Assessment of the current state of market for tourist services in the Siberian federal region

Introduction . Modern life events and globalization processes that are taking place around the world have given impetus to the development of business in the service sector. A large number of the working population, which was previously engaged in production, is now declining. Automation and informatization of all life and production processes allows a person to reorient in the areas of their professional activities and forms of recreation. Today, most of the working population is involved in the creation and provision of services. The market of tourist services is the most promising; the demand for it is formed daily and has a constant and special nature of orders, so the offers become diverse. However, with increasing competition, the development of its market is complicated by the slowdown in the formation of customer bases, and therefore requires the use of appropriate strategies to develop all segments and marketing niches. Purpose . Substantiation of the need for strategic thinking in the implementation of production activities in the market of tourist services, analysis of current trends and existing competitive strategies that is inherent in each segment. Operators of the market of tourist services, as well as the availability and feasibility of applying competitive strategies. Results . The study substantiates that it is impossible only by simple planning of their own activities to withstand competition in the market, retain their customers, gain a large customer base and get a stable income for continued existence and growth. The planning process does not anticipate rapid changes and the impact of factors that over time either increase or transform, which complicates production processes. In today's market conditions, a more effective mechanism for effective management of the production process is forecasting, which takes into account and attempts to predict the strength of external and internal factors influencing the market, allows staff to think systematically and take into account the intuitive vision of complex issues. In essence, we are talking about cognitive planning of tourism activities in accordance with the list of services that will be in constant demand. The strategy of leading the market of tourist services is implemented by reducing costs or prices for services. This strategy in Ukraine is used by those travel agencies that either begins their careers or in the process of developing new travel services, creating new markets and new customers. The diversification strategy is the engine of any progress, and the travel services market is no exception. Urbanization and globalization, lifestyle changes and other perceptions of the world require tour operators to find new competitive offers. The strategy of focusing on the development of the market of tourist services is essentially an in-depth specialization, focus on a specific niche, namely the target group of customers of tourist services, or geographical concentration. In this aspect, it is interesting that when considering domestic tourism, the market of tourist services is more often focused on regions that differ in zone features, cultural monuments and other objects. Tourists of the domestic market consciously go on vacation to the region, which in their imagination has some differences from another region Originality. The tools of strategic planning of operators in the tourism market are identified, namely: 1) competitive strategies that embody and take into account the differences between service customers, markets, segments, prices and other offers; 2) management of organizations and staff, which is a powerful motivator and implementer of strategic goals; 3) economic indicators for assessing both quantitative and qualitative parameters of the service sector, expanding the range and attracting additional customers; 4) formation of client bases and development of marketing offers with definition of advantages in the price of service or focusing on innovative tendencies of the offer of tourist services. All this together gives a strategic idea of the development of the market of tourist services and the basis for choosing one of the existing competitive strategies. Conclusion . All the above arguments prove the need for strategic thinking and orientation of the domestic market of tourist services on forecasting and cognitive modelling of processes. It is also proved that Ukrainian tour operators have all the grounds and tools to use competitive strategies in planning their own business. And Ukraine has great potential and underdeveloped niches in the market of tourist services and is an attractive focus for foreign tourists. Such approaches to the organization of the tourism business will allow developing both domestic and foreign tourism, to compete with other operators in this market.

The article highlights the peculiarities of the formation of soft skills in students majoring in "Tourism" while studying the discipline "Market of tourist services". The article focuses on the key soft skills, including empathy, emotional intelligence, teamwork skills, customer service, networking and leadership, which are extremely important for the competitiveness of future tourism professionals. It is emphasized that the development of these soft skills contributes to a better adaptation of graduates to the needs of the labour market, where quality communication and customer service skills determine success in the tourism sector. The article describes that the formation of soft skills in the course of studying the discipline "Market of tourist services" involves the use of interactive methods, in particular: role-playing games and practical tasks that help students develop the necessary soft skills in real situations.

In the article the global changes in the world market of tourist services and trends in the tourism industry analyzed, the determinants of international tourism identified, the tourism trends and areas of their implementation described. In the conditions of deepening globalization processes, transnationalization of the world economy, the tourism industry is the industry that is developing most dynamically and profitably in an unstable and uncertain environment. International tourism has become the most dynamic and rapidly progressing sector of the world economy, which is an important driver of economic growth at both global and regional levels. The deepening of globalization processes affects the state and prospects of modern international tourism and makes it possible to identify the determinants (economic, innovative, technological, demographic, social, cultural, international) that provide it. Along with the determinants, there are tourism trends: political tourism, eco-tourism, weekend tour, transformational and individual travel, travel bloggers and smart travel. The development of international tourism in Ukraine and its transformation into a source of significant and stable budget revenues requires the development of an appropriate regulatory framework for tourism and its harmonization with European Union standards, active public policy and consolidation of all state and local authorities on tourism development, creating a competitive tourist product, significant improvement of tourist infrastructure, development of digital technologies and their use in the field of tourism, ensuring the entry of domestic tourist business into the foreign market of tourist services. Along with the development of international tourism, it is necessary to stimulate domestic tourism, promote new distances, create a tourism product that will attract the attention of all tourists without borders, create and develop new trends in the tourism industry.

Introduction. The development of the tourism industry significantly affects the development of the country's economy as a whole. Its role is determined not only in the financial contribution, but also in stimulating other related industries that perform both ancillary and independent functions. The modern Ukrainian tourist market is undergoing many changes, so one of the current problems today is the use of effective tools for finding and systematizing the necessary information to forecast the development of the tourism industry. The purpose of the paper is to define the concept of monitoring the tourism industry as a means of improving the efficiency of state regulation of the economy, proving the importance of monitoring research, identifying problems of monitoring and ways to solve them. Results. The main purpose of tourism monitoring is to assess and forecast the state of tourism. Tourist services are localized and specialize in meeting the socio-economic needs of the population directly at the municipal level and are one of the main sources of funds coming to the state budget and ensure the reproduction of social infrastructure. In order to analyze trends in tourism and tourism in Ukraine, as well as assess the socio-economic effect of the implementation of measures of state support for domestic and inbound tourism, the central executive bodies of state regions of Ukraine, carrying out executive and administrative activities in tourism, the state of the tourism industry is being monitored. Given the large recreational and tourist potential in Ukraine, there is no full-fledged system of monitoring the market of tourist services by the state. This is due to the lack of an independent executive body in the field of tourism, endowed with certain powers, and a single system of statistical indicators of the market of tourist services. Modern statistics, both at the state and regional levels, do not give a complete picture of the state of tourism. Monitoring of tourist resources, objects of the tourist industry should give a clear picture of interaction of various branches of economy of the republic for the purposes of a complex estimation of directions of improvement and efficiency of functioning of the connected branches, exclusion of interbranch disproportions which negatively affect general development. Conclusion. To increase the growth rate of the tourism industry, the formation of a positive tourist image of the region, increase its visibility requires constant monitoring of the state and development of the tourism market. Monitoring will allow tracking the trends of the tourism market in the dynamics and promptly make changes to the developed programs and plans for the development of the tourism industry, develop recommendations for their adjustment, increase the effectiveness of tourism management.

In the sections the research of efficiency of activity of tourist operators and agents in the market of tourist services of Ukraine proceeding from dependence of cost of permits on volume of their realization to the population and quantity of the served tourists is carried out. The necessity to use such methods as correlation-regression analysis and adjusted least squares to evaluate the efficiency of these legal entities in the market of tourist services is substantiated. The method of analysis of the operating environment was used in the study of the positions of the regions of Ukraine where legal entities operate in the market of tourist services, which allowed travel agents and tour operators) to attract tourists and sell tourist vouchers to the population. The direction of development of the modern market of tourist services and according to it the direction of effective development of the market of tourist services of Ukraine owing to activity of travel agents is revealed. The necessity of maximum coincidence of these directions is proved, while for travel agents in the regions of Ukraine there is no such coincidence. It is proposed to change the positions of the regions where these entities operate in the effective direction of the operating environment by reducing the cost of vouchers and increasing tourist activity, as the study identified a number of areas where tourists pay higher vouchers than the national average. As a result of the analysis of the environment of operation of tour operators in the regions of Ukraine, a special position in the Kharkiv region was revealed, as one that allows to assess the effectiveness of these entities in all other regions of the country. A much larger organization in the market of tourist services of tour operators is proved in comparison with travel agents, as the positions in the respective oblasts are currently in the direction of effective development with the exception of Ternopil, Khmelnytsky and Chernivtsi oblasts. Conclusions are made on the need to develop all business entities in the market of travel services, in particular to provide benefits from the activities of travel agents.

The object of research is the development of competitiveness of the market of tourist services. The study is based on the development and implementation of innovations in the market of tourist services, through the prism of a new philosophy of the tourism industry, including travel, which is based primarily on safety, protection and health, growth and balance of human needs. The article highlights and substantiates the priorities of the gradual exit from the crisis of COVID-19 and trends in the competitiveness of the market of tourist services, focusing on the regional aspect. The state and main characteristics of the tourist and recreational potential of domestic tourism are analyzed, on the example of the Lviv region (Ukraine). The main negative tendencies are singled out and the ways of their solution are substantiated. The analysis of experience and perspective technologies of development of the tourist market of the region is carried out. It is characterized that the priority role in the attractiveness of the region is played by the tourist service, which forms the impression of the tourist product in general. Based on this, it is substantiated that there is a close interdependence between the service and the tourist product in the market of tourist services of Lviv region. The understanding of cultural tourism through ethno-festivals as a mechanism of development of tourist services of the Lviv region is revealed. The system of ethno-festivals of Lviv region, which provide tourist attractiveness, is singled out. It is argued that the development of cultural tourism best promotes the uniqueness of customs, rituals, traditions and culture of the region. It is proved that ethno-festivals can be considered as a mechanism of effective promotion that promotes the development of tourist services in the Lviv region. Emphasis is placed on the fact that domestic tourism and the values of sustainable development help to develop the economy and conserve resources. The mechanism optimization for improving the formation of competitiveness of the market of tourist services of the Lviv area by realization of safe tourism, development and modernization of tourist infrastructure, creation of tourist, infrastructural and innovation clusters, formation of economic logistics, active use of innovative technologies and marketing of tourist region is offered

The development of the tourism industry must take into account the peculiarities of the modern economic space, which is constantly changing and has many negative factors. Such an unstable environment is characterized by an uneven relationship and interdependent factors that affect the creation and consumption of the tourism product and create the multidimensionality of the tourist services market. On the basis of studying the mobility and variability of environmental factors as the modern information cooperation between producers and consumers in the tourist services market, we address the problem ofimplementing marketing mechanisms and their influence on the formation of consumer demand for tourist services. The use of marketing approaches and the mechanism of their implementation, the creation of a modern marketing environment will add stability in the market of tourist services and enhance its competitiveness. It is a question of changing the conceptual model of setting the problem of development of the tourist services market, which should be based on the totality of beliefs, values that are consumer oriented, the system of communication with specific people; finding effective ways to transform the perception of the customer’s expectations into the criteria for the desired quality of the tourism product, etc. An effective marketing strategy in the market of tourist services is possible provided that the mechanisms of influence of marketing instruments on the work of the tourism enterprise are explored in the conditions of an unstable environment, taking into account communicative and social methods of increasing the effectiveness of marketing activity in the market of tourist services. It is marketing that allows you to study and analyze the market as an object that is constantly evolving and changing under the influence of human activity. The marketing mechanisms identified by the authors in the context of environmental stabilization (research on consumer motivation and psychology, creation of new types of tourism product, involvement of employees in the formation of marketing policy of the enterprise, public-private partnership, development of creative industries, etc.) imply the recognition of culture as an instrument for the development of regional cultural industries, which implies the formation of a market for tourist services, taking into account the opportunities of the region and its cultural characteristics. The choice of the region is explained by the fact that the characteristic feature of Kryvyi Rih is the excessive technological load, its pollution under the influence ofthe activities of mining, metallurgical and other industrial enterprises and therefore the search for ways to overcome the environmental crisis.We analyze the possibilities of the Kryvyi Rih region from the point of view of forming the promotional environment through the cultural policy of the region, promotion of the brand of the city, formation of its image. Potential development opportunities in the industrial tourism industry have been identified. The theoretical and methodological basis of the research is provided by the position of modern economic theory, management theory, psychology of communications, works of domestic and foreign specialists in the field of tourism marketing. The research work uses methods that provide its logical essence – the dialectical method of scientific knowledge, the method of system-structural analysis, the method of modeling complex systems.

Introduction. The development of the infrastructure of such a market in domestic spaces is becoming extremely urgent In the current conditions of globalization and the intensive growth of the global tourism services market. Indeed, attracting foreign tourists has a positive impact on the national economy of the host countries by creating new jobs, and accordingly contributes to reducing unemployment, GDP growth, as well as filling the state budget and increasing its balance of payments, as well as stability of the exchange rate. At the same time, it should be borne in mind that directly in the field of tourism services less than 10% of the total income of this industry is obtained, while 90% is due to infrastructure facilities. In this aspect, an objective need is formed to study and substantiate effective ways of infrastructural development of the tourism services market in our country. Methods. The study is built on the basis of applying a systematic and holistic approach, an analysis and synthesis method, a structural modeling method, monographic, abstract and logical methods, informative data from the regulatory and statistical base, as well as the study of scientific and theoretical material in the plane of ensuring the effective development of the market infrastructure tourist services. Results. The effective directions of development of the infrastructure of the market of tourist services in Ukraine are identified and substantiated. The features of the infrastructural development of the tourist services market are disclosed. The importance of the integrated development of the infrastructure of the market for tourism services through the prism of ensuring a balanced level of resource use is argued. The current state of the tourism services market in Ukraine has been assessed and the main groups of factors influencing the infrastructure development of this market have been identified. A number of structural elements of tourism infrastructure have been identified: subjects of tourism activity, tourism resources, tourism industry, tourism services, tourism product. The scheme of the effective functioning and development of the tourism services market in the overall structure of the tourism industry development is built. It has been proved that the infrastructure of the tourism services market is represented by a certain set of material and material objects, the functioning of which is aimed at satisfying tourist needs and the development of this market, and also contains the material and technical base of functional economic structures. Discussion. In the context of substantiated directions for the development of the infrastructure of the domestic tourism services market, in addition to a number of specific ways and identified factors, the correct coordination and adjustment of the influence of which will increase the overall social and economic level of the country's development, also requires a thorough study of innovative and investment infrastructure support in the tourism services market system regarding its instrumental apparatus in the context of balanced resource use tions and increase the competitiveness of the tourism product in the light of the effective functioning of the sphere of tourist services. Keywords: infrastructure, development, market, tourism services, tourism product, tourism resources, tourism entities.

The article is devoted to the modeling of the development of the domestic tourist services market in Ukraine on the basis of cluster management. The authors identify trends in the market of tourist services, taking into account behavioral reactions of consumers. The authors determined the main tendency in the Ukrainian market of tourist services, which is the interdependence of the dynamics of consumption of tourist services and material well-being of the middle-income population. The criterial model of development of the tourist region on the basis of cluster management of the internal market of tourist services of Ukraine is developed. The authors noted that, in criterial model the assessment of the level of development of the tourist region is carried out according to several criterias, each of which is estimated using an integrated weighted estimate of a set of indicators, which, using the expert estimation method, allows us to evaluate the factors that form one or another criterion. Critical maps for development of tourist regions of Ukraine are offered: Carpathian region, Polesie region, Central region, Azov-Black Sea region. The principles of development of the internal market of tourist services of Ukraine are determined on the principles of cluster management.

Objective. The objective of the present article is to study the possibilities of marketing tools in terms of digitalization of society and the market of tourist services in Ukraine; to identify opportunities for the implementation of digital marketing methods in the new economy. Methods. The theoretical and methodological basis of the study is the provisions of modern economic theory, management theory and scientific works of domestic and foreign scientists in the field of marketing tools for tourism services. The methods of comparison, abstraction, analysis and generalization, as well as tabular and graphical modeling, the method of modeling complex systems were used in the research. Results. The authors identify the features of the marketing tools use for the production, distribution and consumption of tourism products in terms of informatization of society and digitalization of tourism services. The possibilities of digital marketing as an innovative approach to the creation and promotion of creative services in the tourism market are analyzed. The classification is made and the main advantages of digital marketing in the tourist sphere are defined, features of its technologies of work with the market, methods of application and effective tools are opened. The essence of digital marketing tools is determined, the use of digital information and communication technologies as a component of digital marketing tools of tourist services is substantiated. The advantages and disadvantages of digital marketing tools and channels of their implementation in the market of tourist services are analyzed. Conclusions are made on the prospects of using digital marketing technologies as a component of tools in the market of tourist services.

Summary. In the article the author conducted a comprehensive assessment of the factors and the level of operational risk, environmental risk, security risk, political risk, marketing risk, economic risk and infrastructure risk market of tourist services in Russia in 2015. As a result of the analysis of risks and measures for risk management, applied in Russian market of tourist services has now been found that the most serious risk is the risk of reducing the demand for travel companies for various reasons, the main of which is the reduction of incomes of the population and the preference of consumers to buy tourism services directly from the enterprises in the hospitality without the participation of tourist companies through the spread of information and communication technologies. It offers innovative risk manag ement tools in the field of tourism companies and the market of tourist services, such as: creating a site with reviews based on tourism and the provision of professional advice on tourism for their customers; collaboration with the insurance companies and the provision of a large insurance tourists from unsuccessful rest and bad experiences; sales booked, but hotel rooms sold abroad at an auction; creation of a network of hotels where you can pay in Russian rubles. An author algorithm implementation of the risk management system on the market of tourist services.

The article examines the essence, significance and features of marketing of tourism services, outlines its role and significance for tour operating enterprises, identifies the main trends in the development of the national tourism market. The authors have developed and substantiated theoretical and methodological approaches to the formation and development of the conception of marketing in the market of tourism services. The analysis and assessment of the activity of tourism organizations in Ukraine are carried out, the factors of efficiency of marketing strategy of tourism enterprises are researched. The marketing model of management of tourism enterprises is proposed. Approaches to the formation of tourism services on the basis of marketing are defined, strategic directions of development of the tour operating organization on the basis of marketing approaches in the domestic and world tourism markets are offered. Recommendations for the use of the conception of targeted marketing and development of product strategies have been elaborated. The conceptual bases of marketing activity in the market of tourism services are suggested, the special role is defined and advantages of its realization taking into account transformation of socioeconomic relations, branch features of the modern tourism market and complex character of a tourism product are shown. The functional directions of marketing development in the market of tourism services and instruments of their practical realization are presented. The proposed approach provides freedom in the choice of commercial tools of an expanded set of marketing activities, which are a strategic resource to increase competitiveness, which stimulates consumer demand, increases commercial efficiency and overall effectivity of tourism services.

Nowadays international tourism is one of the leading areas of international economic activity. The undeniable impact of tourism affects the world economy and directly on the economy of some countries. Due to the active work of the government to increase the investment attractiveness of the country, Croatia is becoming more and more interesting for tourists both in Europe and around the world. The relevance of the study lies in the need to find new markets for tourism services in Europe, which include this Republic. Therefore, the subject of the article is the main indicators of the competitiveness of the Republic of Croatia in the European tourism market. The aim of the work is to analyze the role of Croatia in the international arena in the field of tourism. Based on the goal, the following tasks arise: to analyze Croatia's role in the world of tourist services, to highlight its competitive advantages and disadvantages, to consider mechanisms to improve Croatia's position in the competitiveness ranking, to identify positive and negative aspects of tourism in this country compared to other tourist centers. During the writing of the article, there are used general scientific research methods such as induction, analysis, tabular, descriptive, historical, mathematical, statistical data processing, method of expert opinions, prognostic. The following results that are obtained are analysis the place of Croatia in the market of tourist services. In particular, a study of the current state of the world market of tourist services, its features, the place of Croatia in the field of tourism. In addition, attention is paid to the pandemic period, its impact on the state of the tourism business both in the Republic and around the world, and ways to improve the competitiveness of Croatia. Conclusions are the analysis of the place of the Republic of Croatia in the world market of tourist services should be used to improve the quality of service in this area, the promotion of the country's tourism business in the European market.

У статті визначено основні особливості цифровізації ринку туристичних послуг та використання основних цифрових інструментів у концепціях індивідуалізованого та сегментованого маркетингу на ринку туристичних послуг. Здійснено розподіл цифрових інструментів індивідуалізованого та сегментованого маркетингу. Визначено основні переваги, недоліки та цифрові інструменти індивідуалізованого маркетингу та маркетингу сегментів для споживачів і підприємств. Досліджено еволюцію інформаційних систем взаємодії з клієнтами та партнерами на ринку товарів і послуг та еволюцію використання цифрових інструментів маркетингу на ринку туристичних послуг. Визначено основні завдання автоматизованої системи взаємодії зі споживачами та партнерами на ринку туристичних послуг. Зроблено висновки щодо перспектив використання цифрових технологій на ринку туристичних послуг.

The article discusses the system of monitoring tourist services, which is used in the study of tourist markets, due to the need to monitor the constant market changes caused by intense dynamic changes in the environment. Based on traditional marketing analysis, monitoring allows you to select and accumulate information over a long period of time, which has a positive effect on the validity and quality of management decisions. The current problems of the monitoring system of the world market of tourist services, which are common to the vast majority of countries, have been identified. The main task of solving the problems is to ensure the coherence and interconnectedness of different indicators, which will have a systematic nature of monitoring the market of tourist services. The updated Travel & Tourism Development Index 2021 (TTDI) of the World Economic Forum, previously published under the name TTCI (Travel & Tourism Competitiveness Index) for 15 years, is considered. The updated rating consists of five indices, 17 main indicators (+ 3 new ones) and 112 separate indicators, distributed by different main indicators. The rating emphasizes that the world tourism industry as a whole has experienced great difficulties during the analyzed period. Restrictive measures, the economic downturn, and tourists' fears of new travel have led to a loss of $ 4.5 trillion in tourism GDP and a reduction of 62 million jobs in 2020 alone. However, there is an active growth of domestic and ecological tourism, an increase in the number of digital nomads and "bleisure" – business tourists who combine business travel with vacation in the place of residence. Japan (1st place, + 3), USA (2nd place, + 3) took the leading positions in the world ranking. Behind them are traditional European destinations – Spain, France, Germany. Continuous quality monitoring of the global market of tourist services has a particularly important role of information in the management of tourism, in the process of making adequate decisions at all levels – from individual enterprises to government regulators of tourism in the regions and the country as a whole.