Factors influencing on formation and development market of tourist services

In this article, the conditions that affect the formation of the market of tourist services are examined. Administrative and economic methods that provide rules for regulating the activities of enterprises in tourism are analyzed. The main factors of development of the market of tourist services are given. Tourism is not only a specific form of trade in services, but also a large sector of the economy of many countries in the world. In terms of economic indicators, the tourism sector is one of the fastest growing. Dynamic development of tourist markets allows creating new jobs, ensuring the development of related industries, and thus improving the welfare of the population. 

Introduction Modern trends in the development of the world economy indicate a constant increase in the influence of the services sector and a reduction in its dependence on the sphere of production.

Experts at the United Nations Conference on Trade and Development (hereinafter referred to as UNCTAD) believe that services play a major role in economic growth, inclusive development and employment generation.  For example, intermediate services such as transportation, telecommunications, financial services,  business services, including professional services and services in the field of research and development, contribute to the specialization, development and dissemination of knowledge, as well as their exchange, which leads  to  an increase in the level of complexity Economy, capacity building and participation in global value chains [1].

Main part

The modern structure of international trade in services is represented by high-tech services (communications, computer and information services), tourist and financial services.

Tourism is not only a specific form of trade in services, but also a large sector of the economy of many countries in the world. In terms of economic indicators, the tourism sector is one of the fastest growing. Dynamic development of tourist markets allows creating new jobs, ensuring the development of related industries, and thus improving the welfare of the population.

The national economy has its specialization in the world economy due to its economic-geographical position, the availability of natural and labor resources, and the current norms of administrative and economic regulation. All of the above is the conditions necessary for the formation of markets for goods and services.

In order for the national economy to form a market for tourism services, it is necessary to observe a number of conditions that can be grouped into four groups: natural-geographical, cultural-historical, organizational-economic and socio-economic.

At the heart of the tourist product is the opportunity to meet the needs of tourists in new impressions, memories, positive emotions, new knowledge. In this regard, destinations with comfortable climatic conditions become attractive for tourists. The harsh climate and geographical distance, even with bright sights, hamper the development of tourist markets, as they can not provide year-round demand.

Cultural-historical conditions also have an impact on the development of tourism markets. The third group is formed by organizational and economic conditions. Here the main role belongs to the state. The state forms the legislative base within which the enterprises of the tourism and hospitality industry operate. On the basis of state regulation, administrative and economic methods create favorable conditions for the tourism services market.

Administrative methods allow to establish the rules regulating the activity of enterprises of the tourism and hospitality industry (regulatory framework, licensing of activities, antimonopoly regulation). The economic ones are based on the development and application of a system of incentives that involve the enterprises of the tourism and hospitality industry in carrying out activities in the tourist market (taxes and tax incentives, soft loans, subventions and subsidies, project financing, state orders).

Favorable organizational and economic conditions in the country contribute to the development of competition and diversification of the tourism services offered on the market.

Another important group of conditions necessary for the establishment of the market of tourist services are  socio-economic conditions.The number and level of income of the population determine the capacity of the tourist market.

With the rise in the standard of living of the population of the society from the middle of the twentieth century, people began to travel more and spend more on trips. There was a formation of a new consumer demand - the  need for organizing a trip. As a result, there has been an increase in the number of companies ready to meet these needs. As the level of education of the population grew, these requirements increased significantly, and a new  market emerged, the market for tourist services.

Thus, one of the economic regularities of the tourist services market is manifested - Engel's law, according to which the portion that is spent for essential goods decreases with increasing income, and the share of spending on luxuries and spiritual development (including tourism) increases [2].

Thus, the following conditions are necessary for the development of the tourism services market:

• the formation of a new consumer demand based on a person's need for travel (natural and geographical and socio-economic conditions);
• the emergence of a new type of services - tourist services - on the basis of the existing natural-geographical and cultural-historical

An important role in the formation of an innovative economy is played by raising the level of education, as well as the growth of the population of the world economy, which causes an increase in the demand for tourist services. Urbanization and the stereotype of a mobile way of life have led to the fact that residents of large cities are keenly aware of the need to change the environment for the restoration of physical and spiritual forces.

For the development of the tourism services market, the economic factors associated with the development of the world economy are of great importance, in which there is a steady tendency to increase the production of services in comparison with the production of goods and, consequently, an increase in the share of consumption of these services.

Economic factors include the acceleration of scientific and technological progress in all sectors, the growth of incomes of the population, the development of tourist infrastructure, and new forms of reception and servicing of tourists. The development of modern computer technologies has led to the emergence of new areas of service, the development of the infrastructure of the tourist market in the Internet (booking systems and accommodation).

Social factors are factors related to the conditions of life and human activity. A direct impact on the development of international tourism is the increase in the duration of paid leave, including the tendency to divide the vacation into two parts, which allows for two trips during the year.

One of the key features of the tourist market is seasonality of tourist demand and supply.

In recent decades, a large number of works of foreign scientists devoted to the study of the issue of seasonality in tourism, since this factor has a significant impact on the development of tourism markets, and the degree of its impact can be adjusted through the implementation of government programs in the field of tourism management.

The main reasons for seasonality can be divided into three large groups:

• Natural (eg, climate, daylight hours, temperature, rainy seasons or winter periods);
• -institutional (for example, religious and national holidays, customs of business turnover, traditions);
• -availability of supply constraints (for example, availability or absence of qualified personnel, accommodation facilities, transport infrastructure)

Seasonality in tourism is observed both from the side of demand, and from the side of supply.

The main problem of seasonality is the impossibility on the part of the tourist offer (tourist resources and facilities) to satisfy tourist demand during peak seasons and underutilization of available capacities in low and "dead" seasons. The latter is measured, as a rule, in non-covering of costs or loss of profit due to inefficient use of available capacities. Related industries (accommodation facilities and the entertainment industry) also suffer from this, because they can not change the location, nor can they find alternative applications. Socio-cultural consequences are associated with seasonal changes in destinations and regions of origin of tourists.

The main methods of smoothing seasonal fluctuations on the part of tourist demand are:

1. Diversification (extension of the line) of the tourist product.
2. Attracting the destination population to servicing the tourist flow in low seasons.

Estimate the degree of seasonality of tourist demand in the national or regional tourist market can be based on the calculation of the seasonality factor.

The seasonality factor represents the percentage of average monthly levels over a number of years to the average monthly volume of services sold for the entire billing period [3].

However, this indicator largely depends on the maximum values of tourist arrivals in peak seasons and does  not take into account the influence of various seasonality factors on the part of tourist demand and supply.

To assess the degree of seasonality of tourist demand, the use of this methodology makes it possible to identify the factors that have the greatest influence on the formation of seasonal fluctuations in tourist demand for the further development of a program for smoothing seasonal fluctuations in the tourist market.

The breakdown of the data set can be carried out according to the country of origin of the visitors, the purposes of the trip, the number of days of stay in the region, the chosen location in the region,

The impact of natural factors is associated with various natural deviations. These include floods, tsunamis, earthquakes, hurricanes, tornadoes, and the like. Natural factors have a negative impact not only on the state of the tourist infrastructure, but also worsen the ecological situation in the region.

The main importance for the development of international tourism is the legal restrictions associated with the implementation of tourist formalities: the formulation of foreign passports and visas, the passage of customs procedures, currency and medical control.

Facilitation has a direct impact on the number of international tourist arrivals, facilitating (or, conversely, hindering) the movement of labor. The complicated procedure for issuing exit documents, violation of the established time limits for their consideration or arbitrary rejection, excessive collection, introduction of strict restrictions on currency exchange, have a negative impact on the size of tourist demand [4].

The main factors that influence the development of world tourism markets in modern conditions are [5]:

• growth of world incomes;
• increased investment in the development of services and infrastructure;
• Increased investment in marketing and advertising;
• liberalization of air transport (in particular, the distribution of low-budget airlines and charter programs);
• the growth of interregional cooperation and public-private One of the main events in the history of Kazakhstan is EXPO-2017.

Participation in the preparation and holding of EXPO-2017 may be of interest to Kazakhstani and foreign construction companies, design and planning consultants, consultants on  energy-saving technologies  and the use of alternative energy sources; Tourist companies and hotels.

EXPO-2017 for tourism is an internal stimulus, as improving the directions of tourism business, the exhibition will help create new jobs, train highly qualified specialists, attract foreign investors - this is a guarantee of success, stability and prosperity of the nation.

Conclusions:

1. Since the middle of the twentieth century, the world economy has developed a number of organizational, economic and socio-economic conditions favorable for the formation of a new market - the market of tourist
2. The development of the national tourism market is carried out during the implementation of projects to organize and conduct major international events in
3. EXPO-2017 for tourism is an internal incentive, as improving the direction of tourism business, the exhibition will help create new jobs, train highly qualified specialists, attract foreign

References

1. Эволюция международной торговой системы и тенденций в ней с точки развития //Записка секретариата ЮНКТАД // http: // unctad.org. (дата обращения: 02.06.2017)
2. Квартальнов В.А.Туризм: Учебник. – М.:Финансы и статистика, 2003. – С.176.
3. Квартальнов В.А.Туризм: Учебник. – М.: Финансы и статистика, 2003. – С.162.
4. Международный туризм: Учебник / А.Ю.Александрова. – М.,2004. – С.15.
5. Овчаров А.О. Туристический комплекс России: тенденции, риски, перспективы: Монография. – М.: ИНФРА - М, 2011. – С.109.