ОСНОВНІ ЧИННИКИ ВПЛИВУ НА ДИНАМІЧНИЙ РОЗВИТОК СФЕРИ ТУРИЗМУ

Abstract

The article is devoted to topical issues of tourism development, which is an integral and one of the most important, at the present stage of society, parts of the world economy, as well as one of the key elements of preservation and development of natural, recreational, historical, cultural heritage and human capital. There are quite significant changes in the modern tourist market, so the importance of studying the main factors influencing its dynamic development is beyond doubt. Despite the high resource potential and significant tourist opportunities, Ukraine's contribution is quite modest and insignificant compared to developed tourist countries. The main problems here are, first, the low quality of the tourist product; secondly, imperfect state policy in the field of tourism. Domestic tourism infrastructure is underdeveloped, tourism services do not meet international service requirements, and the creation of a favorable environment for the dynamic development of tourism is not focused on the development of international tourism ties, as well as ensuring European integration. The tourism industry, like any other branch of the economy, is aimed at meeting human needs as much as possible. One of the most important trends in the development of world tourism is the intensification of competition in the tourist offer market as a result of the emergence of more and more growing countries with ambitious plans to attract tourists, as well as oversaturation of the market with the same type of tourist offer. Therefore, it is extremely important to take into account the requests, motives, tastes and the degree of satisfaction of the needs of potential tourists. The main problems that hinder the development of the tourism industry and need their further solution are considered in the article. It is noted that developing a strategy for tourism development in Ukraine should take into account that the priority of world tourism is sustainable development of tourism. Its main essence is to create effective mechanisms for establishing and maintaining a balance between the preservation of natural and historical and cultural resources and tourism. The effects of the new challenges facing the tourism industry in connection with the coronavirus pandemic have also been analyzed. There is no doubt that the pace of recovery of the tourism industry after the crisis will depend mainly on the right government policy and appropriate government support. Ways to overcome the crisis caused by COVID-19 are proposed.