Tourism Industry In Ukraine Research Articles

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The article analyzes the importance of tourism for the socio-economic system of the country, and also evaluates trends in the development of tourism in the current conditions of the impact of the COVID-19 pandemic. Possible ways of overcoming the consequences of the pandemic for the tourism industry in Ukraine and strengthening its position in the world market of tourist services have been substantiated

PROSPECTS FOR THE DEVELOPMENT OF INTERNATIONAL FACILITY-TOURISM IN UKRAINE. CHALLENGES OF THE COVID-19 PANDEMIC

The article is devoted to defining the essence of facility-tourism as a promising area within the tourism industry, which can potentially increase the attractiveness of Ukraine for foreign tourists and become a powerful competitive center in the redistribution of international tourist flows. The need to improve existing approaches to understanding industrial tourism (common term) has been demonstrated because it does not take into account the full range of opportunities associated with visiting abandoned cities, towns and buildings, existing and abandoned machines and industrial facilities, land and underground. engineering structures, exclusion zones and other objects of anthropogenic activity. The article proves that having an extraordinary technological, industrial, engineering potential, Ukraine can create hundreds of additional facilities that will have not only practical significance, but also financial and economic effect. In addition, the launch of facility-tourism in Ukraine will create additional opportunities for the development of related areas of services - hotel and restaurant business, museums, transport, etc., and will be the basis for creating new jobs, which is certainly important for modern Ukraine. Special attention in the article to the define the prospects and place of international facility-tourism in the tourism industry of Ukraine. The method of testing hypotheses proved that its initiation will certainly have a positive effect. The authors also paid attention to the development of the industry during the pandemic. It was proved that this type of tourism can fully work even in conditions of quarantine restrictions due to the possibility of organizing facility tours for small groups of foreign nationals.

EVALUATION OF THE EFFECTIVENESS OF MEASURES TO IMPROVE THE MANAGEMENT OF TOURISM ENTERPRISES IN THE CONTEXT OF EUROINTEGRATION

The article explores the tourism industry and the possibility of improving it. The functions, conditions and factors of tourism development are discussed. On the basis of research, problems have been identified in the development of theoretical and applied research in the direction of the formation and development of the tourism industry in Ukraine. For each country, tourism plays a significant role in stimulating economic development, not only directly in the tourism industry, but also in related industries and other sectors of the economy. The impact of tourism on employment, consumer demand and foreign exchange earnings was highlighted. The role of tourism in the development of the national economy cannot be overemphasized, but the tourism industry has objective prerequisites for its development based on historical, geographical, cultural and economic factors. Specific features of the development of the tourism industry have been identified with a view to identifying opportunities and obstacles to its further development on a long-term basis. The materials of the work are based on scientific works of leading domestic and foreign scientists, legislative acts and normative documents. It has been established that stable development of tourism is possible under conditions of cooperation between the state and business. This is necessary for the design and implementation of programmes that take into account the specificities of the tourism industry. An analysis was made of the current situation in Ukraine and the need to create optimal, rational and advantageous conditions for development was identified. The management of the tourism sector in Ukraine in the context of globalization and Euro-European integration requires the search for non-traditional approaches and new views, the introduction of European norms and standards, that is, the improvement of methods of tourism management, Development and evaluation of models of tourism development in the national and regional economic development system. In order to predict the performance of the activity, the article considers the enterprise of the tourism industry for which it is proposed to use autoregression models, which help to determine the existence of autocorrelation with n-.Delays in purchasing activity of consumers of tourism services.

Інформаційне забезпечення розвитку підприємств сільського зеленого туризму в Україні в умовах пандемії COVID-19

I. Ksonzhyk, O. Petrova. Information support of enterprises of rural green tourism in Ukraine in the context of the COVID-19 pandemic. The current state has been studied and the specificity of the development of rural green tourism in Ukraine has been determined. The problems of practical application of information support by business entities working in the tourism industry have been identified. The essence and necessity of large-scale information support of the rural green tourism industry have been substantiated and its features have been investigated. The analysis of information technology used today in the field of information support for the rural green tourism industry has been carried out. The impact of the global COVID-19 pandemic on the development of the tourism industry in Ukraine has been established. Measures to extend information support in the field of rural green tourism under conditions of adaptive quarantine have been identified. The proposals for improving the level of information support for the rural green tourism industry have been summarized. Keywords: rural green tourism, enterprises, development of rural areas, information support, information technology, region, information support.

ДОСЛІДЖЕННЯ РИЗИКІВ НА МІЖНАРОДНОМУ РИНКУ ТУРИСТИЧНИХ ПОСЛУГ, СПРИЧИНЕНИХ ПАНДЕМІЄЮ ТА ПЛАНУВАННЯ ЗАХОДІВ ВИХОДУ З КРИЗИ ЗА РАХУНОК ПІДВИЩЕННЯ РІВНЯ ПРОФЕСІЙНОЇ МОТИВАЦІЇ ПРАЦІ ПЕРСОНАЛУ

The article considers the risks of the international market of tourist services in a pandemic and measures to overcome the crisis by increasing the level of professional motivation of staff. Study of losses of the tourism sector in the EU in April-May 2020. Decrease in EU revenues in June 2020. The impact of risks on the development of the international tourism industry from the implementation of anti-epidemic measures with COVID-19. Uncertainty and the predominant risks and duration of pandemic constraints are key to determining losses in this sector. The reasons for job losses in the tourism industry during the study period are investigated. The analysis of dynamics of outbound tourism for the period of introduction of quarantine restrictions is carried out. The reasons for the decline in demand for domestic tourism have been identified. The negative dynamics in the labor market of the tourism industry and its cause are determined. The expediency of Ukraine’s participation in international tourism relations has been proved. The tourism industry of Ukraine has been studied and the priority directions of its development that have developed under the current conditions have been revealed. The level of employment during the implementation of measures caused by the pandemic was studied. It is determined that an important problem is the high level of informal employment in the tourism industry. It was found that in the current situation in Ukraine at the current stage of its development, the problem of raising the level of professional motivation of staff has become important, because solving the challenges facing society is possible only if you create an appropriate motivational framework that can motivate employees to effective work. It is proved that in modern conditions in Ukraine at the present stage of its development the problem of increasing the level of professional motivation of staff has become important, because solving problems facing society is possible only if you create an appropriate motivational base that can motivate employees to work effectively. The efficiency of economic and non-economic methods of motivation of tourism workers is compared. The expediency of using a personalized approach to the choice of methods of professional motivation of employees is determined. Ways out of the crisis by increasing the level of professional motivation of staff are proposed.

Дослідницькі та інноваційні стратегії розумної спеціалізації (RIS3) в контексті співробітництва освіти, науки та малого бізнесу (на прикладі туризму Полтавщини)

The article is aimed at developing approaches to regional innovation policy within the framework of the model of innovative interaction of the quadrangle: power – science (education) – business – civil society. Based on the analysis, systematization and generalization of data on the tourism industry of Ukraine in general and of the Poltava region in particular, it was found out that, primary, it has significant potential for economic development, especially for small business enterprises; secondly, the potential to become a platform for the development of innovative interaction of the quadrangle: power – science (education) – business – civil society. The publication proposes an algorithm of development of strategic approaches to development of the tourism potential of Poltava region on the basis of RIS3 methodology. These strategies facilitate the economic transformation through cooperation in the field of innovations of regional governing bodies, small business enterprises, NGOs and representatives of the scientific and educational environment, that is, take into account local conditions for conducting tourism business. On the basis of the typical RIS3 management system, the management structure at the local level has been worked out and the priorities for the development of the tourism potential of Poltava region for the near future are determined. At this, all participants of such a system are tasked with a certain cultural change, namely: formation of practices of openness, mutual trust, interaction, mastery of new knowledge. The prospect of such interaction is to provide new opportunities for business representatives (including small businesses), NGOs, and the scientific community to participate in the processes of preparation and decision-making through establishing communications with relevant local authorities, building new horizontal economic and social cooperations, sharing knowledge and experience. RIS3 proposed for Poltava region is a platform for the formation of new economic and social relations in the tourism sector.

РЕГІОНАЛЬНІ ОСОБЛИВОСТІ РОЗВИТКУ СІЛЬСЬКОГО ТУРИЗМУ В УКРАЇНІ

Rural tourism in Ukraine is in its infancy today. The revival of rural communities, their further social and economic development are connected with the future industry of rural tourism. Holidays in picturesque villages through the use of the available private housing stock of hospitable hosts have a positive effect not only on the health of vacationers, but also on the environment and the economy of the regions of Ukraine. This, in turn, expands the employment scope of rural residents, gives the opportunity to implement on the spot the environmentally friendly products of personal farming, helps to increase the attractiveness and viability of rural areas, to mitigate demographic problems, to reduce migration, to promote local resources and folk traditions, thereby diversifying life of rural communities. The picturesque Ukrainian village has a unique historical and architectural heritage, medical and recreational resources, original culture and way of life, unique landscapes, rich national traditions, opportunities to eat ecologically clean products and recreation in enchanting nature. That is why today rural tourism is becoming more widespread among tourists. This type of tourism proves that it is not only a type of recreation, but also an important factor in solving socio-economic problems of the village, one of the types of small business. The article considers the rural tourism as a promising direction of development of the tourism industry in Ukraine. It was analyzed the current state and features of rural tourism development in regions of Ukraine, which are attractive and favorable for recreation in rural areas. It was highlighted the main advantages of this type of recreation and the opportunities, which rural tourism opens for the rural population in each region of Ukraine. It is emphasized that rural tourism as an economic activity contributes to regional development and leads to the overall economic growth of the country. It is determined that rural tourism is a guarantor of stability and viability of rural areas, an important alternative for agriculture and a factor in the development of local communities.

АНАЛІЗ ТЕНДЕНЦІЙ РОЗВИТКУ СФЕРИ ТУРИЗМУ З УРАХУВАННЯМ СТАТИСТИЧНОГО ОБЛІКУ ТА ЗВІТНОСТІ

The article deals the analysis of trends in the development of the tourism sector in modern conditions, taking into account statistical information and the impact of coronavirus on the tourism industry. It is determined that the tourism industry is important for the development of the state. The article identifies trends, threats, problems, challenges, risks and subjects as the main factors in the development of tourism in Ukraine. It is noted that the further development of tourism will ensure the realization of the socio-economic potential of the state in the short and strategic perspective. Also the effective development of the tourist complex depends on the availability of modern accounting systems, statistical observation, a systematic approach to the organization of which allows meeting the needs of authorities, specialists and society as a whole in sufficient and reliable information in the field of tourism. In addition, statistical indicators are needed to develop macroeconomic indicators: consumption, spending, investment, income, employment. Over the past 70 years, tourism has become a powerful sector of the global economy. Influencing key sectors of the economy, tourism is increasingly becoming one of the most important indicators of socio-economic development of both individual regions and the country as a whole. But with the spread of the coronavirus, the travel industry is at risk. Analyzed statistical data on the number and cost of sold tour packages, the number of served tourists, and so on. It should be noted that during the pandemic, it was tourism that suffered more than other industries, including due to border closures, air travel bans, quarantine measures, and the like. At the same time, UNWTO underlines the historical resilience of tourism and the ability to create jobs in the aftermath of crises, while also highlighting the importance of international cooperation and ensuring that this sector becomes a central part of recovery efforts. Practical proposals for overcoming the crisis are presented, the implementation of which will reduce the level of negative impact of the consequences of the pandemic on the economy of the tourism industry in Ukraine and the main directions for improving the statistical accounting system.

ІНДУСТРІЯ ТУРИЗМУ ЯК ОБ’ЄКТ РЕГІОНАЛЬНИХ ЕКОНОМІЧНИХ ДОСЛІДЖЕНЬ

The article considers the tourism industry as a socio-economic phenomenon in the region. The research methodology was the scientific works of domestic and foreign researchers on the theory of formation and organization of the tourism industry, economics and tourism management, analytical materials of official statistical publications. In the theoretical aspect, approaches to the definition of "tourism" and "tourism industry" are considered. For a clear interpretation of tourist terms and concepts, the definition of tourism is grouped into two groups: conceptual and essential. In addressing the issue of classifying the industry as an independent industry, the author takes into account the main factors forming all the features, their compliance with certain qualifications for which tourism organizations are part of the regional economy, their dependence on the nature of the main activity. Based on the analysis of the conceptual apparatus of the definitions of "tourism" and "tourism industry", the conceptual concept of one of the main elements of the tourism industry - the tourism industry. The state of tourism development and factors influencing the competitiveness of tourism entities are analyzed. Analysis of the state of development of the tourism industry in Ukraine showed that the development of tourism in the country is currently only at an early stage. The characteristic features of the sets of organizations that form a separate industry, such as tourism. In studying the features of the organization, development and management of the tourism industry with the participation of the state, three management models have been identified. The first model assumes the absence of a central state tourism administration, all issues are resolved on the ground on the basis of the principles of market "self-organization". The second model assumes a strong and authoritative ministry that oversees the activities of the entire industry. Its implementation requires certain conditions, namely large financial investments in the tourism industry, advertising and marketing activities, investment in tourism infrastructure. The third model prevails in European countries and is that the development of tourism in the country is decided at the level of any multidisciplinary ministry.

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.

ОСНОВНІ ФАКТОРИ ВПЛИВУ НА ФУНКЦІОНУВАННЯ ГОТЕЛЬНО-РЕСТОРАННИХ КОМПЛЕКСІВ ТА ТУРИЗМУ В УКРАЇНІ

The article presents the main factors influencing the functioning of hotel-restaurant complexes and tourism in Ukraine. It has been established that hotel and restaurant and tourist complexes are included in the structure of the subjects of tourist activity. It was found that in the period 2013– 2019 the volume of services provided by temporary accommodation and catering companies, travel agencies, travel operators, companies providing other services, in particular, booking and related activities, has an unstable dynamic. It was determined that the dynamics of the total number of inbound (foreign), outbound and domestic tourists who were served by tour operators and travel agents by type of tourism was unstable, since the main reason that negatively affected this trend was the economic crisis of 2013–2015 in Ukraine, caused primarily by the instability of the situation in the political sphere. It was determined that in the species classification of tourism, that is, the distribution of tourists who were served by tour operators and travel agents, the highest is the number of outbound tourists traveling outside Ukraine. It was found that the number of domestic tourists is significantly lower than the number of outbound tourists, since on average for 2011–2020 was 23,6 %, and the lowest was in 2019 – 9,4 %, due to the COVID–2019 pandemic, under the influence of which another economic crisis arose not only in Ukraine, but also in the world as a whole. It was found that the proportion of inbound (foreign) tourists in the period 2011–2020 decreased sharply – from 10,6 % in 2010 to 0,5 % in 2020, the reason for which is the decrease in the attractiveness of the tourism industry of Ukraine for foreign tourists. It is noted that the prospects for further research in this direction are the development of a methodological approach to assessing the quality of tourism and hotel and restaurant services.

Audit in ensuring the effectiveness of tourism management

Due to the spread of the coronavirus pandemic, the losses of the tourism industry in Ukraine in 2020 are estimated at more than 1.5 billion dollars. USA. The current situation requires an adequate response from the government and business, which leads to an increased need for the use of scientific tools to justify the options for optimal economic development and relevant management decisions. Under such conditions, the key to sustainable development of the tourism industry should be the maximum use of management tools: management accounting, analysis and audit, implemented in the concept of their effective interaction. The aim of the article is to improve the theoretical and praxeological principles of management accounting, analysis and audit in the tourism management system, by developing the concept of their synergy and substantiation of prospects for implementation as a key imperative for sustainable development of the tourism industry. The economic and social significance of tourism in modern conditions is determined by the fact that the tourism business contributes to economic development, developing related industries, promotes employment, growth of gross domestic product, is a significant source of foreign exchange earnings. Experts from the World Tourism Organization emphasize the historical sustainability of tourism and its ability to create jobs after crises, and emphasize the importance of international cooperation and ensuring that the sector becomes a central part of the recovery effort after the coronavirus pandemic. To increase the efficiency of the tourism industry, as an imperative for sustainable development of the national economy, it is advisable to use such management system tools as management accounting, analysis and audit, implemented in the concept of effective interaction. The article identifies the place of a separate concept in the formation of the paradigm of management accounting, analysis and audit. One of the concepts that contributes to the modern audit paradigm is the concept of synergy between internal and external audit proposed in this study. A qualitative feature of the proposed concept is the two-vector direction of its action, as it is aimed at meeting the needs of internal and external users of information, which fundamentally distinguishes it from other concepts of audit. The proposed scheme of management of the tourist enterprise on the basis of interaction of administrative accounting, business analysis and audit will promote their practical realization in activity of the subject of tourist business. One of the concepts that contributes to the modern audit paradigm was the concept of synergy of internal and external audit proposed in this study. A qualitative featureof the proposed concept is the two-vector direction of its action, as it is aimed at meeting the needs of internal and external users of information, which fundamentally distinguishes it from other concepts of audit. The practical implementation of the interaction of management accounting tools, business analysis and audit at the micro level will also be facilitated by the developed scheme of tourism enterprise management based on the interaction of management accounting, business analysis and audit.

Analysis of the market of international tourist services of Ukraine (for the period 2007-2017)

The state of development of the tourism industry in Ukraine for the period 2007- 2017 is analyzed. It is established that it does not correspond to the existing potential of tourist resources, and the economic efficiency of the tourism industry is low. One of the main reasons for this situation is the lack of theoretical understanding of the socio-economic nature of tourism as a social phenomenon and its economic significance as a profitable industry. The tourism industry is one of the fastest growing sectors of the world economy. This increases the competitiveness of countries and regions, creating new jobs and improving living standards. It is proved that self-regulation of the tourist market is a necessary condition for its functioning. The dynamics of export-import of tourist services of Ukraine is analyzed. There is a tendency to a slight increase in the cost of services in the last years of the study period. In the interaction “government regulation - market” the primary link is the market, and government regulation is a tool that provides the general conditions of its existence, equalizes the conditions of the start of its subjects and eliminates, if possible, the negative manifestations of the market element. The activities of the tourism industry in Ukraine are analyzed. There is a tendency to reduce the number of enterprises in the tourism industry in recent years of the study period. The rating of tour operators by the number of served tourists and by the reviews of tourists is analyzed. The place and role of the Ukrainian tourism business in the world market of tourist services has been identified. The situation on the world market of tourist services of Ukraine is considered and it is concluded that one of the favorable conditions for tourism development in Ukraine was the adoption of visa-free regime with EU countries, the tourist market gradually recovered after the crisis of 2014, and Ukrainians begin to conquer Europe. 2017 can be called the year of tourism development in Ukraine: the flow increased rapidly, and the number of permits for sale, according to the State Statistics Committee of Ukraine, increased by 36%. Citizens of Ukraine who went abroad formed the group that used the services of tourism entities the most. It was found that the largest number of tourism entities is concentrated in the city of Kyiv and in Dnipropetrovsk, Kharkiv and Odessa regions.

Marketing as a tool to manage innovative development of the regional tourist sphere

The clear outline of the economic policy motives in the tourism industry of Ukraine, the specification of the purpose of entering the domestic market of tourist services, the formation of the optimal strategic model based on adequate marketing measures, and the opportunity to optimize the process of managing the marketing activities of domestic tourism businesses are the prerequisites for the intensification of marketing activities in tourism. The purpose of this article is to define the role of marketing as a tool in managing the innovative development of the tourism sector of the region. The article proposes a method of a step-by-step study of the marketing environment for domestic touristic entities. The essence of this method is to determine the sequence of research of the target domestic market by business entities based on the analysis of several important factors of the marketing environment. The paper proves that determining the model of the presence of domestic businesses in the market is an important tool for efficient marketing. Marketing analysis has shown that the state tourism policy is the determining factor in the market of tourist services in Ukraine. The directions of activity of the regional marketing stimulation authority are determined. Most legal regulations governing tourism are not properly enforced, which hampers the solution of many pressing problems in the tourism industry. Measures to improve the regulatory framework should be aimed at creating favorable conditions for the development of domestic tourism business and real economic mechanisms to stimulate the development of the tourism industry. Today, the domestic tourist market, including the market of industrial tourism services, faces the task of integration into the European tourism space. At the same time, in order to achieve the possible benefits of integrating cooperation, Ukraine's tourism policy should be aimed at meeting the requirements of the Member States of the European Community and providing the necessary radical changes at all levels of management of the industrial tourism market.

Perspective directions of development of local gastronomy tourism in the conditions of European integration

The article identifies the main aspects of gastronomy tourism in Ukraine and in the world and possible prospects and trends for further development of gastronomy tourism in our country. The variety of gastronomic festivals and tours in the leading regions of the country available in Ukraine are analyzed. Factors and entities of development of gastronomic tourism in each region and the reasons of their uneven application are allocated. The perspective areas of gastronomy tourism development in Ukraine to create a promising and competitive product on the international market of tourist services are outlined. Ukraine as a new tourism destination is increasingly establishing itself on the tourists’ travel map. The information is supplemented by various ratings from international tourist guides, which recommend travelers to turn their eyes to Ukraine. In Ukraine, the tourism industry is in its infancy, but its operation has a significant impact on the economy and is quite promising. Ukraine has very promising conditions and opportunities for activating the tourist capacity, in particular, due to the availability of unique natural and recreational resources, historical and cultural monuments, rich flora and fauna, areas of various forms of recreation, interesting and delicious dishes. Forming the innovation clusters, which are groups of enterprises, firms, organizations, and institutions operating in one (or several related) business area by economic interests and regional characteristics is one of the perspective forms of economic integration and development in the tourism industry of Ukraine. The advantage and novelty of the cluster approach are that it provides significant importance to the microeconomic component, as well as the territorial and social aspects of economic development. In modern conditions, the improvement of methods of organizational, financial, and resource-based support for tourism development at the macro, meso-, and micro levels is highly relevant. The intensification of the tourism companies’ activity should be based on the expansion of the possibilities of regional investment processes management in the specified direction and the combination of efficient state regulation of the economy with market self-regulation.

Features of the development of public-private partnership forms in the tourism industry in Ukraine

The article substantiates the feasibility of an innovative educational environment forming as a form of public-private partnership for the tourism industry development in Ukraine on the principles of social partnership. Domestic and foreign experience of specialized higher educational institutions cooperation with the labor market in the tourism sphere is summarized. The main provisions regarding the concept of «social partnership» in education, including, in the professional training of future specialists in the tourism sphere, are formulated. The main problems in the strategic development of social partnership in tourism education in Ukraine and the ways to overcome them, taking into account the advanced world experience, are determined. It is proved that the state plays a decisive role in creating an effective system of social partnership in the tourism sphere and tourism education. This role will be to develop and implement a strategic concept for the social partnership development and support the specific programs of cooperation between its subjects. It is substantiated that one of the directions of development of social partnership at the level of higher educational institutions in the training of personnel for the tourism industry of Ukraine can be creation of an innovative educational environment integrated into the future professional sphere. The main provisions of theoretical developments and practical experience in the formation and functioning of the educational and production team as a necessary condition for effective cooperation between representatives of education and business in training personnel for the tourism industry are given. Essential conditions for the development of partnership programs with a professional environment are proposed, based on the experience of training specialists for the tourism industry on the basis of the Tourism and Hotel and Restaurant Business Department of Odessa National Economic University.

Tourism as a part of the national economy of Ukraine

Problems of increasing of the efficiency of tourist activity enterprises, assessment of tourism resources potential in Ukraine and development international tourist activity is relevant today. The article analyzes and substantiates the development of the tourism business in Ukraine as a priority component of the national economy, is illuminated by the real and potential resource potential for recreational and tourism development spheres in Ukraine, detailed measures for the country's entry into the world tourist market. The tourism industry in Ukraine is gaining momentum. The tourism business is becoming one of the leading and profitable areas of social and economic development. The economy of the tourism business is a set of social relations that arise in the implementation of tourist activity, namely in the production, distribution, exchange and consumption of tourist services (tourist product). The tourism business economy is an integral part of the national economic complex as a catalyst for economic growth. The tourist business will help to increase budget revenues, promote employment growth, including in rural areas terrain, and because of its attractive tourist potential in Ukraine becomes possible for investments. For all this needs marketing, information and advertising support for tourism and recreation potential of the country to be improved. In terms of globalization, Ukraine should take this industry in the consideraration as one of the most promising and innovative sectors of the economy. The state should contribute to the development of the tourism industry and comply with the quality of the services provided. The integration process will be to implement European norms and standards in education and tourism and the dissemination of cultural, scientific achievements. 2020 is recognized to be the year of tourism development in Ukraine. It gives the “green ligh” tourist business. Therefore, analyzing the status and prospects of tourism business development in Ukraine it should be noted, that this industry is becoming a priority branch of the state economy. Historical, cultural-ethnographic, gastronomic, sanatorium-resort potentials of the country at creation favorable conditions for investment and proper marketing will bring country into world leaders in the tourism industry.

ФРАНЧАЙЗИНГ ЯК СУЧАСНИЙ КАТАЛІЗАТОР РОЗВИТКУ РИНКУ ТУРИСТИЧНИХ ПОСЛУГ

The article deals with the prospect of tourism business and franchising as one of thefactors of its development at the present stage.The main purpose is to consider the conditions of franchising in the tourism industryof Ukraine, prospects and problems of its development.Today it is important for the development of tourism enterprises to integrate intofranchise networks.Informative-analytical methods, methods of comparison, generalization, synthesis, etc.were used in the scientific research. Scientific publications and works of domestic and foreignscientists on the practical application of franchising in the tourism business served astheoretical and methodological basis of the research.On the basis of the research and analysis of the formation and development offranchising in Ukraine and in the world, the stages of the evolution of franchising werehighlighted in the article as a modern theoretical basis for entrepreneurial activity in thetourism sector.Taking into account the historical peculiarities and analysis of papers dedicated to thefranchise concept, franchising is defined as an innovative tool for ensuring the efficientoperation of the tourism business.The relevance of uniting tourism enterprises in franchise networks as a promisingdirection for the development of modern tourism business has been researched andsubstantiated. In the article the problems and prospects of development of franchising systemin tourism business in Ukraine are covered. The article reveals the peculiarities of franchisenetworks creation as the most effective form of activity in the tourist business.The most popular franchises in Ukraine are analyzed. The main advantages anddisadvantages of franchising for franchisor and franchisee are identified.It is concluded that the creation of franchise networks is a promising direction for thedevelopment of domestic tourist network structures. Further research on the franchisingsystem will accelerate exit of Ukraine from the economic crisis and will take the tourismbusiness to a new level of development.The results of the study may be useful for tourism workers, academics, teachers andstudents of the Tourism specialty.

АНАЛІЗ СТАНУ ГОТЕЛЬНОГО ГОСПОДАРСТВА РЕГІОНІВ УКРАЇНИ

UDC 338.48; JEL Classification: L 830 Purpose. On basing on the definition of unresolved problematic issues, it is necessary to determine the state and dynamics of the development of the hotel industry in the regions of Ukraine, as an integral part of the tourism industry, that will give opportunity to identify areas for the prospective development of the hotel industry in the Ukrainian regions. Findings. The article studies the state and dynamics of the development of hotel industry in the regions of Ukraine for the period 2010-2016. Based on this, heterogeneity in the development of hotel industry in the regions of Ukraine was found and it was determined that the general trend is directed towards reducing the number of hotels and similar accommodation facilities. In addition, a decrease in the size of investments from 2010 to 2016 was found to be almost 58%. The decrease in the number of hotels and similar means of accommodation and investment in their creation and development was associated with a decrease in the number of tourists, respectively, negatively affected the general state of the tourism industry in Ukraine. Practical value. As a solution to a particular problem, it was proposed to focus on creating a network of specialized small family hotels and pensions in nature, which will revive the recreational direction of tourism. It was also proposed to create a specialized state-owned housing and communal enterprise such as a “hostel”, the activity of which should be aimed at providing “budget-friendly” places for “backpackers”, both domestically and for foreign tourists, among which such hotels are in demand. The proposed measures will create a balanced market for hotel industry and hotel services within the regions of Ukraine (not only the middle and highest price categories, but also “budget”), which in turn will lead to the stimulation of national and international inbound tourism.

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.