ФОРМУВАННЯ ТУРИСТИЧНИХ КЛАСТЕРІВ ЯК НАПРЯМ ПІДВИЩЕННЯ КОНКУРЕНТОСПРОМОЖНОСТІ ІНДУСТРІЇ ГОСТИННОСТІ РЕГІОНУ

Abstract

The article is devoted to the development of the hospitality industry in Ukraine and the search for promising ways to increase its competitiveness in the regions of the country. The content and significance of the hospitality industry in the modern development of the regions are determined. The main indicators characterizing the dynamics of the hospitality industry have been studied. Such indicators include: the contribution of the tourism industry to GDP, the amount of tourist tax, the amount of capital investment in the field of temporary accommodation and catering. The analysis of trends in the hospitality industry showed significant regional disparities in key indicators in the regions of Ukraine. According to the World Travel and Tourism Council on the state of the hospitality industry in Ukraine, there has been a reduction in the overall contribution of travel and tourism to the country's employment. The directions and measures of strengthening the competitive advantages of the hospitality industry in the regions of Ukraine are determined. It is proved that promising areas of increasing the competitive advantages of the hospitality industry in modern conditions are cooperation of economic entities, increasing the level of industry funding, targeted use of funds from tourism fees in the regions, as well as the use of strategy and programming tools. in clusters, alliances, etc. It is determined that the most effective association is the formation and development of tourism clusters. Cluster policy as a tool for integrating Ukraine's tourism products into the global tourism market is common to most countries around the world. Formation and development of tourist clusters in the regions of Ukraine will allow to provide comprehensive services of high quality. This will strengthen the competitive advantages of the hospitality industry of Ukraine and integrate regional and national tourism products into the global tourism market.