The branches of the world economy: the practice of applying balanced scorecard systems in the world tourism industry

Since the early 90s. The concept of such a branch of the world economy as tourism, envisaged ensuring its sustainable development. And today it is one of the most urgent for scientists and practitioners in the field of tourism. The paradigm of sustainable development, as a characteristic of the world economy, implies the transition from a consumer model to the complete satisfaction of the ever-growing needs of tourists to a balanced development of tourism that takes into account the interests of both tourists and future generations, as well as the possibilities of ecosystems, the specific socio-economic and cultural development of local communities. Due to its long-term and integrated orientation, this concept has proved to be quite difficult in practical implementation. The World Tourism Organization (WTO) proposed using such a plan for the characteristics of the world economy - tourism, which would include a set of key indicators of its sustainable development, including the economic, ecological, social and planning block. Since then, these systems have been the subject of study and practical application of an increasing number of individual tourist destinations, entire countries and regions.

When Canada was one of the first countries to publish its own national system for analyzing this branch of the world economy and tourism indicators, this event was enthusiastically received by the tourist community in Canada and in other countries. The introduction of such a system of tourist indicators made it possible to comprehensively assess the impact of tourism on the social and cultural life of the country. The use of the system of national tourist indicators of Canada allows to solve three main tasks:

1) assessment of the current state of tourism, as a branch of the world economy in Canada;

2) analysis of the main trends in the tourism industry of Canada;

3) support the development of a strategy for sustainable development of the industry and strategic decision-making.

Another example of successful implementation at the national level of a system of balanced tourist indicators is Tasmania. The implementation of the 10 - year strategic plan for the development of tourism as an industry of the world economy based on this system has made it possible, in a short period, to increase annually employment in tourism by 25%, the number of tourists by 44% and tourism revenue by 66%.

As the world experience shows, the development of tourism is a complex long-term task requiring the involvement of various agents of change at all levels of the tourism management system: from tourist enterprises to international tourist associations. Using balanced scorecards allows us to focus the efforts of all stakeholders on achieving strategic goals that meet the interests of tourists, local communities, the tourist industry and the state. Accession to the WTO opens additional opportunities to improve its own management system for the development of the tourism industry and statistical accounting, which should take into account the best world experience in the development of balanced tourism indicators.

A special place in the rationalization of this strategy belongs to the relatively young direction in the development of the sector - agrotourism. The concept of "agrotourism" is quite young and is associated with recreation in the countryside, the knowledge of local life, the prerequisite of which is a careful attitude to nature. So, it can be identified as a subspecies of eco-tourism, because the organization is based on the principles of sustainable development. At present, the main resource of agro-tourism are peasant estates with adjoining territories. It should be borne in mind that for a category in agriculture, this type of income will be an alternative.

It is impossible not to mention such an important aspect as pricing. Currently, the small involvement of travel agencies in the creation of the product of agro-tourism, shows that the creation of a tourist product, and, consequently, the establishment of prices for it engaged in the owners of estates. And, as practice shows, the price does not always match the level of services offered, which in turn is one of the deterrent factors of development. It is necessary to actively involve tourist companies in the formation of agrotour services.

Firstly, the travel agency has sufficient information and technologies for the sale of tourist products in this segment of the market - both advertising means and a well-developed market of services. On the other hand, the expansion of the package of services will lead to an increase in the duration of the tour. This in turn will have a positive effect on the profit of the owners of estates. A diversification of the tourist product will lead to an increase in demand and the expansion of its quality component, by attracting different categories of consumers of services.