Goal – construction of models that describe the social, environmental, and economic sustainability of rural areas in the context of the development of agritourism, which would make it possible to determine the leading factors for their sustainable development. Research methodology – the research applied the procedures of goal setting, measurement, establishing criteria, forming and choosing alternatives, algorithms, methods of PLS‑PM modeling, and methods of qualitative modeling. Score/results – a systematic solution to the numerous environmental, social, and economic problems of the development of agritourism cluster is not achievable without appropriate economic and mathematical models and tools for their support, which would make it possible to accurately predict the main indicators of the sustainable development of agritourism, identify the main factors of sustainable development, determine the degree of the effectiveness of certain management decisions. Originality/value – based on the applied software products developed in this way, support systems for making complex management decisions can be formed that make it possible to identify all potential scenarios for the development of any complex systems and transitions between them, as well as provide a predictive function for evaluating key blocks. In the future, the proposed toolkit can be used to model and optimize the sustainable development of specific tourism investment projects in rural regions, as well as to select investment areas at the regional agritourism cluster level.
The modern tourism market is characterized by an increased struggle of tour operators for consumers and meeting their needs. Today a condition for the successful functioning of travel companies is the increasing differentiation of supply and the expansion of the range of package tours and services. However, any solutions should be preceded by their theoretical development. During the course of article writing, the authors set themselves as a goal is an analytical understanding of the methodology for managing the differentiation of package tours and services in order to solve the problem of ensuring high consumer value based on their differentiation by consumer characteristics, regardless of the type of services package and the purpose of travel. The article substantiates the feasibility of managing the differentiation of package tours as a source of increasing their consumer value in the dynamics of consumer expectations, and also presents a new author’s methodology for studying the process of differentiation of package tours. The results of study are of theoretical and practical significance. They can be used as a basis for further scientific research, and they can also be used in the practical activities of tour operators to differentiate their offer in the market and thereby increase their competitiveness and increase profits.
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