Specificity of functioning of the tourist market as a market of services

Abstract

In light of the increasing demand for tourist services in today's globalized society, there is a need for an in-depth study of the tourist market as a complex system of economic and cultural relations. The purpose of this research is to uncover the key aspects of the evolution and functioning of the tourist market, to identify the main factors influencing its development, and to offer reasonable recommendations for optimizing the strategies of market participants in the face of growing globalization and changing cultural preferences. The research aims to identify new opportunities and challenges arising due to the growing demand for tourist services in the context of globalization. It seeks to provide a foundation for the development of strategies aimed at the sustainable and efficient operation of the tourist market. As a result of the study, it was found that the tourist market is a complex system that encompasses various stages and aspects, ranging from the production of services to the satisfaction of tourists' needs. The article argues that the tourist market is a type of service market with several specific features that influence its functioning. These features include: - the intangibility of tourist services, complicating their evaluation by consumers and their comparison with other goods and services. - the inseparability of the production and consumption of tourist services, meaning that consumers and producers must be in the same place at the same time. - the instability of tourist demand, making it difficult to forecast demand and effectively manage the tourist business. - the heterogeneity of tourist services, i.e., tourist services can vary significantly in their characteristics, complicating their standardization and uniformity. Based on the analysis of these features, the article substantiates several theoretical conclusions important for understanding the functioning of the tourist market. In particular, it has been proven that: - the tourist market is a highly competitive market where success depends on the ability of enterprises to quickly respond to changes in demand and offer high-quality and competitive tourist services. - the tourist market is a complex and dynamic market characterized by a high level of uncertainty, requiring companies operating in this market to be highly adaptable and flexible. - the tourist market is an essential factor in the development of the country's economy, contributing to the creation of new jobs, increased income for the population, and improved living standards. The scientific novelty lies in the comprehensive study of the specific features of the functioning of the tourist market as a service market. The research constitutes a significant contribution to the understanding of the tourism market. In particular, it emphasizes the importance of considering various aspects in its functioning, which are unique and relevant for the modern development of the tourism industry. The results of the research can be utilized by practitioners and specialists in the field of tourism to enhance marketing strategies and adapt to changes in society and the economy. The research findings offer practical guidance for fostering effective interaction among tourism market participants and supporting the sustainable development of tourism enterprises. Taking these aspects into account can help optimize services and meet the growing expectations of consumers in this dynamic sector of the economy. The practical value of the results also resides in the fact that they can be employed to develop the theoretical foundations of tourism business management. Enterprises operating in the tourism market can utilize these foundations to improve the efficiency of their activities. Moreover, the content of the article can be applied in educational institutions for the training of specialists in the field of tourism. It will assist students in gaining a better understanding of the peculiarities of the functioning of the tourist market and acquiring the necessary knowledge and skills for successful work in this field.