BUSINESS INFORM №8-2015

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Section: Economics of Trade and Services
UDC 338.48 (100)
Iastremska O. О.
Quantitative-Qualitative Evaluation of Attractiveness of Tourism Companies (p. 139 - 146)
The article presents the results of studying the evaluation of attractiveness of tourism companies from the perspective of consumers and companies themselves as to results of the use of economic resources. In the system of partial indicators of attractiveness from the perspective of consumers were included such that characterize the pricing policy, informativeness of a tourism company website, quality of tourism services, their product range, quality of servicing, terms of payment, conditions of receiving documents, company image, presence of loyalty programs for regular customers, innovative offers of international tours, availability of collateral tourist services, convenient location of a tourism company, stability of its work, political and economic situation in the hosting country, level of tourism infrastructure, quality of tourist services, status of the objects of tourist attraction. In the system of partial indicators of attractiveness from the perspective of tourism companies were included the indicators, which characterize its use of the material, financial, human resources as well as results of investment-innovative activity. The composition of the proposed systems of partial indicators has been updated using the multivariate factor analysis. Using the method of additive folding, the updated partial indicators were folded down into the integral indicators. Sensitivity of the partial indicators has been updated by the neural network method in accordance with the built models of multi-layered perceptron. Quantitative values of the integral indicators of tourism attractiveness for companies were separated into three levels: high, medium and low, using the membership functions from the fuzzy set theory. Activities to ensure and enhance the attractiveness of tourism companies have been proposed.
Keywords: evaluation, attractiveness, tourism company, system of partial indicators, integral indicator of attractiveness, qualitative levels of attractiveness
Tabl.: 4. Bibl.: 13.

Iastremska Olesia О. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Tourism, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]

Article is written in Ukrainian
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Reference to this article:
Iastremska, Olesia О. (2015) “Quantitative-Qualitative Evaluation of Attractiveness of Tourism Companies.” Business Inform 8:139–146.

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