The article presents results of the theoretical research of the customer equity. In accordance with them the corresponding concept is synthesized. The customer capital is identified as a system of stable and mutually beneficial relations of economic agents, buyers, consumers and staff of the enterprise. Such relations form the structure of the effective cooperation, which con- tributes to gaining by companies additional values. It is provides the customers’ repeated requests and attracting new ones, as well as increases competitive advantage and companies’ capitalization. We revealed the necessity of finding new forms of the customer equity, containing the elements of art, which will contribute to proposal of services, about which the consumers dream. The author based on the research result formulates the concept of use value of art, which induces to crave their presence again and again. An indicator of the art element use value is the value of the additional profits obtained due to the talented artistic expression. The customer equity is expedient to improve, focusing on the implementation of the popular theatrical services, ensuring their effective promotion using aggressive methods of direct marketing and personal sellings. Differentiation of the client capital services art use value should be made taking into account the interests, tastes, preferences of target customers, and their valuable relation to a particular style of art. Product differentiation by the elements of art inspires people´s lives. Talent, kindness, spirituality of senses, thoughts, and actions of the artist should be directed to the use of beauty flashes happening in the life for its meaningful creative heyday in the industrial production. The work was supported by the Russian Foundation for Humanities Grant №16-12-34504.
In the modern service economy, the efficiency of an enterprise largely depends on the ability of the staff to create a hospitable environment for the client. This causes the relevance of the study in the content of the creative capital of hospitality, which must have a competent, highly qualified professional in the service sector. Materials and methods: The study is carried out on the basis of a metatheoretical approach to the definition of creative capital. The author uses the methodology of determining syntax of characteristics, analysis of their content and subsequent synthesis of the category of the system under investigation. The materials of the works of domestic and foreign scientists are used for conducting system-positive studies. Results: The author formulates the imperatives and the category of the creative capital of hospitality. The last is a system of relations among the owners of production and financial capitals, developers of technologies for receiving guests, and sellers and consumers of services. These relationships are formed over: creative abilities, experience, leadership qualities, hospitality innovation, accommodation, nutrition, leisure, ensuring the satisfaction of the guest. The capital of hospitality ensures the enterprise competitiveness, increases the service value creates satisfaction and happiness of clients. Hospitality is becoming one of the main properties of the service, which requires constant development in a favorable socio-economic and legislative environment. The imperatives of creative capital and the category received reflect the basic guidelines for the development of human abilities in the field of hospitality. The work was supported by the grant of the Russian Foundation for Basic Research No. 17-12-34032.
This article presents a set of general system characteristics used to identify the conceptual properties of agritourism. There are the results of a formalized systematic and positive analysis of known conceptual directions of system perfection of agritourism relations. Accoding to these results the author identifies the imperatives and synthesizes the corresponding category. The article identifies a system of agritourism as a business network of rural tourism using the convenient location of the tourist farmsteads. This network is organized by its owners and individuals influencing the development of tourism with these aims: to meet the interests of tourists in the fields of winemaking, fishing, agricultural technologies, advanced methods of management; to explore natural phenomena, crafts, monuments of history and architecture; to participate in folk games, festivals, folklore performances. Rural tourism develops on the basis of the family agribusiness in the conditions enabling the legal system and its initial funding. Progressive legislation contributes to effective management, to strengthening of tourism position in the territories, to the demonstrations and the marketing of agricultural products to the tourists, to the development of intensive farms, to the increasing incomes from tourist destinations and their products. A promising development of rural tourism requires new ways of getting income, renovation and construction of recreation facilities, gift shops, creation of interest collections to tourists, organisation of festivals, restoration of historical and architectural monuments. The complex business of rural tourism is a form of cluster. Maximizing business performance in rural tourism s implements optimal account of district interests. The districts of agricultural cluster are owners of tourist farms and other persons who make an independent economic activity on the market of services of rural tourism. Agritourism creates an economic base for rural development, promotes the preservation of local customs, folklore, crafts.
Based on the results of theoretical studying the active tourism, the article synthesizes the category and formulates the imperatives of active tourist recreation management, and proposes the approach to corresponding economic processes optimization. It was revealed that active tourism is implemented in the form of travels and sports entertainments for all population groups, including people with disabilities, through programs of hiking, climbing, sports games, rafting, diving, safari, horse ride walks, skiing, cycling, motorcycling, car walks, nonprofessional activities of any kind of sports. At the same time, an active way of traveling along the route is carried out with the orientation to the possibilities, needs, tastes, preferences of the holidaymaker and local attractions. This makes it possible to provide treatment, health improvement, and recreation for tourists, increase inbound tourist flows, create workplaces, and attract investments for the implementation of promising infrastructure development projects of active types of travel and recreation. The author point out the necessity to choose the criteria for optimizing the routes of active tourism, focused on resources properties satisfying the tourist needs, tastes and preferences.vit should be based on the unique sports and recreational resources and increasing tourist needs. The author proposes and illustrates the approach that makes it possible to optimize electing basic properties of resources affecting the satisfaction of participants of active tours, and, consequently, on the price of the relevant services. This work was supported by RHSF Grant №17-12-34032.
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