Book

PoJoin 3. TexHonoaiR 36ymy mypucmu'!Hoao npooyKmy

3a cxeMOIO A 3a3BJiqa.H rrparuoiOTh ,D;pi6Hi TypMCTJiqHi <}lipMM, Ill.O rrpaKTMKYIOTb CaMOCTiHHMH rrpo,D;a:JK BJiaCHRX TypiB. IIpoTe BeJIMKoro ycrrixy TaKa ,IJ;i.HJihHiCTh He rrpMHOCRTh i MO:JKJIIIBa JIRIIIe IIpll MaJIOMY o6C.H3i peaJii3aiJ,il IIOCJiyr. 3a TaKOIO CXeMOIO Typ<}lipMa o6cJiyrOBYC a6o KOHKpeTHe IIi)J;IIpMCMCTBO, a6o IIOCTiHHe i HeBeJIJiqKe KOJIO KJiiCHTiB. ,[(mi BeJIMKOro TyporrepaTopa TaKMH BM)J; rrpo,D;a:JKy CHeTMIIOBRM.

3a CXeMOIO Ji rrpall,IOIOTb fiiJihiiii <}lipMH-TyporrepaTOpM, .HKi MaiOTh B:JKe )J;OCTaTHhO BMCOKi o6c.Hrll rrpo,D;a:JKiB. IlpR UhOMY MO:JKe 6yTM ,IJ;eKiJihKa TypareHTCTB. ,Uo peaJii3au;i1 CBOro TypRCTJiqHOrO IIpO,IJ;yKTY UeH zyporrepaTOp 3aJIYqac Be1IllKY KiJihKiCTh (iHO,IJ;i 6iJihiiie 100) IlOCepe,D;HRKiB - TypRCTJiqHJiX areHTCTB i rrpRBaTHRX areHTiB. TaKMH BM,IJ; rrpocyBaHIDI rro,IJ;aHMH Ha cxeMi I>.

Ha cxeMi B HaBe,IJ;eHo KaHaJI rrpocyBaHH.H Typrrpo,D;yKTy Bi,IJ; peuerrTMBHoro (.HKMH rrpauroc Ha rrpRifoMi) TyporrepaTopa 3a )J;OIIOMOrOIO iHiuiaTRBHRX TypOIIepaTOpiB y pi3HRX Kpa'iHaX,Il.lO MaiOTh TaM CBOIO areHTChKY Mepe:JKy.

,UoCRTh CKJia,IJ;HO p03Me:JKyBaTM OITTOBMX zyporrepaTopiB Ta orrToBi TypareHTCTBa. HauioHaJihHe 3aKoHo,IJ;aBCTBO BR3Haqac, mo TyporrepaTopoM Ta <}lipMa, .HKa <}lopMyc TYPMCTJiqHlfli rrpo,D;yKT i3 BJiaCHRX IIOCJiyr a6o KOMIIJieKCY IIOCJIYr rrapTHepChKMX opraHi3aiJ;ili. TypMCTJiqHi areHTCTBa :JK JIMIIIe rreperrpo,D;yiOTh rrpo,D;yKTR a6o IIOCJiyrll 3a areHTChKY BRHaropo,D;y a6o 3a HaUiHKY ,IJ;O UiHM zyporrepaTOpa.

biJihiiiiCTh CTBOpeHRX y HaiiiiH Kpai'HiBeJIRKMX TypRCTJiqHJiX <}lipM, mo Ha3RBaiOTh ce6e ryporrepaTOpaMR («CAM», «fAMAJll5I», «5IHA»), C iHiuiaTRBHMMM TyporrepaTopaMR, T06TO 3a CBOCIO CyrTIO BOHM COIITOBRMM areHTCTBaMR.

Bi,IJ;HOCRHR Mi:JK peuerrTRBHRMR .H iHiuiaTRBHRMR TyporrepaTopaMR peryJIIOIOThC.H ,IJ;OrOBOpaMR IIpO CIIiBpofiiTHRUTBO, B .HKMX o6MOBJI.HIOThCH MaCIIITa6R 3aKyrriBJii (3a3BJiqali Micwr KyrryiOThC.H BeJIRKRM OIITOM Ha BeCb Ce30H y roTeJIHX ,IJ;eKiJihKOX KypOpTiB). ,UaJii iHiUiaTRBHRH TyporrepaTop CIIp.HMOBYC ,IJ;aHy rrpo,D;yKUiiO B areHTCbKY Mepe:JKy ,IJ;JI.H peaJiiJaui'iKiHIJ,eBOMY CIIO)J(lfBaqy.

CxeMa r rrpe,D;CTaBJI.HC KaHaJI rrpOCyBaHIDI TYPMCTJiqHoro rrpo,IJ;yKTy 3a yqacTJO omoBMKiB (wholesalers). IJ,e rrocepe,IJ;HRUbKa TyporrepaTOpchKa <}lipMa, mo 3a3BJiqaif rrpauiOc B Me:JKax

101

OPfAH/3Aij/R TYPHCTH'IHHX nCJ,ClOPO)I(EH

BH3HatieHoro peri.oey, :o;eHrpani3oBaHo 3aKyrrOB)'IO'IHTYPH y BiT'IH3IDIHHXi 3aKop,n;oHHHX ryporrepaTopiB. B OKpeMHX BHIIawax wholesalers MO)!(YTh crre:o;iani3yBaTHC5.l TiJihKH Ha BH3HatieHOMY BH,n;i rrocnyr, HarrpHKJia,n;, o6cnyroByBaTH roTeJihHi Mepe*i a6o rpaHCIIOpTHi IIi)l;IIpHE:MCTBa (cBiTOBa rrpaKTHKa).

Ha cxeMi )]. ,n;o,n;aeThC5.l m:e o,n;Ha 3aBeprnanhHa rraHKa - ryparem 5.lK ¢i3H'IHaoco6a (KoMiBo5.[)!(ep). Y 3B'5.l3KY3 UHM BHHHKae Heo6xi,n;HiCTh me o,n;Horo m:a6JI5.l B ui:ll iepapxi'irrocepe,n;HH:UhKHX

piBHiB. Ha cxeMi r		- ue areHT,	m:o rrpauroe rrepcoHaJI1Ho 3
.	.	.	.

lH)l;HBl)l;yaJihHHMH CIIO)!(HBatiaMH 1 rpyrraMH HaCeJieHIDI, IIl,ll;IIpH- E:MCTBaMH i T.,n;. AreHT - ocTaHH5.l rraHKa B rraHUIO:>KKY yqacHHKiB rrpouecy peani3a:o;i'irypncTH'IHororrpo,n;yKry. BiH 3a3Bll'lalirrpa:QIOe 3a MeTO)l;OM IIp5.lMOfO rrpo,n;a:>Ky i 3HaXO)l;HTh KJiiE:HTa HaCaMrrepe,n; cepe,n; CBOlX pO,ll;H'liB 3HaHOMHX, 3a peKOMeH)l;arU5.lMH, Ha po6oTi, B)l;OMa, y rpoMa)l;ChKHX MiC:Q5.lX i T.)l;.

Y OCTaHHi pOKH CHCTeMa 36yTy TypHCTH'IHOfO rrpo,n;yKry

rrprr,n;6ana ,n;Bi MacoBi ¢opMn: Tpa,n;n:o;i:llHy i Herpa,n;n:o;iliHy.
)].o Tpanuniiiuux «}JopM			nponaxcy	TypncTH'IHHX rrocrryr
Bi.[(HOC5.lThC5.l	'IHCJieHHi TypHCTH'IHi ¢ipMH, )lJI5.l 5.lKHX :o;e				E:
fOJIOBHHM 3aB,naHH5.lM, IUO 3a6e3rreqye lXHIO ,niHJihHiCTh.
HeTpanuniHHi		«}JopMH	npo)J,a)Ky	TypHCTH'IHHX rrocnyr
iCH)'IOTh y	c¢epax,	He IIOB'5.l3aHHX 3 TypH3MOM. ,l.J;HHaMi'IHHll
.				.	.

p03BHTOK Ml)!(HapO,nHOfO TypH3MY CIIOHyKae BeJIHKl HeTypHCTH'IHl KOMITaHi'iBKJia,naTH KOIIITH B TypllCTH'IH)'iH,nycrpiiO. fOJIOBHOIO rrepeBarOIO, ID:O BHKOpMCTOB)'IOTh:o;i ¢ipMH y CBOlli KOHeypeHTHrn 6opoTh6i 3 rpa.nnuiliHHMH TyprrcTH'IHHMH¢ipMaMH, e HaHBHiCTh y HHX BJiaCHHX 'IHCJieHHHX¢irri:ll a6o nyHKTiB rrpo)l;a:>Ky, CHCTeM 6poHIOBaHm i pe3epByBaHm. TaK, aBiaKoMrraHi'i,MaiOT1 Kacn 3 IIpO)l;a)l(y KBHTKiB Ta CHCTeMH 6pOHIOBaHH5.l.

O,n;Hie'i3 HerpaJJ:HuiliHMX ¢opM rrpo)l;a)l(y e npBMi npona~ KOpnopaTHBHHM KJii€HTaM. TaKa ¢opMa rrpo,n;a)!(y BHKOpHCTOBYE:ThC5.l rrpn opraHi3a:o;i'irro.nopo)l(e:ll TypncTH'IHHXrpyrr, yKoMIIJieKTOBaHHX rrpa:QlBHHKaMH OKpeMHX IIi)l;IIpHE:MCTB, opraHi3a:QiH, 'IJieHiBTOBapHCTB, IIIKll, KOJie)l;)!{iB, 6aHKiB, TOpfOBHX KOMIIaHill i T.,[(. OpraHi3oBaHi Ha 3aMOBJieHIDI KoprropaTHBHoro KJiieHTa iHceHTMBTypn - :o;e rrepcrreKTHBHHH Haiip5.lM peani3a:o;i'i TypHCTH'IHOfO IIpOJJ:YKTy. I1po,[(a)!( TaKHX TypiB 3)liHCHIOE:ThC5.l Ha OCHOBi IIp5.lMHX

102

POJiJin 3. TexHonoaiR J6ymy mypucmU'fHOilO npoiJyKmy

. . .

KOHTaKTlB T)'pOIIepaTOpa13 CaMllMM rrmrrpH€MCTB<L"\lli-3aMOBilliKaMII Ha IIi,[(CTaBi ,[(OrOBOpy-.[(op~eHIDI. 3 MeTOIO ¢opMyBaHIDI TaKOrO pHHKY 36yTy cni.[( MaTH iH¢opMal(iiO rrpo IIi.[(IIpll€MCTBa, opraHi3al(i"i, 3 IDUIMH zyporrepaTOp MO)l(e rrpal(IOBaTH HK 3 KOprropaTHBHHMH KJii£HTaMH, a TaKO)l( Bi,[(IIOBi,[(ey 6a3y ,[(aHHX, mo6 IIOCTiHHO BeCTH orrepaTHBHJ MapKeTHHrOBY po6ory.

Kp:iM Toro, HeTpa.[(Illl;ifurnMI.r ¢opMaMH IIpO.D:aJKY zypncTif'llioro IIpO.[(yKTY MO)l(e 6JTH peani3al(i.H TypiB t.~epe3 rno6aJihHi

KOMII'IOTepHi CHCTeMH 6pOHIOBaHHH i pe3epByBaHIDI, a TaKO)l( t.~epe3 lHTepHeT. ll,eii crroci6 rrmpoKo BrrpoBa.[()l(YfThCH HK Ha i Mi)l(HapO,[(HOMy, TaK i Ha BiT'll13IDIHOMYT)'pHCTHt.IHOMJpHHKy.

Ha zypncTHtfHOMY PHHKY iCHJIOTh TaKO)l( KoM6iHoBaHi ¢opMH TPa.D:nnirrHHX i HeTPa.D:nniH:Hnx MO,[(eJieii opraHi3ani1 36yToBoi' Mepe)l(i, HaiipHKJia,[(, IIpOII03Hl(iH 3a TeXHOJIOrieiO B3a€MO,[(il «TyporrepaTop - T)'pareHT» - ne <l>opMyBaHIDI po3raJiy)l(eHo1 Mepe)l(i TypareHTCTB Ha OCHOBi HOBHX TeXHOJIOrirr.

B3aeMo.[(iH TyporrepaTOpiB 3 areHTCTBaMn 3.[(iiicHID£ThCH B pe)l(llMi OH-JiaHH 3 BHKOpHCTaHIDIM Bi,[(IIOBi,uHoro rrporpaMHOrO 3a6e3IIetieHHH. 3aBMKH l(rn rrporpaMi areHTCTBa MaiOTb Mo)K]nmiCTh BH6paTH i3 rrmpoKoro CIIeKTPy rrpOII03Hl(iH norpi6Hnii HarrpHMOK. CncTeMa Bi.[(KpHTa ,[(JIH Bcix iHmHX TyporrepaTopiB i areHTCTB, 6a)l(arot.~nx rrpruwmaTH a6o caMocTiiiHo, a6o Ha rri,[(cTaBi ¢paRtfaH3HHrOBHX yro,[( IIi,[( €,[(HHOIO Bi,[(OMOIO TOpriBeJihHOIO MapKOIO.

3.3. Ynpa6RiHHRJ6ymoM mypucmu•mozo npoi>yKmy

KpiM BH3Hat.~eHIDI KaHaniB 36yzy i 3aco6iB npocJBaHHH He06Xi.[(HOIO YMOBOIO ycrrimHoro <l>YHKI.J;ioHyBaHHH Ha TypHCTHtfHOMY pHHKy € TaKO)l( <l>opMH Ta CHCTeMH 36YTJ, HKi, pa30M i3 IIOIIepe.[(H:iMH, JTBOpiOIOTh MeTO,[(H 36yry T)'pHCTif'IHOroIIpO,cyKTY (pnc. 3.2) [16].

103

OPfAH13AI.j/R TYPHCTHI./HHX no,qOPO)f(EH

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•peKnaMHOiH<lJopMa~iHHi cny:lK6H

3a npaBOBHM

~cTarycoM He CaMOCTiHHi:

H	TyporrepaTop	I		TypllCTR'IHi
			1-	areHCTBa, ¢inii",
HTYPareHT, areHT I				rrpe)J;CTaBHll~TBa
H	..	I	L.,.	<lJpaHIIU13ll
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				Horo 36yry

104

POJiJin 3. TexHonoziR J6ymy mypucmu'IHOZO npoOyKmy

...

Onmo«a mopzi6JlR

~3aKyrriserri>Ha

-36yrosa

•cHcTeMa TopriBJii acopTllMeHTHllM OIITOM;

•CllCTeMa Toprisrri cneuiarri30BaHllM OIITOM;

•cHcTeMa Cash & Carry;

•iwpopMaUiHHi CllCTeMH 36yry (Amadeus,Sabre, Galileo, World Span)

Cneu,iaJliJoBana mopziB;m: «ucma«Ko«oi" inoycmpii' (eucmaeKa, RpMapoK, mypcal!OH, myp¢ecmu6a!lb, KoHpepeHt~iR rna iHmi 3axoou)

CHcTeMa TopriBJii

iH)J:HBiuyaJII:.HHMH TOBapaMH

•

~ P01opi6na mopzi«RR I

	r-	CHcTeMa TopriBJii
		MaCOBHMH TOBapaMH:

•CIIO)l(llR'IllH pHHOK;

•6aHK;

•36yrosa Mepe:ll<a TPaHcIIOpTHllX KOMIIaHiH;

•yHlsepMar;

•TOprOBllH UeHTP;

•cynepMapKeT;

•5!.pMapr<a;

•ayKn:ioH.

CHcTeMa TopriBJii Ja

f-

3aMOBJICHHSIM:

- • CllCTeMa TOpflBJll 3a KaTarroraMH;

• cHcTeMa TerreMapKery;

• CllCTeMa po3CHJIKH nom- - TOIO

•cnen:iarrhosaHHH Mafa3llH (rypMafa3llH);

•cnen:iarri3oBaHHH TOprOBllH n:eHTP (Typ6ip)l(a)

Puc. 3.2. Memoou 36ymy mypucmwmo2o npodyKmy

HenoniKaMu icH)'IOIJo'iB zypn3Mi cncTeMn 36yTy c HeBH3HaiJeHicn, CTPYKTYPH crro:>ImBaiJiB Ta 'ix3arrnTiB, HeHanaro.n;:>KeHa )J;llCTPH6yu;ifiHa Mepe)l(a, HeBH3HalJeHi KaHaJill Ta MeTO)J;ll 36YT)'.

105

OPrAH13Al.liR TYPHCTH'IHHX nD,ljOPO)I(EH

Cni,n; 3a3HaqJnH, IIJ,O Bee po3Ma"iTTSI 36yroBHX cPYHKu;in Ba)KKO OC~lTHyTI1, KpiM TOTO HC06Xi,D;HO BpaxyBaTII OC06JII1BOCTi lX peani3au;i1 KO)KHHM B1Ip06HIIKOM qJI IIOCepe,D;HIIKOM, IIJ,O B 6araTbOX BIIIIa,n:KaX BII3HaqaeTbCH TaKIIMII <lJaKTOpaMII, HK HOMeHKJiaTypa Ta MaCIIITa6II B1Ip06HIIIJ;TBa, KmhKicn, i reorpaclJiH CIIO)KIIBaqiB, 'IIICeJibHiCTb ll iHTCHCIIBHiCTb KaHaniB p03IIO,D;iJiy, xapaKrep i ¢opMII opraHi3au;i1 KaHaniB pyxy rrpo,n;yKry, iMi,D;)K BIIpo6HIIKa ra iioro roproBeJibHOi: Mepe)Ki ii 6araTO iHmoro.

BHKopHcTaHHH KaJtalliB p03nooilly Ha,n;ae BHpo6HHKaM rypHCTI1'IHOfO rrpo,n;yKry TICBHi BIIfO,D;l1: CKOHOMiiO clJiHaHCOBIIX 3aco6iB Ha p03I10,D;iJI rrpo,n:yKIJ;ii"; MO)l(JIIIBiCTb BKJia,n:aHHH KOIDTiB, IIJ,O 6yJIII 3eKOHOMJieHi, BOCHOBHC BIIp06HIIl(fBo; IIpOJJ:a)K IIpO,n;yKIJ;ii: 6irrhm e<lJeKTIIBHIIMII crroco6aMII; BIICOKY e¢eKTIIBHicrh 3a6e3ne- 'IeHHH IDIIpOKOl JJ:OCTYTIHOCTi rrpo,n:yKTY Ta JJ:OBe,n:eHHH HOfO JJ:O u;iJihOBIIX piiHKiB; CKOpO'IeHHH o6cHTy po6ir 3 p03IIO,D;iJiy rrpO,D;YKIJ;i'i.

06paHi KaHanii (o,n:HopiBHeBi 'III 6araropiBHeBi) 6e3rrocepe,n;HhO BIIJIIIBaiOTb Ha illBIIJJ:KiCTb, 'laC, e<lJeKTIIBHiCTb pyxy rypiiCTII'IHOfO IlpOJJ:YKTy I1p1I llOfO JJ:OCTaBIJ;i Bi,n: B1Ip06HIIKa ,D;O CIIO)I(IIBa'Ia.

Mera, 3aB,n:aHHH ra ¢YHKu;iY 36yry rrorpe6ymrh rreBHIIX ¢opM iioro opraHhau;i'i, ro6ro rreBHo'i rrocni,n;oBHocri rrpou;ecy 36yry fOTOBOl rrpo,n;yKIJ;ii'.

YrrpaBniHHH ra opraHi3au;iH 36yry BKJIIO'Iae:

1)opraHi3au;iiO rrpou;ecy 36yry roroBo"i rrpo,n;yKu;i'i 3 ypaxYBaHHHM I1pi1HIJ;III1iB Ta Mero,n:iB JIOfiCTIIKII;

2)opraHi3au;iiO B3a€MOJJ:il yqaCHIIKiB 36yTOBOl JJ:NrrbHOCTi;

3)rrpaBoBe i ,n:oKyMeHTaJibHe 3a6e3rre'IeHHH rrpou;eciB «KyrriBnirrpo,n:a)l(y» ra i:x ¢opMani3au;iH.

106

	P03iJin 3. TexHon02iR 36ymy mypucmu'IH020 npoiJyKmy
I	Emanu ljJopMy«annR ocno«nof.Mo{)eJli ynpaB!linnR 36ymo.M	I

--0 <l>OpM)'BaHHHMeTH, uirreii Ta 4JYHKUiM 36yry

<l>opMyBaHHH IIpHHUHIIiB 36YTY Ta lX MaTepiarri3aUiH B

~KOH:KpeTHOMY pyxy IIpOJzyKTOBHX IIOTOKiB BiLl BHpo6HHKiB ,Z:IO CIIO)l<HBaY.J:iB TOBapiB Ta IIOCJiyr

<l>opMyBaHHH UiJieiJ Ta 4JYHKUi:H IIpH Ha,Z:IaHHi IIOCJiyr Ta

~opraHi3auii' i'x CIIO)KHBaHHH, KepyiO'IHCh IIpHHUHIIOM IIOCJii,l:IOBHOCTi .niH B CHCTeMi (BHp06HHUTBO ~ 36YT)

BH3Hat.IeHHH rrpouecy ¢opMysaHHH Ta pearrhauii'rrocnyr (4JopMyBaHHH Ta yrrpaBJiiHHH BHp06HH'IOIO rrporpaMOIO

~TYPHCTHY.J:Horo rri.nrrpm:MCTBa, orrepaTHBHe KarreH)l.apHe rrrraHysaHHH, opraHi3aUi5! Ta KOHTPOJih IIPOLIYKTOBOro

rroToKy, rrnaHysaHHH .nucTPu6yuiiiHux CTPYKTyp, BH3Ha- Y.J:eHHH KaHarriB, 4JopM Ta MeTO)l.iB 36YTY IIpOL\YKTY TOIIIO)

Puc. 3.3. Emanu ,PopMyBaHHfl ocHOBHOi'MoOelli ynpa6JliHHR36ymoM

BMKopHcToByroqM 3aB,n;aHHSI Ta ¢YHKUi'i36yTOBo'i,n;iJJ:rrnHocTi rrpou,ec 36yTy MO:tKHa rrpe,n;CTaBMTM HK ciThOBY MO,D;eJib (pHC. 3.4):

Puc. 3.4. Cimbo6a Mooe!lb npo14ecy 36ymy mypnpoiJyKmy

1 - BMBqeHHH IIJiaTOCIIpOMO)KHOro IIOIIMTy;

2 - <J>opMYBaHHH rropTcperrH 3aMOBJieHn;

3 - BCTaHOBJieHHH rOCIIO,ll;apCbKMX 3B 'H3KiBi3 CIIO)KMBaqaMM;

107

OPfAHI3AL/IR TYPHCTH'IHHX no,qoPOJKEH

4- cPiHaHC)'BaHIDIMapKCTHHrDBH:X ,[{OCJii,ll;:>KCH:b;

5 - rrpoeKTyBaHIDI HOMCHKJiaTypl1 TypHCTH'IHOrOrrpo,n:yKTy rri,n:- npHCMCTBa;

6- rri,n:rrHcaHHH ,n:oroBopiB i3 CYMi)J(HHKaMH-BHpo6HHKaMH;

7 - clJopM)'BaHmiu;iH Ha ToBapH, rrocrrym Ta po6oTH;

8 - CTBOpCHIDI IIpo,n:yKTOBOrO acopTHMCHTy;

9 - BH6ip KaHarriB p03IIO.[{iJiy Typl1CTI1qHoro IIpo,n:yKry;

10 - CTHMyJIIOBaHIDI IIOCepe,n:HHKiB 3i 36yry;

11 - opraHi3au;i5I Ha,[{aHIDI IIOCJiyr CIIO)J(l1BaqaM (TypHCTaM);

12- KOHTpOJI:b 3a BHKOHaHIDIM ,n:oroBipHHX 306oB'5!3aH:b;

13 - p03paX)'HKI1Mi)!{ Bl1p06HHKaMH Ta IIOCepe,n:HHKaMH;

14 - 6e3IIOCepe,n:He o6crryroByBaHH5:I CIIO)!{HBaqiB (TypHCTiB);

15 - OD;iHKa BHKOHaHHH IIJiaHiB 36yry;

16 - clJiHaHC)'BaHHH36yTOBHX OIIepau;iif;

17 - y,n:OCKOHaJieHH5I TypHCTHqHOl rrpOII03HD;il Ta OD;iHKa pe3yJI:b- TaTiB cpiHaHcoBo-rocrro,n:apc:bKHX orrepau;iH:.

IIpe,n:cTaBneHa Mo,n:en.h 36yzy Bino6pa)J(ae B3aeMo,n:iro rp:box OCHOBHHX IIOTOKiB:

1)rrpo,n:yKTOBOrO (MaTepiaJibHOrD), HKHH BH3HaqeHHH rraHD;IOrOM rroniH:: 1-2-5-8-11-14-17;

2)iHcpopMau;iH:Horo, ru;o Bl13HaqemrH: rraHu;roroM rroniH:: 1-3-6-9-

12-15-17;

3)QJiHaHCOBOrO (rpoiiiOBOro), ID;O Bl13HaqaeTbC5:I JiaHD;IOrOM rro,n:iii: 1-4-7-10-13-16-17.

IIocninoBHiCTb cpopMyBaHIDI Ta cpyHKD;ioeyBaHHH MO,llerri 36yry yTBOpiO€ B3aCM03B'H3aHi6JIOKH IIO,lliif:

1) opraHi3au;iH:Ho-aHarriT~HHH 6rroK (1-4), ru;o 3a6e3rreqye KOMTIJICKC 3aXO,lliB 3 ,llOCJii,ll)!{eHIDI pHHKY (BHBqeHIDI IIOIIHTY Cll0)!{l1Ba'liBHa IlOCJiyrH ni,n:rrpHCMCTBa);

2)opraHi3au;iH:Ho-TexHiqHHH 6rroK (5-10), ru;o 3a6e3neqye KOMIIJICKC OIIepau;iif 3i CTBOpeHHH MaTepiaJI.bHO-peqoBHX YMOB 36yTOBOl ,llmJibHOCTi;

3)opraHi3au;iiiHo-yrrpaBrriHCbKHH 6rroK (11-17), ru;o 3a6e3neqye KOMIIJieKC OIIepau;iH: 3 yrrpaBJiiHHSI 36yTOBOIO ,llmJihHiCTIO, TaKHX HK rrrraHyBaHHH, OD;IHKa, KoHrporrb Ta peryrrroBaHH.li ni.liJibHOcTi Bcix yqacHHKiB 36yToBoro rrpou;ecy.

108

POJdin 3. TexHonoziR J6ymy mypucmu'IHOZO npod}'Kmy

Orrepauii' 3i 36yry po3pi3miiOTh 3a p;eKinhKOMa BnacTHBOCTHMH (03HaKaMH): 1) IIOBHOTa o6cnyrOBYBaHIDI KnieHTIB: IIOBHe (KOMIIneKCHe) o6cnyroByBaHIUI liH HeiiOBHe (liaCTKOBe) 06cnyroByBaHIUI; 2) cpopMa opraHi3aUii'(30BHiiiiHi, T06TO 3a Me)KaMH

rrip;rrpHeMCTBa liH BHYTPiiiiHi, T06TO	B Me)Kax rrip;rrpH€MCTBa);
3) CIIOCi6 BHKOHaHIUI (TeXHitfHi,	MaTepianbHi, cpiHaHCOBi,

iHcpopMauill:Hi); 4) pe3ynhTaT (Hap;aHIUI rrocrryr).

OpraHi3auiH:ey CTPYKTypy 36yry MO)l(Ha BH3HalfHTH 5IK CYKyrrHiCTh rrip;p03p;iniB rrip;rrpH€MCTBa Ta He3ane)KHHX KOMepuiliHH:x rrocepep;HHKiB, MW 5IKHMH iceye cHcTeMa B3aeM03B '5!3KiB (IIpO)J;yKTOBHX, MaTepianbHHX, cpiHaHCOBHX, iHcpOpMaUiHHHX), IUO 3a6e3IIetfYIOTb rrpocyBaHH5! rrpO)J;yKTiB Ha pHHOK !JH Ha)J;aHH5! rrocnyr crro)KHBaqaM. B opraHi3auill:Hill: CTPYKTYPi 36yTy BH)J;iAAIOThC5! rrip;p03)J;inH rrip;rrpHeMCTBa, IUO BHKOHYIOTb 36yTOBi cpyHKUii', He3ane)l(Hi KOMepuiifHi IIOCepe)J;HHKH, IUO p;iiOTb 5IK KaHanH p03IIO)J;irry Ta B3aeM03B'5!3KHMi)K HHMH (pHC. 3.5).

Y uill: Mop;eni p;o CTPYKTypHHx rrip;p03p;iniB rrip;rrpHeMCTBa Bi)J;HOC5!TbC5!: 20JlOBHUU OenapmaMeHm, p;e, 5IK rrpaBHflO, p03po6niO€TbC5! Ta cpopMY€ThC5! TYPHC'TlflJliiill:rrpop;yKT, TOfuo BHKOHY!OThC5! OIIepaTOpCbKi cpyHKUii'; nocmaliaJlbHUKU, 5!Ki BHp06n5IIOTb rrpop;yKT Ta opraHi30ByiOTh H:oro CIIO)KHBaHIUI; eiiJiJiJZ peaJZi3aZJii' niiJnpUeMCmea, 5IKHH BHKOHye cpyHKUii'p03IIO)J;iflhHOrO neHTPY; pezioHa!lbHi npeocmaeHUZJmea, 5!Ki 3all:MaiOThC5! peani3auieiO H: rrpocyBaHHHM zypHCTHIJHoro rrpop;yKTy Bip; iMeHi Ta 3a paXYHOK ronOBHOrO p;errapTaMeHTy; Oucmpu6ymopu (TypareHCTBa i TypareHTH), 5!Ki peani3yiOTh rrpop;yKUiiO zypHCTHqHoro rrip;rrpH- €MCTBa Bip; H:oro iMeHi Ta 6epyrh BHTPaTH 3 rrpocyBaHIUI Ha ce6e; dU!lepu, 5IKHMH MO)KYTh 6yrH 5IK CTPYKTypHi rrip;p03p;inH )J;HCTPH6yTopiB, TaK i icHyiOIJi OKpeMO Ta peani3yiOIJi rrpO)J;YKUiiO

Bip; cBoro iMeHi. TaKa opraHi3auill:Ha CTPYKTYPa Mae 5IK rrepeBarH,

. .

TaK 1He)J;OnlKH.

109

OPrAH/3Aij/R TYPHCTH'4HHX nO,[JOPO)I(EH

Ilocmalta!lbHUKU ~	roJIOBHHH ,!J.enapTaMCHT (ocJ1ic)
	rypncTwmoro ni.!J.npH£MCTBa

	H
I	BiMiJI peaJihau,ii I
l	I
	j.

l

PeriomUibHi	,iJ;HC1'pH6yTOpH (rypareH-	)J;HJiepH
rrpe~J:CTaBHHUTBa	CTBa,TypareHTH)

Puc. 3.5. TunoBa MoOellb op2aHi3a14ii" cmpyKmypu 36ymy

Ilocepe.n;mfQhlillll pHHOK T)'PI:iCTI:ilJHI:iXIIOCJiyr YKpalHI:i Ha ChOfO)J;Hi 30Cepe,lJ)KeHI:ill B pyr<aX TypHCTI:ilJHI:iX rri.n;npH€MCTBTYPOIIepaTOpiB, 5IKi B XKOcTI rrocepe)J;HliKiB BHKOpi:iCTOB)'IOThMepe:JKY TypareHTiB, y TOMY lJI:iCJii ll periOHaJihHy. IJ;e II05lCHIO€ThC5l TaKHMH IIpHIJimaMI:I: 1) BeJIHKOIO qacTKOIO 3apy6i)KHoro TYPH3MY B 3araJihHiil CTPYKTYPi pHHKY zyprrocnyr; 2) 3ocepe.n;)KeHH5IM B M. KHeBi iHo3eMHHX rrpe.n;cTaBHHQTB Ta rrocoJihCTB, HKi Ha.n;aiOTh )J;03BiJI (Bi3y) )J;JI5I BHl3)J;y 3a KOp)JOH; 3) BeJIHKOIO KiJihKiCTIO zypucTiB, 5!Ki Ha.n;aiOTh rrepeBary 3aKop.n;oHHHM rro.n;opo)KaM;

4) cpopManiJa:u;ieiO Ta ycKJia.n;HeHH5IM OTPHMaHHH o¢iu;ill:Ho1 aKpe- )]HTaui1 TYPHCTHlJHHX rri)]rrpH€MCTB y IIOCOJihCTBax (KOHCYJihCTBax) KpalH CBiTy ( OC06JII:IBO KpalH llieHreHChKOl yro,lJH); 5) BI:iKOpHCTaHH5IM T)'PI:iCTI:ilJHI:iMI:i IIi)JIIpl:iE:MCTBaMI:I aBTOMaTI:I30BaHI:IX CI:iCTeM Ta Mepe)K 6poHIOBaHH5l Ta pe3epBYBaHH5I; 6) CTBOpeHH5IM JioricTI:IlJHo1 cncTeMH TYPHCTI:ilJHOro rri.n;rrpHEMCTBa (T06TO TicHoro B3a€M03B '5!3KY BI:ip06HHKiB 3 IIOCepe,n;HHKaMI:I Ta CIIO)KI:IBaiJaMI:I Typi:iCTHlJHHX IIOCJIYf)*, 7) CTBOpeHH5IM lJI:i IIpH.n;6aHH5IM iHTerpoBaHI:IX CI:iCTeM yrrpaBJiiHH5I iHcpOpMaQi€10 B Me)KaX OrrepaUiHHOl CI:iCTeMI:i T)'PI:iCTHlJHOfO rri.n;rrpH€MCTBa; 8) KBaJiicpiKaQiHHHM CKJia)J;OM Typi:iCTI:ilJHOro IIi)JIIpi:i€MCTBa Ta iHIITI:iMI:i.

' Ha ChOTO.IlHi TaKa CHCTeMa icHye JlHille B ni.llllpHE:MCTBax-rrpe.llCTaBHHI.ITBaX 3aKOp.llOHHHX TypHCTH<iHHX $ipM, arre 3 MOMeHTY JX .llHBepcH$iKal.lil TiCHHM 3B'l!30K3 BHpofiHMKaMH nopyrnyE:ThCl!.

110