The Methodical Instrumentarium for Calculating Prospective Volumes of Sales of Tourism Products

Abstract

On the basis of the provisions of the product lifecycle conception and the theory of consumer behavior, a methodical instrumentarium for calculating the volume of implementation of the innovative product, as well as the speed of its penetration of the market, is developed. The dependence of sales volumes of innovative tourism products in the domestic market on the level of consumers’ commitment to travel agency and its offers is determined. The method of measuring the level of consumers’ commitment to travel agency and its offers is substantiated. It is displayed that there is a relationship between the structure of target market and its activity in the purchase of tourism products. Thanks to the improvement of the classification of components of the target segments, the segmentation is deepened taking into account the peculiarities of the behavior of individual subsegments. The peculiarities of the following target market subsegments are allocated and described: loyal consumers market, sympathizers market, qualified market, searchers market, serviced market, eventual market, potential market, promising market. Participation of each subsegment of the target market in the intensity of the spread of innovative tourism product on the market is empirically proved. It is found out that the segment of the «Loyal consumer market» is the smallest, and, at the same time, the most difficult to form and maintain. Thus, in order to create a kind of «reserve» for its replenishment, it is necessary to constantly work on expanding the groups «Sympathizers market» and «Searchers market». The volume of the most volatile segment – the «Searchers market» – significantly exceeds the size of other segments and largely depends on the psychographic characteristics of its participants. The «Traditionalists» segment is relatively small, but in number it is almost comparable to the segment «Followers of leaders» (which significantly affects the perception of the market of tourism products), and «Traditionalists» significantly surpass the «Followers of leaders» in demand and commitment to the set priorities.