СИСТЕМА МОНІТОРИНГУ СВІТОВОГО РИНКУ ТУРИСТИЧНИХ ПОСЛУГ

Abstract

The article discusses the system of monitoring tourist services, which is used in the study of tourist markets, due to the need to monitor the constant market changes caused by intense dynamic changes in the environment. Based on traditional marketing analysis, monitoring allows you to select and accumulate information over a long period of time, which has a positive effect on the validity and quality of management decisions. The current problems of the monitoring system of the world market of tourist services, which are common to the vast majority of countries, have been identified. The main task of solving the problems is to ensure the coherence and interconnectedness of different indicators, which will have a systematic nature of monitoring the market of tourist services. The updated Travel & Tourism Development Index 2021 (TTDI) of the World Economic Forum, previously published under the name TTCI (Travel & Tourism Competitiveness Index) for 15 years, is considered. The updated rating consists of five indices, 17 main indicators (+ 3 new ones) and 112 separate indicators, distributed by different main indicators. The rating emphasizes that the world tourism industry as a whole has experienced great difficulties during the analyzed period. Restrictive measures, the economic downturn, and tourists' fears of new travel have led to a loss of $ 4.5 trillion in tourism GDP and a reduction of 62 million jobs in 2020 alone. However, there is an active growth of domestic and ecological tourism, an increase in the number of digital nomads and "bleisure" – business tourists who combine business travel with vacation in the place of residence. Japan (1st place, + 3), USA (2nd place, + 3) took the leading positions in the world ranking. Behind them are traditional European destinations – Spain, France, Germany. Continuous quality monitoring of the global market of tourist services has a particularly important role of information in the management of tourism, in the process of making adequate decisions at all levels – from individual enterprises to government regulators of tourism in the regions and the country as a whole.