Market relations covered all sectors of the economy, including the social sector, particularly recreational.The emergence of markets for services is a logical economic development, which materializes the competition, the conditions for continuous improvement of service quality, diversification of services, reducing their cost, etc.
demand for recreational services driven by the need to restore the health of the general population, due to the deterioration of the ecological situation in the country, tense rhythm of work, the presence of certain bad habits.
determine the demand for recreational services, especially income, prices for these types of services and their quality.In many ways, the demand for recreation services, and at the same time the efficiency of the recreational sector depends on information support of the population, from the well-established mechanism of promotion services aimed at potential consumers.The essence of the process of promotion is to provide information about the range of progressive services, their quality, price, terms and place of receipt, etc ..
Formation recreational sector in the market requires companies marketing approach to the organization of recreational services includes not only designand implementation of marketing tools, aimed at creating a demand for recreational services, and expertise in the theory and practice of marketing, staff experience in the field of technology, services, psychology, medicine.
introduction of market relations in the sphere 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 recreation sector, starting with infrastructure, restructuring of ownership, information support and ending with commercialization services.
development of recreation industry and its components are based on the new technologies of the service, an innovative approach to the selection and training of personnel with a high level of education and skills.
market economic conditions require a marketing approach to carrying out a thorough market segmentation according to certain principles that will identify the specific needs of recreational services to individual segments and offer them an appropriate level of service and quality.
transition to market conditions in the recreational area is associated with a number of problems hindering the development of the industry in the new economic conditions, it concerns above all:
- Low-level management and the lack of proper economic management training, as the highest level, and heads of departments;
- lack of resources to implement the modernization of the recreational infrastructure and the introduction of innovative technologies of customer service;
- imperfection and instability of the legal framework for the functioning of subjects of recreational sector;
- undeveloped material resources and the low level of institutional and resource provision of recreational services;
- low activity of entrepreneurship and inappropriate commercialization of recreational services, impedes the development of small businesses in the recreational area;
- Lack of marketing approaches to process management of recreational services;
- Do not use separate flue mechanisms of marketing tools for market research, determining the demand for certain recreational services, evaluation of their quality and value, etc ..;
- Minor share of ownership of businesses in the recreational area, holding back private initiative to develop the range of services;
- Lack of competition of economic entities in the market of recreational services, affects the quality of their provision and range.
It should be noted that the activation of the business that allows you to create a sufficient network of small enterprises in the recreational sector, can be a major organizational form through which a significant number of entrepreneurs realize their goals and begin an active economic activity.
Small businesses are able to realize the entrepreneurial potential of the economically active population: organization of food items, the Mini, green tourism, transportation and excursions, etc.
It small business is that the organizational form of recreational services, which ensures the implementation of innovation, an adequate level of competition, the high quality of recreational services.
Today, in developed countries, small businesses are significant sectors of the market economy, which determines the rate of economic growth, structure and quality of gross national product.
market of recreational services includes various actors and stakeholders.These are the subjects of the market, providing recreational services, service consumers, payers services, mediators, facilitators, some state institutions, etc.
Each participant in the organization and provision of recreational services relies on commercial success, implements its own interests and to increase its role, expanding the sphere of influence, to enter new markets.
competition in the market of recreational services creates all the necessary prerequisites for a substantial quality of service, modernization and diversification of services and compliance with the formation of a qualitatively new social standards.
