Management and promotion of business processes of regional tourism

Within the economy of different regions of Ukraine under modern conditions, tourism plays an increasingly important role. However, not all regions are able to provide long-term sustainable development of tourism on its territory. One of the main causes of problems in the development of regional tourism is the imperfection of the regional system of tourism management. This article discusses key issues concerning the impact of tourism on the regional economy and proposes a number of measures to reform the management of tourism activities at the regional level

The impact of digital communications on tourism marketing

The influence of digital communications on marketing in the field of tourism is investigated. The need to develop strategies for the formation of business communications in the field of tourism and indicators that allow to evaluate their effectiveness and risks is emphasized. Attention is paid to the feasibility in applying strategies of differentiated, differentiated and concentrated marketing. The relevant indicators were proposed to assess the economic effectiveness of business communication strategies: income multipliers, breakeviate level assessment formula, methodology for checking the stability of the performance indicator to change factors, and Hurwitz criterion. The considered formulas and strategies for the formation of business communications in tourism create the necessary basis for scientifically justified strategic planning of the travel company's relations with counterparties

Use of information support for marketing in tourist enterprises

Every year Ukraine integrates more and more into the world economic economy. Tourist services are one of the most important socio-economic sectors of the world economy. However, Ukraine, having a variety of tourism resources, has little experience in this area. For these reasons, the relevance of the article on the promotion of tourist services is determined. The article investigates the means of promoting tourist services, determining the theoretical and methodological principles of building an effective process of marketing communications at the enterprises of the tourist sphere. It is proved that in order to achieve the effect of synergy, the main principle when deciding on the use of several means of communication is the choice of one means as the main and several - auxiliary. The main thing is to be able to independently and effectively influence consumers. Auxiliary - should fill possible gaps in the reach of the target audience, supporting the main means of communication

Assessment of the potential of the tourism industry of Ukraine on the basis of sustainability

It is substantiated that the modern conditions of economic development are characterized by rapid dynamics and unpredictability of changes at the global, national and regional levels. The development of the tourism industry and the resort and recreation sphere of Ukraine and its regions requires research into the existing potential and the implementation of the principles of sustainable balanced development in accordance with the Agenda for the 21st century in the field of travel and tourism industry developed by the World Tourism Organization. The necessity of spreading innovative forms of mutual relations in the form of corporatization, institutionalization and public-private partnership in the context of sustainable development of the tourism industry and the resort and recreation sphere of the regions of Ukraine has been proven. Innovative forms of relationships in the field of balanced regional sustainable development of the tourism and resort-recreational sphere, according to which the mechanisms of functioning of the studied sphere are improved, can be considered as a source of financing for the development of the studied field and the reproduction of natural resource potential. It has been investigated that the main regularities have been formed in Ukraine regarding the regulation of the regional sustainable development of the tourism industry and the resort and recreation sphere. Analysis of such regularities, methods, factors, tools and principles of their regulation allow predicting ways to improve the functioning of the researched area

Strategic directions of sustainable development of the tourism industry

Today, in the conditions of global restructuring and reorientation of economic sectors, the growth of people's needs and motives for tourism is important. Tourism as a branch of the economy is gradually taking leadership positions in many countries of the world, as well as in Ukraine in the future. Therefore, we have significant unrealized human, natural-resource, historical-cultural, tourist-recreational and scientific-technical potential, a good geographical location, and a favorable climate. Also, the peculiarity of the current situation in the country, economic and political instability, the conditions of the military conflict, insist on the further development of our state, which must necessarily include the creation of conditions for the development of the tourism industry. At the same time, the formation of a highly developed tourism industry and its integration into the world market of tourist services are connected with the need to solve acute socio-economic problems and attract international experience. The article reveals that the phenomenon of the 21st century. determine today - the hospitality industry, which has become one of the leading directions of socio-economic activity. It has been proven that this is the business of the 21st century. which contributes to the creation of new jobs, the search for methods of increasing the competitiveness of enterprises at the global level, the popularization of the country on the international market of services and, as a result, raising the level of the national economy. However, in recent years, the tourism industry in Ukraine has been in a state of stagnation, therefore, the determination of factors influencing the development of the hospitality industry is relevant, because with the help of the acquired knowledge, it is possible to prevent the degradation of one of the most promising branches of international business. The article examines the influence of factors on the sustainable development of the tourism industry, economic studies of the potential opportunities of this industry within the general strategy of the socio-economic development of the world in general and Ukraine in particular

Strategic directions of sustainable development of the tourism industry

<p><strong>Tranchenko L. V., Yavorska V. V., Tereshchuk N. V. Strategic directions of sustainable development of the tourism industry. Journal of Education, Health and Sport. 2023;13(5): 190-197. eISSN 2391-8306. DOI </strong><a href="http://dx.doi.org/10.12775/JEHS.2023.13.05.024"><strong>http://dx.doi.org/10.12775/JEHS.2023.13.05.024</strong></a></p><p><a href="https://apcz.umk.pl/JEHS/article/view/46833"><strong>https://apcz.umk.pl/JEHS/article/view/46833</strong></a></p><p><a href="https://zenodo.org/record/10072366"><strong>https://zenodo.org/record/10072366</strong></a></p><p> </p><p> </p><p> </p><p> </p><p><strong>The journal has had 40 points in Ministry of Education and Science of Poland parametric evaluation. Annex to the announcement of the Minister of Education and Science of December 1, 2021. No. 32343. </strong></p><p><strong>Has a Journal's Unique Identifier: 201159. Scientific disciplines assigned: Physical Culture Sciences (Field of Medical sciences and health sciences); Health Sciences (Field of Medical Sciences and Health Sciences). </strong></p><p> </p><p><strong>Punkty Ministerialne z 2019 - aktualny rok 40 punktów. Załącznik do komunikatu Ministra Edukacji i Nauki z dnia 1 grudnia 2021 r. Lp. 32343. Posiada Unikatowy Identyfikator Czasopisma: 201159. </strong></p><p><strong>Przypisane dyscypliny naukowe:Nauki o kulturze fizycznej (Dziedzina nauk medycznych i nauk o zdrowiu); Nauki o zdrowiu (Dziedzina nauk medycznych i nauk o zdrowiu).</strong></p><p> </p><p><strong> © The Authors 2023; </strong></p><p><strong>This article is published with open access at Licensee Open Journal Systems of Nicolaus Copernicus University in Torun, Poland </strong></p><p><strong>Open Access. This article is distributed under the terms of the Creative Commons Attribution Noncommercial License which permits any noncommercial use, distribution, and reproduction in any medium, </strong></p><p><strong>provided the original author (s) and source are credited. This is an open access article licensed under the terms of the Creative Commons Attribution Non commercial license Share alike. (http://creativecommons.org/licenses/by-nc-sa/4.0/) which permits unrestricted, non commercial use, distribution and reproduction in any medium, provided the work is properly cited. </strong></p><p><strong>The authors declare that there is no conflict of interests regarding the publication of this paper. </strong></p><p> </p><p><strong>Received: 28.04.2023. Revised: 19.05.2023. Accepted: 31.05.2023.</strong></p><p> </p><p> </p><p>UDC 338.48 </p><p> </p><p><strong>STRATEGIC DIRECTIONS OF SUSTAINABLE DEVELOPMENT OF THE TOURISM INDUSTRY</strong></p><p> </p><p><strong>L. V. Tranchenko, V. V. Yavorska, N. V. Tereshchuk </strong></p><p> </p><p><strong>Odesa I. I. Mechnikov National University</strong></p><p> </p><p><strong>Abstract</strong></p><p>Today, in the conditions of global restructuring and reorientation of economic sectors, the growth of people's needs and motives for tourism is important. Tourism as a branch of the economy is gradually taking leadership positions in many countries of the world, as well as in Ukraine in the future. Therefore, we have significant unrealized human, natural-resource, historical-cultural, tourist-recreational and scientific-technical potential, a good geographical location, and a favorable climate. Also, the peculiarity of the current situation in the country, economic and political instability, the conditions of the military conflict, insist on the further development of our state, which must necessarily include the creation of conditions for the development of the tourism industry. </p><p>At the same time, the formation of a highly developed tourism industry and its integration into the world market of tourist services are connected with the need to solve acute socio-economic problems and attract international experience. The article reveals that the phenomenon of the 21st century. determine today - the hospitality industry, which has become one of the leading directions of socio-economic activity. It has been proven that this is the business of the 21st century. which contributes to the creation of new jobs, the search for methods of increasing the competitiveness of enterprises at the global level, the popularization of the country on the international market of services and, as a result, raising the level of the national economy. </p><p>However, in recent years, the tourism industry in Ukraine has been in a state of stagnation, therefore, the determination of factors influencing the development of the hospitality industry is relevant, because with the help of the acquired knowledge, it is possible to prevent the degradation of one of the most promising branches of international business. The article examines the influence of factors on the sustainable development of the tourism industry, economic studies of the potential opportunities of this industry within the general strategy of the socio-economic development of the world in general and Ukraine in particular. </p><p><strong>Key words:sustainable development; tourism; tourism industry; development management; competitive environment.</strong></p&gt

Assessment of the potential of the tourism industry of Ukraine on the basis of sustainability

<p><strong>Tranchenko L. V., Petrenko N. O. YavorskaV. V. Assessment of the potential of the tourism industry of Ukraine on the basis of sustainability. Journal of Education, Health and Sport. 2023;13(3):486-495. eISSN 2391-8306. DOI </strong><a href="http://dx.doi.org/10.12775/JEHS.2023.13.03.056"><strong>http://dx.doi.org/10.12775/JEHS.2023.13.03.056</strong></a></p><p><a href="https://apcz.umk.pl/JEHS/article/view/46826"><strong>https://apcz.umk.pl/JEHS/article/view/46826</strong></a><strong> </strong></p><p><a href="https://zenodo.org/record/10070921"><strong>https://zenodo.org/record/10070921</strong></a></p><p> </p><p> </p><p> </p><p> </p><p><strong>The journal has had 40 points in Ministry of Education and Science of Poland parametric evaluation. Annex to the announcement of the Minister of Education and Science of December 1, 2021. No. 32343. </strong></p><p><strong>Has a Journal's Unique Identifier: 201159. Scientific disciplines assigned: Physical Culture Sciences (Field of Medical sciences and health sciences); Health Sciences (Field of Medical Sciences and Health Sciences). </strong></p><p> </p><p><strong>Punkty Ministerialne z 2019 - aktualny rok 40 punktów. Załącznik do komunikatu Ministra Edukacji i Nauki z dnia 1 grudnia 2021 r. Lp. 32343. Posiada Unikatowy Identyfikator Czasopisma: 201159. </strong></p><p><strong>Przypisane dyscypliny naukowe:Nauki o kulturze fizycznej (Dziedzina nauk medycznych i nauk o zdrowiu); Nauki o zdrowiu (Dziedzina nauk medycznych i nauk o zdrowiu).</strong></p><p> </p><p><strong> © The Authors 2023; </strong></p><p><strong>This article is published with open access at Licensee Open Journal Systems of Nicolaus Copernicus University in Torun, Poland </strong></p><p><strong>Open Access. This article is distributed under the terms of the Creative Commons Attribution Noncommercial License which permits any noncommercial use, distribution, and reproduction in any medium, </strong></p><p><strong>provided the original author (s) and source are credited. This is an open access article licensed under the terms of the Creative Commons Attribution Non commercial license Share alike. (http://creativecommons.org/licenses/by-nc-sa/4.0/) which permits unrestricted, non commercial use, distribution and reproduction in any medium, provided the work is properly cited. </strong></p><p><strong>The authors declare that there is no conflict of interests regarding the publication of this paper. </strong></p><p> </p><p><strong>Received: 22.02.2023. Revised: 10.03.2023. Accepted: .31.03.2023.</strong></p><p> </p><p> </p><p>UDK: 338.48(477):330.31</p><p> </p><p><strong>ASSESSMENT OF THE POTENTIAL OF THE TOURISM INDUSTRY OF UKRAINE ON THE BASIS OF SUSTAINABILITY</strong></p><p> </p><p><strong>L. V. Tranchenko, N. O. Petrenko, V. V. Yavorska </strong></p><p> </p><p><strong>Odesa I. I. Mechnikov National University</strong></p><p> </p><p><strong>Abstract </strong></p><p>It is substantiated that the modern conditions of economic development are characterized by rapid dynamics and unpredictability of changes at the global, national and regional levels. The development of the tourism industry and the resort and recreation sphere of Ukraine and its regions requires research into the existing potential and the implementation of the principles of sustainable balanced development in accordance with the Agenda for the 21st century in the field of travel and tourism industry developed by the World Tourism Organization. The necessity of spreading innovative forms of mutual relations in the form of corporatization, institutionalization and public-private partnership in the context of sustainable development of the tourism industry and the resort and recreation sphere of the regions of Ukraine has been proven. Innovative forms of relationships in the field of balanced regional sustainable development of the tourism and resort-recreational sphere, according to which the mechanisms of functioning of the studied sphere are improved, can be considered as a source of financing for the development of the studied field and the reproduction of natural resource potential. It has been investigated that the main regularities have been formed in Ukraine regarding the regulation of the regional sustainable development of the tourism industry and the resort and recreation sphere. Analysis of such regularities, methods, factors, tools and principles of their regulation allow predicting ways to improve the functioning of the researched area. </p><p><strong>Key words:tourism industry; resort and recreation sphere; regional development; balanced development; strategic orientations; sustainable development.</strong></p&gt

ТЕОРЕТИЧНІ ПІДХОДИ ЩОДО СТВОРЕННЯ І РЕАЛІЗАЦІЇ КОНКУРЕНТНИХ ПЕРЕВАГ ТУРИСТИЧНИМ ПІДПРИЄМСТВОМ

The most important feature of a market economy is competition. Travel services as managed processes are influenced by the environment, the main part of which is competition. This means that tourism management takes into account the impact of competition when making management decisions. Travel firms do their work not in isolation, but based on the activities of other firms. In addition, the firm is focused on consumer interests. The purpose of the article is to consider the features of managing a travel company in a competitive environment and to substantiate methodological approaches to create and realize competitive advantages, which gives the tourism management a purposeful character. It is advisable to use SWOT analysis to identify the role of competition in the tourism industry. In terms of its role in tourism, SWOT analysis can be seen as an element of tourism management. When performing tourist services, it is envisaged to structure tourism factors according to the components of SWOT analysis. To this end, an examination of all the tools of tourism management and its manifestation in this tourism company and in the external environment. The SWOT analysis should be guided by the indicators of the ideal model of this tourism firm (benchmarking), which should be developed in the framework of tourism man­agement. An integral part of competitive environment research is competition diag­nostics. To diagnose competition in the tourist services market consists of the follow­ing stages: identification of travel companies located in this target market; collection of initial information; bringing natural, value and financial indicators to comparative attention; determining the type of market according to the marketing typology (seller's market, buyer's market); calculation of indicators that reflect the state of the mar­ket (by marketing methods); determination of the location of the tourist firm (market shares) at the end of the base and analyzed periods; calculation of indicators and in dicators of competition;.calculation of the degree of market monopolization; factorial analysis of the dynamics of market shares of travel firms - competitors; choosing the type of statistical distribution of market shares; building a competitive map of the tourist market; situational analysis and forecasting of competition strategy in the mar­ket of a given travel company. These stages are specified using specially developed techniques - their variety allows you to choose the ones that best take into account the features of the functioning of the tourist services market. In order to evaluate the competitive environment of the tourist market, it is advisable to determine the indica­tors - competition indices.У статті розглянуто теоретичні аспекти управління туристичною фірмою у конкурентному середовищі. Метою статті є розгляд особливостей управління туристичною фірмою в конкурентному середовищі і обґрунтування методич­них підходів щодо створення і реалізації конкурентних переваг, що додає ту­ристичному менеджменту цілеспрямований характер. Розкрито особливості застосування SWOT-аналізу, бенчмаркінгу, який повинен розроблятися в рам­ках туристичного менеджменту. При виконанні туристичного обслуговування передбачається структурування факторів туризму за складовими SWOT-аналізу. З цією метою проводиться експертиза всього інструментарію туристичного ме­неджменту і його прояви в даній туристичній фірмі і в зовнішньому середовищі. Проаналізовано етапи діагностики конкуренції на ринку туристичних послуг. Запропоновано фактори для формування конкурентоспроможності туристично­го продукту. Доведено, що чітке і достовірне знання стану конкурентного сере­довища є необхідною умовою для формування конкурентних переваг, що додає туристичному менеджменту цілеспрямований характер.У статті розглянуто теоретичні аспекти управління туристичною фірмою у конкурентному середовищі. Метою статті є розгляд особливостей управління туристичною фірмою в конкурентному середовищі і обґрунтування методич­них підходів щодо створення і реалізації конкурентних переваг, що додає ту­ристичному менеджменту цілеспрямований характер. Розкрито особливості застосування SWOT-аналізу, бенчмаркінгу, який повинен розроблятися в рам­ках туристичного менеджменту. При виконанні туристичного обслуговування передбачається структурування факторів туризму за складовими SWOT-аналізу. З цією метою проводиться експертиза всього інструментарію туристичного ме­неджменту і його прояви в даній туристичній фірмі і в зовнішньому середовищі. Проаналізовано етапи діагностики конкуренції на ринку туристичних послуг. Запропоновано фактори для формування конкурентоспроможності туристично­го продукту. Доведено, що чітке і достовірне знання стану конкурентного сере­довища є необхідною умовою для формування конкурентних переваг, що додає туристичному менеджменту цілеспрямований характер

НАПРЯМИ АКТИВІЗАЦІЇ РОЗВИТКУ ЕКОТУРИЗМУ В УКРАЇНІ

This study raises issues related to the current state of ecotourism and prospects for its development in our country. Under ecological tourism we understand the form of nature-oriented tourism, carried out in order to learn about wildlife and destination culture, which does not violate the integrity of the ecosystem, designed to contribute to the conservation of natural resources, environmental protection and socio-econom­ic development of the tourist area. According to the World Tourism Organization, Ukraine has great potential for the development of ecotourism and the opportunity to be on the list of leading countries in this area. However, there are a number of limitations and problems that restrain the more active development of ecotourism in Ukraine. The aim of the article is to investigate the reasons for the insufficient devel­opment of ecotourism in Ukraine and to substantiate the directions of its intensifica­tion in the country. The comparative characteristics of the areas of protected areas of the world and Ukraine indicate that in Ukraine and some CIS countries is dominated by a small number of protected areas, but with a large average area in contrast to countries such as Canada, Australia, Sweden, Norway, which have much more pro­tected territories with their relatively small average area. It is noted that in Ukraine, in contrast to a number of foreign countries, where there are more accurate methods of calculating the tourist flow, it is very difficult to estimate the real flow of visitors to national parks, due to the lack of unambiguous methods of counting visitors. To promote ecological tourism, the administration of national parks is recommended to present parks at international tourism exhibitions, cooperate more actively with tour operators and travel agents, develop the park's infrastructure and recreational activi­ties within it, offering tourists new routes.У даному досліджені піднімаються питання, пов’язані з сучасним станом еко­туризму та перспектив його розвитку в нашій країні. Україна за оцінками Всес­вітньої туристської організації має великий потенціал для розвитку екотуризму та можливість опинитися в списку лідируючих країн у цьому напряму. Однак існує ряд обмежень і проблем, які перешкоджають більш активному розвитку екотуризму в України. Метою статті є дослідити причини недостатнього роз­витку екотуризму в Україні та обґрунтувати напрями його активізації в країні. Відмічено, що в Україні, на відміну від ряду зарубіжних країн, де існують більш точні методи підрахунку туристського потоку, дуже складно оцінити реальний потік відвідувачів національних парків, через відсутність однозначних методів обліку відвідувачів. Для популяризації екологічного туризму адміністрації наці­ональних природних парків рекомендовано презентувати парки на міжнародних туристичних виставках, активніше співрацювати з туроператорами та тураген­тами, розвивати інфраструктуру парку та рекреаційну діяльність в його межах, пропонуючи туристам нові маршрути.У даному досліджені піднімаються питання, пов’язані з сучасним станом еко­туризму та перспектив його розвитку в нашій країні. Україна за оцінками Всес­вітньої туристської організації має великий потенціал для розвитку екотуризму та можливість опинитися в списку лідируючих країн у цьому напряму. Однак існує ряд обмежень і проблем, які перешкоджають більш активному розвитку екотуризму в України. Метою статті є дослідити причини недостатнього роз­витку екотуризму в Україні та обґрунтувати напрями його активізації в країні. Відмічено, що в Україні, на відміну від ряду зарубіжних країн, де існують більш точні методи підрахунку туристського потоку, дуже складно оцінити реальний потік відвідувачів національних парків, через відсутність однозначних методів обліку відвідувачів. Для популяризації екологічного туризму адміністрації наці­ональних природних парків рекомендовано презентувати парки на міжнародних туристичних виставках, активніше співрацювати з туроператорами та тураген­тами, розвивати інфраструктуру парку та рекреаційну діяльність в його межах, пропонуючи туристам нові маршрути