МЕНЕДЖМЕНТ СИСТЕМИ ІНДИКАТОРІВ ДО ОЦІНКИ ЕФЕКТИВНОСТІ ЗАПРОВАДЖЕННЯ СТАЛОГО РОЗВИТКУ ТУРИЗМУ ТА ЙОГО МІЖНАРОДНЕ ПОЗИЦІОНУВАННЯ

Abstract

The article considers the directions of development and promotion of national tourism, segmentation of tourists by the most important criteria, such as consumer preferences, geography and demography, which will analyze their perception of destination. The strategic directions of forecasting, planning and programming of sustainable development of the national tourism industry, as well as the criteria for its promotion on the world stage are determined. It is proposed to use the brand of the tourist market as the only process of creating and managing the tourist image of the country in order to achieve its status, which guarantees a stable circle, determines consumer benefits, creates added value for tourist services and strengthens market position in tourism. A system of indicators for assessing the effectiveness of sustainable development in the context of strategic positioning of national tourism is presented. The management system of the tourism industry has been improved in the interests of increasing the attractiveness of tourism products offered on the national tourism market of Ukraine. Quantitative tools have been developed to assess the effectiveness of sustainable tourism development, which consists in calculating such indicators as the total contribution to the economy, the number of jobs created, the contribution of regional markets to local budgets, the probability of risk of loss of planned revenues. and make the necessary management decisions in a timely manner to adjust exceptional measures. A set of measures has been developed to create organizational and economic prerequisites for effective information support for sustainable development of the national tourist space, a database of market participants, increasing the level of scientific validity of management decisions in the field of tourism development based on reliable information. It is substantiated that the development of priority types of tourism and improvement of tourist products will help increase their attractiveness, create favorable conditions for increasing the influx of tourists and the profitability of tourist infrastructure.