Recreational services and problems of their development

Market relations covered all sectors of the economy, including the social sphere, in particular, recreational. The emergence of service markets is a natural process of economic development, where competition is materialized, conditions are created for constant improvement of service quality, diversification of services, reduction of their cost, etc.

Demand for recreational services is conditioned by the need to restore health to the broad strata of the population, which is due to the deterioration of the ecological situation in the country, the intense rhythm of work, the presence of certain bad habits.

The demand for recreational services is determined, first of all, by the level of incomes, prices for these types of services and their quality. In many respects, the demand for recreational services, and at the same time, the efficiency of the functioning of the recreational sector, depends on information provision of the population, on the development of a mechanism for promoting services aimed at potential consumers. The essence of the promotion process is to provide information about the progressive assortment of services, their quality, price, conditions and place of receipt, etc ..

Formation of the recreational sphere in market conditions requires companies to adopt a marketing approach to organizing the provision of recreational services, involves not only the development and implementation of marketing tools aimed at shaping the demand for recreational services, but also specialized knowledge in the field of marketing theory and practice, Technology, services, psychology, medicine.

The introduction of market relations in the field of recreational services is accompanied by qualitative changes in the organization, management and service structure of the population. The result is a comprehensive modernization of the recreational sector, starting with infrastructure facilities, restructuring of ownership forms, information provision and ending with the commercialization of services.

The development of the recreational industry and its components rely on new technologies of service organization, on an innovative approach to the selection and training of personnel with a high level of education and qualification.

Market conditions of management require a marketing approach to carefully conduct segmentation of the market according to certain principles, which will allow to identify certain needs for recreational services of certain segments and offer them services of appropriate level and quality.

Transition to market conditions in the recreational area is associated with a number of problems that hamper the development of the industry in the new economic conditions, this concerns primarily:

- Low level of management and lack of proper economic training of managers, both top-level and heads of structural units;

- Lack of resources for the modernization of recreation infrastructure facilities and introduction of innovative technologies for customer service;

- Imperfections and instability of the regulatory framework for the functioning of the subjects of the recreational sphere;

- Underdevelopment of the material base and a low level of organizational and resource support for the provision of recreational services;

- Low activity of entrepreneurial activity and improper commercialization of recreational services, restrains the development of small business in the recreational sphere;

- Lack of marketing approaches to managing the process of providing recreational services;

- The mechanisms of application of certain marketing tools for studying the market, determining the demand for certain recreational services, assessing their quality and consumer value , etc .;

- The small share of ownership of business entities in the recreational sphere, restrains the private initiative to develop the range of services;

- Lack of competition of business entities in the market of recreational services, affects the quality of their provision and range.

It should be noted that business activation, which allows to form a sufficient network of small enterprises in the recreational sphere, can become the main organizational form through which a significant number of entrepreneurs realize their goals and begin active economic activity.

Small businesses are able to realize the entrepreneurial potential of the economically active population: the organization of food outlets, minihotels, green tourism, transportation services for excursions, etc.

Small business is the organizational form of providing recreational services, which ensures the implementation of innovations, the appropriate level of competition, the high quality of providing recreational services.

Today in developed countries, small enterprises are a significant sector of the market economy, which determines the rate of economic growth, the structure and quality of the gross national product.

The market of recreational services covers various participants and stakeholders. These include market entities that provide recreational services, consumers of services, service payers, intermediaries, coordinators, certain state structures, etc.

Each participant in the process of organizing and providing recreational services counts on commercial success, realizes its own interests, and to enhance its role, expand its sphere of influence, enter new markets.

Competition in the market of recreational services creates all the necessary prerequisites for a significant quality of service, modernization and diversification of services, the formation and observance of qualitatively new social standards.