Abstract
The article deals with the prospect of tourism business and franchising as one of thefactors of its development at the present stage.The main purpose is to consider the conditions of franchising in the tourism industryof Ukraine, prospects and problems of its development.Today it is important for the development of tourism enterprises to integrate intofranchise networks.Informative-analytical methods, methods of comparison, generalization, synthesis, etc.were used in the scientific research. Scientific publications and works of domestic and foreignscientists on the practical application of franchising in the tourism business served astheoretical and methodological basis of the research.On the basis of the research and analysis of the formation and development offranchising in Ukraine and in the world, the stages of the evolution of franchising werehighlighted in the article as a modern theoretical basis for entrepreneurial activity in thetourism sector.Taking into account the historical peculiarities and analysis of papers dedicated to thefranchise concept, franchising is defined as an innovative tool for ensuring the efficientoperation of the tourism business.The relevance of uniting tourism enterprises in franchise networks as a promisingdirection for the development of modern tourism business has been researched andsubstantiated. In the article the problems and prospects of development of franchising systemin tourism business in Ukraine are covered. The article reveals the peculiarities of franchisenetworks creation as the most effective form of activity in the tourist business.The most popular franchises in Ukraine are analyzed. The main advantages anddisadvantages of franchising for franchisor and franchisee are identified.It is concluded that the creation of franchise networks is a promising direction for thedevelopment of domestic tourist network structures. Further research on the franchisingsystem will accelerate exit of Ukraine from the economic crisis and will take the tourismbusiness to a new level of development.The results of the study may be useful for tourism workers, academics, teachers andstudents of the Tourism specialty.
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