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Abstract

Abstract. Introduction. In the conditions of the transformation processes taking place in Ukraine, the issue of managing the development of tourist and hotel enterprises in the newly created united territorial communities requires special attention. This requires the construction of new effective principles of cooperation between state bodies and private entrepreneurship. Purpose. The purpose of the article is to determine the expediency of developing strategic priorities for the development of tourism and hotel entrepreneurship at the regional level, to substantiate the prospects for its development in conditions of decentralization. Results. The state and expediency of developing a management strategy for tourist and hotel enterprises are analyzed. The system of strategic management of the enterprise includes strategic management of marketing, finance, production, innovative activities and personnel. The system allows to generalize, process and analyze the information coming from the main functional subsystems of enterprise management. The lack of strategy implementation by one of the subsystems of the strategic management system negatively affects others. In order to build an effective and effective development strategy, it is necessary to determine which aspects and features need to be developed, and which are better to abandon or reduce their negative impact on the general activity of the enterprise. The main problems of the tourism industry are highlighted depending on the level of management: regional, state and international. The expediency of creating tourist clusters in Ukraine is considered in view of increasing the competitiveness of Ukrainian tourist and hotel services on the world market. The complex combination of natural and recreational resources, cultural and historical objects constitutes a real potential for the development of competitive tourist clusters in the regions of Ukraine. The creation of regional clusters will contribute to the growth of the economic activity of small and medium-sized businesses. Conclusions. In our opinion, it is appropriate to develop an alternative model of strategic management of tourism development, which is able to combine elements of domestic state regulation of the industry, as well as the experience of other European countries, which attach great importance to public initiative management and cooperation with private entities of the tourism industry.