Abstract
The process of transformation of Ukrainian tourist enterprises environment due to the impact of the COVID-19 pandemic is examined. A critical analysis of previous studies on the impact of the crisis on the tourism sector is given. The purpose of the study is to identify changes in the external environment of tourism enterprises in Ukraine in a pandemic and to determine the most significant positive and negative factors of such changes on the competitiveness and sustainability of these enterprises in the relevant market. The used methodological tools include such general and special methods as theoretical generalization, abstraction, synthesis, critical analysis, PEST-analysis, expert surveys, factor analysis. The combination of PEST-analysis methods and expert surveys made it possible to identify significant trends in the micro- and macro-environment of the Ukrainian tourism business, taking into account the direction of influence of the studied factors. The list of the most significant positive and negative factors of the external environment of the Ukrainian tourist enterprises in modern crisis conditions is given. Factors that have the most significant positive impact, namely: political (intensification in the field of strategic planning of tourism at the national level and easing of administrative control in tourism); economic (increasing interest in domestic tourism due to restrictions on border crossings); technological (a national course on digitalization of administrative services, the use of electronic marketing tools, the possibility of introducing remote forms of services). It should be noted that in the strategic planning of economic activity of tourism business-entities at the national and regional levels should pay attention to increasing the importance of such environmental factors as the development of international partnerships, tax benefits for individuals in tourism, changes in population structure. The results of the study create a basis for further element-by-element quantitative SWOT-analysis of enterprises in the tourism sector to identify areas for improving their competitiveness at the micro and macro levels.
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