FUNDRAISING STRATEGIES OF TOURIST ACTIVITY

Abstract

In modern economic conditions, the formation of regional tourist systems is a priority for the development of the tourism industry and, as a consequence, a factor in accelerating socio-economic processes in the region. Evolutionary world processes contribute to constant changes in tourism. The current crisis in the economy of Ukraine, reducing the solvency of citizens, in particular due to the pandemic, requires the creation of conditions for travel, taking into account the human need to expand worldviews, foster tolerance for other cultures, improve education, etc. The development of such a segment of tourism as social one is a modern topical area of development of the tourism industry. Basically, tourism activities are considered as economic and political, i.e. meeting the needs of the person who travels and making a profit by companies that organize such trips. But not all categories of potential target audiences of tourist campaigns have the opportunity to pay for travel, they may be young, elderly, poor, with special needs, IDPs. The study considers fundraising as a way to attract different types of resources in tourism, the best ways and the best methods. The concept of “fundraising”, stages of fundraising activities, methods of achieving efficiency and effectiveness of fundraising implementation (SMART, MoSCoW, ‘Tree of Problems’ and others) and strategy building are also considered in general. The role of socially responsible business and its participation in the tourism sector is highlighted. The success of fundraising activities depends on a realistic assessment of the tourism organization's capabilities, available resources, target audiences and the specific situation of the region, taking into account previous experience, the level of fundraising opportunities and professional mobility of the tourism organization, staff of the tourist organization. To do this, the tourist organization, as a method of preparation for fundraising, needs to develop SWOT-, PEST-analyzes systematically in order to identify their strengths and weaknesses, potential opportunities and threats, be prepared for possible risks for organizations. Also, a good way to determine your strengths and analyze progress or regress is to use the benchmarking method. Benchmarking provides an opportunity to assess objectively the competitive position of organizations through best practices, apply new mechanisms or tools to improve. Keywords: fundraising, fundraising strategy, socio-economic processes, socially responsible business, social tourism, fundraising methods.