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Methodology for forecasting revenues from the sale of innovative products in the domestic tourism market

100%
Shulhina L.
Marketing Instytucji Naukowych i Badawczych
|
2021
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vol. 41
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issue 3
95-114
EN
This article presents a methodology for forecasting the expected sales of innovative tourism products in the domestic market. The principles of the product life cycle concept and consumer behavior theory are taken as starting points for calculating the sales volumes of an innovative product as well as the rate of its penetration into the market. A method of measuring the level of consumer commitment to a travel agency and its offerings is posited, and the relationship between the structure of the target market and market activity in purchasing tourist products is demonstrated. Deep market segmentation is applied to take into account the behavioral peculiarities of individual subsegments (Loyalists Market, Sympathizers Market, Qualified Market, Finders Market, Serviced Market, Possible Market, Potential Consumers Market, Perspective Market). Formulas are proposed for calculating the volume of each of the identified markets. An improved and adapted model for the tourist market (by E. Rogers and F. Bass) is used to calculate the diffusion rates of domestic tourist products. This methodology of forecasting the expected sales of innovative tourism products in the domestic market is empirically confirmed based on data on the domestic tourism market in the region of Vinnytsiya, Ukraine.
2
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A systems approach to the development of educational standards for fostering personal values

63%
Shulhina L., Dąbrowska A.
Marketing Instytucji Naukowych i Badawczych
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2022
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vol. 43
|
issue 1
1-24
EN
This article proposes to consider the education system as a factor in the formation of people's personal values. We examine students' perceptions of the degree to which existing educational standards are oriented towards the formation and development of personal values, as well as formulate proposals for the implementation of a systems approach to the development of educational standards as a factor in improving the existing complex of personal values. The methodology applied included: desk analysis by comparison, deduction, and induction; a questionnaire study; variance, discriminant, factor and morphological analysis. Respondents were segmented according to the criteria "presence of groups of values" - "conjugation of groups of values with variables." University students, i.e., the part of society that is considered the most active and progressive, were found to have a low level of moral and ethical values. After considering the place of education in the macro-environment of the country was substantiated, we propose a number of measures to address the problem of raising the level of values among all participants in the educational process, in order to reduce the gap between the pace of technical advancement and humanitarian development of society.
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