The positive image as are important component of being competitive on the tourist market

§Analyzing of publishing in the mass medias better to use all methods in total, as each of them give the

The positive image as are important component of being competitive on the tourist market


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Ministry of Education of Russian FederationSochi State University of Tourism and ResortBusiness and Infrastructure100103









positive image as are important component of being competitive on the tourist market.



: Chaiko Margarita









- 2010



NotionsI: The role of image for the travel agency:

.1 The matter of image

1.2 The functions of image:

.3 The positive image

Chapter II: Basics of image creating

.1 Good name is the key for success.

.2 The corporate style as the major factor of making image

2.3 The main bearers of image

Chapter III: Approaches to making image up

.1 The methods of research organization's image

.2 Selection of target audience for making image

.3 The measures to improve the image.




Image is the appearance about the firm in the mind of the target group

Target audience is the basic circle of real and potential consumers of the services, and other groups of the public at which the concrete appeal of the organization are aimed during Public relation-campaign carrying out.

Equivocality is something that could have several meansis a long strip of cloth bearing a slogan or design, advertising of organization, hanged in a public placeis the corporate graphical inscriptionimage is the image that is createв the organization itself permanently and as result it helps to increase competitive ability, attract consumers and partners, speeds up sales is a specially selected group of people who has discussions in which their opinions are recorded as a form of market the measure of researching of image, when people ask for concrete questions about activity of the firm.




Tourist enterprises pay much attention how they are percepted by target audience under present-day conditions. It makes necessity to form image of firm. Managers and expert take care of the corporate the appearance about the firm in the mind of the target group. Positive image improves comp ability of commercial organization on the market, attract consumers and partners, increases sales volume, make easier access to the recourses (financial, information, human, material) and conducting not only a mean and an instrument but an object of a management. Positive image is created by the main activity of enterprise and also the purposeful information work oriented to the target audience. This work is realized by means of the marketing communication (advertising, public relation, personnel retail sale, sale promotion).of chosen subject is in that every tourist enterprises must purposeful to make positive image for increasing comp ability and therefore profits growth. The aim of subject is to analyze all information and on its basis pick out factors that form the elements of positive image, and also to develop measures assisting of formation new or improving image of tourist enterprise already is necessary learning and managing of all components of image that to be successful on the market and to reach assigned aims.


1. Chapter I: The role of image for the travel agency


1.1 The matter of image


At the end of XX firms have opened the force of reputation or image as it is called. Now image is impossible to identify as one of the reason of win or defeat in a business. Nobody knows the full volume of means necessary for to create image of some travel agency. But it is impossible to give many examples confirming of fact, that this costs are reasonable.image of organization is divided into two parts: exterior and interior.exterior image means how it is interpreted by publics, mass media and investors. And interior means relation its personnel and manager to the firm. Its an atmosphere inside the enterprise, positive or negative relationship between staff and the attitude to a police of the firm. An important fact is how much employees devoted to the tour agent. The interior image is also influence on the publics perception of this organization.intangible aspects of image is attitude personnel to job and his emotional mood. It also affects on the firms reputation as tangible elements of image, because agents represent the enterprise in front of clients and make an important connection between the travel agency and tourists.of image is become from the forming of view, and a mission as social-important status of the firm. After that its determined the corporate individuality. It means life style of the agency, how it spends of time, uses material, information and human recourses. If these components are considered clearly and kept by staff in the activity of firm, it could work even at the very critical situation.


.2 The functions of image are:


§draw attention to the activity this agency;

§help to separate out this travel agency among competitors;

§make easier of memorizing of tour firm;

§increase competitive ability;

§inform about service;

§increase prestige of the firm

§create loyal position of tourist to the firm and its services;

§make the service attractive;

§rise the efficiency of advertising and PR-campaign;

§stimulate the desire to buy;

§symbolize guarantee.

§make easer brining new service in the market


1.3 The positive image


Image is a shape of the organization, existed in the peoples mind. Every company has image independence of who works from it and is it worked over it at all. If a question of image is let take its course it make about consumers spontaneously. And its no guarantee that it would be identical with and favourable for the establishment. Thats why the forming of positive image for organization is a more advantageous process and less labor-intensive that a correction of the spontaneous forming unfavourable shape.positive image increases competitive ability of the company on the market. It attracts consumers and partners, speeds up sales and increases its volume. It make easer an access of difference resources: financial, informational, human, material, etc. Creating of image is work not only experts in different spheres (marketing, advertising, PR), but service providers, who interact with clients directly. Image of the enterprise make not only due to variety action. The quality of service, relationship personnel to their employer, clientele and their own activity have significance for image more than an advertising and a presentation.image must be:

§appropriate. It means to fit to specific of the company;

§original. It means to de notable from stereotyped firms;

§plastic. It means to have ability changing of clients demand and time;

§have exact address. It means to be attractive for the target important to know that making the positive image is the process constant and difficult, but its results are realized all efforts.

image travel stile


Chapter II: Basics of image creating


2.1 Good name is the key for success

image of every firm in the consumers mind begins with a name. It is a business card of an enterprise. It is important for the tourist firm especially because of tourists attention to a firm plays a main role when the purchasing being. It is connected with identification of this enterprise among the others and guarantees the quality of goods for a client. The importance of name is increased according with market developing. Often founders of foreign firms announce a competition and pay much money for success name. The name which has a good reputation is an object of purchase and sale on the tourist market. This goods is used in demand and make as franchise.firm name could be anything and depend on imagination and taste of promoters. But it is necessary to take into account a whole number of principals for the future success of the enterprise:

. Constance of the name. People get accustomed to the name. It is kept into the memory solidly. Its facilitated business contact.

. Association with product and its characteristics. A name which was chosen successfuly favoures the creation original and beautiful emblem of an organization, trademark. So on the bounds of firms activity are outlined conditionally when the name has been chosen. It ought to avoid unwarranted rigidity, so long as a type of activity could be changed in perspective.

. Shortness, harmony, aesthetically acceptable. The name must be like that it is impossible to transform it in disharmonious by force of replacement, edition or exception of letters. It is better apprehend the name consisting of one or two words and reflected the kind of enterprises activity. For example, Globe, Piligrim, Mostravel, etc.

. Unique of a name. If unpleasant impression is appeared about one of the firm with similar name, this impression might be transformed to another firm. A registered mark and name is protected by law.

. An acceptability name for foreigners. The foreign words in the name may be used but their usage must de considering that avoid other meaning.good brand-name tells about goods advantages, its quality. It is recorded and memorized easy. It hasnt equivocality. It is

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