Development Of Market For Services Research Articles

ПОТЕНЦІАЛ СЕКТОРУ КОМЕРЦІЙНИХ ПОСЛУГ УКРАЇНИ В КОНТЕКСТІ СОЦІАЛЬНО-ЕКОНОМІЧНОЇ ВІДДАЧІ

Сфера послуг стала одним з впливових чинників конкурентоспроможності економіки і зростання добробуту населення. Особливої ваги набрали послуги креативних індустрій, інформаційно-комунікаційних технологій, які дедалі більше зміцнюють конкурентні переваги держави на світових ринках. Висока частка тінізації сектору комерційних послуг не дозволяє повноцінно використовувати його потенціал у забезпеченні соціально-економічного зростання України.Виявлено види економічної діяльності в секторі комерційних послуг, які мають зростаючу економічну та соціальну віддачу і стратегічну конкурентоспроможність. Для аналізу використано економіко-статистичні методи, за допомогою яких було зібрано і проаналізовано основні показники розвитку сфери послуг в Україні, що дозволило виявити визначальні структурно-динамічні особливості її розвитку. Розкрито характеристики формування та функціонування ринку комерційних послуг в Україні. Показано, що всередині ринку спостерігаються диспропорції за видами послуг і обсягами їх реалізації, кількістю зайнятих, питомою вагою послуг у структурі валової доданої вартості тощо. Розглянуто динамічний розвиток секторів освіти та інформаційно-комп’ютерних технологій, які є одними з найбільш конкурентоспроможних і мають високі перспективи зростаючої економічної та соціальної віддачі. Зазначено, що Україні потрібно нарощувати обсяг послуг у структурі валової доданої вартості для досягнення загальносвітових показників. Визначено, що тенденції розвитку у сфері послуг України є характерними для країн з перехідною економікою. Для досягнення загальносвітових показників розвитку сфери послуг необхідно нарощувати потенціал у високотехнологічних і креативних секторах, що є конкурентоспроможними на світових ринках і привабливими для іноземних інвесторів. Ефективний економічний розвиток держави потребує підтримки тих видів економічної діяльності в секторі комерційних послуг, які мають зростаючу соціально-економічну віддачу. Вивільнення наявного потенціалу сектору комерційних послуг потребує формування пріоритетів сучасної політики детінізації та врахування основних критеріїв і чинників забезпечення зростаючої віддачі.

The evaluation index system of non-rigid demand service quality in safety production: based on the whole process

The evaluation index system of non-rigid demand service quality in safety production delineates the production safety-related services that are procured by enterprises from service organizations and are not mandatory by the state. Construction of the evaluation index system of non-rigid demand service quality in safety production is an effective way to improve the quality of the demand service. Based on the INDSERV model and on-site interviews, this study constructs a whole-process safety production non-rigid demand service quality evaluation model, clarifies the evaluation indicators and conducts on-site investigations to verify the effectiveness of the model, and further analyzes the data to determine each evaluation index weight. A safety production non-rigid demand service quality evaluation index and evaluation scale were constructed. Effective exploration was performed on the evaluation index system of non-rigid demand service quality in safety production, which provides a guarantee for promoting the development of the non-rigid demand service market.

IMPACT OF THE MARKETING ENVIRONMENT EXTERNAL FACTORS ON SERVICE CONSUMERS’ MARKET BEHAVIOUR

Objective. The objective of the article is to analyze the impact of the marketing environment external factors on market behaviour of service consumers. Methods. The following methods are used in the research: the method of analysis and syn- thesis (while studying the approaches of scientists to the study of external factors impact on the behaviour of service consumers), the method of expert assessment (while assessing the impact of external factors on the behavior of carwash service consumers). Results. Consumer behavior in the market is determined by a set of macro and micro envi- ronmental factors, as well as internal needs, motives and values. Macro environmental factors that affect consumer behaviour directly or indirectly may be the following: changes in economic and political life of the country, social, demographic, cultural characteristics of consumers in a particular country. In the article, the next key factors of political and legal nature that affect the behaviour of carwash service consumer are identified: the existence and application of the Laws of Ukraine «On Consumer Protection» and «On Environmental Protection», Rules on labour protection on road transport, Water Code of Ukraine, compliance with national quality standards, as well as political instability in the country. It is determined that the following economic factors can positively affect the behaviour of car wash service consumers: increasing of the number of car washes and the development of the car service market, price stability on the car wash service market since early 2020, increasing of the average monthly wages and reduc- ing of the annual rate of inflation in the country. It is determined that the following factors may negatively affect the behaviour of car wash service consumers in Ukraine: political instability, inefficient structure of household expenditure, the COVID–19 pandemic and the imposition of quarantine, seasonality, etc. The practical significance of the results obtained is in the possibility of making suggestions for developing further service provider’s PR strategy.

On the issue of analyzing the university strategy in the framework of digital distance learning

The qualitative and quantitative changes taking place at the present stage of the Russian educational services market development have led to a shift in the emphasis on the competition between higher education institutions and their educational services. Universities are improving the educational services quality by promoting novel or more competitive products in an increasingly tough competition for applicants. The authors suggest that to improve the promotion effect of the university educational services, it is necessary to carry out monitoring of the existing program efficiency, whose first stage is to analyze the existing strategy within the framework of digital distance learning, as the most popular learning method in contemporary conditions, which is gaining increasing popularity. A sociological survey (questionnaire) was chosen as a research method. The respondents were 250 students and teachers of the Russian State Social University (RSSU). The study has revealed that the vast majority, namely, about 87% of respondents, refused to fully switch to digital distance learning. However, 80% of undergraduate students and 75% of graduate master’s students of the extramural education department (75%) supported the use of digital distance learning in the educational process. At the same time, the low quality of training programs used in digital distance learning and the lack of individual adaptation of educational materials to the requirements and capabilities of the student require introducing interactivity into the materials and creating competent content of training programs, which is one of the indicators that affect the choice of an educational institution by potential consumers of educational services.

Educational platforms and ecosystems in digital economy

The article considers digital educational services market development on the basis of digital platforms. Research subject: financial market digitalization. Research purpose: to develop theoretical provisions of digital educational services. Research methods. In the course of the research such methods as analysis, grouping, comparison, and synthesis have been used. Results: 1. A specific approach to the categories of “digital educational platform” and “digital educational ecosystem (ecosystem-based higher education)” is proposed. 2. The classification criteria of digital platforms are systematized on various grounds and the “operation scale” criterion was added to the digital educational platforms classification. 3. The current market state is characterized and the latest innovations in the digital educational services are reviewed. 4. Risks of the platform-based and ecosystem-based higher education models development are revealed. Scientific novelty: the authors’ specific approaches to the categories of “digital educational platform” and “digital educational ecosystem (ecosystem-based higher education)” are proposed, digital platforms classification criteria are systematized on various grounds, and the “functioning scale” criterion was added to the digital educational platforms classification.

Theoretical and Methodological Approaches to Tourism Enterprise Business Processes Efficiency Evaluation

The relevance of the research is stipulated by the necessity for an adequate evaluation of the tourism enterprises’ efficiency and individual business processes at these enterprises in the context of the ever-growing influence of the tourism industry on the economic and social spheres of society. The aim of the research is to build a conceptual model for evaluating the efficiency of business processes of tourist enterprises. The methodological basis of the research is based on methods of abstraction, analogies, analysis and synthesis; normative and positive approaches to the study of economic processes; process and system approaches; modelling method. The article considers theoretical and methodological approaches to assessing the efficiency of tourism enterprise processes in modern conditions of tourism services market development. The main concepts of business processes were defined, the goal and criteria for evaluating their efficiency were formulated. The main factors affecting the efficiency of tourism enterprises business processes were described. The main groups of indicators for evaluating the tourism enterprise business processes efficiency were proposed. Such a system of indicators helps to comprehensively monitor the situation at a tourism enterprise, since it takes into account all key areas of activity of an enterprise and identifies priority business processes that require changes. The specifics of assessing the level the efficiency of tourism enterprises business processes depend on a number of variable factors and therefore the main trends in the development of a tourist enterprise and the relationship of its economic indicators are usually studied. Approaches to the procedure for evaluating the efficiency of business processes, as well as to the formation of a system of indicators for evaluating the specified efficiency at a tourism enterprise were studied. The main principles of forming a system for evaluating tourism enterprises business processes efficiency are defined. A number of technologies for evaluating the efficiency of business processes were described. A model for evaluating the efficiency of business processes in tourism is presented. It is noted that the main and determining role in evaluating the activities of a tourism enterprise is played by performance targets. Based on the identified features of tourism activities, problems that may arise in the process of evaluating the efficiency of business processes were considered and effective ways to eliminate them were proposed. The prospects for further scientific researches in this direction are substantiated, which are to study the improvement of the tourism companies efficiency through the introduction of innovative technologies (neuromarketing, virtual and augmented reality, as well as “green” technologies)

Інноваційна стратегія розвитку міжнародних ринків фінансових послуг

Introduction. The article is devoted to the study of theoretical and methodological aspects of the analysis of the innovative strategy of development of international financial services markets, analysis of the current state and prospects of its development and directions of improvement of the modern strategy of financial services market development in Ukraine. The content and features of the market of financial services are considered in the work, the description of methods of the quantitative analysis of its modern activity is given, the methods of the qualitative analysis of prospects of its development are investigated.. Purpose. Research of theoretical and methodological aspects of the analysis of social insurance in Ukraine, analysis of the environment and results of social insurance and development of directions of improvement of analytical maintenance of social insurance in Ukraine in modern conditions. Method (methodology). The study is the development and elaboration of methodological principles for optimizing financial and payment systems based on identifying systemic and functional features of the international financial and payment system, trends in international financial and payment systems in the spread of information technology and modern internationalization. Results. The use of tools to improve competitive intelligence in world markets as a direction of improving the analytical support of the financial services market is proposed. The directions of use of software of data processing on research of the world financial market are developed. The effectiveness of the proposed measures is substantiated.

IT security in special purpose networks

The article highlights the problem of ensuring secure communications in special purpose networks, in particular, the insufficient status of domestic telecommunication services market development. To ensure secure communication the measures must be sufficient for the strict functionality and information security requirements and they must have the respective certificates. Certificating is a time taking process and the issue of using foreign made items remains the issue of the day. The article covers burning issues of cyberattack countermeasures, the ways of solving IT security issues on essential IT segments of a special purpose network.

Освітня логістика в управлінні розвитком ринку освітніх послуг

Освітня логістика в управлінні розвитком ринку освітніх послуг

ИННОВАЦИОННЫЙ ПОДХОД К РАЗВИТИЮ РЫНКА КОНСУЛЬТАЦИОННЫХ УСЛУГ В СФЕРЕ НАЛОГООБЛОЖЕНИЯ

The article describes topical issues of the tax consulting services market. The structure of the tax consulting services market is described. There is no clear regulation of activities in the service market: audit companies are guided by federal law in their professional activities; companies-members of professional tax consulting communities follow the internal documents of such communities; independent companies choose their own methods of organizing the work process within the civil legal framework of the Russian Federation. The specifics of tax consulting services are reflected in the article. The use of an innovative approach is proposed as a perspective for the consulting services market development. Product and process innovations in the field of tax consulting are considered. Digital directions for the development of consulting services are recommended, for example, robotization for processing information about the clients of consulting companies to improve the quality of their services; tax outsourcing for organizations using digital technologies. Process innovations to improve the approach to assessing professional competencies and potential of tax consultants are proposed. The contribution of tax consultants to the intellectual capital of the organization and the improvement of the quality of the services it provides are investigated. There are several approaches to assessing high quality of tax consultants’ professional competence. These approaches are described in the article; however, they take into account the potential of employees for the company, which shows the effectiveness of an employee in the workplace. A qualified tax consultant must be able to apply the accumulated knowledge, skills and professional experience in work, constantly improving his working qualities and skills in accordance with the changing external environment of the consulting services market - these are important elements of forming a tax consultant’s intellectual capital.

Certain aspects of the online higher education services market development in modern conditions (problems of educational products commercialization and educational organizations entrepreneurial functions development in the context of the COVID-19 pandemic)

Certain aspects of the online higher education services market development in modern conditions (problems of educational products commercialization and educational organizations entrepreneurial functions development in the context of the COVID-19 pandemic)

Concept of energy service market enterprices’ development

Introduction. In the process of economic development, the importance of the energy saving segment for the socio-economic development of Ukraine is to reduce energy and environmental impact. As a result, the role of energy services for the fuel and energy sector is growing. In world practice, the energy service mechanism is one of the most effective measures for energy conservation and optimization of energy consumption of companies and housing and communal services. Accordingly, the financing of energy saving measures on the basis of energy service for domestic enterprises is the area of development that solves important problems in reducing the company’s costs for the energy component of their operation.Methods. The methodological basis of the research is the general scientific and economic-statistical methods: in particular: analysis, synthesis, generalization, schematic and graphical visualization - to formation of conceptual foundations for the development of the energy service market; induction, deduction, dialectical analysis, schematic and graphical visualization - to determine the structure and features of energy consumption, components of the concept of energy service market development.Results. The article is investigated the measures for ensure energy efficiency in the fuel and energy complex of Ukraine. Industrial enterprises for the production use large amounts of energy resources (electricity, heat). One of the problems in strengthening the energy saving of enterprises is the use of old energy equipment. As a result, the importance of developing cooperation between industrial enterprises and energy service companies is growing. The development of the energy service market in Ukraine will contribute to the growth of the number of market participants and the range of energy services; formation of the mechanism of financial and credit support of energy service development; creation of national energy efficiency standards for certain sectors of the economy; creation of a national energy saving strategy based on energy service; wide involvement of local governments in energy service activities. The article is proposed the concept of developing the energy service market. The concept is based on the definition of its components: necessity, opportunities and effectiveness. The main drivers of the concept and directions of its implementation are described. It is proved that a single concept of developing the energy service market will provide a clear strategy for increasing the economic potential of the industry and the profitability of other sectors of the economy.Discussion. The prospect of further research is to form at the level of public administration a clear and effective strategy for energy efficiency of the country’s economy.

Risk-Intolerant but Risk-Taking—Towards a Better Understanding of Inconsistent Survey Responses of the Euro Area Households

The sustainable development of the EU internal market for retail financial services is based on the rules of ‘suitability’, ‘know your client’, and ‘know your product’. The rules ensure that financial institutions (including banks) offer retail clients only products and services that are adequate to their purposes and preferences, including risk tolerance. Our study, however, concerns households for which the above rules are not valid, since they declare risk aversion and possess risky assets. According to the European Union Markets in Financial Instruments Directive and Regulation (MiFID II and MiFIR), the inconsistent information they provide within survey questions should classify them to more compound suitability assessment procedures. In the study, we use nationally representative data for 16 euro area countries from the second wave of the Eurosystem Household Finance and Consumption Survey. Using logit regression, we identify sets of socio-demographic and socio-economic characteristics conducive to the possession of risky assets by risk-averse households in individual countries. To assess their similarity, we use the hierarchical taxonomic method with Ward’s formula. The results of the study showed that risky assets were primarily possessed by risk-averse households that were characterised by high income, including from self-employment, and reference persons having a university degree and at least 55 years of age. The significance of their other characteristics was mainly shaped at the national level. The clear similarity of sets of the characteristics was confirmed only for a few pairs of countries. The information inconsistency that may result from erroneous self-assessments of being risk-averse was recognised in all countries and most often concerned high-income households with reference persons being males with a university degree. In 11 countries, the reason for this inconsistency could also be the inadequacy of assets held, also among senior households. The results provide insights for practitioners and policy. Identification of households providing inconsistent information to financial institutions, with the recognition of its reasons based on easily verifiable characteristics, may prove helpful in suitability assessments. The results confirming the similarity of household profiles requiring special attention between countries may be useful for entities operating cross-border. Due to the collection of information on risk aversion based on the single question self-classification method, conclusions regarding the restrictions of its use should also be considered relevant. In turn, policy implications may relate to consumer protection, since significant fractions of risk-averse households indeed participate in risky assets. Moreover, in selected countries, the risk-averse senior households were recognised as susceptible to making wrong investment decisions.

Retrospective Analysis of Development and Reform of the National Tourist Market: Foreign Experience and Possibilities of Adaptation in Ukraine

The article provides a retrospective analysis of the development and reform of the national tourism market. The foreign experience of the tourist services market development and the market for tourist services in Ukraine are analyzed. The essence and functional role of the tourist services market in Ukraine is revealed. It is proved that the market of tourist services plays an appropriate functional role, in particular, the realization of the value and consumer value of the tourist product; maintaining the balance of supply and demand for the tourist product, etc. The best foreign experience of formation and development of the market of tourist services, possibilities of their adaptation in Ukraine are generalized. It is substantiated that foreign experience is interesting and useful for Ukraine. Based on the results of the study, a number of practical recommendations were developed in order to implement and fulfil optimization of the management of the tourist services market in Ukraine.

DEVELOPMENT OF FOOD TOURISM PERSPECTIVES IN UKRAINE

Topicality. The development of domestic tourism is relevant today around the world, and Ukraine is no exception. One of the domestic tourism types for the country can be food tourism, which is still unequally developed within tourist destinations. Aim and tasks � to assess the condition of food tourism development in Ukraine and to outline the prospects for its further development on the basis of the European experience. Research results. A promising area of tourist services market development is food tourism - a specialized type of tourism, focused on learning about the history, technology and culture of national dishes and products consumption, as well as training and professional development in cooking. Trends in the modern tourism market show a growing interest among consumers in these types of travel. According to the UNWTO (World Tourism Organization), most tourists mark the food aspect as the main reason for visiting a country, and argue that the gastronomic features of the country are one of the three main reasons in determining the place of tourist travel. Wine tours in Zakarpattia, Odessa, Kherson and Mykolayiv regions are gaining the most popularity in Ukraine among the actively demanded directions of tourist and gastronomic activity. Deep cultural traditions, in particular in food, for which Ukraine is famous, create preconditions for the formation of numerous interesting gastronomic tours for both domestic and foreign tourists. Conclusion. Current trends in the development of food tourism in Ukraine indicate its significant potential and opportunities for professional development, because now this area of tourism is engaged in a limited number of tourism companies; Most trips are organized to Lviv, Zakarpattia and Poltava regions, where there are strong national traditions, the formation of their own gastronomic brands and geographical indications, a strong authentic culture and specific culinary preferences. The combinatorial capabilities of gastronomic tourism, which are actively used in European practice, open its perspectives in the domestic tourism sector, in particular, increasing employment of local people and strengthening the competitiveness of agro-industrial, recreational and agricultural regions and multinational areas of our country.

State policy of the investment processes development on the market of IT services: analytical and strategic aspects of implementation in Ukraine

Introduction. The globalization of the world economy, the rapid development of information and digitization objectively determine the dynamism of the priority areas for the investment projects implementation in the field of IT. Therefore, the governmental structures should regularly update the list of priority projects for state support, particularly in Ukraine, which is in crisis economic situation increasing its own dependence on external capital, technologies, products (services). The purpose of the study is to substantiate the analytical and strategic aspects of implementation of the state policy of investment processes development in the Ukrainian market of IT services. Methods. As the methodological basis of the study the expert and statistical methods (for instance, Delphi, M. Kendall and B. Smith methods; Gallup Institute methodology; Pearson’s rule; Harrington’s scale etc.), systematic and structural analysis, the theories of economic growth, the modern concepts of transitional economic systems are used. Results. The theoretical and methodological fundamentals and features of state regulation of the investment processes in the market of IT services are generalized. Using the Delphi method, an analytical study of the investment security of the IT services market subjects and the effectiveness of the state policy in this field are conducted. Accordingly, a number of IT companies which are the leaders of the Ukrainian market in the development, implementation and sales of information and communication products have been selected for our research in 2018-2020 (Ciklum, DataArt, Sigma Software, GlobalLogic, EPAM, N-iX, 2Event.com, Skelia, Intellias, Lohika). The M. Kendall and B. Smith method is used to determine the validity and objectivity of evaluation according to Pearson’s rules. The Gallup Institute methodology is used to justify the sampling size of IT enterprises. With reference to the investment development of the Ukrainian market of IT services, the impact of macroeconomic factors, the needs, the accessibility and the impediments of attracting investments, the development of investment infrastructure, the level of financial security and investment management, the prospects for state policy implementation are characterized. Quality and capability of business infrastructure elements in IT services market and high level of tax burden have been named by the experts as the factors of the macroeconomic environment with the very high level of influence on the security of investment. The scheme of strategic approaches and the consistent implementation of state policy of the investment processes development in the market of IT services are developed. The levels of implementation of the state policy of investment processes development in the IT services market are interpreted by using the Harrington’s scale. The main tasks, tools, means and priorities of the state policy of investment processes development in the IT services market are determined. Conclusion. It is proved that one of the most influential directions of state regulation of the IT services market development is the sphere of investment processes. The peculiarities of the investment process and the functioning of the IT services market affect the specifics of their state regulation updating the task of economic, financial and resource investments support. The effective state regulation of the investment process in the market of IT services should be economic in nature and directed primarily at achieving the strategic goal of creating a quality investment environment in the information technology sector.

New technologies for tourist services market development

This article analyzes the introduction of new technologies in the tourist services market. It has been determined that at present tourist enterprises are actively investing money in the process of introducing machine learning and artificial intelligence technologies; actively use automation of various levels of complexity of business processes. It is concluded that the sales technologies of the tourism product and individual tourism services are based today on the intensive implementation of modern technological solutions. It is noted that the main trends in the development of the tourist services market will be the further development of online tourism in Russia, as well as the widespread use of Internet technologies.Further penetration of technologies that simplify the routine operations of tourists is predicted. This, for example, real-time luggage tracking via phone, combining trip planning and booking services in one application. At the same time, it will be implemented in the B2B segment. New tourist platforms are being developed today, in which all content from a wide variety of sources is presented, whether it is the traditional GDS, NDC booking system, airline’s own APIs or aggregator data.

Визначення конкурентоспроможності автосервісних підприємств

The increase in the Ukrainian car fleet with more modern, although mostly used cars, leads to an increase in the need for car service. This leads to the intensive development of the car service market, the creation of a large number of car service stations of various profiles and capacities. A gradual increase in the market of car service enterprises that provide the same services will certainly lead to increased competition between them, because the creation of competitive advantages will allow the company to provide a flow of customers, and therefore profit. The existing approaches and systems of indicators for assessing competitiveness, according to the authors, cannot fully provide an assessment of the competitiveness of car service enterprises in modern conditions and the further possibility of developing a strategy for their development. Considering the specifics of car service station services, it is proposed to use an integrated indicator of competitiveness based on the ratio of quality and cost indicators of services provided by the enterprise, and a comparison of these indicators with competitors. To evaluate the quality of car service station services, the principle of evaluating the quality of services taking into account the position of the consumer based on a comparison of actual and expected customer service quality parameters is proposed. Also, the paper proposes a methodology for assessing the quality of car service station services, which, based on a survey of consumers, employees and car service managers, allows one to determine both the quality of the service and the discrepancy between its assessment among the indicated process participants. According to this methodology, the quality of services was assessed using the example of the service station “Bosch Service Autodrom” in Vinnitsa, which found problems in the area of information content in the provision of services. Also, according to the results of the study, a significant discrepancy was found in the assessment of the information content of services between consumers and employees, as well as the management of the enterprise.

Potential of the telecommunications services market development in Ukraine

The article considers the tendencies of the telecommunication services global market development. The index of dynamics of telecommunication services markets in the world and in Ukraine for the period 2015-2019 is calculated. Based on the analysis of dynamics of the Ukrainian telecommunication services market development in relation to world and regional values, the main tendencies are highlighted: steady growth of telecommunication incomes for the last 10 years; reduction of the volume of the fixed telephone market with the simultaneous growth of the mobile market; lag behind global and regional values as a percentage of public access to the Internet; low, incomparable with global and regional values, the level of development of the mobile broadband market. Problems of development of the Ukrainian market of telecommunication services are defined.

Justification of Ukraine’s tourist services development strategy

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.