Enterprises In Tourism Industry Research Articles

International tourist organizations: legal status, classification, significance

The constant growth of international tourism exchange has led to the need for its legal regulation at the international level and the establishment of various international tourism organizations. The relevance of the study is due to the growing role of international organizations in the development of cooperation in the field of tourism. The study aims to determine the specific features of the functioning of international tourism organizations as subjects of international tourism law. To conduct an objective study, the following methods were used: analysis and synthesis; deduction and induction; structural and logical generalization; and systematization. The article identifies the specific features and peculiarities of international tourism organizations. It is established that international organizations play an important role in the formation and application of international law, both in the process of its formation and in its implementation. International tourism organizations are formed through voluntary accession and participation of tourism sector representatives from different countries, operate continuously by the adopted charters, and have already proven to be an important instrument of international cooperation. The author defines the legal status of international tourism organizations. The author establishes that the most common international tourism structure is an association that brings together national organizations, tourism industry enterprises, and individuals voluntarily to solve specific tasks in the field of tourism. Approaches to the classification of international tourism organizations are generalized. The classification of international tourism organizations by types of activity, spheres of activity, national­territorial basis, and socio-state basis is considered. International tourism organizations are usually divided into the following main groups: global of a general nature; regional of a general nature; regional of a sectoral nature; specialized; and special. The article examines the role of leading international tourism organizations in developing tourism. The United Nations has recognized the leading role of the World Tourism Organization in the field of tourism and travel, assigning it the key responsibility for promoting responsible, sustainable, and accessible tourism, designed to foster economic growth, international understanding, peace, and prosperity, as well as mutual respect and unconditional observance of civil rights and fundamental freedoms.

MANAGING HUMAN RESOURCES IN CONDUCTING FOREIGN ECONOMIC ACTIVITIES: ENSURING FINANCIAL SECURITY IN TOURISM INDUSTRY ENTERPRISES

Within the scope of this article, it is proposed to evaluate human resource management in the context of ensuring financial security at tourism industry enterprises. Accordingly, it is noted that the object of study is the human resource management system and the financial security system. The task is to present a methodological approach that, through surveying, calculating an integral indicator, and evaluating the most significant components, can effectively assess the level of human resource management in tourism enterprises. For this purpose, the methodology adopts several methods including expert analysis and integral evaluation. It is proven that the formation of an appropriate group of indicators and their subsequent grouping will facilitate an effective reflection of a single integral indicator for evaluating human resource management in the context of ensuring financial security at tourism industry enterprises. It is established that tourism industry enterprises are highly active in foreign economic activities, and in this context, the issue of financial security and management systems plays a paramount role. As a result, a group of experts and tourism industry enterprises were selected. The most significant indicators were distinguished and the corresponding calculations were conducted. As a result, it was established that a significant number of tourism industry enterprises fall short of a high level of human resource management, which poses a direct threat to their financial security during foreign economic activities. The presented process of evaluating human resource management in the context of ensuring financial security at tourism industry enterprises may find its practical application in the context of the activities of key security subjects. Limitations include not considering all possible indicators and focusing only on one industry, specifically the tourism industry.

Туристська індустрія України: проблеми адаптації у військовий період і перспективи поствоєнного відновлення

The aim of the article is to analyze the current state of the domestic tourism industry in the context of the russian invasion of Ukraine, as well as to develop potential directions for eliminating the negative consequences for the tourism industry, speaking of its further recovery. The article examines the state of the tourism industry during the wartime, considers aspects of its adaptation to the conditions of martial law, and develops proposals for the post-war recovery. Since the onset of the large-scale military aggression, the tourism industry of Ukraine has undergone significant transformations, which have led to the practical halt of all types of tourism, especially at the initial stages of hostilities. However, a full assessment of the impact of military events on Ukrainian tourism becomes very difficult in view of the continuation of large-scale hostilities and the lack of accurate data. The study analyzes the amount of tourist tax and the structure of taxes to the State budget of Ukraine from the activities of tourism industry enterprises, the results of the analysis showed a significant drop in all indicators. An assessment of the impact of tourism development on the gross regional product (GRP) is carried out using correlation and regression analysis. Based on the results of modeling, a regression model of the dependence of GRP on tourist tax has been built, which confirms that the development of tourism in the region contributes to an increase in the gross regional product and has a significant multiplier effect. The features of recreation and work of tourist facilities in different regions of Ukraine are generalized and structured, and it is found that even with the existing restrictions, citizens continue to discover new places worth visiting in Ukraine. This can be attributed to the consideration that constant stress tires the body, and people need rest and recovery. A substantive characterization of the wartime factors of influence on the development of the tourism industry has been determined. It is determined that the recovery of the tourism industry will depend on the pace of restoration of the general and tourist infrastructure and the overall standard of living in the country, which will contribute to the rise of both inbound and outbound tourism. One of the main factors influencing the creation of a safe image of a tourist destination is the level of terrorist threat, in connection with which a set of measures to prevent terrorist threats has been formulated. The main program model for the development of tourism in post-war Ukraine is the public-private partnership (PPP), from the implementation of which the greatest return for the development of the tourism business is expected. In view of the above, the subject of prospective research should be the development of organizational and resource support for the PPP mechanism for the recovery of the tourism industry of Ukraine.

SCENARIOS OF THE DEVELOPMENT OF ENTERPRISES OF THE TOURIST INDUSTRY OF UKRAINE IN THE CONDITIONS OF THE WAR AND POST-WAR PERIODS

The purpose of the article is to study the factors of the development of enterprises in the tourism industry of Ukraine and the formation of scenarios for their development in the conditions of martial law and after the end of hostilities. When conducting the research, the methods generally accepted in economic science were used: monographic, dialectical - in the process of researching the development of enterprises of the tourism industry of Ukraine under martial law and after the end of hostilities; analysis and synthesis, grouping - to determine the factors of development of tourism industry enterprises; generalization and analysis, economic-statistical, abstract-logical and system-structural - for the formation of scenarios for the development of enterprises of the tourism industry of Ukraine. The key problem of the study is russia's attack on Ukraine, which turned into a heavy blow to the country's tourism. The article proves that protectionism and international conflicts threaten freedom and freedom to travel. All these changes mean that we are going through a period of great destabilization. It is justified that the reality as we know it, with a Europe without border crossings, may soon disappear. Emphasis is placed on the fact that it is important to create such tourist programs now so that not only Ukrainians but also tourists from other countries understand what was happening in Ukraine and tell about the struggle of Ukraine. Four scenarios for tourism development in Ukraine have been proposed, each with a number of implications for stakeholders. Based on the conducted scientific research, it was concluded that one of the optimal approaches to the formation of scenarios for the development of tourism industry enterprises in Ukraine in the conditions of universal dynamism, unpredictability and variability of the business environment is recognized as strategic management and change management. The practical significance of the obtained results reveals the prospects for applying the main scientific provisions of the article in the practice of managing tourism business enterprises in Ukraine in the conditions of post-war reconstruction. The results of the study presented in the work can be used by economists, scientists and practitioners to implement scenarios for the development of tourism industry enterprises in Ukraine, each of which has a number of consequences for stakeholders.

Features of tourism management based on PESTLE analysis

The article examines the topical issue of the development of the tourism industry in territorial communities, i.e. the impact of the external environment and the dependence of the development of the tourism sector of the economy on the system of macroeconomic factors which are not directly formed and controlled by territorial communities, despite being an integral element of their management. The authors outline the approaches to the application of PESTLE analysis as the strategic management tool, which makes it possible to analyze the external environment of influence on the development and functioning of tourism in communities, which does not exist outside the integration with other sectors of the economy and markets. The author emphasizes the definition of consumer values in tourism, which is the main goal for a tourist, a visitor to the territory, and a traveler when receiving certain services, which imply obtaining certain sensations: pleasure, emotions, cognition, comfort, health improvement, rest, etc. The article defines certain steps of the PESTLE analysis, which can be used in communities to prepare strategic planning. The authors reveal that when conducting a PESTLE analysis, it is necessary to try not only to describe and evaluate existing external factors but also to predict their changes for 3-5 years. It is necessary to identify the factors that can directly influence the development of the territorial community, the growth of its economic potential, and the preservation of the environment, and systematize them according to their importance for the achievement of the strategic goal. It remains important to predict and minimize possible risks and threats that occur/will occur during the functioning of the complex of tourist capacity of communities – tourist facilities, tourism industry enterprises, infrastructure, and communications.

Risk management as a factor of adaptation of tourism and hotel business enterprises to crisis conditions

Introduction. The analysis of the situation in the field of development of the tourism industry allows us to conclude that the most acute problem that enterprise managers often face is the uncertainty and variability of the external environment and its threats, especially in the context of crisis phenomena. Both the level of prosperity of enterprises and the development of tourism in the country as a whole depend on the solution of this problem. Despite a significant number of publications devoted to the issue of risks, the specifics of the development of a risk management program in the tourism industry in the system of enterprise management strategy, as well as the issue of the methodology of their diagnosis and means of their minimization, have not been adequately covered in the literature. The purpose of the article is to study the specifics of risk management as a factor in the strategy of adaptation in the context of crisis phenomena and to develop recommendations for improving the tools of risk management at enterprises of the tourism industry. The method (methodology) of research includes a number of general scientific research methods, namely: the method of theoretical generalization, the abstract-logical method, and the method of grouping; the expert method and the integral calculation method were used in the implementation of empirical research. The results. As a result of the conducted research, elements of scientific novelty were obtained, which are as follows: a list of the main threats in the activities of tourism and hotel business enterprises was formed by spheres of occurrence, taking into account the factor of physical danger that exists during military operations; the risk management system is presented in a general form, which contributes to the prevention, identification and minimization of risks in the enterprise, and is a sequence of interconnected blocks; it is substantiated that one of the main elements in the risk management system is the block of risk diagnostics; the expediency of using expert risk diagnostics for tourism industry enterprises has been proven; an expert diagnosis of the risks of the tourist enterprise was carried out, which includes the assessment of individual criteria and the calculation of an integrated risk assessment. Taking into account the above, it is proposed to develop a risk management program using the specified toolkit with elements of its adaptation to today's crisis conditions in Ukrainian realities, for more effective monitoring of the results of the program implementation, it is proposed to divide it into two stages: preliminary selection of risks and final formation of the risk management program. Given the relevance and complexity of the problem, further in-depth research is needed to find means of early prediction and prevention of risks in order to minimize their negative impact on the financial results and market position of tourism industry enterprises. It is the reduction of the threat of risks to the operation of the enterprise that will contribute to the sustainability of the development of the tourism industry in general.

Продвижение креативного туризма в малых городах с применением инструментов диджитал-маркетинга

Increased interest in non-standard and exciting pastime is currently a worldwide trend. Experts mention with good reason that impressions are the basis of modern tourism. Creative tourism is a source of regional income growth, a way to strengthen competitive position of tourism business, and it is a source of positive emotions for tourists. Digital marketing helps identify the needs of tourists and form a unique offer to competing enterprises of tourism industry. Tourist offer and its preparation are gradually being transformed thanks to advances in information and communication technologies. The purpose of the study is to assess the potential of creative tourism in the development of small towns, as well as to identify the main directions of effective implementation of this process. The research methodology is the following: marketing survey, marketing analytics, descriptive, analytical, statistical, and project methods. The scientific significance of the study results is to identify the main characteristic of creative tourism development, that is co-creation, the development of which will allow to form value, develop territories, expand knowledge, and attract funding. The paper expands the conception of creative tourism. It is not just an interactive study of the terrain, a tourist route, but also involvement of tourists in the process of co-authorship and creation. The practical significance of the study is to identify the potential for creative tourism development in Orel region, as well as to systematize the main problems in successful implementation of this process. The advantages of creative tourism over cultural tourism are identified. Their use will help to revive the districts and attract additional funding. Summarizing the results of marketing analytics made it possible to identify the most commonly used retrieval requests, the use of which in the system of creative tourism services promotion will increase the brand awareness of the city. The paper systematizes the main directions of the marketing program to implement the concept of creative tourism development in the regions. In particular, the potential of social networks as a digital marketing tool is investigated, and strategies of creative tourism development in small towns are proposed.

Analysis of The State of The Tourism Industry in Russia аnd The Direction of Its Development

The purpose of the study. The purpose of the work is to assess the state of the tourism industry using statistical methods, analysis of scientific literature and identification of the main trends and promising directions of its development. The article is devoted to the possibilities of statistical analysis in the conditions of limited statistical information on Russia in relation to the tourism industry.Materials and methods. The following scientific methods are used in the article: analysis of scientific literature, analysis of dynamics and structure, coefficient analysis, correlation and regression analysis, graphical analysis, forecasting of indexes of the tourism industry. The analysis of Russian and foreign literature allowed us to formulate conclusions about modern methods of analysis used to assess the problems of the tourism industry. The analysis of the indexes in dynamics made it possible to identify and describe the main trends in the development of tourist flows, the volume and cost of selling tourist packages. The calculated structure of collective accommodation facilities showed their percentage ratio during the study period and the change in their shares. The use of correlation analysis made it possible to establish the closeness and direction of statistical relationships between individual factors affecting the state of the industry and the volume of tourist trips. A multiple regression model based on indexes characterizing the dynamics of prices for tours sold, the state of the transport sector and the food sector methodology is created. Based on the Box–Jenkins methodology, predictive models were created and medium-term forecasts were calculated for variables characterizing the number of tourist firms and the number of sanatorium-resort organizations and recreation organizations. The initial data for the study were Rosstat data in annual and spatial dimensions for the period 2011–2020.Results. The article highlights the main directions of research in the field of tourism industry, presented in the works of domestic and foreign authors. The foreign approach to its assessment is carried out through evidence-based methods. The research of domestic authors is more focused on the implementation of program-targeted methods and the identification of problems of assessment and prospects for the development of the industry in the Russian Federation. The analysis of the dynamics of inbound and outbound tourist trips showed a tendency to decrease their total number, which is due to the low level of tourist attractiveness, shocks and restrictive measures caused by the SARSCoV-2 pandemic, the tense foreign policy situation. It is established that the most active external tourist flows of the Russian Federation are observed with neighboring countries. Correlation analysis showed the presence of a statistical relationship between the number of trips made with the state of the transport infrastructure and the cost of the tour packages sold. The trend of growth in the implementation of tour packages in Russian destinations and a reduction in their number in foreign destinations, which is due to an increase in the disparity between the average cost of tour packages depending on the destination of the holiday, is established. The carried out regression analysis procedure showed the relationship between the number of tourist packages sold to citizens of the Russian Federation with the variables “average cost of sold tourist packages” and “fleet of aircraft”, which indicates the need to develop transport infrastructure and optimize the cost of recreation. Forecast calculations on the number of travel agencies and sanatorium-resort organizations have shown their decline in the medium term, which indicates the need to take appropriate measures to activate tourism entrepreneurship.Conclusion. Based on the results of the statistical analysis, the analysis of scientific literature and the content of tourism development programs in the Russian Federation, the authors identified common problems and directions of development of the industry. The main problems of the industry are the following: weak tourist attractiveness, insufficient development of tourist and transport infrastructure, lack of accommodation facilities aimed at mass tourists, low quality of domestic accommodation services, and high cost of foreign tours. The priority directions of the development of the domestic tourism business are related to: the introduction of modern digital technologies, active advertising of domestic tourism, optimization of the costs of tourism industry enterprises, activation of state support in difficult economic conditions.

The Seasonal Labor Hoarding in Tourist Enterprises—Choice or Necessity?

The seasonality of tourism demand is a natural condition for the functioning of tourist enterprises and affects the choice of employment practice. The aim of the research is to identify the practices of employing workers in tourism industry enterprises and try to understand the determinants of these decisions. The main research questions were what employment practices are used in tourist enterprises and how does the opinion on the condition of the local labor market influence this choice? It was assumed that, in the tourism industry, seasonal fluctuations can be treated the same way cyclical fluctuations are treated in the analysis of dynamic labor demand. The basis for the conclusions was the results of a survey conducted in the tourism industry enterprises in the seaside region of Poland. In the tourist region of the Polish Baltic Sea, 75.6% of tourist enterprises use the practice of total or partial labor hoarding, and 24.4% of enterprises do not use the practice of labor hoarding. They immediately adjust employment to seasonal changes in demand.

Motivation to Work in the Context of COVID-19 Impact on Tourism Industry Enterprises

Purpose: To explore the work motivation of managers of tourism enterprises during the COVID-19 period. Design/methodology: Qualitative research conducted from April to May 2021 in a form of semi-structured interviews with twelve tourist entrepreneurs from the Silesian region. Findings: The COVID-19 caused changes in work performance, including a decrease of work motivation, in the tourism industry. However, at the same time, it stimulated the appearance of new sources of work motivation like, e.g., a desire to overcome the crisis, survival on the market, caring for the staff, a sense of professional passion or concern for the development of the branch or region. Several sources of work motivation were identified that were divided into intrinsic and extrinsic motivation of people managing tourism enterprises in the COVID-19 pandemic. Research limitations/implications: Research findings are not representative and cannot be generalized. It would be worthwhile to undertake future research on: how – over time – the pandemic and its course changed the attitudes of tourism entrepreneurs, including their motivation to work; whether this motivation differs when different: types of enterprises (e.g. catering and MICE), enterprise location (e.g. seaside/mountain), segment of tourists (e.g. holiday/business tourists) are considered; a larger sample of respondents with the use of a quantitative approach. Originality/value: COVID-19 caused not only a decrease in motivation to work, which is more often stressed in the literature, but also became an impulse to the emergence of new sources of managers’ work motivation that are completely different than before the pandemic. The identification and exploration of those sources, divided into intrinsic and extrinsic work motivation, create an added value of the paper.

Стратегические приоритеты развития горнолыжного туризма в миреи России

The article provides a strategic analysis of ski tourism development at the national and global level. The identified global, national and regional trends form new opportunities for the tourism industry, significantly changing its functioning model, strategic priorities, goals and objectives. Tourism industry enterprises should realize the planned shifts and build a new or adjust existing development strategies to ensure long-term functioning in the market. The strategic initiatives proposed in the article are based on the theoretical foundations of the Russian school of strategizing developed by V.L. Kvint, an academician of the Russian Academy of Science, a practical scientist with extensive experience in the field of strategizing big domestic and international companies. The purpose of study ‒ to determine the strategic priorities for ski tourism development in the world and in Russia based on the theory of strategy and methodology of strategizing academician V.L. Kvint. The definition of strategic priorities for the national sky industry should also be based on the resource potential of the industry (natural, recreational, infrastructural, financial, personnel and etc.) and take into account the historical features of the national tourism industry development. For today the consumption model in ski tourism is undergoing essential changes from the primacy of the sports component in it, to an increase in attention to entertainment and après-ski, when skiing is not the main motive for traveling to the mountains, but one of the great variety of attractions on the mountain. In the conditions of excess demand over supply of services, the strategic task is to retain the existing client base and attract the younger generation to the ski culture, as well as the collaboration of ski leisure with other types of pastime within the city (construction of indoor ski centers within the city). Digitalization of all aspects of society’s life has formed a new standard for providing of travel services - a comprehensive customized service of high quality and the seamlessness of its provision to the consumer, which modern ski complexes should also meet.

Analysis of the applicability of blockchain technology in tourism

Digital transformation is the main trend in the development of all sectors of the economy on a global scale. A revolutionary service is currently blockchain technology, which has changed the perception of the service sector. Tourism industry enterprises are involved in the progressive process of introducing an innovative institution – blockchain as an actual driver of optimization and promotion of services. The article is devoted to the analysis of opportunities and information threats of using blockchain technology in tourism, global intermediaries operating in the online market of tourist services are identified. The features of the use of blockchain in tourism are studied, the conditions for the implementation of blockchain technology in tourism are justified, the advantages and disadvantages of using this technology in the industry are analyzed. The problems of introducing the blockchain sector into the tourism industry, which must be solved to obtain an effective result, are disclosed. The conclusion is formulated that the transition to the digital economy, the spread of digital services require further improvement of the use of the blockchain platform in the tourism industry as an innovative service resource.

Інноваційні комунікаційні інструменти маркетингової діяльності підприємств туристського та готельного бізнесу

The article examines the marketing communications used by enterprises of the travel industry. The purpose of the article is to study the latest marketing communications and develop directions for their application in the enterprises of the tourism and hotel business. The necessity of formation and implementation of marketing communication policy that meets the specifics and goals of the enterprise in order to achieve a high level of competitiveness and desired result of activity is substantiated. The features and structure of the complex of marketing communications of tourism industry enterprises containing the following elements: advertising, sales promotion, personal sales, public relations, and direct marketing are determined. The necessity of introducing the latest technologies in this sphere is proved, since in the modern world of global computerization it is simply necessary to use modern technological resources, in particular the Internet, especially in such a sensitive and competitive industry. According to the results of the analysis and generalization of the study of Travelport company, which is one of the outstanding providers of electronic distribution services in the travel industry, a rating of marketing communications used in the tourism and hotel business is compiled. Based on the results of the study, the need for an integrated approach to the planning and implementation of communication processes, based on the consistency of actions of all means of marketing communications within a single strategy to achieve the set marketing goals, is established. As an innovative marketing communication instrument, enterprises of the tourism and hotel business are offered the use of integrated marketing communications (IMC), which are holistic communication systems and allow to cover all aspects of the marketing complex, which further contributes to the most effective action on the consumer. So, depending on the direction of activity, the availability of human resources and financial condition, the company chooses a way to present itself in social networks through the most effective communication instrument, tailored to suit the market needs.

Управління інформаційним забезпеченням підприємств туристського та готельного бізнесу

The article examines the problems of information provision of tourism and hotel enterprises. Despite a sufficiently large number of studies in this area, the problems of information provision of tourism industry enterprises seem hardly to have been elaborated appropriately, therefore the study of this issue appears relevant. The purpose of the article is to study the existing state of information provision of enterprises of tourism and hotel business and to develop directions for its improvement. Based on the analysis and generalization of approaches to the definition of information provision (IP), its essence, basic principles and composition are formulated. It is proved that in the difficult present conditions, economic information is of particular importance, that’s why the creation of an economic information system is a condition and factor of effective work and achievement of maximum profitability. The stages of creating an economic information system for a travel industry enterprise are determined. The indicators that can form the information base of the enterprise are proposed, which are presented as the most efficient and of particular importance instrument for monitoring the economic activity of the enterprise of tourism and hotel business. The tasks of the information activity of the travel industry enterprise are defined, which consists in obtaining, systematizing and using the most reliable, accurate information about the state of the external and internal environment of the enterprise. The conception of information management of the travel industry enterprise is developed, which involves the management of external and internal information, information and analytical base, and the introduction of information principles in the process of improving the enterprise’s activities. As a result of the carried out study, it is determined that, despite of provision if the activities of the travel industry enterprise with complete, reliable, operational information, the management of information provision of the enterprise is impossible without the introduction of an automation and computerization instrumentarium.

ВИКОРИСТАННЯ ПОТЕНЦІАЛУ БЕНЧМАРКІНГУ ІНКЛЮЗИВНОГО ТУРИЗМУ У ВІТЧИЗНЯНІЙ ПРАКТИЦІ

The article examines the development trends of inclusive tourism and its importance for society and people with special needs. It is noted that the scope of development of the inclusive tourism market is constantly increasing, the demand is gaining significant momentum, it is a promising direction of the tourism industry, and, most importantly, the rehabilitation of people with disabilities. Tourism and wellness activity is an effective method of prevention and restoration of normal life activities of people with disabilities, their socialization and integration. The international experience of adapting the tourism industry for persons with disabilities was analyzed. World experience shows that tourists with disabilities occupy an important segment of the tourism market, and this type of tourism is widespread in almost every country. The practice of developing inclusive tourism abroad proves that the necessary conditions are the creation of a barrier-free environment, adaptation of excursion routes, tourist and historical monuments to the needs of people with disabilities. Ukraine should implement the best experience of countries in creating a space of tourist destinations convenient for everyone, refurbishing infrastructure facilities and means of transport according to the standards of "barrier-free", ensuring information accessibility for persons with limited physical capabilities. The use of new methods and tools in inclusive tourism is highlighted, in particular, the potential of benchmarking aimed at increasing the competitiveness of tourism industry enterprises. Benchmarking in the field of tourism can be considered a way of finding new and effective opportunities for the development of tourism business, in particular, inclusive tourism. Taking into account the accumulated experience of the functioning of the inclusive tourism sector in the countries of the world, the availability of best practices and the multiplier of knowledge regarding the improvement of "tourism accessible to all", the implementation of the strategy for the development of inclusive tourism in Ukraine can be considered as a means of social rehabilitation of persons with limited physical capabilities, fundamental change their lives, broadening their understanding of the world around them.

СОЦІАЛЬНА ВІДПОВІДАЛЬНІСТЬ ТУРИСТИЧНОГО БІЗНЕСУ В УКРАЇНІ: ОСОБЛИВОСТІ СТАНОВЛЕННЯ ТА ПЕРСПЕКТИВИ РОЗВИТКУ

The article examines the areas of social responsibility implementation in the tourism business of Ukraine. Its characteristic features are the one-time or periodic participation of tourism business entities in individual socio-ecological activities, charity, sponsorship or volunteering, short-term partnership or participation in the implementation of individual short-term projects, individual development of strategies or programs of corporate social responsibility. In the practice of implementing CSR in Ukrainian tourism, responsible behavior is demonstrated by companies that work under the names of well-known international brands, or are representatives of national tourism businesses that have entered the international market, and for which CSR is a mandatory condition for cooperation with partners and clients. Examples and main directions of social programs implemented by domestic tourism enterprises are given. On the basis of the conducted analysis, a conclusion was made about low social activity at the enterprises of the tourism industry of Ukraine, the absence of a monitoring and control mechanism for the implementation of the measures. Among the main problems of low social activity of the tourism business, the high cost of CSR activities, low culture of social entrepreneurship, lack of understanding of the strategic advantages of socially responsible management, reluctance to integrate social and environmental issues into the business processes of one's enterprise are highlighted. The study of successful examples of national and international experience in the implementation of the CSR strategy in tourism made it possible to identify promising areas of socially responsible activities of tourism industry enterprises: responsibility to employees, responsibility to clients, partners and the public, environmental responsibility. A proposed system of long-term initiatives for the gradual introduction of corporate social responsibility into the tourism business in Ukraine. Such initiatives should be implemented through a transparent and honest policy towards tourists, fair treatment of staff, consideration of ethical principles by all participants in the creation of the value chain, compliance with international and national standards of service and safety.

MAIN DETERMINANTS OF POTENTIAL OF THE TOURIST AND RECREATION SPHERE

Introduction. Possibilities of forming the potential of the tourist and recreational sphere of Ukraine’ s regions depend on many factors of mega-, macro-, meso- and micro-character, which create preconditions and environment for the implementation of competitive strategies of tourism industry enterprises, their long-term and effective functioning. The purpose of the article is to study the peculiarities of formation of the potential of Ukraine’s tourist and recreational sphere. The results. The article analyzes the main macro-factors influencing the development of the potential of the tourist and recreational sphere of the regions, among which there are natural-geographical, economic, socio-demographic, institutional, scientific and technical factors. The dependence of the development of the tourist and recreational sphere of Ukraine’s regions on the attractiveness of the tourist infrastructure and on certain elements of the infrastructural provision is determined. The tendencies of interdependence of the main indicators of development of the tourist and recreational sphere of Ukraine’s regions and the tendencies of the main indicators of the development of the tourist and recreational sphere of Ukraine’s regions for the period are highlighted. The dependence of the efficiency of the use of tourist and recreational potential and the attractiveness of the tourist and recreational sphere of Ukraine’s regions is shown. Conclusions. The article constructs a correlation matrix of dependence of factors of formation of tourist-recreational sphere potential of Ukraine’s regions, which shows correlation dependences of many factors influencing formation of tourist potential of regions. The main global trends of the world market of tourist services are determined, on which the vector and possibilities of formation of tourist and recreational sphere potential of Ukraine’s regions considering criterion of strategic competitiveness and the purpose of expansion of scales of development and integration of the tourist industry in the international market of tourist services depend. Keywords: tourism, tourist-recreational sphere, potential, innovations.

FACTORS OF DIGITALIZATION OF THE MARKETING ACTIVITY OF TOURIST ENTERPRISES OF UKRAINE IN THE CONDITIONS OF GLOBAL DIGITALIZATION

The main purpose of the article is to determine the main current trends and factors of digitalization of the tourism industry, which have a significant impact on the efficiency and increase the performance of economic entities in the tourism industry of Ukraine. The theoretical and methodological basis of the study consisted of the publications of the economists, who analyzed the problems of formation and prospects for the development of Internet marketing. A monographic method was used to cover the scientists’ views on the research issue. Correlation and regression methods of analysis were tested in determining the factors of digitization. The article systematizes the dynamics of the development of the tourism industry and indicators of the economic activity of tourist enterprises in the global and national context. It is determined that due to the intensification of crises and quarantine measures caused by the spread of СOVID-19, the number and expenditures of tourists on entertainment, the income of tourist enterprises, the number of people employed in the tourism industry have significantly decreased. At the same time, the process of digitalization of the studied industry has accelerated in terms of the growth of investments aimed at the development of marketing startups of a digitalization nature. The evolution of marketing approaches to the digitalization of tourism industry enterprises is theoretically comprehended. The main stages include traditional individual tour operators, e-business, e-commerce, smart tourism. It is concluded that domestic enterprises of the tourism industry lag significantly behind similar business entities in terms of the process of digitalization of economic processes and marketing mix. The factors of digitalization of the marketing activity of tourist enterprises are generalized. The results of factor analysis on the importance of using elements of digitalization in the marketing activities of tourism enterprises of Ukraine are analyzed and visualized. It is determined that the most significant influence on the effectiveness of marketing activities using elements of digitalization in the tourism industry of Ukraine is exerted by such factors as: chatbots based on artificial intelligence, voice search and voice control, virtual reality, augmented reality, internet of things, robots, contactless payments, cyber-security measures, recognition technology, large data sets, artificial intelligence.

ТЕОРЕТИЧНІ АСПЕКТИ ЗАБЕЗПЕЧЕННЯ КОМПЛЕМЕНТАРНОГО РОЗВИТКУ ПІДПРИЄМСТВ ТУРИСТИЧНОЇ ІНДУСТРІЇ

It is established that the spread of the coronavirus pandemic, the strengthening of epidemiological measures and social isolation of countries, the complication of border crossing caused a significant destabilization of the business environment of tourism industry enterprises and the aggravation of the crisis in the industry. It is proved that in such difficult conditions, it is possible to ensure the integrated sustainable development of tourism industry enterprises only by creating favorable conditions for restoring lost ties between the subjects of this sphere, forming and promoting a high-quality and competitive product in the market, and ensuring the availability of tourist services. Taking into account the above, it is established that today the definition of key conditions, effective mechanisms and tools for ensuring sustainable complementary development of enterprises in the tourism industry of Ukraine is becoming relevant. The article examines the peculiarities of the emergence and evolution of the content of the concept of complementarity, reveals the features of its interpretation in various fields of Science and economic sectors. Scientific approaches to determining the content of the concept of complementarity in economics and identifying its main types are considered. The essence of the categories of complementary activities and complementary assets is studied. The main approaches to the consideration by scientists of the content of the category of complementary development of enterprises are presented. The expediency of complementary development of tourism industry enterprises and the formation of a theoretical and methodological basis for its provision is proved. The content of the scientific category complementary development of tourism industry enterprises as a process of qualitative transformational changes in the system of ensuring the activities of tourism industry enterprises and interaction of subjects of this sphere in the process of creating a competitive tourism product by them, taking into account the requirements of balancing the interests of stakeholders, is revealed and the key conditions for its provision are determined.

The Use of Economic and Mathematical Modeling in Assessing the Competitiveness of Tourism Industry Enterprises

Purpose of research. Tourism is the most important object in the system of modern economic relations. Its main goal is to create an environment conducive to meeting the needs of tourists, which ensure a steady flow of funds. In turn, the economic subsystem solves the problem of creating a competitive tourism industry – the most important determinant of economic growth. Therefore, the study of the competitiveness of the tourism industry market in ensuring sustainable economic growth of the state and increasing the well-being of the population is an extremely relevant direction in a market economy.At the moment, many international, domestic methods are used to assess the level of competitiveness (competitive opportunities). Methodological support for a comprehensive assessment of the competitiveness of tourism industry enterprises based on economic and mathematical models requires further development. An algorithm for assessing regional competitiveness is given on the example of building an econometric model, and testing it for its practical significance.The purpose of our study is to identify the factors affecting the increase in the level of competitiveness of the tourism potential of the Sevastopol region to ensure a sustainable influx of tourists.Materials and methods. The study of the level of increasing competitiveness based on the use of economic and mathematical modeling in the regional aspect is carried out. The «Gretl» software package was used as a statistical tool for the study. The study of the level of competitiveness in the field of the tourism industry in the Sevastopol region is carried out on the basis of a sample of 50 enterprises of the tourism industry, determined by the rating of the volume of gross revenues received per year. To model the share of the gross value added of the tourism industry in the gross regional product at the regional level, we considered the annual financial and economic data of the activities of travel companies, as well as the macroeconomic indicators of the Sevastopol region from 2015-2019. The processing of economic and financial indicators characterizing the micro- and macroeconomics, identification and interpretation of the model is made using computer technologies, in particular the Gretl software package.Results. According to the results of the study, the nature of the relationship between the share of the gross value added of the tourism industry in the gross regional product and the consumer price index, the growth rate of retail turnover, the growth rate of public catering turnover, and the quantity of registered crimes was revealed. Economic and mathematical modeling was carried out using various approaches to constructing the equations of the general model by the least squares method, with fixed or random effects.Conclusion. The article discusses the modeling of competitive advantages in the tourism industry, which makes it possible to determine the significant parameters of independent variables, and it was also proposed that the model with fixed effects is the most adequate for predicting the tourism potential of the Sevastopol region.It should be noted that it is almost impossible to achieve an increase in competitiveness by chance. Therefore, a set of methods and techniques is needed that form an innovative competitiveness management system. The implementation of such a system is directly related to the analysis and assessment of the whole variety of conditions and factors for the functioning of the subjects of the tourism industry.