THE ROLE OF BENCHMARKING RESEARCH IN TOURIST INDUSTRY

Abstract

The article deals with theoretical and methodical issues and principles of marketing activity formation in tourism and hotel industry based on marketing theory and practice of modern management. The theoretical concept of benchmarking research technology in the tourism industry, which creates a kind of analog base that can be used as a reference object for in-depth research, is revealed. The purpose of using benchmarking research tools is to improve the position of the tourism company relative to competitors, reduce costs, increase the degree of satisfaction of consumers of tourist services, increase the efficiency of its work, and strengthen its competitive position. At the same time, establish the company's needs for changes, assess opportunities for improving the efficiency of its activities, identify the main areas that will significantly affect the company's performance. Also, in order to improve the image of the tourist company, develop new ideas, study the activities of competitors and the reasons for their success, and most importantly - summarize and use the information obtained in the process of building an effective business model. The methods and processes of researching the competitiveness of tourism business enterprises are constantly subject to significant changes. Therefore, the application of benchmarking in the tourism industry makes it possible to constantly determine the relevance of the identified indicators at the appropriate time. As a result of conducting benchmarking studies, contacts with comparable companies appear, which can be maintained through regular exchange, important sources of information are also developed, a database is created, which can be used constantly and which only needs to be replenished. Thus, the use of innovations by tourism enterprises became not only a competitive advantage, but also an opportunity to maintain existing positions. As a result of research, the tourist enterprise becomes more profitable, with high efficiency, with the creation of useful competition and at a high level to satisfy the needs of users with a tourist product.