Методологія управління ціноутворенням на туристичних підприємствах

Abstract

The aim of the article. The goal of the article is to study the particular basic methodological components of the pricing management in tourism enterprises. The results of the analysis. Pricing management is the part of the management of an enterprise. Price reflects its results to some extent through the level of cost, the system of marketing approaches to pricing. The effectiveness of the creation and use of pricing depends on information support of management processes that should be provided by the information system of an enterprise. That is the price of tourism products that clearly demonstrates the interdependence and mutual influence of the factors of external and internal environment that should be considered in pricing processes. It highlights the problem of necessity to combine the efforts of tourism enterprises and a state in the development of economy through the tourism development. The basic methodological components of the pricing management in tourism enterprises are considered in the article, including determination of goal, tasks, and the stages of the implementation of pricing management. Implementation of pricing management should ensure the fulfillment of the overall and competitive strategies of tourism enterprises. This mechanism should be carried out in accordance with the proposed steps. The basic component of the price of a tourism package is the cost of tourism services stated by their producers that enhances the impact of their pricing policy on the pricing of tourism enterprises. The function of the tourism product’s price is offered that allows taking into account its dependence on a wide range of factors. The set-theoretic model for the price of a tourism product is offered with regarding diverse composition of tourism products, different tourism consumers, the conditions of tours’ realization, and the expected outcomes of tourism enterprises. Conclusions and directions of further researches. Pricing management is an integral part of the management of tourist enterprises. It plays an important role in the ensuring their efficiency and high competitive position of enterprises in the tourism market. Pricing management of the tourism enterprises should be based on methodological principles that provide an opportunity to choose the right methodological approaches to determine the price of tourism products, which has a specific character due to significant reliance on a wide range of factors. Such components of the methodological principles of pricing management in the tourism enterprises like the goal, tasks and stages of the mechanism of its implementation are grounded. The proposed function of the price of a tourism product allows the tourism enterprises to take such dependency into consideration to improve the pricing process. The proposed set-theoretical model of the price of tourism products that demonstrates the composition and the occurrence character its elements will facilitate an optimal price determination. Further researches should improve the problem of methodological approaches to the determination of the price of tourism products and their use to manage the pricing of tourism enterprises. У статті обґрунтовано основні методологічні компоненти процесу управління ціноутворенням на туристичних підприємствах, зокрема визначено мету, завдання та етапи механізму його реалізації. Запропоновано функцію ціни туристичного продукту, що дозволить максимально враховувати її залежність від широкого діапазону чинників. Запропоновано теоретико-множинну модель ціни туристичного продукту, що демонструє склад та природу виникнення її елементів.