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Geomarketing as decision-making tool for a catering establishment placement

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Abstract

Geographical marketing gradually takes root into the business industry of Russia. At the moment methods of geo marketing are used generally in the solution of placement tasks for the entities of the network companies of “step availability”. At the same time, possibilities of a method are much wider and can be applied with success in the sphere of small and medium business as well. Development of a matching technique of catering establishment optimum location in the territory of the small city by geo marketing methods is result of work. Specifics of geo marketing methods application in the Russian Federation and foreign countries are considered. The technique is tested on the example of Neftekamsk of the Republic of Bashkortostan, the Russian Federation. On the basis of the analysis of space pictures of city territory the layers system of the geo information map Neftekamsk, necessary for the solution of an objective on the basis of which the analysis of city territorial structure is carried out is developed. Primary matching of the places suitable for placement of public objects catering on the basis of expeditionary researches is made. On the second stage is chosen the most optimal variant of placement from point of view of conducting successful business. © 2016, International Journal of Pharmacy and Technology. All rights reserved.

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Introduction. The positioning of the Republic of Mordovia as a tourist destination makes the issue of the development of public catering enterprises in rural areas topical. Today, the problem is the lack of the necessary number of the enterprises and seats needed in accordance with the regulatory requirements. The purpose of the article is to determine the level of development and to reveal the spatial features of the location of public catering enterprises in the municipal districts of the Republic. Materials and Methods. The data of the territorial body of the Federal State Sta- tistics Service in the Republic of Mordovia became the factual base of the study. The methods of mathematical statistics, analysis, comparison and generalization, as well as the cartographic method were used. Results. The paper shows the level of development of the food industry as an element of the tourist infrastructure in the territory of the municipal districts of the Republic of Mordovia on the whole and in the city of Saransk in particular. The peculiarities of the development of public catering in rural areas of the region are identified and systematized. The spatial structure of public catering in rural areas of the Republic is presented. The main problems in the food industry in rural areas are revealed and ways to eliminate them are suggested. For the first time a comprehensive analysis of the development and distribution of public catering enterprises in the municipal districts of the Republic of Mordovia is given within the framework of one article. Discussion and Conclusions. The level of development of the food industry in rural areas of the Republic of Mordovia is still lagging behind the basic requirements of national standards. The results of the study made it possible to assess the cur- rent state of the food service in the countryside and make a number of proposals to improve the level of provision of rural areas with food for the development of tourism in this area. The results of the research can contribute to the development of the Regional Program for the Development of Rural Tourism by the Ministry of Culture, National Policy, Tourism and Archives of the Republic of Mordovia, where the development of the food industry in the municipal districts of the Republic should feature prominently.
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