Development of Customer Motivation System in the Field of Entrepreneurship: Travel Business

Tatyana Nikolaevna Kosheleva, Natalya Petrovna Tarhanova, Vadim Strielkowski and Tatyana Yuryevna Ksenofontova

In recent years, ecotourism becomes of growing demand. It is developing within specially protected areas, which include also national parks. Since national parks in Russia appeared not so long ago, this circumstance causes a large number of problems, including attracting potential consumers. The solution to this issue is seen in the study of the motivations of tourists visiting the territories in question. The study was conducted by the focus group method. It was revealed that the factors pushing tourists to visit national parks included natural and historical-cultural heritage, as well as opportunities for sports and recreation. Another important factor, when deciding to visit the Park, is the opinion of friends and colleagues, as well as cost of services and discounts. Among the limiting factors are under development of infrastructure, mismatch of the expected overall picture (the expectation-reality effect), disinterest of park workers and local residents in the development of the territory, as well as danger of being infected with tick-borne encephalitis. However, the significance of the above factors varies depending on the age, gender, and status of the potential traveler. In the course of the study, it was revealed that the popularity of the park was taken into account by a small number of respondents. This indicates the low popularity of the parks and the need to enhance advertising activities. When planning a tourist product based on the national park, it is necessary to take into account the opinions of the consumers regarding the facilities and infrastructure to be visited, as well as create a line of tours for different categories of travelers. Thus, the knowledge of motivation allows influencing both the nature and the volume of tourist products consumed in the territories of national parks, and their development strategy.

Volume 11 | 11-Special Issue

Pages: 82-89

DOI: 10.5373/JARDCS/V11SP11/20192932