ВПЛИВ ТРАНСФОРМАЦІЙНИХ ПРОЦЕСІВ НА ВИБІР МОДЕЛІ РОЗВИТКУ КОНКУРЕНТНОГО ПОТЕНЦІАЛУ СУБ’ЄКТІВ ТУРИСТИЧНОЇ ІНДУСТРІЇ

Abstract

The article elucidates the impact of transformational processes on the choice of a model for the development of the competitive potential of tourism industry entities. The classification of transformational processes is described with an emphasis on their economic content, direction, main tasks, reasons, and scale. The study highlights the main stages (phases) of transformational processes. They are: turbulence (caused by the appearance of a "transformer" and accompanied by the instability of the development of the tourism industry); fluctuation (causes a deviation in the development of the competitive potential of tourism industry subjects (imbalance); bifurcation (appearance of a deep crisis in the development of the competitive potential of the tourism industry entities); deformation ("appearance" of first signs of a new model for the development of the competitive potential of tourism industry entities); transformation (emergence of a new model of development of the competitive potential of tourism industry entities). The article offers an overview of the research papers by Ukrainian and foreign scientists regarding the experience of applying models of economic transformation in countries in the post-war period with a focus on two main models of transformation: the gradualist model and the "shock therapy" model. The “gradualist” model is built on gradual transformational changes, involving the experience of the "old" model and its elements. In this model, the state plays an important role in regulating the processes of transformation of the competitive potential of the entities of the tourism industry. The model of “shock therapy” is a more radical method of transformational changes and involves in-depth intensive changes that fully destroy the "stereotypes of the old model". In Ukraine, the most acceptable model of transformation of the competitive potential of the tourism industry subjects is the "shock therapy" model. The implementation of such a model will ensure a transformational breakthrough in the economy and the development of the competitive potential of tourism industry entities, in particular. This will create the basis for intensifying the reproduction of competitive advantages and safe sustainable development of the tourism industry as a whole. The result of transformational changes will be leadership in the international arena of providing tourist services and high efficiency of all economic processes in the postwar period.