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Strategic Analysis of the Agrotourism Market of Krasnodar Region

Student: Konontceva Tatiana

Supervisor: Marina Predvoditeleva

Faculty: Graduate School of Business

Educational Programme: Experience Economy: Hospitality and Tourism Management (Master)

Year of Graduation: 2019

This paper describes a strategic analysis of the market of agro-tourist services in Krasnodar Region. The first chapter of the work reviews the literature on the topic of strategic analysis, which made it possible to reveal the concepts of strategy, strategic analysis, and give an idea of ​​the tools of strategic analysis. In the second chapter, the field under study is considered - the agro-tourist market of the Krasnodar Territory, approaches to the definition of agrotourism are systematized, its signs are highlighted and the working definition is formed. A brief description of the GOST Hotel Management Management Company is also given. The third chapter presents the results of the study with the help of strategic analysis tools - PESTE analysis, analysis of Porter’s 5 forces, a map of strategic groups and identification of key success factors. A study of consumer preferences is described and its results are presented, recommendations of GOST Hotel Management are given. The first chapter of the work reviews the literature on the topic of strategic analysis, which made it possible to reveal the concepts of strategy, strategic analysis, and give an idea of ​​the tools of strategic analysis. In the second chapter, the field under study is considered - the agro-tourist market of the Krasnodar Territory, approaches to the definition of agrotourism are systematized, its signs are highlighted and the working definition is formed. A brief description of the GOST Hotel Management Management Company is also given. The third chapter presents the results of the study with the help of strategic analysis tools - PESTE analysis, analysis of Porter’s 5 forces, a map of strategic groups and identification of key success factors. A study of consumer preferences is described and its results are presented, recommendations of GOST Hotel Management are given.

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