ВИЗНАЧЕННЯ СТРАТЕГІЇ ЗАБЕЗПЕЧЕННЯ АНТИКРИЗОВОЇ СТІЙКОСТІ ТУРИСТИЧНИХ ПІДПРИЄМСТВ

Abstract

The article proposes a scientific approach to the choice of basic strategies for anti-crisis sustainability of a tourist enterprise, taking into account the level of influence of macroeconomic factors on the enterprise. It is noted that the main principles of crisis resilience are: the principle of system, flexibility, adaptability, strategic focus, feedback, informativeness, complexity, prospects, compliance of the strategy with existing technologies, professional competence. The assessment of the influence of the political environment, economic environment, socio-demographic environment and technological environment on the activities of tourism enterprises is given. The basis of the proposed strategies to anti-crisis sustainability of the enterprise is to study the content of the concept of anti-crisis sustainability of the enterprise as a complex characteristic that reflects the company's ability to maintain long-term gradual improvement of competitive position in the market under the influence of crisis factors. The components of providing anti-crisis sustainability and methodological tools for assessing the level of anti-crisis sustainability of tourism enterprises are presented. A qualitative assessment of the level of anti-crisis sustainability of tourism enterprises has been made. The matrix "the level of anti-crisis sustainability of the enterprise – the level of influence of macroeconomic factors on the activity of the enterprise" is offered, which allows to specify the processes that need to be implemented at the enterprise for high competitive positions. The necessity of taking into account the existing potential of the enterprise's resistance to crisis processes in determining the strategy of ensuring anti-crisis sustainability is substantiated. It is noted that the timely implementation of the strategy of ensuring the crisis sustainability of the enterprise depends on the timely assessment of the intensity of the impact of macroeconomic factors on the crisis sustainability of the enterprise and its component. The results of application of the scientific approach to a choice of strategies of maintenance of anti-crisis sustainability of the tourist enterprises are stated.