Abstract
The article aims to research problems and prospects of development of the tourist services market of Ukraine. According to the method of developing the environmental profile, the factors of external and internal environment that have impact on the development of Ukraine’s tourism industry have been determined. It is defined that the most influential factors of the microenvironment are the high degree of customer commitment to the services of tourist enterprises, the provision of payment forms and terms of receiving services favorable to tourist enterprises, the low level of consumer awareness about the tourist enterprises’ services, the mismatch of the range (quality) of services to customer requirements, buyers’ high sensitivity to the price. It is established that the tourism industry enterprises are most influenced by the following macroenvironmental factors: economic, political, ecological, scientific and technological. According to the research results, the paper determines the strategic goal of Ukraine’s tourist services market development – to make Ukraine a country of clean and attractive environment, as well as of culture, tourism and recreation. Coefficients of influence of micro-, macro- and internal environmental factors on Ukraine’s tourist services market development are calculated and their influence on Ukraine’s tourist industry development is investigated. According to the SWOT analysis results, the strategy of the tourist services market development is substantiated. This is a reference strategy of development – the strategy of concentrated growth implemented in the same direction as the market development. The implementation of this strategy requires considerable marketing efforts on the part of tourism enterprises. It is proved that the effectiveness of the strategy depends on organizing the process of its implementation and control over the implementation. The priority directions of implementing the strategy of Ukriane’s tourist services market development are defined: to increase regions’ competitiveness and strengthen their resource potential, to ensure human resources development and interregional cooperation. JEL Classification: R58.
Highlights
For the tourism industry, it is important to determine a strategy for Ukraine’s tourist services market development, which is an instrument of external and internal promotion that defines the prospects for Ukraine’s tourist services market development.The rationale for choosing a strategy should take into account, as far as possible, the regional specificity of tourist business entities’ development, the existing tourism potential of the territory, and compliance with the strategic perspectives of other economic activities’ development.Despite the significant potential for developing the tourism industry, as well as its social and economic importance, the tourism services market in Ukraine is underdeveloped, and its growth is constrained by a number of unsolved issues that need to be supported by executive authorities and local self-government, in order to define a development strategy
In order to better understand the prerequisites for the dynamic development of the tourism business in Ukraine and to track its negative processes, it is necessary to analyze the situation in the tourist services market in more detail (Table 2): But, T., Pulina, T. and Zaytseva, V
The analysis showed that the impact of the microenvironment SO field of the tourism enterprises’ SWOT matrix on Ukraine’s tourist market development is 0.47
Summary
It is important to determine a strategy for Ukraine’s tourist services market development, which is an instrument of external and internal promotion that defines the prospects for Ukraine’s tourist services market development. The rationale for choosing a strategy should take into account, as far as possible, the regional specificity of tourist business entities’ development, the existing tourism potential of the territory, and compliance with the strategic perspectives of other (related to tourism) economic activities’ development. Despite the significant potential for developing the tourism industry, as well as its social and economic importance, the tourism services market in Ukraine is underdeveloped, and its growth is constrained by a number of unsolved issues that need to be supported by executive authorities and local self-government, in order to define a development strategy.
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