Master degree student specialty "Marketing" Seitzhaparova A.O.

Senior lecturer Candidate of Economic Sciences Basshieva Z.K.

Aktobe Regional State University named after K.Zhubanov,Kazakhstan

Development of marketing technologies in the tourism industry in the Aktobe region

In the modern world from the rights, tourism was recognized as an economic phenomenon of the century and also it affects to the development of the economy of any countries. In this era of the world economy tourist branch - one of the very dynamic and perspective spheres, in some countries, it is the first section of the income of the country. In Kazakhstan the tourism contribution in a total amount of GDP is 1,5 %

According to the forecast of the World - wide Tourists Organization the Republic of Kazakhstan among countries which have a future for development of permanent tourism. All tourist markets are interested in the Nature of Kazakhstan, landscapes and national culture. Therefore in Kazakhstan the tourist branch was noted as the main branch in development of national economy.

There are the unique sites in Aktobe region that is the part of protected objects of tourism of Kazakhstan. They are geographical conveniently located and tourism potential sites such as Meteor Crater Zhamanshyn, geological cross-section Aidarly asha, zoological nature reserve Torgai and etc. Abat Baitak – the mausoleum of 14-15 cc., which is included to “Cultural heritage” republic program, has restored. There are many historical, cultural, and natural monuments in this region, which can be wisely used as tourism and recreation infrastructure.

The Aktobe region are based on developments of tourism with the mixed sectors(infrastructure of transport communication, service, construction, insurance and others) and stimulation of investment activity - complex implementation of tourism products, coverage by work and providing constant growth of income of residents.

The residents, especially young people, are interested in leisure and a healthy lifestyle. The region has an investment - an attractive image, unique objects of tourism, advantageous geographical position, providing good transport communications and adequate composition of the tourism potential of the market.

However, in the Aktobe region travel companies attempt of development of marketing has remained below from the international level. That is why it is important to increase the affect of the marketing to this branch.

There are some features of marketing in tourism:

First of all, marketing stands as a stimulant of guided tour for tourists. In this case, marketing through communications technologies can participate in tourism. Also, marketing can interest tourists with its advertisements, exhibitions, fairs and PR elements. In ITB International Tourism Exhibition that was in 2011, Berlin Kazakhstan was among the world’s best. It is important to notice that the marketing exhibition play a great role in this field.

Secondly, in development of external tourism local travel agencies, tourism regions and marketing researchs in the market of the country differs in feature. Representatives of every tourism service in the future will reveal a contribution of the companies on internal and external tourism to facilitate the work. Therefore in the development of tourism in the first stage have to pay attention to marketing research.

Certainly, the problems of the poor development of Kazakhstan tourist facilities not only in consequence of the lack of application of the rules of marketing, even if we apply the marketing in a professional manner, without such as hospitality, mainline transportations, etc it will be impossible to develop the necessary infrastructures. All questions must be solved in a comprehensive manner. And these solutions are related to the improvement of marketing researches. Also tourism marketing gives the opportunity to identify the most advantageous priority directions and industry and stimulates development. Therefore, to the action of participants of tourist industry by implementation of technological marketing research on the initial stage of development and subsequent stages, it provides an opportunity to prevent difficult correctible strategic mistakes.

There are more tourism potentials in Aktobe region, for example 3-4 star hotels, 4 Children Health Сare Centers, 4 Preventive Recreation Centers with 250 places, 5 Recreation Houses, 34 Health and Fitness Centers, specially protected areas and many cultural - historical sites. However, there are not enough marketing technologies in the tourism. Consequently, the development of tourism of the region is lagging behind and is not currently known to World Tourism Association. The ignorance of the rules of marketing also affects for this.

And also hotel economy, transportation highways and other necessary infrastructures are needed to develop tourism. Additionally, to solve these problems it is important to develop marketing services in the travel companies.

Table-1 The market of tourism in the Aktobe region in 2011-2013

Indicators	2011	2012	2013
Number of travel companies	30	33	38
According to the types of tourism which provides visitors (in person)	8483	12906	11 080
Incoming tourism	-	-	7
Outgoing tourism	7857	12160	10691
Internal tourism	626	746	382
Number of vouchers which was on sale, (in million tenge)	753,2	1061,8	1153,3

First table shows that in the Aktobe region the number of travel companies increased to 8 companies between 2011 and 2013. The number of visitors as tourists increased to 2597 people. However incoming tourists are too less, and outgoing tourists are too many. A large number of outgoing tourists are explained by business trips, business meetings, travel and trips to sports events. The numbers of sold vouchers were 1153,3 million KZT in 2013.We can see that entry of tourists indicators are very low. In the Aktobe region is enough tourist facilities for this purpose, despite the wealth of the region, there are several factors for preventing the attraction of visitors:
- Low level of marketing research of the tourist market in region;
- not developed infrastructure of the tourism;
- Insufficient level of interaction of departments and regional organizations which are interest in developing of tourism;
- Lack of funding of investment projects in tourism industry;
- Weak management of the organizing in tourism, lack of professional staff in all areas of service

According to the analysis of activity marketing services tourist firms of Aktobe region revealed that a participation in professional exhibitions and meetings with national tourism organizations, and representatives of foreign trade companies, the organization of exhibitions, sponsored events (charity), the activities of advertising services, in particular the work public relations are not conducted by the firms. Likewise, the tour companies do not carry out operations on the study of the market of tourism products, working with the agency network, scheduling and shift budget tourist services. Thus, poor developed marketing services of tourism firms determine the relevance of the plan.

The condition of travel companies isn't enough to develop outbound and entrance tourism and also internal tourism. Therefore the managers of tourism company should organize marketing researches to choose the segment and then according to the volume of a segment they have to prepare product for tourists. Formation of a tourist's product leans to the target market, it is necessary to divide the market into segments, and then it is important to choose an attractive segment and according to the requirements should be developed parts of a marketing complex.

The development of tourism especially influences to increase of efficiency of economy. In Aktobe region developing of local tourism takes big opportunity from the remarkable tourism resources of our country. Also, these opportunities provide many advantages such as an employment, development of similar industries, and builds attractive images of the region.

Such a way that develop tourist facilities in the Aktobe region, it is necessary to conduct marketing studies to ensure the arrival and departure of tourists in the region. In the course of the study was identified that 38 tourist companies in Aktobe are not interested in marketing research. Therefore, in our opinion, the tourism company to create its image must first establish a connection in the domestic and foreign markets and conduct the market research, because, it is important to choose own market segment.

The most important question is in which area foreign and local consumers are interested. Therefore, all tourism companies should research marketing. The main direction of the marketing research is an environment and capacity of the market, consumers, competitors, suppliers, dealers and products.

For reasons of multiple factors (economic, environmental, socio-cultural, etc.) of marketing tourism organizations, since the first sale in the international market of Kazakhstan's tourism product is not much time has passed. Therefore, the Kazakh tourist product is at the beginning of its life cycle. In this period, marketing methods must be used very actively, in other words, it is necessary to improve the level of informing tourists about tourist products and in the minds of consumers should appear the view that the region of Aktobe very favorable place for tourism, we need to create an image of the product. Creating the tourism sector, which has the ability to produce and sell high quality and competitive product for international market, to turn tourism into a profitable sector of the economy is the main goal of our area.

In developed countries, the travel agency tourism industry is very developed.
Special marketing structures, activities of travel agencies are improved in internal and external markets. They turned into tendency a permanent marketing research in the internal and external tourist market.

The marketing strategy is very important for any travel company to provide the profitability of services. When selecting a strategy of the company is necessary to consider the exact condition of the product in the market. Therefore it is necessary to analyse the condition of effects of the forecasting that can affect to the strategy of the company.

After getting all information, they are filed off and systematized, and then it is formalized as an accurate document. Analyzing information in files, it finds out the rival and leader travel company. During choosing the rival all potential rival enterprises are checked for competitive parameters. By this analyzing, there are determined the competitiveness of the company, its product and lagging parameters from leader-product. After the conclusion, it is planned to eliminate all the disadvantages of the enterprise and to increase the efficiency of services of the travel company.

Travel company developing its activities and properly organizing marketing service can increase sales of the services. In this connection, the questions as opportunities, terms and conditions, price of the selling in the enterprise should find their solutions.

Activities of the company currently happen in the tourist market environment. Supply and demand, free competition dictates its own laws, they make travel companies abide by the rules of the game which formed in the market. So marketing is the mechanism that provides the link between the

management of a travel company and the reality in the external environment. It gives information about the state of the market, competitors, tourist destinations throughout, trends, transforming the tourism product, the trends change in tastes and preferences of customers and through marketing strategy, plans, offers, promotions and other ways affects all the controls in the travel company, directly participates in producing the tourism product of the firm.

Also marketing gives direction to activity of subdivisions, and shows to company to define the direction to developing. Marking direction connected to command of tourism company, and it becomes main idea of philosophy of the tourism business.

References:
Kozhanazarov K. Marketing Basics. Almaty.-1993, p.122-124
Yesimzhanov S.R. The marketing. - Almaty:”Economics”,-2003,p. 466