Market Of Tourist Services Research Articles

CORRELATION AND REGRESSION ANALYSIS OF TOURISTS SERVED BY TOURISM ENTITIES IN UKRAINE: REGIONAL DIFFERENCES

Tourism is an important component of many countries, as the tourism sector works closely with other industries, attracting investment resources, strengthening the revenue side of the budget, improving the country's balance of payments, and promoting sustainable economic growth and welfare. The key indicator of the development of tourism is tourist flows that affect the spatial differences in the functioning of destinations and cause territorial socio-economic unevenness. The most significant determinants affecting the number of tourists serviced can be identified using correlation and regression analysis. The article analyzes the current state of the market of tourist services in Ukraine. The financial and economic crisis, which has intensified in recent years, the events related to the annexation of the Autonomous Republic of Crimea and the operation of the Joint Forces in the territory of Donetsk and Luhansk regions, led to a decrease in the inbound tourist flow in Ukraine. The factors that influence the development of the tourism market of Ukraine are studied. Using the correlation-regression analysis, a model of cause and effect relationships between the population of the region, its real incomes, the number of tourist enterprises and the resulting feature – the number of tourists served, have been formed. Econometric models indicate that number of tourist enterprises positively affects the resulting feature in 95.8% of the regions; the income per capita contributes to an increase in the number of tourists served in 91.7% of the regions; and the number of population affects an increase in the number of tourists in 66.7% of the regions. Thus, the hypothesis of factor variables has been confirmed in most regions of Ukraine. The study of the number of tourists serviced by enterprises of tourist industry in the regional context enables us to analyze the efficiency of their activities and to determine the parameters of the regions with greater mobility of the population, as well as to identify the regions that generate tourist flows. The practical importance of constructing econometric models lies in the possibility of using them to predict the development of the tourism industry in Ukraine.

Russian tourism industry: consequences of the COVID-19 pandemic

Aim. The presented study aims to statistically assess the scale of the pandemic’s negative impact on the major indicators of the tourism industry in the Russian Federation.Tasks. The author shows the dynamics of the key indicators of the tourism industry before and during the pandemic; assesses the impact of the crisis on the activities of travel agencies; compares the amount of funds received from the sale of tourist products in Russian regions before and during the pandemic; assesses the statistical significance of changes in funds received from the sale of tourist products per company before and during the pandemic in the federal districts of Russiа.Methods. This study presents and analyzes data of the Federal State Statistics Service on the major activity indicators of organizations in the Russian travel industry from 2017 to 2020. The data mart of the Federal State Statistics Service serves as a source of information about the activities of travel agencies in the constituent entities of the Russian Federation. In the course of the study, the author uses the methods of grouping, variation, structural and dynamic data analysis. To obtain region-specific information, a corresponding analysis was performed in 2019–2020 in 85 constituent entities of the Russian Federation. A hypothesis about data distribution normality is tested using the Shapiro–Wilk test. A hypothesis about the significance of the differences in tourist activity indicators before and during the pandemic is tested using the non-parametric Wilcoxon test, since the nature of data distribution is different from normal.Results. It is found that the pandemic-related crisis has had a negative impact on all key indicators of the tourism industry. There have been significant job cuts, and the seasonality that is typical of the ‘healthy’ stage of the tourism industry’s development has been interrupted. The biggest decline in the number of employees is observed in the summer months of 2020. The impact of the crisis on average wages is manifested in a significant decline in April 2020 and fluctuations in the level of yearly average wages becoming more pronounced during the crisis. Quarantine measures contributed to the withdrawal of 227 companies from the Russian tourist services market, a 3.7-fold decrease in the number of tourist trips, and a 54.4% reduction in funds received from the sale of tourist products. The study presents the results of estimating the statistical significance of changes in the amount of funds received from the sale of tourist products per company before and during the pandemic in the federal districts of Russia.Conclusions. The impact of the pandemic is expressed in the breakdown of tourism development trends that preceded it, creating prerequisites for the restructuring of the industry and the emergence of new trends. A set of measures and joint actions of the state and tourism enterprises are needed to overcome the consequences of the pandemic in the tourism sector.

Rural Tourism: Diversification and Modernisation of Tourist Infrastructure (on the Materials of the Transcarpathian Region)

In modern conditions, one of the promising areas of diversification of the rural economy in the Transcarpathian region is the rapid development of rural tourism. This is largely due to the concentration of unique natural and climatic, historical, cultural, and national-ethnic resources in rural areas. The assigning of tourism as one of the important priorities of rural economic development in decentralisation has intensified research to study the main trends in rural local tourism markets, the efficiency of tourism and recreational resources, and the level of tourism infrastructure, the quality of which creates an integrated tourism product to meet needs of tourists. The research aims to analyse and assess the level of development of functional tourism infrastructure and its impact on the efficiency of local rural tourism markets, the quality of tourism services, and outline promising areas for its development. By the purpose of the article, considerable attention is paid to the analysis of the existing network of health resorts, tourist and recreational facilities that make up the material and technical base and infrastructure of tourism. Given that the most popular type of tourism in the region is rural green tourism, the paper clarifies the main factors that determine its rapid development. Much attention is paid to the analysis of factors that negatively affect the development of tourist infrastructure. It is proved that the weakest link in the infrastructure chain of the market of tourist services is the state of development of “soft” infrastructure. The perspective directions of the development of “soft” infrastructure of rural tourism are outlined, focusing on the development of innovation-institutional, innovation-organisational, information-communicative, and security components. It is proved that the development of “soft” tourist infrastructure is an important area of diversification and modernisation of the rural economy, which in combination with socio-mental modernisation can ensure sustainable development of rural areas of Transcarpathia

Logistics approaches to stabilization and development of tourism activities during the pandemic

The relevance of the problem under study is stipulated by the need to stabilize the market for tourist services in existing restrictions caused by the SARS-CoV-2 pandemic. The purpose of the research: The purpose of the article is to develop integrated measures for the formation of transport and logistics clusters to increase the synergetic effect of the proposed activities aimed at raising the mobility level of potential consumers of tourist services. Methods of the research: The main research methods include predicting and simulating; they make it possible to consider the problem of forming the package of tourist and transport services as a process of targeted monitoring and optimization of tourist routes. Results of the research: The article presents the concept of the creation of the network of transport and tourist clusters in Poland and its functioning; large rail carriers are the core of the clusters. Practical significance: The proposed models for the formation of a package of tourist services are aimed at increasing the synergetic effect for all cluster participants, as well as at the development of tourist activities during the pandemic.

MARKET POWER AND COMPETITIVE POLICY ON THE MARKET OF TOURIST SERVICES INSURANCE

Abstract. Man’s desire for self-development through knowledge of the world, the realization of his right to rest are manifested in tourism. The development of tourism is also facilitated by globalization and international integration, visa liberalization with individual countries, as well as international economic and political unions. An effective tool for minimizing risks in tourism is insurance. Despite the long period of forming, the market of travel insurance in Ukraine still does not meet international standards, occupies a small place in the system of insurance services. The purpose of this study is the analysis of concentration on the market of tourist services insurance in Ukraine. The state and tendencies of concentration in the market of travel insurance in Ukraine are analyzed. Lorentz’ concentration curves in the market of medical expenses insurance are constructed. It has been shown that insurance in the market of medical expenses is essential for the development of tourism in Ukraine, especially outbound. In this system of provided insurance services the quality of tourist services should come first, which can be achieved only under conditions of perfect competition, state regulation and implementation of international insurance standards. It has been established that during 2014—2020 there were processes of increasing the market power of insurance companies, an oligopoly is formed with four or six main players. It has been shown that the leaders of insurance in the market of tourist services are large insurance companies with foreign capital, operating at the international level. Their gradual concentration in recent years indicates the improvement of the institutional framework of tourist insurance, and the increase in insurance premiums and insurance payments indicates the restoration of confidence of Ukrainians in insurers. Keywords: market power, concentration, competitive policy, insurance, tourism, market, risks. JEL Classіfіcatіon G22, L12, L13 Formulas: 6; fig.: 2; tabl.: 3; bibl.: 26.

TOURISM SERVICES MARKETING TOOLS

Objective. The objective of the present article is to study the possibilities of marketing tools in terms of digitalization of society and the market of tourist services in Ukraine; to identify opportunities for the implementation of digital marketing methods in the new economy. Methods. The theoretical and methodological basis of the study is the provisions of modern economic theory, management theory and scientific works of domestic and foreign scientists in the field of marketing tools for tourism services. The methods of comparison, abstraction, analysis and generalization, as well as tabular and graphical modeling, the method of modeling complex systems were used in the research. Results. The authors identify the features of the marketing tools use for the production, distribution and consumption of tourism products in terms of informatization of society and digitalization of tourism services. The possibilities of digital marketing as an innovative approach to the creation and promotion of creative services in the tourism market are analyzed. The classification is made and the main advantages of digital marketing in the tourist sphere are defined, features of its technologies of work with the market, methods of application and effective tools are opened. The essence of digital marketing tools is determined, the use of digital information and communication technologies as a component of digital marketing tools of tourist services is substantiated. The advantages and disadvantages of digital marketing tools and channels of their implementation in the market of tourist services are analyzed. Conclusions are made on the prospects of using digital marketing technologies as a component of tools in the market of tourist services.

EUROPEAN EXPERIENCE OF TOURIST SERVICES MARKET DEVELOPMENT IN THE POST-PANDEMIC PERIOD: TRADITIONS AND INNOVATIONS

Objective. The objective of the present article is to study the possibilities of implementing European experience in the tourist services market development in the post-pandemic period to increase the potential of the tourism industry of Ukraine. Methods. The theoretical and methodological basis of the study is the position of modern economic theory, management theory, scientific works of domestic and foreign scientists in the field of tourism market development. The methods of comparison, abstraction, analysis and generalization, as well as tabular and graphic modeling, the method of modeling complex systems were used in the research Results. Authors have studied the main challenges of the development of the tourist services market for the EU countries, determined the peculiarities of the functioning of the European tourist services market, studied the experience of its development in European countries as an important component of the state tourism policy; analysed growth rates of international tourist arrivals in the pandemic and post-pandemic period of 2019-2020. Much attention is paid to the search for strategic alternatives for the development of the tourism industry in EU countries in the post-pandemic period and the peculiarities of their implementation in the national tourism industry through changes in tourism products and consumer needs. The factors of the tourist services market development in the EU countries are identified, the development and creation of the latest types of tourism, digital transformation of the tourism sector, active use of augmented and virtual reality applications in the tourist services market, activation of online presence, etc. are included. Conclusions were made regarding the importance of implementing the European experience in the development of the tourist services market to increase the potential of the tourism industry of Ukraine.

СИСТЕМА МОНІТОРИНГУ СВІТОВОГО РИНКУ ТУРИСТИЧНИХ ПОСЛУГ

The article discusses the system of monitoring tourist services, which is used in the study of tourist markets, due to the need to monitor the constant market changes caused by intense dynamic changes in the environment. Based on traditional marketing analysis, monitoring allows you to select and accumulate information over a long period of time, which has a positive effect on the validity and quality of management decisions. The current problems of the monitoring system of the world market of tourist services, which are common to the vast majority of countries, have been identified. The main task of solving the problems is to ensure the coherence and interconnectedness of different indicators, which will have a systematic nature of monitoring the market of tourist services. The updated Travel & Tourism Development Index 2021 (TTDI) of the World Economic Forum, previously published under the name TTCI (Travel & Tourism Competitiveness Index) for 15 years, is considered. The updated rating consists of five indices, 17 main indicators (+ 3 new ones) and 112 separate indicators, distributed by different main indicators. The rating emphasizes that the world tourism industry as a whole has experienced great difficulties during the analyzed period. Restrictive measures, the economic downturn, and tourists' fears of new travel have led to a loss of $ 4.5 trillion in tourism GDP and a reduction of 62 million jobs in 2020 alone. However, there is an active growth of domestic and ecological tourism, an increase in the number of digital nomads and "bleisure" – business tourists who combine business travel with vacation in the place of residence. Japan (1st place, + 3), USA (2nd place, + 3) took the leading positions in the world ranking. Behind them are traditional European destinations – Spain, France, Germany. Continuous quality monitoring of the global market of tourist services has a particularly important role of information in the management of tourism, in the process of making adequate decisions at all levels – from individual enterprises to government regulators of tourism in the regions and the country as a whole.

ІННОВАЦІЙНІ СПОСОБИ І ФОРМИ ЕКСКУРСІЙНОЇ ДІЯЛЬНОСТІ В МУЗЕЯХ (НА ПРИКЛАДІ НАЦІОНАЛЬНОГО МУЗЕЮ КОСМОНАВТИКИ ІМЕНІ С.П. КОРОЛЬОВА) НА РИНКУ ТУРПОСЛУГ УКРАЇНИ

The article analyzes the introduction of the latest interactive practices in conducting tours on the example of the National Museum of Cosmonautics. S.P. Korolyova, Zhytomyr with excursion groups, in order to attract and expand the target audience. Analyzing the work of the museum on the introduction of various innovative forms of excursion activities and the use of interactives during excursions, it was found that this approach to creating and conducting museum tours significantly increases the competitiveness of the museum product in the market of tourist and excursion services. It was found that the combination of interactives and innovations in excursion activities in conditions of fierce competition in the market of tourist services, help the museum to expand its audience. It is in this museum that one can trace a clear understanding of the consumer motives of tourists and, as a result, the introduction of appropriate changes in the conduct of excursions that meet these motives and public demands of today. It was found that the museum is dominated by the order of children's tours, so in 2021 there were only 3,256 tours, among which 2,000 tours were children's. In general, if you compare the data for these years, children's tours dominate. Especially in the summer of 2021, the positive dynamics of visits began to be observed. This indicates that the age group of visitors is mostly school-age children. Interesting interactives and unique exhibits can attract tourists not only from Ukraine but also foreigners. Modernity, interesting presentation of information using the latest technologies, allows you to visualize the information that is usually presented in the museum, make it more accessible and attractive to different categories of visitors, regardless of age and level of education. Analysis of the work of the National Museum of Cosmonautics. S.P. Queen on the introduction of various innovative forms of sightseeing and the use of interactives during tours showed that this approach to creating and conducting museum tours significantly increases the competitiveness of the museum product in the market of tourist services and demand for it by expanding and increasing target audience. Therefore, further introduction and expansion of interactive practices in museum tours will significantly improve cooperation with travel companies and allow the museum to become an integral part of the tour product in both domestic and global tourism market.

SWOT-АНАЛІЗ ПОТЕНЦІАЛУ РОЗВИТКУ ТУРИЗМУ В ПОЛТАВСЬКІЙ ОБЛАСТІ

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.

MARKETING COMMUNICATIONS IN THE TOURISM BUSINESS

In the article the author revealed the essence of marketing communications in the hospitality industry, researched and characterized marketing communication tools that are relevant in the application of improving relations between participants of the tourist market environment. The effective activity of the enterprises of the tourism industry is based on taking into account the satisfaction of the complex of material, social and spiritual needs of consumers, and the use of innovative marketing communication tools. Global conditions of existence and competitive business activity require the use of innovative, effective marketing communication elements, which is covered in this article. The methodological basis for solving the main theoretical and methodological problems was the use of techniques of theoretical generalization, a combination of historical and logical, comparative, and structural-functional approach, and in order to highlight the economic importance of the tourism industry, the methods of information analysis and synthesis, the comparative-legal method, as well as statistical and economic analysis, etc.. The article analyzes the factors that significantly determine the competitiveness of a tourist enterprise on the services market and substantiates the need to use innovative marketing communication tools for effective interaction with consumers in the market tourism environment. The paper highlights and argues, taking into account the challenges facing the tourism business, market requirements, the use of marketing communication elements: advertising; communication with the public; sales promotion and maintaining the company’s image policy. With a professional approach to tourism marketing, you can, using appropriate communication tools, show ways to influence the consumer of tourist services. Therefore, the creation of an effective system of marketing communications in the tourism sphere will allow the formation of a positive image of Ukraine in the market of tourist services, which will lead to investment inflows to the country, reduction of unemployment, etc

INNOVATIVE MARKETING TOOLS FOR THE PROMOTION OF A TOURIST PRODUCT

Objective. The objective of the article is to determine the marketing component of the tourist product, to reveal the role of innovative marketing tools for the promotion of the tourist product on the market; to consider goals, tasks and functions of the promotion process. Methods. Theoretical and methodological basis of the research is the position of modern economic theory, management theory, scientific works of domestic and foreign scientists in the field of marketing. The research applies methods that provide its logical essence such as the method of a systemic approach, the dialectical method of scientific knowledge, the method of system-structural analysis, the method of modeling complex systems, which allow to reveal the essence of the innovative marketing approach for the promotion of a tourist product. Results. In the article authors consider ways to ensure effective promotion of goods and services and attract consumers in order to increase sales of tourist products. The peculiarities of the use of traditional and innovative marketing tools in the modern tourism business are determined. New forms and channels, methods and marketing tools of tourism product promotion, ways of filling them with innovative content are characterized. Creative and effective ways of promoting goods and attracting customers in the market of tourist services in the modern virtual space are defined. The main aspects of the use of the virtual environment for the effective and promising activity of tourist enterprises in order to increase their competitiveness are analyzed. Specifics of innovative marketing programs for the promotion of a tourist product, which will contribute to the significant activation of inbound tourism flows to Ukraine, have been revealed.

АНАЛИЗ ИНТЕНСИВНОСТИ КОНКУРЕНЦИИ НА РЫНКЕ ТУРИСТИЧЕСКИХ УСЛУГ

The article studies the specificity of competitive relations in the market of tourist services of the Republic of Crimea, systematizes the stages and criteria for assessing the competitiveness of a tourist product (service); considered the problems of the Crimean market of tourist services, identified the key indicators of its development; analysis of planned and actual costs by groups of tourist product (services); a matrix for evaluating a tourist product (service) has been formed, the levels of evaluating a tourist product of the Republic of Crimea are indicated

ФАКТОРИ АКТИВІЗАЦІЇ РОЗВИТКУ КЛАСТЕРНОГО ФОРМАТУ СПІВРОБІТНИЦТВА У ТУРИСТИЧНІЙ СФЕРІ БІЗНЕСУ РЕГІОНУ

The article examines the theoretical foundations of the formation of cluster associations of tourism business enterprises, defines the concepts of "clusterization of the tourism sphere" and "life cycle of an innovation-tourism cluster". It was determined that the cluster form of cooperation of enterprises of various fields of activity acts as an investment and innovation model of business development, which is the most optimal for the creation of a competitive tourist product and its implementation on the tourist market. It was noted that, on the one hand, clustering ensures the development of regions, and on the other hand, it contributes to the development of the entire country, increasing the competitive position of the national tourism business on the international market due to the offer of a quality tourist product. The paper proposes a process-oriented model of the stage of construction of an innovative tourist cluster, which includes the environment for the idea of an innovative tourist product project, the factors that determine the expediency of the cluster format for the implementation of such a project, and the sequence of measures that formalize the process of forming a cluster association. A set of factors is presented that determine the activation of each of the elements of the process-oriented model and optimize and accelerate the process of cluster formation, as well as lay the groundwork for ensuring the viability of ideas for innovative tourism products. The need for the formation of a competitive market of tourist services, saturated with traditional tourist products, was noted as a prerequisite for the initiation of cluster-forming processes in this area and the appearance of an offer of innovative products on the market of tourist services. This necessity is based on the dialectical logic of the development of socio-economic processes, which provides for a certain sequence of stages in their passage, one of which is the stage of market saturation and the corresponding aggravation of competition with the transition of relations in the tourism business to a qualitatively new stage of development, which is potentially its clustering. The necessity of a two-way movement initiative in the direction of tourism business clustering – both on the part of local administrations and on the part of business structures and organizations – is emphasized as a condition for ensuring the viability of cluster initiatives.

Інтеграція сучасної української кухні як фактор привабливості гастрономічного туризму в м. Києві

In recent years, modern Ukrainian cuisine has undergone significant transformations and received coverage in the media space. Many journalists, bloggers and other famous people spoke positively about the taste characteristics of Ukrainian dishes. During the execution of this thesis, an economic and geographical analysis of the state of development of modern Ukrainian cuisine and its position in the market of tourist services was carried out, possible prospects for the development and popularization of the industry in the coming years were also described, and a territorial analysis of the location of Ukrainian cuisine establishments was carried out. Territorial analysis revealed significant opportunities for the development of Ukrainian cuisine establishments in all districts of Kyiv. Undoubtedly, the popularity of this cuisine has a positive effect on becoming a leader in the gastronomic market of Kyiv and Ukraine. Considering the corona crisis and the war, the exit of many big "players" of the restaurant business from the Ukrainian space, domestic restaurateurs have a great opportunity to flood this rapidly growing market. Global interest in Ukraine also has a significant impact on the development of Ukrainian cuisine, and, accordingly, additional opportunities for popularizing the cuisine. Restoring traditional dishes, combining them with modern trends and arranging an incredible atmosphere for serving dishes and interior - this is the key puzzle in making Ukrainian cuisine a hallmark of gastronomic tourism in Kyiv.

ЛОГІСТИЧНЕ ЗАБЕЗПЕЧЕННЯ СТІЙКОГО ФУНКЦІОНУВАННЯ ПІДПРИЄМСТВ ТУРИСТИЧНОЇ СФЕРИ

In the article discusses possible logistics operations and functions on the example of the tourism sector, taking into account the diversity of technological, product and territorial specialization, the scale of activities and the size of production capacity, the complexity of organizational relationships in tourism enterprises and between them. Attention is drawn to the fact that the specialization and unification of managerial influences on the logistics system requires its functional decomposition to the elementary level of management functions. The synthesis of control operations is carried out on the basis of mutual necessity and interdependence. That is, this is a new combination of simple elements into a single workable functional. Analysis, synthesis of operations and management functions determine the emergence of logistics systems. The use of conceptual approaches of logistics, while maintaining the technological specialization of a tourist enterprise, allows the formation of economically sustainable tourist territorial and economic units. On the example of the tourism sector, the following classifications of logistics operations and functions are defined: logistics operations with – material flows, information flows, financial flows, in relation to service flows. The following functions of logistical flow management are identified – planning, prompt response, analysis and decomposition, control, coordination. Also, depending on the level of business organization, logistics functions in a tourism enterprise are divided into basic, key and supporting. Applying models of logistics functions and operations in accordance with classification approaches to solve specific problems, the management of a tourism enterprise receives significant advantages over other participants in the tourism services market. Optimization of the economic efficiency of the enterprise is carried out on the basis of classification knowledge and professional competence. The classification of logistics operations and functions allows structuring the knowledge accumulated by modern science of managing business entities.

ЗАСТОСУВАННЯ КЛАСТЕРНОГО АНАЛІЗУ В ТУРИСТИЧНІЙ ІНДУСТРІЇ ЄВРОПЕЙСЬКОГО ПРОСТОРУ

It is determined that the cluster approach is a necessary tool for creating the spatial development of the world's tourist regions, and the focus on the formation of competitive advantages of tourist clusters will lead to the production of creative innovative tourism products. The study examines the competitiveness index according to a set of indicators, which are grouped into four subindexes – environmental friendliness, public policy and the creation of favorable conditions, infrastructure, natural and cultural resources. A cluster analysis of the factors that create the regional potential of clusters in the tourism industry of the European space has been carried out. The features of the competitive environment in the tourism services market and its impact on the competitiveness of economic entities of the tourism industry are considered. The number and composition of tourism clusters in the EU member states is demonstrated. With the help of cluster analysis and audit, more competitive tourist clusters of the European space have been identified. A correlation analysis was carried out between the general competitiveness index of the EU member states in the field of travel and tourism and its subindexes. The results of this analysis confirm the existence of a direct relationship between these components. In order to characterize tourist clusters and determine the degree of development of their tourism potential, the process of combining clusters by the Ward method and the K-means method was used, which made it possible to determine various levels of competitiveness of the travel and tourism sector. The forecasting tool is applied by the method of extrapolation of market trends and indicators. The forecast efficiency of the development of the regional potential of tourist clusters is calculated using the growth rates of the final product. As the main indicators of forecasting, such indicators as the growth rate of national income, the rate of dynamics of visits to tourist sites and recreation in the country, the parameter of the degree of labor intensity, labor productivity growth, the parameter of the degree of capital intensity, the growth of capital return are selected.

ДІЛОВИЙ ТУРИЗМ ЯК ВАЖЛИВИЙ НАПРЯМ ЕКОНОМІЧНОЇ ДІЯЛЬНОСТІ В РОЗВИТКУ КИТАЮ

The article considers the problems facing the business tourism industry of China at the present stage, provides an overview of recommendations for improving the competitiveness of the national tourism product; The main macroeconomic indicators of the world market of tourist services and the segment of business tourism as one of its most important components are statistically studied, the analysis of dynamics of development of business tourism on an example of the leading countries of the world is carried out. As a result of the research it was determined that business tourism is one of the fastest growing areas of modern tourism. It is the most profitable and is of great importance for the host country from an economic point of view. Modern business tourism is becoming the most promising type of tourism due to its all-season, predictability, customer orientation with a high level of income. At the same time, the main obstacles to the development of business tourism in China are differences in culture and mentality, distortion of facts about China and unfair propaganda of the Western media, the influence of geopolitical factors, poorly organized marketing and lack of international media resources. Business tourism is one of the most significant levers of the economy. This is the development of international contacts, strengthening the country's authority and full integration of this aspect. Therefore, business tourism is much more than just a business trip, it is a whole range of very important issues. Business tourism is one of the most promising areas of modern tourism. The development of the world economy, new markets and partner networks in various industries have given impetus to the active growth of business tourism around the world. Every year, business tourism remains one of the fastest growing sectors of the economy. Taking into account the experience of foreign countries in the active growth of business tourism will contribute to the comprehensive development of cities in particular and the state in general. China is a country that has long been mysterious and enigmatic, with a special culture and inviolable traditions that have been formed over the centuries. Every year, millions of people from all over the world seek to get there, to discover this secret, to surrender and remain forever enchanted by the Celestial Empire.

ОСНОВНІ ЕЛЕМЕНТИ ПОНЯТІЙНОГО АПАРАТУ «ГОТЕЛЬНЕ ПІДПРИЄМНИЦТВО» ТА ОСОБЛИВОСТІ УПРАВЛІННЯ ЙОГО РОЗВИТКОМ В ОБ’ЄДНАНИХ ТЕРИТОРІАЛЬНИХ ГРОМАДАХ

The paper presents the main terms of the subjects of the market of tourist services of Ukraine in accordance with the current legislation and is singled out with the given substantiation for further study of the concept of «hotel enterprise». The normative-legal documents that determine the activity of the hotel enterprise and the resort have been worked out. An important approach and basis for the formation and development of tourist destinations is the legal support and assistance of state and local authorities to approximate the legislation of Ukraine in terms of regulations and state standards to the legislation of the European Union. The main characteristics of the existing conceptual apparatus of the definition of «tourism», «hotel», «resort» are highlighted. The development of central and local tourism authorities is analyzed. The study of the basic terms of the terminological apparatus is an integral part of this study, because it allows a broader understanding of the development of this topic in the current administrative reform of Ukraine. Central and local authorities that manage this industry are of great importance for the development of hotel business. Unfortunately, in recent years Ukraine has undergone many reorganizations at various levels of government, which has had a negative impact on the development of the tourism sector. Effective management ensures the development of hotel business, which requires the joint efforts of public authorities and local governments, representatives of the tourism business and other sectors of the economy to promote Ukraine in the world. This, in turn, requires the improvement of the system and mechanisms of state regulation of the tourism sector, taking into account the positive experience of other countries, to ensure a high level of competitiveness of the national tourism product. The territorial communities, as we see in the example of the Mykolayiv territorial community which are part of the Southern region of Ukraine in the conditions of reforms and decentralization there are significant positive processes of implementing a comprehensive management approach development and management of hotel and tourism business, which reflects our study.

ОСОБЕННОСТИ УПРАВЛЕНИЯ КОНКУРЕНТНЫМ РЫНКОМ СФЕРЫ ТУРИСТИЧЕСКИХ УСЛУГ НА ПРИМЕРЕ РЕСПУБЛИКИ ТАТАРСТАН

The publication reveals the features of the management of the competitive market of tourist services on the example of domestic types of tourism in Tatarstan. The creation of the Volga volunteer center of tourist services on the basis of tourist and recreational clusters of the republic is proposed.