SWOT-АНАЛІЗ ПОТЕНЦІАЛУ РОЗВИТКУ ТУРИЗМУ В ПОЛТАВСЬКІЙ ОБЛАСТІ

Abstract

Opportunities for tourist development in Poltava region are considered. An assessment of the tourism potential in the region and a forecast of tourism development in the economic post-war reconstruction of Ukraine. The SWOT-analysis of the research object was carried out, the factors of its internal and external environment were determined, the weaknesses and strengths of the Poltava region in the market of tourist services were identified. The strengths of the region are: rich cultural and historical heritage; availability of recreational resources; popularity of everything related to Ukrainian culture and history; quite a wide range of tourist destinations. Weaknesses of the tourism industry of Poltava region are: the quality of tourism services; neglect of historical monuments; unsatisfactory condition of tourist infrastructure; low demand for tourist services due to insolvency of Ukrainians, disinterest of foreigners; shadow economy. The most probable potential opportunities for the economy of Poltava region and, in particular, its tourism sector in the post-war recovery period have been identified: government support, foreign and international partners, attracting investment, increasing demand for low-budget vacations, increasing potential customers and employees at the expense of internally displaced persons. Probable threats (obstacles) to the development of the tourism sector may be: possible destruction of the material base, environmental degradation due to hostilities; lack of funds to finance the tourism industry; competition with popular tourist regions; lack of demand for tourist services due to impoverishment and population decline, disinterest of foreigners. The authors have developed possible scenarios for the negative and positive effects of the socio-economic situation in Ukraine on various aspects of tourism. Competitive tourist products of the region have been identified – excursions to the region, health and green tourism. According to the results of the analysis, recommendations are given on strategies for using the potential of the tourism industry of Poltava region in the postwar period.