EFFICIENCY OF ACTIVITIES OF TOURISM OPERATORS AND AGENTS ON THE MARKET OF TOURIST SERVICES OF UKRAINE

Abstract

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.