СТРАТЕГІЯ ПЛАНУВАННЯ РОЗВИТКУ ТУРИЗМУ ОДЕСЬКОЇ ОБЛАСТІ УКРАЇНИ НА ОСНОВІ SWOT-АНАЛІЗУ ЇЇ ТУРИСТИЧНОЇ ПРИВАБЛИВОСТІ

Abstract

The article clarifies the list of main (internal) and auxiliary (external) factors that affect the formation of tourist attractiveness of the region; identified internal (main) factors influencing the formation of tourist attractiveness of the region, namely: tourist resources: natural (beaches, mountains, reserves, parks, etc.) and anthropogenic origin (historical and architectural monuments, cultural and religious values, traditional crafts, etc.), as well as material and technical base of tourism (tourist infrastructure, investment support of the industry) and labor resources, as well as external (auxiliary) factors that affect the formation of tourist attractiveness of the region, including: marketing policy, tourism management system in the region, external infrastructure, quality of the environment, general image of the region. The method of analyzing the factors influencing the formation of tourist attractiveness of the region is chosen; presented a sequence of strategic planning for the development of the tourism industry in the region as a method of assessing its tourist attractiveness, in which a SWOT-analysis of factors of tourist attractiveness of the region on the example of Odessa to predict the conditions of the tourism industry within it. The stages of the process of strategic planning for the development of the tourism industry of the region, which will form the methodology for assessing its tourist attractiveness, include the following measures: information support for strategic planning for the development of the tourism industry in the region; establishing the mission and goals of strategic planning for the development of the tourism industry in the region; choice of methods of analysis of factors of internal and external environment of the tourist industry of the region; forecasting the conditions for the functioning of the tourism industry in the region, which involves identifying opportunities and threats, as well as their changes in the future; evaluation of the chosen strategy; formation of a target program for tourism development within the region. As a result, recommendations for the development of a tourism development program in the Odessa region of Ukraine are proposed.