the EU to the efficiency of creating a tourism product as a whole Ep. The Es indicator is calculated by dividing the costs of managing Ау by the total cost of fixed and circulating assets D and is expressed as management costs per unit value of the funds. The value of Ep is determined by dividing the volume of conditionally net production of VChP by the number of industrial and production personnel St and is expressed by the number of manufactured products per person, or

Eu \u003d Es / Ep \u003d (Ay / D) / (VCHL1 / ST).

To determine the effectiveness of management, the integrated indicator K.f.u. is the best:

where C.f.u. -- coefficient of management efficiency. Qy -- management costs per employee management; L ch.p. -- specific gravity the number of managerial employees in the total number of employees; FT -- capital-labor ratio (cost of fixed and working capital per worker); Eo.f. -- return on assets (conditionally net production per unit of fixed and circulating assets).

All work in this direction comes down to ensuring that when designing or improving the organizational structure, take into account the quantitative indicators of its development, as well as the requirements for it. These requirements can be formulated as follows:

Elimination of duplication and parallelism in work;

Consolidation of firms and enterprises and delimitation of their areas of activity;

Specialization and unification of management functions by levels and organizational and economic units;

Reducing and reducing the cost of the administrative apparatus;

Profitability, sustainability, flexibility and reliability of the organizational structure.

Taking into account these requirements will allow us to design an effective tourism management structure, the resulting factor of which is the optimal management decision.

8. Effectiveness of personnel management

Fierce competition in the tourism market leads to the search for ways to improve the internal efficiency of firms. It is impossible to take any steps in this direction in the absence of a scientifically based theory of effective personnel management. Efficient Management personnel is aimed at improving the qualitative and quantitative level of performance of work by a manager or a specialist, which ultimately ensures the competitiveness of a tourist enterprise in the labor market.

Competitiveness in this case is presented as a set of conditions provided to personnel, and positively distinguishing any firm from similar enterprises,

The following indicators can be used as indicators evaluating the position of the company in the labor market:

The level of satisfaction of employees with their enterprise;

Average costs of personnel activities per employee;

Staffing level;

Labor intensity;

Average salary;

The quality of the labor resources of the enterprise.

The number of management personnel can be analytically substantiated based on the projected composition and scope of work, or enlarged, determined according to the size standards and manageability standards. At the same time, one should take into account the fact that the highest productivity is provided by employees of a certain age group and therefore the labor potential of the company to a certain extent depends on the proportion of such employees in their total number. Based on these calculations, one can judge how attractive the enterprise is for employees who ensure high labor productivity. With this in mind, the determination of the required number, which directly affects the efficiency of managerial work, consists, in essence, of inventory, rationalization and regulation labor processes for the implementation of managerial functions. It follows that the effectiveness of the company in relation to personnel management is achieved:

The right choice of employees (their professional, spiritual and physical fitness);

Maintaining a staff of employees interested in achieving the enterprise's goals (low staff turnover);

Suitable methods of payment and incentives for everyone and significant measures to social protection each member of the labor collective;

Involving employees in management. In the latter case:

The entire scope of tasks and responsibility for their execution, and not just their individual elements, must be brought to the attention of each employee;

After a clearly formulated plan has been drawn up after a certain time, the developed tasks should be distributed among employees in accordance with their performance and abilities;

Tasks and competencies should be transferred for a long time. The leader should interfere in the usual, well-known work only in exceptional cases. For other tasks, he can monitor them according to jointly set deadlines, as well as monitor their progress and progress. This leadership style encourages employees to develop a spirit of trust and willingness to take responsibility for the task. The most unfavorable moments in the process of joint activities are those situations when the manager cannot control his mood or performs work that can be performed by other employees;

Employees are allowed to occasionally make mistakes that they will learn from in the future. This will determine the success of the functioning of the control system, which collects relevant information, processes it and makes it available to the respondent for certain conclusions;

If necessary, the boss can and should give advice. In addition, all employees must constantly receive information about all the most important processes in the enterprise.

All these factors serve as a fairly powerful motivating mechanism, as they allow each employee to determine their capabilities and needs in the direction of personnel advancement. The career of employees of the enterprise should be considered as the most important socio-economic result of personnel management. Employee career planning is the most significant structural element in the personnel management system, since it includes many other elements. This is the selection of personnel, and their career guidance, and adaptation, and placement in the workplace, as well as staff training, evaluation of their work, and on its basis - promotion or demotion.

6.1. The concept of efficiency

management in tourism

Considering the content of the concept of "management efficiency in tourism", one should proceed from the fact that tourism is, first of all, an important socio-economic phenomenon. Its consequences are more and more felt by each resident and society as a whole. Thus, tourism is a type of activity that directly affects the social, cultural, educational, economic spheres of all states, as well as their international economic relations.

Due to the ever-increasing impact of tourism on society, there is a need to study its effectiveness. A correct assessment of the effectiveness of management in tourism allows you to actively influence the current state and development trends of tourism companies, set their sizes, monitor and correct unmanaged phenomena and processes, make forecasts and plans for the development of these companies and their structural divisions. But it should be borne in mind that the mechanical transfer of known methods for determining efficiency from other sectors of the economy does not make sense. Based on the specifics of tourism activities, you need to clearly understand what needs to be measured in order to calculate its effectiveness. After all, the effect of tourism is determined either by the number of tourists-visitors, or by the volume of activities of commercial tourist structures that produce a specific tourist product (tourist offer).

Since tourism covers a wide range of activities and goes beyond the traditional idea of it as a phenomenon associated only with recreation, the effect of it must be considered from the point of view of the demand of a special type of consumer, and not from the point of view of supply, which is typical, for example, for industry, more simply and less laborious.

Then why is the effectiveness of tourism not defined in this way? The fact is that in other industries, commercial enterprises are engaged in the production of goods and services. But tourism cannot be reduced only to the production of goods (services), since this type of activity is determined not so much by the nature of the goods (services) produced, but by the characteristics and number of consumers of the tourist product. This means that the effect in the tourism industry depends on the final consumption of any of its products, which depends more on the type of consumer and less on the type of product.

Having defined the consumer of a tourist product as the most important element of efficiency, we mean that his money is exchanged for a tourist product or service, and this leads to “tourist expenses”. Any expenses, including in tourism, directly affect the efficiency of the industry. In this regard, data related to tourism expenditure is the main component underlying the management of tourism. It is used to monitor and evaluate the impact of tourism on the national economy and various sectors of the tourism industry.

As you can see, the effectiveness of management covers various areas of human activity. In the literal sense, doing business effectively means effectively, efficiently, productively. Efficiency is akin to a targeted impact, therefore it is of a managerial nature and reflects the degree of achievement of the set goals. This means that efficiency should be understood as the ratio of the result and the goals or the result and the costs of obtaining it. It is on this starting position that the understanding of the effectiveness of tourism management is based. We are talking about the effective operation of all subsystems, united by the concept of "tourism", which in market economy provided by the control system. In this regard, the effectiveness of management in tourism should be understood as such management that will ensure the successful functioning and development of each organizational and economic link in this industry. The effectiveness of tourism management is considered by us in two directions: economic and social.

6.2. Economic efficiency of management in tourism 1

The essence of the management impact in the field of economic management of tourism is to ensure that the costs of tourism activities are minimized. As we agreed earlier, the definition of spending is closely related to the definition of consumption in tourism. In this regard, consumption in tourism is defined as the cost of goods and services necessary to meet the demand of tourists. Thus, tourism expenditure is defined as the total consumption expenditure of a tourist during preparation, during his trip and stay at the destination.

To more accurately determine the amount of travel expenses incurred during the holidays, we determine:

travel frequency. It shows how many trips a person takes on average over a certain period of time:

where Chp is the frequency of trips; Kp - the number of trips and Chv - the period of time.

travel intensity. When determining this indicator, not an individual person is taken into account, but the entire population of the region. The intensity of travel shows what part of the people employed in the national economy traveled during the year. This is the ratio of travelers to the total population of the region (for example, the republic), expressed as a percentage:

where Ip - travel intensity; Kt - the number of tourists; Chn - population.

average trip duration. It is calculated by dividing the total number of overnight stays by the number of trips.

The various components that make up tourism spending can be divided into three broad groups:

preliminary expenses necessary for the preparation and implementation of the trip;

expenses incurred during travel and in places visited by tourists;

expenses incurred in the country of departure after returning from a trip abroad (for example, developing photographic film, repairing a car damaged during a trip, etc.).

As you can see, tourism expenses include quite a few components - from the purchase of consumer goods and services, which are an integral part of travel, to the purchase of durable goods and gifts for relatives and friends.

6.2.1. Characteristics of visitor spending in the host country

One of the most important stages in determining the effectiveness of tourism is the economic analysis of all items of tourism expenditure. The deviations revealed in the process of such an analysis in the form of feedback enter the tourism management system for making appropriate management decisions. The breakdown by item of tourism expenditure is important for measuring the impact of tourism on the economy and its individual sectors. In the practice of economic management of tourism, there are seven such items of expenditure:

package trips, holiday packages and package tours. A comprehensive tour includes a number of tourist products purchased by the visitor as a single package. Since there are many types of package tours, it is necessary to define the elements of each visitor's travel package. Some typical tours only include factors such as transport and accommodation, while others also include food, excursions and even souvenirs. That is why it is necessary to break down the complex costs of each visitor into components, and then calculate these terms for all visitors;

accommodation for tourists. This includes the following costs:

the cost of living in collective accommodation places (hotels, campsites, holiday camps, etc.);

payment for accommodation in individual accommodation places;

current expenses - government fees, operating costs, repairs, etc.;

expenses for such accommodation facilities, which relate to campers or other "mobile homes", as well as expenses related to the parking of yachts and boats at the piers;

rental of vans and motorhomes (non-self-propelled vehicles);

the cost of accommodation in public means of transport in cases where the accommodation fee is charged separately from transport;

food and drinks. These are the costs:

for food and drinks that are produced in restaurants, bars, cafes, entertainment establishments;

for food and drinks produced in accommodation facilities;

for food and drinks produced in means of transport, in cases where they are included in the ticket;

for prepared food, raw food and beverages purchased in retail trade;

transport. These are all travel expenses incurred during the trip:

travel from the place of residence and back;

travel within destinations;

excursions;

recreational, cultural and sports activities. This item of expenditure includes the cost of engaging in these activities, including the cost of renting or purchasing the necessary inventory and equipment;

shopping. This group includes expenditures on goods (but not on services) purchased for personal consumption at retail or wholesale outlets;

other expenses. This includes the following costs:

fees associated with currency exchange;

travel insurance;

communications expenses (telephone and postal expenses);

commissions and remuneration paid to commercial organizations for the provision of travel-related services;

personal services - sauna, massage, dry cleaning, beautician services, etc.

6.2.2. Measuring the economic efficiency of tourism

International inbound visitors are a boon to every country as they stimulate the development of the national and local economies, generate foreign exchange, and help finance the construction of facilities that can be used by all citizens. It is the measurement of the expenditure of inbound tourists that will allow us to assess the economic impact of tourism at the national and local levels. It is equally important to study the country's income from domestic and outbound tourism.

Maximizing the contribution of tourism to the overall economic well-being of citizens is an important strategic goal for both developed and developing countries. With the help of management, it is possible to increase the net economic benefits from tourism activities, i.e. to ensure the excess of economic results over the costs associated with the functioning of tourism.

To get a complete picture of the impact of tourism on the country's economy, four sequential tasks should be solved:

measure the gross contribution of tourism to the national economy, i.e. learn the "gross economic benefits" from it;

determine the gross economic costs of tourism activities;

establish the net economic contribution of tourism to the national economy;

identify reserves that increase the value of this contribution.

To solve these problems, it is necessary to determine the indicators that are most significant for management:

personal income of citizens. Tourism has a direct impact on the monetary income of citizens, providing them with employment in firms, enterprises and organizations. Closely related to this concept is the employment of the population, expressed in the number of full-time or part-time jobs;

commercial income. This is the gross cash receipts generated from visitor spending. Net income is an indicator of the viability of firms serving tourists. They create funds for investment and show the effectiveness of servicing tourists by a particular company;

government revenues. These are revenues to the state treasury generated as a result of tourism activities. This includes taxes and fees. In addition, in a number of countries there are government facilities that directly serve tourists. These are tourist accommodations, entertainment venues and even shops. Proceeds from the sale of goods and services at these facilities are considered government revenue;

gross domestic product (GDP) is also formed from tourism activities within the country. The share of tourism receipts in GDP can be calculated;

net foreign currency receipts.

Ultimately, the available data on the economic efficiency of tourism can be summarized in Table. 13.1.

Table 13.1

Assessment of economic efficiency of tourism

6.2.3. Determining the costs associated with tourism

Tourism costs can be defined as the costs of living and materialized labor expressed in monetary terms to bring the tourist product to the consumer and satisfy his demand. In conditions of scarcity of resources, measuring the economic efficiency of tourism without calculating the corresponding costs is associated with great risk and, in fact, is impossible. Moreover, such an approach can cause serious damage to the environment, dramatically increase the cost of public services that provide tourists, and also significantly reduce the quality of life of local residents.

The costs of such an activity as tourism are classified in two directions:

direct costs are covered by persons (firms) producing a tourist product and using the sights of a tourist region;

indirect costs are compensated by other persons and organizations, i.e. consumers of the tourist product (for example, the tourist transfers the costs of operating the highway to other persons without any compensation).

Government costs for the maintenance and development of tourism are called budgetary. In our case, the indirect costs associated with the construction and operation of the road, as well as the organization of police work to ensure traffic safety, are borne by the government, which transfers the cost of these costs to its citizens by levying taxes on them.

There are other indirect costs associated with tourism, which are no longer borne by the government, but by the inhabitants of this region themselves. The government, for example, does nothing to address the increased traffic during peak tourist season, and locals will spend more time commuting to and from work, shopping, and so on. But this type of cost is almost impossible to measure.

Table 13.2

Types of indirect and budgetary costs

Costs

indirect

Budget

Travel costs and noise

Crime

Water pollution

Air pollution

Damage to nature

Destruction of socio-cultural heritage

Diseases and car accidents

Road construction, police services, public transport, transport terminals and ports

Police services, justice system

fire protection

Adequate water supply and sewerage Police services, traffic police

Garbage collection and disposal system, police services

Police services, park and recreation facilities, forestry, regulation of fishing and hunting

Organization of the work of museums and historical sites, police services

Hospitals and other healthcare facilities, sanitation services and food quality control inspectorates, police services, justice systems

In the process of management, one should study which of all those presented in Table. 13.2 costs most strongly correlate with the efficiency of tourism activities. It is possible that some cost items for a certain category of tourists will be missing. For example, visitors to a country will not create costs in the field of regulation of hunting and fishing or forestry. In this regard, the calculation of budgetary costs associated with tourism involves the determination of the share of all categories of these costs indicated in Table. 13.2, which fall on visitors.

After determining the gross economic benefits for the country (personal income, employment, commercial income and their receipts to the state treasury (see 13.2.2) and costs, it is necessary to make a rough estimate of the net income from certain types of visitors (see Table 13.3, conditional example) .

Table 13.3

Benefit vs. Cost Example

for the tourist region depending on the different segments

tourist market for the year

Market segment (conditional)	Number of visitors	State	budget expenses,	The ratio of revenues and budgetary costs

As can be seen from the table, the largest revenues to the state budget are noted in segment No. 3, but it is also the most expensive in terms of budget costs. All costs are so high that the ratio of government revenues to budget costs is 2.5, which is much lower than for segment #2. 2, i.e. we will get, as a result, 4 US dollars for every dollar spent.

The example given is for inbound visitors only. Similarly, calculations are made for other market tourism segments - for example, for domestic visitors.

Detailing and concretization of various aspects of the economic management of a tourist enterprise can be carried out within the framework of the course "Tourism Economics".

6.3.1. Efficiency of management decisions

Any management decision makes sense only if it is effective. However, it should be borne in mind that the effectiveness of decisions is influenced by both objective and subjective factors (see the chapter "Managerial decisions"). In this regard, strongly and weakly structured solutions can be distinguished. When making highly structured decisions, methods of quantitative analysis and electronic data processing can be used.

Application of economic and mathematical methods (EMM) in solving managerial problems(see EMM course) as a selection criterion allows you to use the objective function, which usually needs to be maximized or minimized. This approach to decision making is called optimization. Profits, incomes, labor productivity can be maximized, and costs, break times, unproductive losses, etc. can be minimized. The optimal decision is made as a result of comparing the quantitative value of the objective function for all possible options, i.e. the effective solution is the one that provides the most desirable (maximum or minimum) value of the target criterion.

To evaluate options for semi-structured solutions, a system of weighted criteria is used. Suppose we have several travel companies that have expressed a desire to work with us as travel agents. But each of them offers its own terms of cooperation. You need to decide who to work with. To do this, a comparative analysis of all the proposed options is carried out with a focus on more significant criteria for us. It can be the cost, the image of the intermediary company, the conditions of discounts and benefits, quality parameters, geographical location, etc. The named parameters have unequal significance, therefore, their weighting coefficients are introduced. Comparative assessment of each firm for each criterion is determined by multiplying the expert's assessment by the weight factor of the factor. For example, for the price parameter, the weight of the factor is 9, the expert assessment is 8, and the result is 72. We carry out similar calculations for each factor and each company and, as a result, we obtain total weighted estimates. However, the obtained quantitative estimates should be approached very carefully due to their high subjectivity. In this regard, in order to choose the best alternative, one should be guided by certain rules (principles) (see Chapter 7).

After the decision selection procedure is completed, a comprehensive assessment of the possible consequences of their implementation is carried out. It should cover the economic, social, political and organizational spheres of the life of the enterprise.

6.3.2. The effectiveness of personnel management

Fierce competition in the tourism market leads to the search for ways to improve the internal efficiency of firms. It is impossible to take any steps in this direction in the absence of a scientifically based theory of effective personnel management. Effective personnel management is aimed at improving the qualitative and quantitative level of work performed by a manager or a specialist, which ultimately ensures the competitiveness of a tourist enterprise in the labor market. Competitiveness in this case is presented as a set of conditions provided to the staff, and positively distinguishing any firm from similar enterprises.

The following indicators can be used as indicators evaluating the position of the company in the labor market:

the level of satisfaction of employees with their enterprise:

where Kt - staff turnover rate; Kv - the number of retired workers; P is the average number of employees. With the help of this indicator, it is possible to roughly determine how much the demand made by the employee to the enterprise is satisfied, i.e. how competitive is the enterprise in the labor market in terms of meeting the needs of staff;

An important indicator characterizing the effectiveness of personnel management is the average cost of personnel activities per employee:

where Xi - average costs for the selection of a candidate; Zo - the cost of personnel selection; Kk - the number of selected candidates, as well as:

where Co - the average cost of training one employee; Tso - the total cost of education; Kk - the number of people trained;

staffing level:

where Uk is the level of staffing; Chf - actual number; Chsh - the number of staffing. Consideration of this indicator in dynamics allows us to determine not only the popularity of the company in the labor market, but also the degree of development of personnel policy in it - in particular, the effectiveness of recruitment procedures;

a complex indicator that characterizes the influence of working conditions on its effectiveness is the intensity of labor, which is expressed by the ratio of productive costs to the length of working time:

where It is the intensity of labor; Zt - the amount of labor expended; Rv - working time. This indicator shows the amount of labor costs spent on the production and sale of a tourist product per unit of working time. The intensity of labor is related to its productivity, since an increase in labor productivity means a decrease in labor costs per unit of output;

average salary. The value of this indicator is considered in dynamics. The growth rate of the average salary at the enterprise is compared with the growth rate of the average salary in the region. Wages, as one of the factors of employee satisfaction with the company, stand out in particular both in connection with its stimulating role and in connection with inflation, the growth of which cannot but affect the orientations of workers;

the quality of the workforce of the enterprise. The assessment of this parameter is carried out on an enlarged basis - based on the socio-demographic structure of the workforce. In this case, the labor intensity of work on the control function is calculated:

where Tn - the complexity of work on the function of personnel management; Tm is the normative labor intensity of solving a managerial problem; Pi - repeatability (volume) of the solution of the i-th task; K - the number (composition) of management tasks.

The number of management personnel can be analytically substantiated on the basis of the projected composition and scope of work, or it can be determined in an aggregated manner according to the standards for the number and standards of manageability. At the same time, one should take into account the fact that the highest productivity is provided by employees of a certain age group and therefore the labor potential of the company to a certain extent depends on the proportion of such employees in their total number. Based on these calculations, one can judge how attractive the enterprise is for employees who ensure high labor productivity. With this in mind, the determination of the required number, which directly affects the efficiency of managerial work, consists, in essence, of an inventory, rationalization and regulation of labor processes for the implementation of managerial functions. It follows that the effectiveness of the company in relation to personnel management is achieved:

the right choice of employees (their professional, spiritual and physical fitness);

maintaining a staff of employees interested in achieving the goals of the enterprise (low staff turnover);

methods of payment and incentives that suit everyone and significant measures for the social protection of each member of the labor collective;

involving employees in management. In the latter case:

The entire scope of tasks and responsibility for their execution, and not just their individual elements, must be brought to the attention of each employee;

After a clearly formulated plan has been drawn up after a certain time, the developed tasks should be distributed among employees in accordance with their performance and abilities;

Employees are allowed to occasionally make mistakes that they will learn from in the future. This determines the success of the functioning of the control system, which collects relevant information, processes it and makes it available to responsible persons for certain conclusions;

If necessary, the boss can and should give advice. In addition, all employees must constantly receive information about all the most important processes in the enterprise.

All these factors serve as a fairly powerful motivating mechanism, as they allow each employee to determine their capabilities and needs in the direction of personnel advancement. The career of employees of the enterprise should be considered as the most important socio-economic result of personnel management. Employee career planning is the most significant structural element in the personnel management system, as it includes many other elements. This is the selection of personnel, and their career guidance and adaptation, and placement in the workplace, as well as staff training, evaluation of their work, and on its basis - promotion or demotion.

1In this paragraph, the term "organization" is taken from classical management, i.e. it is a group of people whose activities are consciously coordinated to achieve a common goal or goals. Signs of such an organization are: a) the presence of at least two people; b) unity of purpose; c) joint work; d) division of labor. (Kabushkin N.I. Fundamentals of Management: Textbook. - Mn., 1996. S. 15-16). The management structure of such an organization is understood by us as an organizational structure.

1The figure is taken from the Russian Economic Journal (1995, No. 10, p. 65).

1Fundamentals of management. M., 1996. S.322 - 325.

Ergonomics is a science that studies the interaction and adaptation of man and machine in the specific conditions of his activity.

1This chapter draws on material from the World Tourism Organization.

And management categories of tourism

The need to introduce this section into the textbook is dictated by the need to develop a common language both for statistics and for developing conceptual approaches to communication between managers and specialists of the tourism industry at various levels of government. It should be borne in mind that with regard to the conceptual apparatus proposed in this study guide, a broad international consensus has already been formed, which is especially important for its use in management practice in the CIS countries. The conceptual apparatus is based on the concepts and categories from the concept of definitions for tourism statistics recommended by the World Tourism Organization.

"Management" (manage) - a word of English origin and means "manage". There are many interpretations of the term "management". And this is natural, since different stages development of the organization, we are dealing with management of various types (technological, financial, corporate, functional, etc.).

IN general view management should be presented as the science and art of winning, the ability to achieve goals using labor, behavioral motives and the intellect of people. We are talking about a targeted impact on people in order to turn unorganized elements into an effective and productive force. In other words, management is all human capabilities that leaders use to achieve the strategic and tactical goals of the organization.

In this tutorial, the terms "governance" and "management" are used interchangeably. In the classical view, the category “management” is wider than the category “management”, since it applies to various types of human activity, for example, driving a car and other, more complex, technical systems. The term "management" means the management of socio-economic processes at the organization level - management economic activity and staff.

Because in Lately the concept of "management" in various publications is interpreted in different ways, in this textbook it should be understood as the management of socio-economic phenomena and processes occurring in the tourism industry.

1.1.1. Definition of tourism

Is it possible to unequivocally answer the question, what does such a thing as "tourism" include? For some, tourism is associated with kilometers traveled by untrodden paths, with a tent, with songs by the fire, for others it is trips to historical places, for others - travel to foreign countries. And they are all right, because tourism is extremely diverse.

Today we perceive tourism as the most mass phenomenon XX century, as one of the most striking phenomena of our time, which really penetrates into all spheres of our life and changes the world around us and the landscape. Tourism has become one of the most important factors in the economy, so we see it not just as a trip or vacation. This concept is much broader and represents a set of relationships and the unity of connections and phenomena that accompany a person on travel.

Tourism is a type of travel and includes persons traveling and staying in places outside their usual environment for leisure, business or other purposes. At first glance, the concept of "tourism" is accessible to each of us, since we all made trips somewhere, read articles about tourism in newspapers, watched TV shows about travel, and,

Peculiarities of tourism as an object of management when planning your vacation, used the advice and services of travel agencies. However, for scientific and educational purposes, it is very important to determine the relationship between the constituent elements of tourism as a branch of the national economy. Although various interpretations of this concept have appeared in the process of tourism development, the following criteria are of particular importance in determining this phenomenon:

1. Change of location. In this case, we are talking about a trip that is carried out to a place that is outside the usual environment. However, people who make daily trips between home and place of work or study cannot be considered tourists, as these trips do not go beyond their usual environment.

2. Stay elsewhere. The main condition here is that the place of stay should not be a place of permanent or long-term residence. In addition, it should not be related to labor activity (wage). This nuance should be taken into account, because the behavior of a person engaged in labor activity differs from the behavior of a tourist and cannot be classified as tourism. Another condition is that travelers must not stay in the place they visit for 12 consecutive months or more. A person who stays or plans to stay for one year or more in a certain place is considered a permanent resident from the point of view of tourism and therefore cannot be called a tourist.

3. Payment for labor from a source in the place visited. The essence of this criterion is that the main purpose of the trip should not be the implementation of activities paid from a source in the place visited. Any person entering a country for work paid from a source in that country is considered a migrant and not a tourist to that country. This applies not only to international tourism, but also to tourism within one country. Every person traveling to another location within the same country (or to another country) to carry out activities paid from a source in that place (or country) is not considered a tourist of that place.

These three criteria, underlying the definition of tourism, are basic. At the same time, there are special categories of tourists for which these criteria are still insufficient - these are refugees, nomads, prisoners, transit passengers who do not formally enter the country, and persons accompanying or escorting these groups.

Analysis of the above features, characteristics and criteria allows us to identify the following features of tourism:

О business trips, as well as travel for the purpose of spending free time - this is a movement outside the usual place of residence and work. If a resident of the city moves around it in order to make purchases, then he is not a tourist, since he does not leave his functional place;

Tourism is not only an important branch of the economy, but also an important part of people's lives. It covers the relationship of a person with his external environment. Consequently, tourism is a set of relationships, connections and phenomena that accompany the trip and stay of people in places that are not places of their permanent or long-term residence and are not related to their work activity.

This generalized definition can be supplemented and specified in some cases. You need to pay attention to the terminology. Many languages have long used the word "tourism" (tourism, tourisme, turismo), which comes from the expression "grand tour" (Grand Tour). "Great Tour" originally meant a study tour. It was performed in the 17th - 18th centuries. young representatives of the nobility, and in the XIX century. such trips have become popular among other segments of the population. The purpose of travel was to get acquainted with foreign cultures. As in past centuries - during the times of "great tours", today the main purpose of tourism is acquaintance with other countries, peoples, a means of establishing contacts and mutual understanding between them.

The definition of "tourism" covers not only factors such as travel and recreation, but also the name of one of the branches of the economy. Tourism is also tourism enterprises, primarily the activities of tourism organizers and intermediaries. Not all authors take into account this limitation. In addition to tourist organizers and intermediaries, other types of enterprises and organizations can be attributed to tourism activities. It can be various associations, as well as transport companies: railway and aviation.

Thus, tourism is a branch of the economy that includes the activities of tourist organizers and intermediaries that need to be managed.

1.1.2. Types of tourists

When studying management in tourism, it is very important to correctly answer the following question: who uses what tourist services? At the same time, one should think about whether the families of Mr. Ivanov and Mr. Sidorov will have the same vacation and whether their needs for a tourist product will coincide. The answer is unequivocal - no. In this regard, all tourists can be classified according to the following criteria:

Depending on their activity;

Depending on the lifestyle.

Traditionally among tourists on their vacation activities there are six groups:

Relaxation lovers. Its representatives go on vacation in order to get rid of everyday stress and relax in a calm and pleasant environment. They are afraid of strangers and large crowds of people. Calmly resting vacationers are attracted by the sun, sand, and sea.

Pleasure lovers. This is a type of very adventurous tourists who, during their holidays, are busy looking for a variety of pleasures and prefer a secular atmosphere. In relation to them, words such as flirting, long distances are most often used.

Outdoor enthusiasts. These tourists love nature and create an active load on their bodies. They prefer measured movement and stay in the open air. Their vacation can be combined with treatment.

Sports enthusiasts. Unlike active tourists, sportsmen have all their attention focused on competitions. Sports are very important for them - their hobby. They are not afraid of physical activity.

Vacationers for the purpose of knowledge, study. This type of tourists is interested in raising their educational level, learning new things. In this type, three subgroups are distinguished: P1, P2 and P3. Type P1 tourists visit places described in guidebooks. Type P2 focuses not so much on recognized landmarks as on finding places where he can feel their atmosphere. For him, feelings and moods come to the fore. Tourists of the P3 type have pronounced cultural and socio-scientific interests, they are very attracted to nature.