КЛАСТЕРНИЙ АНАЛІЗ РИНКУ ГОТЕЛЬНО-РЕСТОРАННИХ ПОСЛУГ В УКРАЇНІ

Abstract

The article presents the results of cluster analysis of the hotel and restaurant services market in Ukraine. Based on statistical data on the number of accommodation and restaurant services, individuals and legal entities, entrepreneurs, population density and investment activity, the most active regions were identified: Kyiv; Kharkiv; Dnipro; Zaporizhzhia; Odessa; Lviv; Ivano-Frankivsk. Then, based on the methods of concentric circles, the boundaries of clusters and their centers were outlined: Western (Ivano-Frankivsk, Lviv); Central-Eastern (Zaporizhzhya); Southern (Odessa); Northern (Kyiv). The result of the analysis showed that all cluster centers had a higher number of legal entities. Areas with a high proportion of individual entrepreneurs were only part of it and had significantly lower performance rates. The influence and role of the center of the cluster depended on the level of remoteness of the region from it. At the same time, the fact that competition is fixed within clusters attracts attention. Thus, in the Western cluster it can be traced between Lviv and Ivano-Frankivsk regions. Central-Eastern cluster between Dnipropetrovsk and Zaporizhia regions. In the Southern cluster, although the undisputed leadership remained in the Odessa region, at the same time, Kherson region showed active growth. The only cluster with an undisputed leader and no competitor was the North - Kyiv It was stated that the Ukrainian market reacted to world development trends, and the largest cities of Ukraine became channels of dissemination of this experience, agents of change. Thus, the number of hotels and restaurants was higher than the average in the extreme points of the clusters through which the transport corridors between them passed. Thus, the implementation of the international TACIS program, the proclamation of Ukraine's course of integration with the European Union, visa-free travel - were key factors in the high activity of the market of hotel and restaurant services in the Western cluster. At the same time, the aggravation of relations with the Russian Federation, the restriction of economic, cultural, and political relations led to a decrease in the number of people crossing the border and the decline of hotels and restaurants in eastern Ukraine.