КОНЦЕПТУАЛЬНІ ЗАСАДИ ФОРМУВАННЯ ТА РОЗВИТКУ КОНКУРЕНТНИХ ПЕРЕВАГ ДЕСТИНАЦІЇ НА ТУРИСТИЧНОМУ РИНКУ

Abstract

The article explores the issues of formation and development competitive advantages of destinations, based on the concept of competitive advantages of nations, which was put forward by M. Porter, the characteristics of countries and regions are considered as destinations as subjects of competitive relations in the field of tourism. Through the presented determinants of the competitive advantages of the tourism market, the proposed provisions are analyzed from various points of view of economic theory, paying attention to the factor conditions of competitive advantages and identifying a number of features that determine them, noting that the speed and efficiency of their creation and renewal are of great importance. It is concluded that modern ideas about the role of tourism in the development of society and the national economy make certain adjustments to the main provisions of M. Porter's concept of competition. Particular attention is paid to the need to assess the contribution of competitive advantages in the competitiveness of the subject and their preliminary differentiation by levels: mega-, macro-, meso- and microlevels. The competitiveness of an economic entity operating within a certain level can be ensured only if there is a competitiveness of an economic entity at a higher level. Thus, the state actually creates a legislative and budgetary basis for the functioning of the tourism industry. In this regard, it has been established that it is necessary to develop public-private partnerships in the field of tourism as one of the most effective forms of concentration of resources of government, business and the local population. Further, the formation and development of the competitive advantages of a destination is considered in the aspect of referring to one of the two main concepts of sustainable competitive advantage, paying more attention to the formation of strategic competitive advantages, differentiating them according to a number of characteristics and based on the types of competitiveness. It is argued that the competitiveness of the destination must be considered in conjunction with the life cycle of the destination, adhering to the cluster concept of the competitiveness of the territory. At the same time, it is argued that competition is an important condition for the effective functioning and development of a destination.