Local and International Trends in Hospitality and Gastronomy

Convenient location 5%
16%
Qualified staff 25%

Loyalty program 10%

Service price 15%
Quality of service 29%

Source: edited by the authors

Figure 5. Behavioral criterion: Status of the buyer

Source: edited by the authors

Analyzing all the criteria (Figure 2, 3, 4, 5) one can conclude that, to a greater degree, women (89%) aged 40–49 years (32%) who have high and average incomes visit the Small Salt Sanatorium. Usually, in this type of women, the behavioral criteria for

choosing a sanatorium are qualified personnel (25%) and high-quality service (29%) provided by the sanatorium. As a rule, women with such criteria are regular clients of this sanatorium.
One of the important motivations for conducting a marketing research of the sanatorium “Small Salts” in the Yaroslavl Region is that the tourism industry and the sanatorium services market in this region is one of the competitive regions. This was evidenced by the statistics of Rosstat, in 2017 about 62.3 thousand people were accommodated in the resorts of the Yaroslavl region.

Conclusions

As a result of this marketing research, the following conclusions and results were made:

1. 
   The analysis of the competitiveness of the sanatorium, which work on the territory of the Yaroslavl region, in several ways.
   
2. 
   The analysis of demand, potential of enterprises and the industry of the sanatorium in the Yaroslavl region was carried out.
   
3. 
   Conducted segmentation of consumers.
   

Thus, conducting a marketing study of the sanatorium “Small Salts” in the Yaroslavl region provided information on the current situation on the sanatorium services market, on the target audience, on the disadvantages and advantages of competing sanatoriums, as well as on the problems of the sanatorium.

Through such a study, it is possible to establish the reasons for the low profitability of any sanatorium and insufficient investment inflows.