ЕСКУРСІЙНО-ЕКСПОЗИЦІЙНИЙ МЕНЕДЖМЕНТ ЗАКЛАДІВ ВИЩОЇ ОСВІТИ (НА ПРИКЛАДІ УНІВЕРСИТЕТУ МИТНОЇ СПРАВИ ТА ФІНАНСІВ)

Abstract

The article analyzes the essence and content of excursion and exposition activities (EEA) of higher education institutions (HEI), substantiates the importance and significance of its development and implementation, summarizes the experience of EEA of leading HEIs of Ukraine and the world. EEA is presented as an important direction of the popularization and marketing complex of HEI, and in the future – the formation of a tourist destination on its basis. The classification of EEA on the prevailing attractions is offered. The main stages of development of the EEA of the HEI are highlighted and substantiated and the general scheme of its management is constructed with the indication of key responsible structural subdivisions and connections between them at different stages. The experience of EEA in the University of Customs and Finance is stated in general terms and analyzed. Excursion and exposition activity of a higher education institution is a promising innovative direction of formation and improvement of its image and prestige, and thus creation of significant additional competitive advantages. The design according to the classical rules and the gradual content and artistic diversification of university exhibitions, their proper protection, periodic updating and replenishment contribute to strengthening both the innovative component of the educational process in higher education and the development of tourism on its basis. The creation and implementation of a system of tours of the institution as a whole and its individual content-thematic or spatial component is an integral part of the marketing communication complex of the university and in the long run - an important source of additional income. The development of full-fledged excursion and exposition activities in a higher education institution is carried out in several stages over a number of years. The management system of such activities in the transition from the previous stage to the next gradually changes depending on the achieved level and scope of its implementation and the vision and desire of the management of the institution. As a result of formation and realization of the strategic plan of development of EEA in HEI one or two specialized structural divisions which are carrying out and coordinating exclusively excursion-exposition activity can be created. The University of Customs and Finance is a representative and illustrative HEI in terms of organizing exhibitions and excursions. EED in this institution is gradually being developed solely on the initiative of the HEI, using existing factors (central location in the city, rich and interesting history, availability of comfortable premises and plots, etc.), and demonstrates significant success in obtaining and consolidating of competitive advantages, including due to the development of a system of excursion and exhibition activities, and can serve as an example for other institutions of higher education.