HYBRID APPROACH TO REGIONAL TOURISM PRODUCT MANAGEMENT 

Leyla A. Gamidullaeva, Doctor of economical sciences, head of the sub-department of marketing, commerce and service sector, Penza State University (40 Krasnaya street, Penza, Russia), gamidullaeva@gmail.com
Aleksey G. Finogeev, Doctor of technical sciences, professor, professor of the sub-department of computer-aided design systems, Penza State University (40 Krasnaya street, Penza, Russia), alexeyfinogeev@gmail.com

Background. The article examines the issues of planning and managing a tourism product based on the synthesis of the optimal route for traveling and visiting tourist sites, taking into account the multi-criteria problem formulation. The purpose of the study is to develop a hybrid approach to manage the process of synthesizing optimal tourist routes, including a model and method of managing a tourism product that allows taking into account tourist preferences and restrictions along with various external factors. Materials and methods. The process of synthesizing alternative tourist routes is performed at the first stage using a modified ant colony algorithm. At the second stage, the Saaty hierarchy analysis method was used to select the optimal route from alternatives. Results. The authors have developed a hybrid approach to managing the process of synthesizing tourist routes in two ways. The first method takes into account the importance of the experience, preferences and limitations of a particular tourist when choosing sites and tourist sites along the route to visit at a particular point in time. The second method allows you to control the workload and number of tourists on route sections and tourist sites, as well as the tourist attractiveness of sites by changing the degree of importance of pheromone concentration when calculating the probability of choosing a site or visiting an object. Conclusions. The process of planning, designing and operating tourism products with the ability to manage the process of selecting sites and objects along travel routes in a sliding mode is implemented in a tourist recommendation system.

recommendation system, multicriteria optimization, tourist route, personalized tourist product, optimal control, clustering, ant colony algorithm, hierarchy analysis

Gamidullaeva L.A., Finogeev A.G. Hybrid approach to regional tourism product management. Modeli, sistemy, seti v ekonomike, tekhnike, prirode i obshchestve =
Models, systems, networks in economics, technology, nature and society. 2023;(4):101–113. (In Russ.). doi: 10.21685/2227-8486-2023-4-6