ШЛЯХИ ПІДВИЩЕННЯ ЕФЕКТИВНОСТІ УПРАВЛІННЯ ДІЯЛЬНІСТЮ ТУРИСТИЧНИХ ПІДПРИЄМСТВ НА СХОДІ УКРАЇНИ

Abstract

The article considers the current situation of the national tourism industry and the peculiarities of the tourism industry in the eastern regions of Ukraine against the background of the pandemic and the existing quarantine restrictions that among all sectors of economic activity the most impressed the tourism industry at the international, national and regional levels. A review of recent research and publications of domestic tourism industry experts revealed that the vast majority of them are devoted to general theoretical tools and methods to ensure effective management of tourism entities, but there are no recommendations adapted to specific regions and specific conditions of tourism within a particular area. Accordingly, the aim of the work was to generalize the existing approaches to the management of tourism enterprises, to determine the most effective measures for business entities in the tourism industry of the eastern regions of Ukraine. The study identified: the process of restoring the tourism and recreation sector in the eastern regions began and significantly accelerated in 2020, but it is accompanied by a deep economic crisis in the regional tourism sector; in order to overcome this crisis, it is proposed to turn to the concept of economic security of the tourist enterprise and groups of its constituent indicators; it is determined that the whole set of indicators is divided into managed and unmanaged, but all of them can be controlled and regulated by the subject of tourist activity; based on the components of economic security, the dynamics of Ukraine in the global ranking of travel and tourism competitiveness, as well as the real situation within the regional tourism and recreation of the eastern regions in Ukraine, it was proposed a plan to improve the management of tourism enterprises in the eastern regions of Ukraine. Implementation of the presented action plan in accordance with the identified priorities by groups of economic security indicators will overcome the current financial and economic crisis and improve the quality of management of tourism entities, reorient the regional industry to the domestic market of tourism services and promote the full recovery of tourism and recreation.