Development Of Tourism In Ukraine Research Articles

Current state of the tourism industry in Ukraine: problems of development and ways of improvement

The paper deals with justifying the importance of the tourism industry as an effective component of the development of social, cultural, economic, political spheres of a region and a country. The purpose of the paper is to investigate the current state of the tourism sector in Ukraine; identify major problems of the tourism sector; suggest effective ways of its further development. It is proved that the development of tourism services, both domestically and internationally, requires high quality of such services and search for ways of its effective functioning. The paper touches upon the role of tourism in the economy, current state of tourism operations, distinguishes factors influencing the development of this industry. The object of research is the tourism industry in Ukraine. The subject of the study is the current state of the tourism industry in Ukraine: problems of development and ways of improvement. The methodology of the study is based on using such methods as scientific abstraction, analogies and theoretical generalization – to study theories regarding tourism sector in Ukraine, determination of its role in the economy; system analysis – to study current state of domestic tourism sector; graphic method – to represent visually the theoretical and practical results of the research; structural-logical – to construct the study logically; theoretical generalization – tohighlight the specific features of tourism industry improvement process on both regional and state levels. The study covers main indicators of tourist industry development in Ukraine as well as analysis of tourist tax revenue and tax payments to the state budget of Ukraine. The paper also explores the main problems that hinder the effective development of tourism in Ukraine, particularly in environmental, social, economic, political spheres which need to be addressed. The factors that reduce the volume of foreign tourist inflow to Ukraine and negatively affect the active promotion of the tourism product are identified. The paper proposes ways of improving the socio-economic development of both the tourism sector as well as the region and the state as a whole. The article emphasizes the creation of a positive image of Ukraine as a tourist state and this process should be based on the infrastructure modernization of tourism, resort, and recreational spheres. Among the effective ways to improve the tourism business efficiency in Ukraine, the article proposes stimulation of travel companies to promote inbound tourism, which will help to generate high profits and replenish the state budget regularly. Based on the results of the study, the main ways of solving tourism sphere issues in Ukraine and active promotion of tourism services should be: improvement of regulatory-legal framework for development of tourist and recreational services in Ukraine; close cooperation of authorities with scientific organizations; stimulation of domestic tourism development; state support of social tourism through the development and improvement of appropriate national programs which will guarantee e benefits for setting up of tourism businesses; investments in tourism industry development; facilitation of competitive advantages development; improvement of tourism safety; participation in international tourism industry development programs. Furt her research will revitalization of tourism in Ukraine is one of the high priority directions of domestic economy development. Solving problems that currently hinder tourism development will increase economic income to the state budget. Taking into account the fact that Ukraine has a strong tourism and recreation potential, active promotion of the tourism product will increase employment levels and create conditions for rapid economic development. Stimulation of travel entitiesfor inbound tourism development will generate high profits not only for tourism industry but also other sectors of the economy and the country. That is why development of effective strategic plans and improvement of regulatory framework can enhance Ukraine's tourism image, accelerate the tourism industry, and increase budget income.

Potential and Opportunities for Development of Tourism in Ukraine

The purpose of the research is to evaluate the potential and opportunities for the development of tourist activity in the regions of Ukraine in the present context using a method of analysis of the functioning environment. Twelve regions of Ukraine were found to have high tourism development potential, but the other thirteen did not have enough revenue from tourism services to cover labor and operating costs. In Ukraine, Dnipropetrovs’k (60.5%), Ternopil’ (41.4%), Ivano-Frankivs’k (39.1%) and Chernihiv (33.3%) regions have the greatest potential for improving the provision of tourist services. The potential of other regions ranges from 23.0% to 28.2%. The level of realization of existing opportunities and the level of losses from tourist activity in the regions of Ukraine were calculated, and it is allowed to identify the high level of realization of development opportunities in the Dnipropetrovs’k region, but four regions (Kharkiv, Rivne, Poltava, Mykolaiv ones) suffered losses. The results of the study can be used in strategic and operational planning of tourism development in the regions of Ukraine and in improving the efficiency of the tourism business.

Development of Tourism in Ukraine: Trends and Factors that Create the Negative Image

The purpose of the article is to substantiate trends in the tourism activities in Ukraine and factors that create the negative image. The research is based on the dialectical method of scientific knowledge, methods of scientific abstraction, analysis and synthesis (while summarizing the factors that form the negative image of Ukraine and reduce its economic security); comparative analysis (while identifying the trends of tourism activity development in Ukraine during 2011-2017); statistical analysis (while studying the dynamics of the tourism industry in Ukraine during 2014-2017). As a result of the study, the trends of tourism activity development in Ukraine during 2011-2017 have been determined. The factors that form the negative image of Ukraine and reduce its economic security have been determined. The implementation of strategic measures for the development of the Ukrainian tourism industry will create a positive image of the country, stimulate the development of tourism in Ukraine, formation of attractive investment environment and strengthening of the country’s economic security.

Development of tourism is in the epoch of economically-politically reforms and war in Ukraine

Today, Ukraine is at the center of the world community, politics and the European market, in light of changes in the political, economic and military spheres. Undoubtedly, all this influenced the development of the country’s economy and policy towards the countries of the near and far abroad, including the development of the tourism industry. To characterize the current state of development of domestic and international tourism in Ukraine and served as the main purpose of writing an article. The research of the current state of tourism development in Ukraine was based on the application of a systematic approach using comparative, statistical, analytical methods, etc. The relevance of this study is determined by the clarification of the further direction of tourism development in connection with the deprivation of tourism industry as a priority in 2019, although it is one of the significant sources of filling the state treasury, as well as the impact on the tourist image of Ukraine, an aggressor country during the period of change of power and incomplete reforms. It is established that the tourist image of Ukraine is restored from 2016 due to the victorious participation of Ukrainians in international events, in particular, Eurovision-2017, but it should be noted that the main donor countries are the countries of close foreign countries. Visa tourism has been intensified with Ukraine through visa-free travel and pricing policies for tourist services. For example, when comparing prices with the tourist complex «Bukovel» or «Shayan» cheaper to rest in Poland or Hungary. One of the reasons was revealed: the population’s low awareness of the tourist potential of the country; unreliability of domestic subjects of tourism activity; the lack of security in the places of rest, as well as the war in the east of Ukraine and the annexation of the Crimean peninsula. It was found that the length of stay of Ukrainians abroad depended on the location of the country. The farther the longer, which is associated with the cost of time and money. Also, you should not neglect tourist logistics. After all, almost all flights from Ukraine abroad are sent in the morning. Arriving in the evening, a tourist-Ukrainian is forced to seek a lodging for himself. While in Ukraine, on the contrary, tourists mostly come in the morning or in the afternoon. It should also be noted that the marked decrease in trips abroad is due to the poverty of the Ukrainian population. The main purpose of travel – rest on the warm seas of the seas for the best price and high quality of service for tourists. It is statistically reported that the geography of recipient countries is predominantly close to a foreign country, mainly the CIS countries, while, for example, most of Belarus comes to the EU. The development of domestic tourism, which tends to grow, is estimated. The main factors of its development are the desire of Ukrainians to travel even with a minimal budget. However, it should be noted the predominance of self-organized tourism. The main tourist areas with the predominance of a certain type of tourism were identified, for example Lviv – cultural-cognitive, IvanoFrankivsk and Transcarpathian - active and eventful, Odessa – recreational types of tourism. The tendency of the steady development of tourism in Ukraine due to the development of transport infrastructure, information and communication environment, the election of the European development vector is revealed. In the near future it is expedient: to adjust the Law «On Tourism» in accordance with the EU directives in the tourism sector, as well as to direct the direction for the development of domestic and inbound tourism in Ukraine.

THE TOURIST MARKET IN UKRAINE: TRENDS AND HIDDEN OPPORTUNITIES

Introduction. The analysis of the tourist market of Ukraine is carried out and on its basis prospects of development are given in article. According to the World Economic Forum, over the past two years, Ukraine has had the fastest growth rate in the sub-region, having risen by 10 places and ranked 78th in the world in the Travel and Tourism Competitiveness Index. Instead, the World Tourism and Travel Council's growth forecast for the domestic tourism industry over the coming years is rather insignificant and driven primarily by a small amount of investment in the sector. The purpose of the article is to highlight the current trends and hidden opportunities for the Ukrainian tourist market development in the conditions of unstable socio-economic situation in Ukraine and in the world, as well as to identify perspectives of this phenomenon. Research methodology. The study uses theoretical, methodological and systematic methods of source base analysis, descriptive and structural analysis to evaluate the state of the tourism market in Ukraine and its development prospects. Results of this study: It was found that the number of Ukrainian tourists in European resorts has increased since the visa-free regime. With the appearance of low-cost companies in Ukraine, transport infrastructure has improved, regional airports have begun to develop and new routes have been opened, which has significantly affected the number of tourists. The increase in the passenger traffic of the major Ukrainian airports is being observed. The project "Tourist Clusters 300+" was created, which according to the initiators of the project will bring to the country up to 1.5 billion dollars investment. Conclusions. In general, Ukraine has become more accessible to foreigners and domestic tourists alike. Among the priority areas for tourism development in Ukraine are the domestic tourism development, promotion of the country abroad, infrastructure and education in the tourism sector. Keywords: tourist market, inbound travel, outbound travel, low cost airlines, tourist clusters.

THE ROLE AND SIGNIFICANCE OF GASTRONOMIC TOURISM STIMULATION IN THE DEVELOPMENT STRUCTURE OF REGIONAL TOURIST MARKETS OF UKRAINE

Introduction. Today, tourism has become an integral part of people's lives. Every day thousands of people make various trips. Tourism is one of the parts of the economy that can bring significant income to the country's budget. One of its types is gastrotourism, which is developing more and more. The purpose of this work is to study the role and importance of stimulating gastronomic tourism in the structure of regional tourism markets in Ukraine. The main objectives of this article are to consider the concept of gastrotourism, its features and types; research of the importance of gastro-tourism in the development of regional tourist markets; study of gastrotourism on the example of foreign countries, consideration of possible prospects for the development of this type of tourism. Results. The article considers the importance of gastronomic tourism, its types and forms. The influence it has on the main spheres of life of both the population and the country as a whole has been studied. The peculiarity and significance of tourism development in Ukraine are revealed. Popular gastronomic tours and regions in Ukraine have been identified. It is considered how gastronomic tourism develops in the world, examples are given - the leading countries, their experience in this field. Possible prospects and tendencies of further development of gastronomic tourism in our country are investigated. Conclusions. Gastronomic tourism is becoming more and more popular among tourists every year, plays an important role among general tourism, leads to its development and diversity. Gastrotourism is of great importance for the country's economy, as it can potentially bring high revenues to its budget, including social and cultural infrastructure. Its development improves the lives of the population, gives people the opportunity to communicate and develop in this direction. Gastronomic tourism carries historical memory as well as cultural value for its people. The experience of foreign countries has shown that this type of tourism should be developed and improved. There are several main areas of development of gastrotourism. In general, gastronomic tourism is important in the development of not only the regional tourism market, but also the state. Our country is rich in its dishes and has great potential for the development of gastronomic tourism. It is necessary to improve and popularize this type of tourism in Ukraine in all regions, because studies have shown that in many cities it is at a low level, and in some it does not exist at all. Key words: gastronomic tourism, development, tourist market, tourism, tourists.

PREREQUISITES AND PROSPECTS OF FESTIVAL TOURISM DEVELOPMENT IN ODESSA REGION

Introduction. This article is devoted to the analysis of festival tourism development in Ukraine and in Odessa region, in general. One of the main trends in modern tourism is the orientation to meet the diverse needs of tourists. Festival tourism has ancient roots, but its research has begun relatively recently. The main purpose of this type of tourism is timed to a specific event. The main feature of festival tourism is its orientation on a wide range of consumers. Festival tourism as a kind of cultural and cognitive, event and entertainment one creates a significant contribution to the employment of professionals in many specialties, which are currently in our country are not on the list of highly paid and wealthy. Festival tourism is a resource of rising of the world image of Ukraine and a source of rising of economic well-being of separate regions and cities. It creates a basis for significant growth and diversification of employment, creation of the ground for material well-being and cultural level of population of these territories. The purpose of the article is to analyse festival tourism in the Odessa region, its current state and prospects of use for the tourism needs. Results. The article examines the weak sides of Odessa region that can prevent the development of festival tourism: lack of high quality infrastructure, unwillingness of investors to invest, lack of sufficient tourist information about the possibility of making festivals in certain areas, no knowledge of foreign languages and sometimes etiquette, not very attractive image of Ukraine in the eyes of foreigners, almost absent indication of tourist routes, etc. Conclusions. Odessa region has great opportunities for further development of festival tourism and there are great prospects for achieving of positive results. A large number of tourists is guaranteed by the fact that the region is close to the Moldova border, has access to the sea, as well as good rail and road connections. Also, in the region itself there is a relatively well-developed transport network of roads, which is a favourable factor for the arrival of tourists not only from Ukraine and Europe, but also from the United States and Asia or Africa. Keywords: festival tourism, tourist product, tourist services, travel agency, event tourism, new tourist product, tourist market.

Проблеми та перспективи розвитку мисливського туризму в Україні

The article is devoted to the analysis of problems and prospects of the hunting tourism development in Ukraine. Within the study, it was found out that hunting tourism as a specific type of tourism is developing rapidly in many countries around the world, including Hungary, Bulgaria, the Czech Republic, Austria, Romania, Belarus, Kyrgyzstan, Tajikistan, Tanzania, Botswana, Canada, Argentina, and others. This field is closely linked to the activities of many industries, and its development contributes to the creation of new jobs, differentiation of the national economy, rational use of natural resources and increase in the amount of financial revenues to the state and local budgets of these countries. Favorable natural conditions, diversity of wildlife, convenient geographical location and acceptable pricing policy create good conditions for the potential development of hunting tourism in Ukraine. Today, hunting tours to the Western regions of our country are in demand. A few years ago, tours to Kharkiv and Zaporizhia regions, as well as to the Crimea were quite popular among hunters. However, hostilities in eastern Ukraine, loss of territorial integrity of the state, as well as adverse social and economic situation significantly reduced the number of hunting tours to these regions. Today, domestic hunting tourism is a solitary tour, and therefore systematic hunting tourism is not discussed. We believe that successful development of this type of tourism is also hindered by many of the problems inherent in the hunting industry. These are the imperfection of the legal framework, low number of hunting animal species, lack of adequate infrastructure, services, related services, insufficient number of specialists, imperfect marketing policy and, as a consequence, loss of the hunting industry. Addressing these problems is a prerequisite for the successful development of hunting tourism.

The Prospects of the marine and coastal tourism development in Ukraine

The state of the marine and coastal tourism development in Ukraine has been analysed. It has been substantiated that in Ukraine marine tourism has significant potential for the development. In this context, the paper objective is to identify the problems of marine and coastal tourism in Ukraine and to develop the directions of their solutions. In the paper, the social, economic, political, ecological and institutional problems of the marine and coastal tourism development have been defined. The justification of stimulants and restraints of the marine and coastal tourism development in Ukraine have been also considered. The authors of the article have developed and proposed a conceptual model of the marine and coastal tourism development in the context of the sustainable development strategy using the methodology of structural analysis and SADT design. The proposed model takes into account the specifics of the Ukrainian conditions.

Assessment of Socio-Economic Development of Tourism in Ukraine as Important to Management Effectiveness

The article substantiates the need to evaluate the socio-economic development of tourism in Ukraine as an important area of management effectiveness. Today, in order to successfully plan and develop tourism in the region, as well as to manage its development, it is necessary to have a clear understanding of the socio-economic importance of tourism. The positive effect of tourism development on the economy of the region is created only if tourism in the region develops comprehensively. It is noted that in the economy there are many different indicators of evaluation of the efficiency of the tourism sector, which are divided into: global (at the level of economy of the state, region) and local (for enterprises and their departments). The most important indicator of economic efficiency, which reflects the final financial results of the tourism enterprise is the profitability indicator. The calculation of quantitative indicators of tourist activity in the region provides for the calculation and analysis of indicators separately for each city. The aggregate contribution of tourism to the region’s economy includes both direct and indirect contribution. The direct impact of tourism on the economy of the region is the result of the tourist’s spending on the purchase of tourism services and goods. The indirect contribution of tourism to the economy of the region is manifested in the effect of repeating the cost of tourists to buy services and goods at a certain time and place. The general concept of socio-economic assessment of tourism development of a large tourist center (region) is investigated. It is noted that a comparative assessment of the effectiveness of tourism development should be made taking into account its impact on the economy of the city (region). The concept proposes, as a criterion for the effectiveness of tourism development, to accept the income generated by the socio-economic sphere of the region (city) from tourism activities. It is substantiated that the development of human resources is an essential element of sustainable development of tourism, as well as the region and society as a whole. Sustainable development of tourism ultimately leads to sustainable development of the entire territory, while protecting nature, culture, social and economic development. It is noted that the development of tourism services, human resources in the tourism industry is an important factor in the planning and development of human resources in the region and the country as a whole. The stages of the conceptual model of planning and development of human resources in tourism are considered. It is noted that the existing indicators of the efficiency of tourism services development to a small extent reflect the social efficiency of tourism development, and do not take into account the level of human resources development of the industry. The method of estimation of tourism development is offered, focused on the conceptual model of planning and development of human resources in tourism, by introducing an aggregate indicator – the index of development of human resources of tourism. In order to focus on the practical applicability of this approach, the index of development of human resources in tourism can be calculated on the basis of the following indicators: experience (experience) in tourism; the number of employees in tourism who have tertiary education; number of employees in higher education tourism; income of workers employed in tourism. The methodology made it possible to draw conclusions and develop recommendations for improving the quality standards of training of skilled workers of hotels and tourist companies as an important operational goal of the strategic direction of tourism development “creating an atmosphere of hospitality, improving the quality of municipal and commercial services”.

СУЧАСНІ РЕАЛІЇ ДІЯЛЬНОСТІ ТУРИСТИЧНОГО РИНКУ УКРАЇНИ В КОРОНАВІРУСНИЙ ПЕРІОД: ВИКЛИКИ ТА ПРАКТИЧНІ РІШЕННЯ

Purpose. To consider the problems of the tourism market in modern conditions, the crown of the viral period, with an emphasis on adapting the mechanism of tourist services, restructuring consciousness and looking for ways to optimize the implementation of new approaches in the practical work of travel agencies and higher educational institutions that train specialists in the tourism industry. Methodology. Analytical, statistical, comparative-geographical and synthetic methods were used. Results. The main conceptual issues on the problems of the existence of the tourist sphere of Ukraine during the corona of the virus were voiced at the remote scientific and practical conference "Ukrainian tourism in the conditions of the corona and post corona of the viral period: anti-crisis scenarios, international experience, best practices", which was organized with the assistance of the department Geography of Ukraine and the Department of Regional Studies and Tourism of the Taras Shevchenko National University of Kyiv, to which experts-practitioners of the tourism industry, representatives of state institutions related to tourism, teachers of universities in the city of Kiev and Ukraine were invited. Scientific novelty. As part of the modern life of mankind, corrected by the latest outbreak of the global pandemic COVID-19, a number of problems of economic, political, social, economic, educational and general human nature have arisen, the solution of which requires a significant rethinking of the existing situation in society and the provision of proposals for a new format for future life humanity and, in particular, in Ukraine. Taking into account the peculiarities of tourism development in each individual country, the priority planned actions should be the development and implementation of the "Roadmap for Tourism Development in Ukraine", which will spell out the main provisions for the practical implementation of the program during the corona virus and the stage of exit from the post-coronavirus period. The article analyzes the international experience in the implementation of such programs, evaluates the factual material concerning the introduction of the "Road Map" in the conditions of the Ukrainian tourist market. Practical significance. The article raises difficult issues related to the realities of modern life of people within the framework of the tourism sector of Ukraine, with its problems, challenges and practical solutions. The publication materials can be used in the educational process in higher educational institutions that train specialists for the Ukrainian tourism industry, the practical activities of travel operators and agencies, in the process of work of departments and professional institutions, relate to the tourism system of providing services or the processes of studying the production of innovative technologies in tourism sphere of Ukraine.

Specific aspects of the state regulation of the national market inclusive tourism

The article is devoted to the actual topic of inclusive tourism development in Ukraine. According to various sources, the number of tourists with special needs in developed countries is an average of 20%. Trends in the tourism industry development indicate an increase in this type of tourism, therefore, inclusive tourism has significant financial and economic potential. World tourism trends indicate that inclusive tourism shows the highest growth rates. The concept of “tourism for all” has a global character and are declared in the provisions of the international documents of the United Nations. A significant contribution to the development and promotion of inclusive tourism is made by the World Tourism Organization. The article analyzes the experience of Ukraine in the implementation of inclusion projects. The main regulatory documents, governing norms and standards to ensure barrier-free access are defined. Based on the analysis, the proposals for improving the effectiveness of state regulation of the inclusive tourism development in Ukraine based on the best international practices, considering problematic aspects and prospects for the introduction of inclusion in Ukraine, have been developed.

Modern trends of tourism development in Ukraine

The article analyzes current trends in tourism development in Ukraine and its place at the global and European tourism market. The location of Ukraine within the European tourist macro-region is characterized. The contribution of tourism to the country’s economy is determined; the dynamics of direct and total contribution of tourism to GDP and employment are analyzed. It is shown that Ukraine has a rich tourist potential, but it is not fully claimed. The modern and forecasted main economic indicators of tourism development are characterized in comparison with the average numbers for the world and Europe. The changes in Ukraine’s place in the TTCI rating for 2013, 2017 and 2019 are considered, the reasons for the positive changes in the rating between the latest reports are determined. The dynamics of inbound and outbound tourism in 2000–2017 is analyzed, its main determining reasons are considered. The article characterizes the structural changes in goals and geography of tourist arrivals and departures. The author examines dynamics of the activities of tour operators and travel agencies. The concentration coefficients of tourist arrivals, income from tourism and the population are calculated, which indicate the extremely uneven development of tourism in the regions of Ukraine. Based on the index presentation of indicators of tourism entities development and the calculation of the integral index, 4 groups of regions were identified that confirms the absolute leadership of the capital region in the provision of tourism services. The main factors which further trends in tourism activity will depend on are determined.

РОЗВИТОК ПОДІЄВОГО ТУРИЗМУ ТА ЙОГО ВПЛИВ НА ПРОСУВАННЯ ТЕРИТОРІЇ

Today, most European destinations consider the event tourism organization as a tool for socio-economic development. The tourism industry development contributes to the income sources diversification in the territories budget, which in combination with other sources can be a factor in shaping the socio-economic development of a particular territory. The event tourism development should be developed as a soft tourism form that is well adapted to local diversity. The purpose of the article is to study the event tourism development in Ukraine and its impact on the territory promotion. The article uses general scientific methods and content analysis. Despite the significant scientific achievements on this issue, in the Ukrainian tourism discourse, event tourism has not become the object of due attention. This fully applies to the significant reputational event tourism potential, its ability to act as a factor in shaping the tourist attractiveness of the territory. The structure of event tourism development in Ukraine by events types is investigated in the article. It is determined that the largest share is made up of music festivals and competitions. There are also a significant number of gastronomic festivals, national holidays and festivals, film and theater festivals and theatrical shows, which also attract a large number of visitors. According to the territorial distribution results of events by regions of Ukraine, the largest number of events takes place in the largest cities and regions of Ukraine – Kyiv and Kyiv region, Lviv region, Odessa region and Kharkiv region. The paper proposes the concept use of event marketing in tourism, which is due to the fact that in modern conditions it is becoming increasingly difficult to capture the attention of tourists; and as old marketing tools lose their effectiveness over time, destinations are forced to invent new concepts that fully meet the requirements of today's target audience. One of the tools that allows you to retain and attract visitors and investors is event marketing. Event marketing in tourism is the event use to promote a certain area and attract consumers who do not find a tourist destination attractive enough to visit it for no reason.

МАЛІ ФОРМИ ГОСПОДАРЮВАННЯ У РОЗВИТКУ ВНУТРІШНЬОГО ТУРИЗМУ УКРАЇНИ

Introduction. Main development directions of Ukrainian domestic tourism are disclosed and the role of small form of entity in a village in the promotion of this development is determined. The controversial approaches’ nature of ensuring of the external and internal directions’ functioning of the tourist activity is noted. It is noted that a domestic tourism has developed considerably slower, especially in recreational aspect. At the same time, the state redirected the question of meeting the relevant needs of the overwhelming majority population onto enterprises and institutions in which the respective citizens worked. It was determined that the additional factor that negatively influenced on the condition of domestic tourism functioning was the unsatisfying level of infrastructure maintenance (hotels, transport, communications, service providers, etc.). The attention is paid on the fact that until now the real data about a necessity in specialists of the green tourism sphere and the middle class’ presence in a village, as potential subjects of domestic tourism, are not published. It is assumed that representatives of small and medium-sized businesses should become the basis of regional tourism development.Purpose. Clarify the place of small farms in promoting the spread of domestic tourism in rural areas. The essence and role of the middle class as the basis of domestic tourism in Ukraine are substantiated.Results. The current condition of the domestic tourism development in Ukraine is characterized by the special importance of middle class formation which is based on small forms of entity which in the domestic legal field scientific and statistical literature are defined as personal farms, households, small farms etc. The provision of the development of small forms of activity in the system of agrarian formations is an important component in domestic agrarian sector effective functioning as a part of the national economic system. In turn, it causes the necessity to analyze the domestic tourism’s peculiarities, the usage of an available potential of the middle class, as well as the results of economic activity of the representatives of this agroproducers' group.Originality. According to the research’s results, the differentiated nature of the small forms of activity functioning, their role in ensuring of the middle class’ formation and the domestic tourism development in Ukraine are substantiated. It is proved that in the long run it seems possible only a dual solution of this problem: on the one hand, the consequent orientation on market relations to ensure the development of domestic tourism, on the other hand, a life quality improvement and a social infrastructure development in rural areas, which will preserve it as the basis of a vital activity and employment. Further research is required to publish real data about the necessity in specialists in the field of green tourism, as well as to improve the current methodology for determining the necessity of a staff for hotels and resorts, taking into account the nature of their activities.Conclusion. In our opinion, the strategy of effective development of tourism in the system of coastal regions of the Steppe zone of Ukraine should be based on the principles of the sustainable development concept of society, ensuring the development of rural areas as an infrastructure and resource base of this process. The specifics of the organization of the tourism business, a wide range of services determine its diverse and diversified nature, which, in turn, will increase employment of the local population and slow down depopulation in rural areas. An integral part of the competitive operation of tourist facilities is a scientifically sound organization of economic activity, adequate assessment of available resource potential, efficiency of its use, as well as planning prospects for further development. Under these conditions, it is especially important to ensure effective cooperation of tourism business representatives with regional research and training centers.

The influence of trends for international tourism development on the functioning of domestic tourism industry

Analysis of domestic tourism market shows that Ukraine has objective preconditions for intensive tourism industry development. However, current stage of market transformations requires that domestic tourism industry management searches for non-traditional approaches and new views reflecting international trend of this industry management, including improvement of the methods of tourism activity management, development of economic policy for various categories of tourism activity management, defining of their activity goals and development strategies for the closets and long-term perspective and assessment of perspectives of available resources capacity. The paper aims to explain the use of modern international experience in tourism industry management in organization and economic mechanism at state and regional levels of tourism management in Ukraine as well as to define their role in solution of socio-economic and cultural problems in conditions of economy transformation. The received information will help the central and local tourism management authorities to make optimal strategic decisions and define the best methods of tourism development in Ukraine. The article examines both positive and negative tendencies of development of international tourism, gives a number of advantages of foreign management experience, which can be borrowed by the domestic tourism industry to increase the level of tourism development in Ukraine. The specifics of the mechanisms of regulation and management of the tourism industry are analyzed. Modern tourism plays one of the leading roles in the global economy. World experience reveals the main trends of tourism development and the role of the state in the organizational aspect of the tourism industry. Tourism has become massive, democratic, designed for different interests, tastes, incomes, for the most different contingent. Today, tourism has become virtually independent interdisciplinary economy industry. It plays a very important role in the economy of many states.

Прийняття стратегічних рішень підприємствами сфери туризму в умовах конкуренції

The article is devoted to the disclosure of theoretical and methodological foundations and development of practical recommendations for strategic tourism management in Ukraine. The main components of an effective strategy in the field of tourism are identified as well as the main levels of tourism development and appropriate tools for implementing this development. The authors have analysed the process of strategic decision making by enterprises in the field of tourism in a competitive environment. The strategies of tourism enterprises should be the basic provisions creating a hierarchical system with intertwined elements. This system should be in line with the national strategy for the development of tourism in Ukraine, combining macro-, meso-, and micro-levels. The ratified Programme of the sphere of tourism development of Volyn region exemplifies the practice of development and realisation programme and strategy by local authorities in the field of tourism. It has been concluded that coordination and control over the implementation of the Programme remain unsettled. Apart from the development measures and sources of funding the strategies for tourism development in the regions of Ukraine should also provide appropriate mechanisms for control, monitoring and reporting. The study of tourism has shown that this industry is currently experiencing at the stage of development, which is due to the long process of reforming Ukraine's economy. In this connection, the author has proposed the following measures aimed at withdrawing the tourism sector out of development: achieving European and world parameters of the balance of service quality and prices for these services; development of market mechanisms in the field of tourism; development of tourism in a mixed form of ownership; raising funds from the tourist structures independently, as well as bank loans and investments; development of an investments protecting mechanism, including the foreign ones; creation of a favourable tax policy to support tourism development, intensification of environmental activities to create normal living conditions and environmental safety of the territory; creation of programmes and further prognosticating the sphere of tourism development.

Сучасний стан та особливості розвитку менеджменту туризму

The article is devoted to the development of theoretical issues pertaining to the analysis of current state and trends in tourism management development, the disclosure of opportunities and prospects for the development of tourism, as well as the formation of scholarly and methodological prerequisites for its management development. According to the ratified Strategy for the development of tourism and resorts by 2026 the coordination of mechanisms and tools with the direct strategy for the development of tourism in Ukraine has been explicated. The state regulation mechanisms of the sphere of tourism development, as well as the development of tools for the implementation of governmental strategy have been accordingly systematised. The organisational and economic mechanism of securing the Ukrainian tourist industry development has been suggested in this article. The main directions of tourism management development have been established. The investigation of the development functions of tourism allowed estimating the predominant role of economic, social and ecologic functions. The main principles for the development of tourism management have been established. Tourism is considered to be a system with internal and external environment. The internal body of tourist industry is represented by its organisational structure, personnel, marketing and finance whereas the external one includes political, economic, social, natural, and technological parts. The formation of efficient system and development of tourism management is essentially predetermined by tourist destination, possible only when supported by all tourism stakeholders. The article analyses the leading world practice of tourist destinations with successfully implemented principle of state and private partnership.

КЛАСТЕРНА МОДЕЛЬ ОРГАНІЗАЦІЇ ТУРИЗМУ В РЕГІОНАХ УКРАЇНИ

Introduction. An important task for the sustainable economic development of Ukraine is to update the structure of the economy and strengthen of innovation . Services are amounted for more than half of the GDP of Ukraine. Global trend of services is going to grow in the future. The development of tourist and recreational services in Ukraine does not competitive for potential and growing needs of domestic and foreign consumers. Tourism and recreation policy are been a problem for intensification competitiveness of economy, level of employment and income. Purpose The research task - is to analy z e current trends in the tourism industry in Ukraine and in the world. Important task is to formulation of strategic objectives of the policy of f tourism clusters formation in the regions of Ukraine, determination of measures of anti-crisis regulation of the industry in the modern conditions. Result The features and advantages of the cluster model of tourism business organization are analyzed, the conclusions on the implementation of such a policy in foreign countries are generalized. The key tendencies of development of the tourist branch in Ukraine are investigated, the list of specific features of tourism in the regions of Ukraine is formulated, their positive and negative consequences, directions of overcoming of the specified restrictions are outlined. The necessity of providing macroeconomic conditions of effective cluster policy in the regions of Ukraine is substantiated, the tasks for strengthening the level of interaction and partnership in the branch are formulated. In this article was identified the main global challenges of the current economic and epidemiological situation, their impacting on the tourism industry in the international dimension. The biggest threats to the resumption of tourism in Ukraine are outlined, management measures are proposed to resume the development of the industry and the formation of tourism clusters in the regions. Originality The effectiveness of the policy of support for cluster initiatives in European countries is studied, the target priorities are identified: increasing the economic competitiveness of the cluster and its members; creation of a joint tourist brand; inclusion of tourism development in the regional strategy; stimulation of researches and innovations in creation of tourist packages, their marketing; inventory of events and traditions of the region; identification and promotion of routes and tours; improving the professional skills of tourism staff, etc. Trends in the development of tourism in Ukraine, in terms of inbound and outbound, analyzed the limitations of the competitiveness of domestic tourism. Possibilities of diversification of tourist services, in particular - prospects of tourist services for the purpose of leisure, rest, treatment are estimated. Changes in the regional policy of formation of tourist clusters under the influence of decentralization reform in Ukraine are determined. In this article was identified the measures and tools of a managerial direction, which was targeted for restoring and developing of the tourism industry in the post-crisis period. They are aimed on strengthening cluster’s policy. The necessity of changes in tax and organizational and economic support of tourism development, improvement of the national transport system and logistics, expansion of stimulating policy at the local level is substantiated. Conclusion The formation of effective tourism clusters is one of the tasks of regional policy. The cluster model of tourism development solves the range of important and related tasks. In addition to the main goal - the formation of competitive effective specialization of the territory, it provides cross-sectoral cooperation - government, business and community. The benefits of enhanced interaction are reduced transaction costs for cluster members; strengthening the responsibility of participants for the decisions they make in view of the close cooperation with cluster partners, which are also business partners; growing responsibility for building the economy of their own region and protecting the interests of their community. The practical consequences of the development of tourism clusters are the formation of a long-term development policy of the territory by justifying their strategic goals.

The Brand Event Program in Tourism Development in Ukraine

The Brand Event Program in Tourism Development in Ukraine