Market Of Tourist Services Research Articles

НА ПУТИ К БУДУЩЕМУ Социально-экономическое развитие в контексте истории в книге: Философова Т. Г., Сырцов Д. Н., Сырцова О. Н. Философовы: путешествия из Костромы в Псков через Москву и Санкт-Петербург или тысячелетняя история потомственного дворянского рода в лицах

The article gives a positive assessment of the book under review, notes the importance of interdisciplinary studies of socio-economic processes conducted by its authors in a historical context, taking into account the contributions of representatives of the Russian hereditary noble family of the Filosofovs. The materials presented in the book draw attention to the objects of cultural heritage, to the problem of their preservation and prospects for the promotion of regional museums in the market of tourist services. The special advantage of the book is that it raises the issue of the formation of people's spiritual and moral guidelines and humanistic values, which is relevant for our time.

ЗМІСТ СТРАТЕГІЧНОГО ПОТЕНЦІАЛУ ТУРИСТСЬКИХ ПІДПРИЄМСТВ

The article is devoted to the researching of the tourist enterprises strategic potential content, which operate on the domestic market. The activity of any tourist enterprise is carried out due to the use of its available resources. Key resources can include material and technical, labor, informational, financial, etc. Appropriate resources are determined in the course of a comprehensive management analysis, in the process of which competitiveness, investment opportunities, customer needs are assessed, and an assortment of tourist services is developed. As a result of such actions, the strategic potential of the tourist enterprise is formed on the basis of coordinated interaction and mutual complementation of the specified resources. The article states that today the question of forming the strategic potential of large tourism corporations, which include hotel companies, airlines, insurance agencies, intermediary structures, etc., is gaining special relevance. Precisely due to the size and geographical coverage, it is rather difficult for such business structures to quickly adapt to changes in the external environment, due to which they risk losing the acquired competitive positions on the tourist services market. The purpose of the article is to substantiate the content of the tourist enterprises strategic potential in view of the need to ensure their sustainable development in the activation of the tourist services market conditions. The article graphically presents the characteristics of the enterprises strategic potential and states that, regardless of the field of activity, the enterprises strategic potential has the following characteristics: complexity, purposefulness, systematicity, flexibility, alternativeness of its components and the connection existence between them. The factors that affect the formation of the tourist enterprises strategic potential due to the activities large tourism corporation’s specifics are determined. Presented components of the tourist enterprises strategic potential, according to which it should be created.

ОЦІНКА РОЛІ ТУРИЗМУ В ЕКОНОМІЦІ ЄВРОПЕЙСЬКОГО СОЮЗУ, ЙОГО ВПЛИВ НА ЗАЙНЯТІСТЬ ТА ВВП

The article provides a detailed analysis of the role of tourism in the economy of the European Union, taking into account its contribution to the formation of the gross domestic product and ensuring employment. With the growing global importance of tourism, EU countries are actively using its potential to stimulate economic growth and increase incomes. The topic of the pandemic is closely related to the field of tourism, it was the cause of the biggest decline in indicators in this industry and still COVID-19 creates some difficulties and requires restrictions that directly affect consumers of the tourism product. At the same time, every year tourism acquires a broader meaning, new types and directions appear, travel agencies surprise with the variety of offers. In addition, every year a huge number of tourists cross state borders, in particular, the borders of European countries, contributing to this type of economic activity to be truly global. Given that tourists from EU countries comprise a substantial portion of the global tourism services market, examining the nuances of the European tourist services market's evolution, especially in the context of the COVID-19 pandemic, is of particular interest. The study is based on the analysis of statistical data that reflect the dynamics of the development of the tourism industry in the EU in recent years. The main parameters to which attention is drawn are the volumes of tourist flows, income from tourism and its impact on the labor market. The main conclusions of the study confirm the huge contribution of tourism to the economy of the EU countries. It also examines the impact of the COVID-19 pandemic on the tourism sector, which has suffered serious losses but at the same time has the potential for further recovery and development. The novelty of this research lies in analyzing the unique trends of the European tourism services market influenced by the COVID19 pandemic and proposing potential solutions to navigate the market crisis. The findings offer both theoretical insights and practical implications for the evolution of the European tourism market. These insights can be instrumental for future academic research, formulating projections, and devising strategies to overcome the challenges faced by the EU's tourism sector in the current landscape.

НАПРЯМКИ СТАЛОГО РОЗВИТКУ ТУРИЗМУ УКРАЇНИ В УМОВАХ ПІСЛЯВОЄННОГО ВІДНОВЛЕННЯ

The article highlights the state and regularities of the development of the tourism sphere of Ukraine in wartime conditions. An assessment of losses in the tourism sector was carried out in the context of the implementation of the concept of sustainable growth. The need to implement directions that will positively affect the restoration of the sustainable development of tourism in Ukraine and its competitiveness, taking into account national characteristics, is substantiated. The purpose of the research is the scientific and theoretical justification of the need to implement the concept of sustainable development of tourism in Ukraine in the conditions of post-war recovery. Achieving the specified goal necessitated the solution of such tasks as establishing the problems of sustainable development of tourism during the war, considering directions for ensuring sustainable growth of tourism, and proposing improved directions for sustainable development of tourism in Ukraine during the post-war recovery period. General scientific and special methods were used to realize the research goal. The tourism sector contributes to the realization of the main goals of sustainable development, including the creation of jobs and well-being, environmental protection, preservation of cultural heritage and poverty reduction. Well-planned and managed actions for the formation of sustainable tourism can help preserve natural and cultural heritage sites, empower communities, promote peace and intercultural understanding, which is especially relevant now in the conditions of war. The directions of restructuring of the concept of sustainable development of tourism in Ukraine provide a stable set of views on determining the future vector of the development of domestic tourism in the context of the formation of a post-war reconstruction strategy. It is worth noting the directions of the post-war restoration of tourism in Ukraine: the branching of the infrastructure of tourist services and digitalization; development of tourism at three levels (according to the tourist direction, investment projects and local characteristics); formation of competitive advantages of Ukraine and promotion of a unique Ukrainian brand on the market of international tourist services.

Information technologies as a mean of modernization of tour operating and innovative development of the hotel and restaurant business

The article examines the essence of information systems and technologies in the field of hotel and restaurant industry. The need to integrate software into the work of hotel complexes and restaurants as a basis for the formation and strengthening of competitive advantages for business entities in the rapidly growing market of tourist services is substantiated. Among the information systems and technologies that can be effectively used in the field of organization of the hotel and restaurant business, immersive technologies are defined as a way of full or partial immersion in the virtual world, the use of various types of virtual and mixed reality (augmented reality; visualization technology; virtual reality; mixed reality; 360-photo, video content). Information and communication facilities, components and tools are described, which enable the storage, access, monitoring, manipulation, processing and transmission of information in digital form from one place to another. The expediency of using immersive technologies as a way of full or partial immersion in the virtual world, the use of various types of virtual and mixed reality is defined and substantiated. The specifics of the use of the Customer Relationship Management System (CRM) in the hotel and restaurant business as an extremely effective strategy for business organization, in which customer relations are central to its activities, since customers are the main asset, are characterized. It is proved that an ideal CRM system should include a database on prices and service packages, information on the competitive situation and the current state of the market, a system for planning and monitoring activities, a system for collecting and managing contacts and signed contracts; facilitate the implementation of market segmentation and target audience, planning marketing campaigns, conducting marketing research and evaluating their real results. The prospects for the development of virtual and mixed reality in the hotel and restaurant industry until 2025 are described. The use of information and communication technologies at temporary accommodation enterprises is analysed in Ukraine in general and Ivano-Frankivsk region in particular.

ДЕРЖАВНЕ РЕГУЛЮВАННЯ ЯКОСТІ ТУРИСТИЧНИХ ПОСЛУГ В УМОВАХ ВОЄННОГО СТАНУ В УКРАЇНІ

In the context of wartime in Ukraine, due to the facts of existing and potential risks, there is a need to strengthen the role of state regulation, which is also important in relation to the quality of tourism services, which determines the relevance of the chosen research topic. The purpose of the article is to consider and formulate the essence and significance of the State regulation of the quality of tourism services under martial law in Ukraine. The scientific novelty of the study is to systematize the views of researchers on the role and importance of the state regulation system, to determine the features and specifics of state regulation of the quality of tourism services under martial law in Ukraine. The object of the study is the system of state regulation of the quality of tourist services under martial law in Ukraine. The subject of the study is a set of theoretical, methodological and applied principles for defining and formulating the essence and significance of state regulation of the quality of tourism services under martial law in Ukraine. To cover the topic of the scientific research, the methods of observation and comparison (regarding the period of the Russian aggressor's invasion of the territory of Ukraine before and after the introduction of martial law), synthesis and analysis (to systematize the essence and importance of the system of state regulation of the Ukrainian economy and tourism in particular), statistical methods (for quantitative features and relevant analysis) were used. The author summarizes the arguments regarding the essential importance of the role of the State of Ukraine in regulating the quality of tourism services under martial law. The article systematizes the scientific theoretical, methodological, analytical and applied foundations and the relevant legislative and regulatory framework regarding the importance of the system of state regulation under martial law in Ukraine and the need to identify and take into account the significant factors influencing the development of tourism. It is proved that creating a positive image, gaining competitive positions in the market of tourist services due to high quality and its guarantee at all stages of the life cycle of a tourist product is the way to positioning a business entity as an effective and reliable business partner and a promising leader in the tourist industry. The results of the study may be of interest to tourism professionals, researchers, and students of higher education institutions majoring in tourism.

ЕКОНОМІЧНІ РИЗИКИ В СФЕРІ ПОСЛУГ РЕГІОНАЛЬНОЇ ТУРИСТИЧНОЇДЕСТИНАЦІЇ

The economic efficiency of tourist destinations in Ukraine is being actively developed on the basis of available resources and has a sufficient level of tourist infrastructure, which, in connection with the appropriate price policy, is sufficiently competitive on the international market of tourist services. At the same time, the main priority of modern state policy in the spheres of the tourism industry of Ukraine is the minimization of external risks and a change in the direction of regulation of the safe functioning of the development potential of the tourist services market, which should be transferred to the regional and local level. The purpose of the article is to study the theoretical and methodological aspects of the formation of a safe potential for the development of the tourist services market in Ukraine and the optimization of its structural components. Identified types of risks to the safe functioning of the development potential of the tourist services market. It was determined that the highest level is characterized by currency risks in the context of international tourist activity of subjects of regional tourist destinations (4.1%). Tourists with a sufficient level of solvency did not reduce spending on recreation and tourism. Inflation (3.7%) is an influential internal risk for the country that prevents the safe development of the tourist market. Military conflicts in the state have a negative impact on tourism enterprises that specialize in foreign (inbound) tourism (the risk level is 3.5%). A fairly high level of risk is associated with strict requirements for crossing the border in border areas (3.6%). The most essential components of the safe functioning of the tourist market development potential in the regional tourist destinations of Ukraine in a competitive environment are: harmonization of state regional policy and the activities of local authorities with the aim of stimulating tourism activities of subjects and obtaining economic effect, in the field of using information technologies and realizing one's own competitive advantages.

FACTORS OF THE INNOVATIVE DEVELOPMENT OF THE INTERNATIONAL MARKET OF TOURIST SERVICES

Purpose. The aim of the article is to systematize and characterize the factors of innovative development of the international market of tourist services. Methodology of research. General scientific and special methods were used in the research process, in particular the method of a systematic approach, based on which the approaches and factors of innovative development of the international market of tourist services were categorized. A guide to the method of comparison, necessary for a comparative assessment of the views of scientists regarding the studied issues, has also been implemented. Abstract and logical method was used for the formation of theoretical conclusions Findings. It has been established that due to the high level of uncertainty arising from growing competition and the growth of expectations from demanding customers, tourism enterprises operating in international markets must make more efforts to develop and implement innovations that are the key to development. It has been proven that the effectiveness of innovative activity is determined by a number of factors characteristic of the current stage of development of the studied sector and its subjects. The indicated factors of influence are singled out and characterized, including: innovative factors of influence on the state of development of the international market of tourist services, which are formed within the management sphere (management technologies, approaches, methods, models of management of processes, personnel, assortment, technologies, partnership); the investment factor of the development of innovations in the personnel sphere, which affects the state of human resources of tourist enterprises, tourist destinations, staff satisfaction with the conditions of social security and development; a market factor associated with a number of variables (components) that determine both the transformation of the market environment and changes in other indicators (in particular, the level of development of tourist enterprises, tourist destinations, the level of satisfaction of tourists' expectations from new offers, etc.); integration factors due to the integration of spheres, products (services), industries and market participants, stakeholders, etc., which forms new conditions for their development, which provide for the emergence of additional (synergistic) opportunities for functioning under the influence of a wide range of challenges and risks; factors of the innovative development of the international market of tourist services in the context of a guide to assortment and project components, focused on modelling the effectiveness of project development indicators in accordance with the selection of the assortment of products (services). Originality. The theoretical aspects of the classification of factors of innovative development of the international market of tourist services have gained further development. Practical value. The proposed classification and characteristics of the isolated factors can be used in the process of assessing factor influence on the innovative development of the international market of tourist services. Key words: market factor, assortment and project components, factors of innovative development, international market of tourist services, integration factors, investment factor of innovation development in the personnel sphere, management technologies.

Conceptual approaches to sustainable development of tourism in Ukraine: case of Transcarpathian region

The article discusses important issues related to ensuring sustainable tourism development in Transcarpathian region of Ukraine. The goals of sustainable development in Ukraine are defined at the legislative level, and their achievement is determined annually by state monitoring data. Transcarpathia is one of the most attractive tourist regions of Ukraine, and tourism is actively developing here. The latter has been gaining even more popularity as a key destination during the Covid-19 pandemic and the martial law in Ukraine, which relates to the restriction of opportunities for tourist travel abroad, as well as the temporary loss of access to other traditional tourist destinations in Ukraine, in particular the Black and the Azov Sea coasts. Both providers and users of tourism services show interest in sustainable development of the tourism industry. Sustainable tourism in the global dimension is a strategic concept for the development of the tourism industry in the coming years and decades. At the same time, in addition to substantial benefits, the growth of the tourist services market in Transcarpathia and the increase in the number of tourists cause certain negative impacts and pose a threat to the sustainable development of the region and the achievement of certain sustainable development goals. It is obvious that these potential negative impacts and threats should be considered in the regional strategy for tourism development in Transcarpathia, and the tourism industry itself should further develop based on the principles and approaches ensuring the sustainable development of the region. The article analyzes the negative impacts and challenges of tourism industry development at the current stage and suggests key elements of ensuring sustainable development of tourism and their gradual implementation. The most attractive tourist destinations are determined based on the amount of tourist tax paid to the budgets of individual territorial communities. Special attention is paid to the role of forestry in Transcarpathia in the development and support of the tourism industry and more active use of ecosystem services, particularly recreational ones provided by forests. The research on the implementation of sustainable tourism development in Transcarpathia aims to ensure general understanding and commitment to sustainable tourism approaches and demonstrate its significance in promoting economic and social growth of the region while minimizing negative social, cultural, and environmental impacts.

ПРАКТИЧНІ АСПЕКТИ БІЗНЕС-ПРОЕКТУВАННЯ В ПОВОЄНИЙ ПЕРІОД

In the post-war period in Ukraine, business planning will become especially relevant. At that time, the country will face many economic challenges and infrastructural problems, in the solution of which a great role is assigned to business planning. The use of modern technologies in business can become a catalyst for innovation and competitiveness. Business design includes market analysis, study of technological trends and development of strategies for the introduction of new technologies in various sectors of the economy. The projects are intended to help develop support programs for small and medium-sized business entrepreneurs, including financial measures, management consulting and access to markets. Among many industries, the development of the tourism industry in Ukraine at this time will have an important strategic importance. The implementation of projects in the tourism industry will become an important element not only in the economic growth of the country, but also in the improvement of the quality of life and mutual understanding between nations. The study of the tourist market in Ukraine, in particular in the Southern region, indicates the importance of creating favorable conditions for the development of the tourist services market. Ukraine has significant resources and territorial opportunities for the development of tourism, such as various natural landscapes, resort areas, thermal springs, mountains and other attractions. The negative effects of the pandemic have affected all aspects of the tourism infrastructure, including hotels, restaurants and other tourist facilities. Therefore, for the further development of the tourism market in Ukraine, it is necessary to take into account the adverse consequences of the pandemic, look for innovative solutions and create conditions for the recovery and support of the industry.

Ідентифікаційні ознаки функціонування туристичного ринку Іспанії

The article examines a set of instruments that characterize the national peculiarities of achieving the quality of tourism services in the recreation industry of Spain, which has specific signs of competitiveness in the world tourism market. The necessity of the State support for the implementation of the conception of improving and ensuring the quality of tourism services as one of the prerogatives of the national policy of Spain, which is a characteristic feature of the tourism market, is substantiated. The content of five basic directions of the New Strategy for the Development of the Tourism Sector in Spain until 2030 is disclosed: joint management; sustainable growth; competitive transformation; tourist space, companies, and individuals; product, marketing and travel intelligence. It is noted that the comprehensive nature of the concept of marketing in tourism provides for its implementation at different levels of management of creation, formation, promotion and sale of tourism product. It is emphasized that an important role in comparing the pricing policies of hotels and tourist apartments in Spain is played by online travel agencies, which, on the one hand, attract tourists who are price sensitive, and on the other hand, combine many different hotel offers, which reduces the cost of information for tourists. The article allocates the brand of Spain and the tourist image, which it designs and which acts not only as a «brand umbrella», containing both communicative and tourism elements, but also forms its own tourist image of Spain, realized through tourist advertising. The article shows the necessity of segmentation of the tourism services market, i.e. development of a complex of marketing – targeting for classification of tourists into homogeneous groups or segments in terms of tourist preferences. The effectiveness of the State support of transport infrastructure as a key element of intensification of tourist flows to Spain is verified.

International Experience in Formation of Foreign Language Communicative Competence in Tourism Students in the Context of Blended Learning

The modern formation of foreign language communicative competence in tourism students in the context of blended learning is a key issue for the effective organization of the educational process. The issue of using blended learning as a tool for improving the practical and professional skills of tourism students is subject to wide discussion, as it has many advantages and disadvantages. The proposed results of the study are aimed at improving the organization of the educational process, as well as creating the most effective means for the formation of foreign language communicative competence of tourism students. The study aims to conduct an analytical assessment of the theoretical aspects of the formation of foreign language communicative competence, as well as to find ways to practically develop it in future specialists. With the help of scientific research methods, the foundations of the functioning of universities are formed, taking into account the prospects of digital technologies and the needs of the tourism services market. The results of the article can be useful for improving the distribution of the educational process of educational institutions between traditional and distance learning. The article examines the components of foreign language communicative competence and their cultural, ethical, and semantic aspects as the main principles of professional communication of tourism professionals. The results of the study indicate the need to integrate the educational process into distance learning. However, the traditional form should not be excluded, as it can be useful for the development of verbal communication skills. The study is important from the point of view of theoretical peculiarities of the formation of foreign language communicative competence in tourism students.

INTERNATIONAL TOURIST EXCHANGE FOR BUSINESS PURPOSES AS A TYPE OF FOREIGN ECONOMIC RELATIONS

Introduction. The relevance of the work is predetermined by the need to develop a strategy for the development of business tourism in Ukraine, taking into account the trends in the world centers of business tourism and optimizing the ways of our country's entry into the global space of business tourism. This is all the more important because in the leading tourist regions of the world, business tourism has a high profitability and often plays a significant role in the budgets of states, including economically highly developed ones. Methods. The methodological base of the study of the practice of conducting business and foreign economics and geographers and economics in the geography of world statehood, world economy and national studies. General scientific and special methods are used in the work: comparative, systematic analysis; statistical analysis - in the study of trends and dynamics of the development of the global market of tourist services; methods of observation, analysis and synthesis, evaluation – when determining the dynamics of the development of segments of international tourist services in the context of dimensions of sustainable development; methods of comparison, qualitative assessment. Results. The basic concepts of the system of business tourism are considered and the directions of its organization are analysed. The economic, social and cultural factors influencing the development of business international tourism are listed. The study shows that the spatial structure of business tourism reveals a similar three-tier hierarchical structure. This commonality is predetermined by the closest relationships between business tourism and the general system of international tourism and the system of the world economy as a whole. At the same time, business tourism is not only their component, but also a function (and indicator) of their structure and development dynamics. Discussion. The introduction of the main provisions of leading scientists will enhance the competitiveness of domestic firms specializing in the organization of business tourism, as well as the infrastructure serving it, to increase the validity of management decisions in the field of business tourism and related industries; will contribute to the formation of relations in the domestic market of business tourism within the framework of international standards. The above recommendations can be put into practice by creating a state program for the development and support of business tourism in the country. However, the problems of the impact of international tourism on the sustainable development of foreign economic relations of countries require further research on the basis of modern theoretical and methodical approaches to the latest imperatives of social and economic development. Keywords: international tourism, business tourism, new economic relations, crisis phenomena in the sphere of business tourism.

Game Simulation of Choosing the Optimal Strategy for Providing a Tourist Product, Taking Into Account the Preferences of Consumers in the Tourist Market

Purpose of the study. The purpose of this study is to identify models and model parameters for modeling the demand for tourism services. The growing uncertainty in the tourism market requires a review of the decision-making process. A significant role in improving the quality of decisions is traditionally assigned to economic cybernetics, in particular its section – game theory. Within the framework of this article, many tasks are identified, the solution of which will contribute to a wider application of game modeling in conditions of heterogeneity of demand for tourist products. Materials and methods. The solution of these tasks implies the choice of control parameters (the price of tourist products, the quality of tourist services provided, the number of tourists accepted, the number of rooms of various classes, etc.), taking into account the preferences of consumers in the tourist market for choosing a hotel category and accommodation class, loyalty to the pricing policy of hotels, etc., creating a variety of strategies of the player (hotel manager), creating multiple states of nature and meaningful interpretation of each state of nature in terms of the considered situation of the tourism industry, a quantitative assessment of the usefulness of implementing each player’s strategy taking into account all possible states of nature, an assessment of the probability (possibility) of each state of nature and justification for choosing the level of confidence in the available information and the selection of the necessary criteria for the study of the constructed game model. Results. A game model of choosing the optimal strategy for providing a tourist product is constructed, the distinctive feature of which is taking into account the preferences of consumers in the tourist market. The construction and analysis of a model for choosing the optimal strategy for providing a tourist product makes it possible to compare in a new way the various strategies of decision makers who form tourist products, taking into account the existing probabilistic distribution of demand and consumer preferences. Conclusion. Game modeling of situations in the market of tourist services can be supplemented by the use of multicriteria optimization methods. In the process of analyzing situations in the tourism market, it is necessary to pay more attention to the formation of a set of criteria, as well as obtaining additional information about the hierarchy of criteria.

Tourism in the conditions of war: features of tourist priorities, demand and supply

The article is devoted to defining the peculiarities of tourist priorities, demand and supply in the conditions of martial law. The activity of tourist operators in war conditions was analyzed, the main directions of tourist trips chosen by tourists in the 2022 season were determined and characterized. The influence of the state of war on the activities of travel agencies was shown, most of which were forced to switch to online work or stop travel agency activities. In general, the tourist market of Ukraine has undergone organizational changes during the war, but it is actively working, reorganizing and creating new tourist products. The sphere of tourism is one of the most important sectors of the economy. In terms of revenue, it ranks third in the country's economy. Taxes paid on income from tourist trips make up a significant part of the budget of the regions and the country. Trade enterprises, hotel and restaurant establishments, production of souvenir products, all types of transport are related to tourism. The purpose of this article is to study the specifics of the activities of tourism and tourism business entities in the conditions of a full-scale Russian-Ukrainian war, to determine tourism priorities, the offer of tour operators and the demand of Ukrainians for tourist services. With the beginning of the full-scale invasion, the activities of tourism market entities such as tour operators and travel agents practically ceased from February to May 2022, however, most tourism enterprises paid taxes to the state budget. According to the State Tourism Development Agency, the budget of Ukraine has under-received taxes from the tourism industry due to the war. Among all subjects of the market of tourist services, military operations had the most negative impact on the work of tourist operators. Some of them have suspended their activity, others have stopped it altogether. The «pause» or temporary suspension of tourist activity was conditional in the first months of military aggression. At that time, the management and employees of tourist operators tried to find an opportunity to enter the European markets and transfer airlines with the possibility of departures from the nearest, neighboring countries to Ukraine. The tourism business struggled to hold on. Closer to June, it became clear that focusing exclusively on the domestic market is unrealistic. In order to achieve full loading of tour operators, it is extremely important to enter new markets. This is a very necessary and very serious step of one of the largest tourist operators of Ukraine, «Join Up». With the beginning of the full-scale invasion of Russia into Ukraine, one of the important and, despite the Covid-19 pandemic, successful sectors of the national economy - tourism and the service sector – was reorganized. Until this moment, tourism was at the stage of strategic development, and found itself at the stage of the possibility of preservation. The preservation of tourism and the tourist business is an extremely important task in the conditions of a full-scale war, in order to support the country's economy and the future recovery after our victory. The new conditions change both the demand and supply of travel operators and agents. However, new tourist products adapted to force majeure circumstances appear every season.

Innovations in the market of tourist services as an instrument of formation of the image of the destination

The strategic goal of tourism development in Ukraine is to create a product that is competitive on the world market, able to satisfy the tourist needs of the population of the country as much as possible, to ensure on this basis the complex development of the territories and their socio-economic interests while preserving the economic balance and historical and cultural identity. Our study’s objective was to interpolate the task data to the regional context. In fact, domestic tourism (about 80% of the tourist flow) is one of the trends of tourism development in Ukraine today. According to the Main Department of Statistics in Lviv region, the most visited tourist destinations in this region are the cities of Lviv and Truskavets, which, of course, related with existing there tourist and recreational potential and own brand on the market of tourist services of Ukraine. However, there is a disproportion of the development of the tourism industry within the Lviv region. Such centers as Drohobych, Sambir, Stryi should become important determinants of the tourist face of Lviv region. The research of the tourist identics of the city of Stryi, promotion of its tourist potential is the main aim of our research. The article is devoted to research of regional market of excursion services on the example of town of Stryi. The focus of attention is directed on innovative excursion products as the main drivers of popularization of tourist destination and intensification of domestic tourism. Stryj has a special historical and cultural heritage for the formation of excursion services and their promotion on the domestic market. Among the tourist attractions are allocated: The memorial complex «To fighters for freedom of Ukraine», the museum of Petro Obal, Museum of regional ethnography «Verkhovyna», the Banderas' family museum, the synagogue, the former gymnasium, where Filaret Kolessa and Stepan Bandera have studied, the room-museum of ethnographer and the collector of Olha Bachynska, the city house of culture, the memorial-sculpture complex «Buditeli» (the only monument in Ukraine to three Ukrainian writers Taras Shevchenko, Lesya Ukrainka, Ivan Franko). There are about 15 tour offices in the town, which offer visitors an overview and thematic excursions. Among them are: «Running around», «The Edge of Blue Fire», «The Tour from Eugene Tychenko», «The Trip to the Stryi Market». The most popular thematic excursion is the route «Stryi sacral buildings». Analysis of the market of excursion services in Stryi revealed the absence of innovative products such as costume excursions, quest-tours, interactive excursions, etc. Therefore, for the purpose of diversification of excursion products within the town, positioning it as a cultural and recognizable center of Western Ukraine, the purpose of our research was to develop the author's quest-excursion «Striyko will spread…». In the future it can take its niche in the market of excursion services of the town, expand the tourist product of destination, become one of the tools of formation of image of the territory. Before the development of the author’s quest-tour, a marketing survey was conducted according to the Net Promoter Score (NPS) method concerning the attractiveness of tourist objects and a calculated loyalty index, which allowed to draw a circle of tourist attractions in Stryi, which would be interesting for potential consumers of the given excursion product. That is, the selection of display objects was not random, but scientifically based. At present, the town of Stryi hasn't its own tourist brand, which would allow to identify it among dicker of tourist centers of the western region. Thus, we have proposed a system of measures to promote the tourist potential of the investigated destiation. Keywords: innovations, tourist destination, territory image, Net Promoter Score method, quest-excursion.

Peculiarities of forming demand for cultural heritage in the tourist market of the Republic of Karelia

Subject. This article deals with the issues of differentiation of demand for different types of tourism in the Republic of Karelia. Objectives. The article aims to assess the prospects of ethnocultural tourism in the Republic of Karelia. Methods. For the study, we used a statistical analysis. Results. The article assesses the potential demand for an ethnocultural product in the market of tourist services of the Republic of Karelia and reveals the differentiation of demand depending on the region of residence of tourists. Conclusions. Institutional conditions are needed to help to organically combine ethnocultural and nature tourism services. This will rise the position of the industry in the economy of the Republic of Karelia.

Reservation systems as a tool of tourist services marketing

The study of modern reservation systems was conducted to determine their role in the tourism industry and to improve understanding of the basics of marketing activities of tourism enterprises. The article aims to analyze the functioning of modern reservation systems in the market of tourist services, to structure the existing reservation systems according to the operation levels and according to the distribution channels of the tourist product. The main methods of scientific research were: chronological, systematic research, logical analysis, statistical and structural analysis, which made it possible to logically and systematically investigate the modern reservation systems of and determine their hierarchy. The result of the study was the substantiation and construction of a hierarchy of connections in the world market of tourist service reservation systems, based on the scale of coverage of the tourism sector and the distribution channels of tourist services. In total, there are 5 levels of travel reservation systems in the world. The authors came to the conclusion that modern reservation systems are a marketing tool for travel companies that contribute to the distribution and promotion of travel services

THE IMPACT OF ELECTRONICALLY TRANSMITTED WORD OF MOUTHE (E-WOM) ON THE MARKETING OF TOURISM SERVICES IN JORDAN: A CASE STUDY OF JERASH & AJLOUN CITIES

After the repercussions of the global health crisis (Covid-19 pandemic) on the global economy and its various sectors, the word transmitted electronically has become a reality and affects social, economic, marketing and media life (Giddy et al, 2022). From this point of view, this study aims to: know the impact of the word transmitted over the Internet in the marketing of tourism services and the extent of its impact on the purchase decision of the tourist consumer. The research relies on the descriptive approach "the survey method". The researcher designed the form and distributed it to the study sample, which consisted of (300) tourists. The results of the study showed that the sites most used by tourists to learn about the tourist services provided in the region are: Facebook, Google and YouTube. The study concluded that providing sufficient information about the tourism services provided via the Internet reduces the expected risks, contributes to enhancing their purchasing intentions, and improves the psychological outcomes of the tourist. Tourism establishments should various credible virtual media content (texts, photos, and videos). Also, it should increase the activity of their websites by providing a constantly updated database that allows beneficiaries to easily access it. Moreover, tourist establishments should raise the awareness of their employees regarding the importance of Internet marketing.

MECHANISMS OF COORDINATION OF NATIONAL TOURISM SYSTEMS

In the conditions of intensification of world globalization processes the role of international tourism in the system of international economic relations grows. Such activities provide an opportunity to intensify the socio-economic processes of development of developing countries and affect the growth of their competitiveness. In an environment where the service sector is becoming dominant, tourism plays a key role in international society, as it contributes to sustainable economic development, employment and poverty reduction, resource management, exchange of mental values, and mutual understanding between peoples. Therefore, special attention is paid to socio-economic transformations in developing countries, the search for new forms of international tourism in order to form a developed market for international tourism services. The experience of different countries shows that the success of tourism development directly depends on how the industry is perceived at the state level, to what extent it is provided by state support. The potential of tourism in many countries allows to attract significant funds to the state budget, increase the income of related sectors of the economy, promote employment, improve the state of tourism infrastructure. Various organizational systems for tourism management are now in place, from independent or related ministries to national administrations directly subordinate to the government. In addition, some countries in the world regulate tourism activities only at the level of regional government, others – do not have government leverage over tourism. The tourism policy of the countries, regardless of the chosen model of state regulation, is aimed at strengthening the tourism economy and increasing the economic efficiency of this sector of the national economic complex. And the final positive result of such a policy largely depends on the effectiveness of management decisions and the interest of the authorities in their further implementation for the sustainable development of the tourism sector.