ПРОБЛЕМИ ТА ПЕРСПЕКТИВИ РОЗВИТКУ МАРКЕТИНГУ ПОСЛУГ ТУРИСТИЧНОЇ ГАЛУЗІ В УКРАЇНІ

Abstract

Tourism is a service sector which earns a substantial foreign exchange to developing countries.Ukrainecan become an interesting destination for the international tourists with its unique nature beauty with backwaters, mountains and beaches. To make the tourism a great success one has to take advantage of the modern technology to full extent. Present paper is an attempt to market Ukrainian tourism by adapting the service marketing approach for achieving great success. The prospects were described for the development of tourist services in marketingUkraineon the basis of the tourist market research and analysis of the major trends in tourist flows. The development of the tourism sector is constrained by unfavorable visa regime for tourism, regional gaps in the regulation of the tourism industry, the lack of information and promotional activities inUkraineabroad. Focusing on the global tourism market has declined, there are possibilities of mergers and acquisitions among the top tourist destinations. The main force in this market will be vertical integration, which will give a significant competitive advantage integrated structures over the non - integrated ones. This trend can be seen as a positive for the globalization of Ukrainian tourism market, but the negative fact is that the global market of the major tourist countries monopolize it, as is evidenced by the presence of big transnational companies.Ukrainecompetitive advantage is the high level of tourist resources security, especially to enter the recreational and healthy segments of foreign markets. The strategic goal of the tourism industry in Ukraine can be defined to create a globally competitive tourist complex that can meet the needs of the tourist population, in full term and to provide a marketing promotion on the basis of an integrated development of the territories and their social and economic interests, while maintaining the ecological balance and the historical and cultural environment.