A Concept of Integrative Development and Functioning of the System of Road Passenger Transport Services under Seasonal and Cyclic Conditions in Regional Resort Agglomerations

The relevance of the research topic is determined by the process of the competitive and comprehensive development of regional resort agglomerations (RRA) in the Russian Federation, of the corresponding service areas and infrastructure. The objective of the article is to substantiate the process of competitive and comprehensive development of the RRA service infrastructure by increasing the coordinated interaction of the «resort-tourist» and «road passenger transport» service areas, considering specificity of seasonality and cyclicity of volumes of customer activity of multi-segment personal and mass focused customer groups and the declared quality of service support. The growth of the coordinated interaction of these service areas is conceptually ensured by the process of development and functioning of the integrative business system of road passenger transport services (RPTS), managed by the initiator, that motivationally involves business entities of the road transport business, owing their own resource capacity and within which the rational marketing interactions there-of are carried out in the strategic business areas of RRA, considering the mentioned seasonal-cyclical specificity and factors of the quality of service follow-up. In accordance with the author’s proposals, development and functioning of the integrative business system of RPTS can be initiated by a regional economic entity with the status of a core system integrator, using various forms of marketing integration and strategies for running the road transport business in the context of coordinated interaction of the specified service spheres in the RRA to organise its business activity. The effectiveness of the study are determined by its structural components: identification of seasonal and cyclical features of functioning of road passenger transport in the RRA as well as of a system-forming factor (initiator) influencing the increase in the competitiveness of the RRA service infrastructure due to development and effective functioning of the integrative business system of RPTS; construction of a structural diagram of business process management of the integrative road transport business of the initiator in the RRA marketing and communication environment; development of a categorically controlled service capacity; modelling of the coordinated interaction system of the «resort and tourist» and «road passenger transport» service areas within the RRA; a proposed economic and mathematical indicator of «integral economic effect» is composed by the sum of operational effects from the functioning of the RPTS integrated business system in the RRA. The analysis carried out in the article gives ground for a conclusion that one of the effective ways to solve the problem of providing growing competitive and comprehensive development to the service infrastructure of regional resort agglomerations is introduction of the concept proposed by the author, which has an important socio-economic significance, since it makes a significant contribution to development of the behavioural economy of the region, ensures an increase in the efficiency of the passenger transportation management system and road transport services' quality management under the seasonal-cyclical conditions of the RRA.