Planning and development of tours in Argentina with the element of learning tango

An evident trend in tourism is when replacing passive beach tourism comes a variety of activities and forms of travel. Among them dance tours are gaining popularity, in particular, excursion and educational tours to Argentina. In Tomsk, this segment of the market of services is not covered by a specialized offer, despite the fact that in our city there are a number of organisations that provide training of tango. The analysis of the situation with the popularity of tango in the city of Tomsk in different population groups indicates the potential demand for an appropriate tourism product. Such tours would be of interest to a wide range of customers, including athletes and fans of dance tango culture, young and middle-aged people. Development of a new tourism product, including the tour with elements of training is a complex and multi-step process that involves the study of the tourism potential of the selected location, market research with a detailed analysis of segments of the market and the competitors in it, a comprehensive assessment of the cost of development and promotion of tourism products. Planning and design of new tours is a significant component in the development of core businesses of tourism industry, providing the stability and profitability of this sector. Any travel product is ambivalent, for it simultaneously combines the features of the material goods and services. The user of the offer pays to meet their needs, both material and spiritual. In the developed tour project, there is also an additional component that is not characteristic of most of these products - a training component connected with the influence of cognitive and physical activity of every tourist. Research shows that more than 1000 people in Tomsk of different age practise tango. More than 2 500 people show interest in tango by visiting dance events and participation in short-term training courses of tango, etc. Practically all of this contingent, except for the youngest age groups, can be potential consumers of tango tours. When analysing the planning and organising of tours, we highlighted the main components of the content and programming of tourist product service on a certain subject, including elements of training and specialised leisure component. There is a need in a number of marketing activities throughout the cycle of creation and promotion of the tourist product to ensure its economic benefits. Investigation of the tourist potential of Argentina can be the basis of making excursions and recreational programs, as well as contribute to the choice of accommodation, catering and transport services in the development of tourist trips to the country. The developed program of a thematic tour to Argentina with elements of learning tango, as well as the calculation of the product, allowed us to reliably determine the consumer segment of tango tours. The high price of tango tours to Argentina cannot contribute to its active promotion, but about 40% of the respondents, interested in the culture of Argentine tango, could be potential consumers of this tour, which is sufficient to achieve the economic benefits of the project.

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