Коммуникативные навыкив турзме

 

2 РАЗРАБОТКА МЕРОПРИЯТИЙ  ПО СОВЕРШЕНСТВОВАНИЮ  КОММУНИКАТИВНЫХ НАВЫКОВ СОТРУДНИКОВ

ООО «КАЛИПСО» 

2.1 Общая характеристика  туристической фирмы «Калипсо»

     Фирменное наименование предприятия: ООО «Туристическая фирма Калипсо». Агентство расположено по адресу: Приморский край, г. Владивосток, ул. Адмирала Фокина, 29 а.

     Компания  ООО «Туристическая фирма Калипсо» работает на рынке туристских услуг с 2005 года, является международным туроператором по выездному и внутреннему туризму.

     Туристическая организация ООО «Туристическая фирма Калипсо» является одновременно и турагентом и как турагент, приобретает туры у других фирм.

     ООО «Туристическая фирма Калипсо» является Обществом с ограниченной ответственностью. Основным видом деятельности предприятия является туристическая деятельность. Формирование предприятия (общества с ограниченной ответственностью ООО «Туристическая фирма Калипсо» происходит за счет вкладов участников).

     Учредительными  документами ООО «Туристическая фирма Калипсо» являются:

     1) учредительный договор, подписанный  его учредителями;

     2) утвержденный ими устав;

     3) договор о совместной деятельности (протокол учредительного собрания).

     Учредительные документы ООО «Туристическая фирма Калипсо» содержат условия о:

     1) размере уставного капитала общества;

     2) размере долей каждого из участников;

     3) составе, сроках и порядке внесения  ими вкладов;

     4) ответственности участников за  нарушение вкладов;

     5) составе и компетенции органов  управления обществом и порядке  принятия ими решений;

     6) вопросах, решения по которым  принимаются единогласно или  большинством голосов, а также иные сведения, предусмотренные законом.

     Основным принципом  работы компании является индивидуальный подход к каждому клиенту.

     При обращении, клиентов всегда ждет самое  доброжелательное отношение и готовность оказать помощь и содействие.

     Успех в технологии продаж туристского  продукта достигается фирмой благодаря хорошо отлаженной системе реализации и гибкой агентской политике. По каждому туру разработана обширная информационная база (листовки, брошюры), дающая возможность клиенту получить достаточный объем информации для принятия решения о выборе направления и конкретного тура. Приобретая туристскую путевку, клиенты подписывают с фирмой договор, в котором указан тщательно отработанный набор условий, что позволяет предупредить возможные недочеты и конфликты в обслуживание.

     ООО «Туристическая фирма Калипсо» специализируется на организации экскурсионных, познавательных, лечебно-оздоровительных, образовательных, шоп-туров и других.

     Эта туркомпания занимается как выездным туризмом, так и внутренним, но основная доля услуг приходится на выездной туризм.

     Основным  направлением деятельности является организация  групповых и индивидуальных туров в страны Азиатско-Тихоокеанского региона.                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                     

     Основные  направления работы компании:

     - организация развлекательных туров – страны АТР (Китай, Япония, Вьетнам, Таиланд, Бали, Индонезия и др.), Европейские страны (Чехия, Франция, Германия, Испания и др.);

     - лечебные туры – КНР;

     - организация образовательных туров  – Work&Travel (США, Греция, Франция, Германия, Аляска), Work&Study (Австралия, Новая Зеландия);

     ООО «Туристическая фирма Калипсо» является коммерческой организацией, преследующей в качестве основной цели своей деятельности извлечение прибыли. Основными видами (предметом) деятельности Общества являются:

     - Оказание туристических услуг;

     - Организация экскурсионного развития;

     - Организация и ведение гостиничного  бизнеса;

     - Оказание сервисных услуг по  визовому оформлению российским  и зарубежным гражданам и фирмам;

     Компания  ведет успешную туристическую деятельность по многим направлениям на основе договорных отношений с иностранными и отечественными туроператорами и турагентами, предприятиями общественного питания, гостиницами, транспортными, страховыми организациями. В своей деятельности фирма руководствуется как нормами общего законодательства, так и нормами специального законодательства.

     В общем виде организационную структуру  турфирмы ООО «Туристическая фирма Калипсо» можно определить как линейную, как представлено в Приложении А. 

2.2 Анализ состояния  коммуникативной техники у сотрудников

ООО «Туристическая фирма  Калипсо»

     Процесс продвижения туристических услуг - творческий и коммуникативные технологии должны обрести соответствующую им эвристическую технику, начинающую действие задолго до процесса оказания сервисных или туристских услуг. Процесс оказания туристских услуг обладает прогностической функцией, но всякое прогнозирование реакции на сказанное, на личностное развитие обусловливается речевым мастерством специалиста и прежде всего умением ориентироваться в речевой ситуации.

     Речевое мастерство - наименее разработанная часть профессионального, а между тем от владения речью зависит формирование клиентских мотивов и интересов, скорость, полнота и прочность усвоения рекламного материала, сохранения, припоминания; точность, логичность и яркость менеджерского воспроизведения рекламируемого материала. Нет характеристики процесса продвижения сервисных услуг, которая не была бы напрямую связана с речевым мастерством специалиста в туристической сфере. Речь справедливо считают важнейшим инструментом специалиста по сервису и туризму [16, c. 164].

     Поскольку процесс оказания сервисных или  туристских услуг - это прежде всего  живое общение, непосредственное взаимодействие с конкретной аудиторией, постольку  необходимо вырабатывать в себе навыки творческого слияния с нею.

     Анализ  и оценка коммуникативных навыков  сотрудников Туристической фирмы «Калипсо» была проведена с помощью бланка наблюдения за работой сотрудников (Приложение Б).

     Бланк наблюдения содержит в себе блоки, которые соответствуют классическим этапам продажи туристических продуктов, таким как установление контакта, выявление потребностей, презентация, работа с возражениями и завершение сделки. Внутри каждого блока прописаны действия менеджера и диапазон их возможных проявлений, начиная от «неприемлемых» до «максимально желаемых».

     Например, в нашем случае мы рассматриваем 1 блок, который соответствует такому этапу, как установление контакта. И  в нем прописаны те действия менеджера, которые мы можем наблюдать в ходе взаимодействия с клиентом. Например, вербальное поведение: приветствие, обращение к клиенту по И.О.; невербальное: наличие зрительного контакта; естественно изменяющаяся, доброжелательная мимика, улыбка, открытая поза и прочее. Диапазон проявлений каждого действия может быть различным.

     При этом действиям менеджера присвоены  баллы. Таким образом, мы получаем не только содержательную, но и балльную оценку компетенции менеджера. Балльная система, позволяет реализовывать  свои цели, такие как экспресс-оценка уровня профессионализма менеджера, в данном случае в области продаж, позволяет производить количественные сравнения между менеджерами, отделами или между одним и тем же менеджером, например, до и после обучения. Содержательная оценка может позволять подбирать для сотрудников в дальнейшем необходимые формы и темы обучения, специализировать программу под определенные нужды обучаемых и пр. [14].

     По  представленной методике была проведена  оценка коммуникативных навыков  сотрудников туристической фирмы  «Калипсо», непосредственно занимающихся продвижением туристических услуг – начальника туротдела и менеджеров по международному и внутреннему туризму - всего 7 человек (таблица 2.1).

     Максимальное  количество баллов, которые может  набрать оцениваемый сотрудник  – 15 баллов.

Таблица 2.1 – Список оцениваемых сотрудников  туристической фирмы «Калипсо»

 

     Графически результаты проведенной оценки представлены на рисунке 2.1

     

     Проведенная оценка по бланку наблюдения за сотрудниками туристической фирмы «Калипсо»  позволяет оценить уровень коммуникативных  навыков.

     Так, например, очевидно, что менеджеру по внутреннему туризму Рысовой необходимо обратить внимание на свои навыки невербальной коммуникации, т.к. при общении с клиентами зрительный контакт практически отсутствует.

     У менеджера по международному туризму  Руслановой все коммуникативные навыки находятся на одном уровне, который следует совершенствовать, т.к. средняя оценка «3».

     Обобщая все результаты проведенного анализа можно сказать, что в целом коммуникативные навыки сотрудников туристического отдела фирмы «Калипсо» находятся на среднем уровне, и средняя оценка составляет 3,6 баллов.

     Однако  для того, что бы туристическая  фирма «Калипсо» была конкурентоспособной на туристического рынке г. Владивостока необходимо предпринимать меры по совершенствованию коммуникативных навыков работников.