CROSS-CULTURAL MANAGEMENT IN THE CREATION OF THE DESTINATION IMAGE OF UKRAINE

Abstract

Goal. The work aims to discover the essence of cross-cultural management to be a component of management technologies, and to determine the possibilities for the implementation of the obtained results to influence the creation of a more attractive travel destination image of Ukraine. Methodology. To achieve the set tasks, the paper displays a number of promising and forward-looking vectors for the development of cross-cultural management in the activities of tourism industry’s enterprises. The authors also substantiate the need for practical implementation of these directions. Results. The paper suggests advanced directions for the development of cross-cultural management in the activities of tourism enterprises aimed to create more attractive destination image of Ukraine, and to market itself in the tourism industry as well.Scientific innovation. The proposed looking-forward directions for the development of cross-cultural management in the sphere of tourism enterprises introduce a number of novelties. Namely, travel company managers will focus to gain exactly those cross-cultural knowledge and particulars that are specific to each individual country inbound tourists come from. This, in turn, ensures the implementation of updated and effective intercultural communication strategies. Practical implications. The implementation of the proposed promising directions for the development of cross-cultural management, the renewed motivation policy and the training of tourism enterprises' staff focused on cross-cultural competence and communication, based on specific information concerning every single country inbound tourists arrive in Ukraine, provide the creation of its more attractive image on the tourism industry market.