FEATURES OF EXHIBITION ACTIVITIES OF TOURIST AND HOTEL AND RESTAURANT ENTERPRISES

Анотація

The article explores the main aspects of the development of exhibition activity as the most effective tool in the enterprise's attempts to convey information to its customers, modify their behavior, attract attention to the services offered, and create a positive image of the enterprise itself. It is determined that exhibition activity in tourism and hospitality is very important, since participation in exhibitions gives a wide opportunity to present your company and your product, conclude contracts, find new partners, disseminate information through a wide range of visitors and journalists, exchange experience. The main purpose of the exhibition is defined, which is to help the consumer (potential tourist) and the tourist companies -the sellers of services to navigate a huge number of tourist offers, and on the other hand, to help the tour operator to find sales partners in other countries and regions qualitatively and quantitatively satisfy the requirements of the tour operator for sale. The basic features of exhibition activity are substantiated, namely that one of the features of exhibition activity is that it is included in the sphere of services. But the service provided by exhibitions is unusual, because it is complex and multifunctional. The production of this service always pursues several goals, so it is necessary to distribute exhibition services according to the importance of features. Sometimes it is an information feature, sometimes it is a business service (advertising, banking), in the third case -the sale of an exhibit (product or service) to the end consumer. The exhibition activity is analyzed as a means of advertising service, which can be considered as an independent multipurpose type of services along with advertising services and, moreover, accompanied by them. However, the dominant feature of the exhibition activity is its advertising orientation. Therefore, it is necessary to consider the specificity of the advertising service as a type of special service, referring to the exhibition activity as its kind. In all its variety, advertising services have the same four characteristics as all services in general. It is defined by such well-known signs as insensitivity, continuity of production and consumption of the service, heterogeneity or variability of quality, inability of advertising services to storage.

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