Обґрунтування стратегії розвитку ринку туристичних послуг України
DOI:
https://doi.org/10.26661/2522-1566/2020-1/11-02Ключові слова:
стратегія, ринок туристичних послуг, конкурентоспроможність, мікросередовище, макросередовищеАнотація
Досліджено проблеми та перспективи розвитку ринку туристичних послуг України. За методом розробки профілю середовища визначено фактори зовнішнього та внутрішнього середовищ, які мають вплив на розвиток туристичної галузі України. Розраховано коефіцієнти впливу факторів мікро-, макро- та внутрішнього середовища на розвиток ринку туристичних послуг України та досліджено їх вплив на розвиток туристичної галузі України. За результатами SWOT-аналізу обґрунтовано стратегію розвитку ринку туристичних послуг. Це еталонна стратегія розвитку – стратегія концентрованого зростання, яка реалізується за напрямом розвитку ринку. Реалізація цієї стратегії вимагає значних маркетингових зусиль з боку туристичних підприємств. Доведено, що ефективність стратегії залежить від організації процесу її реалізації та контролю за виконанням. Визначено пріоритетні напрямами реалізації стратегії розвитку ринку туристичних послуг України цє: підвищення конкурентоспроможності регіонів та зміцнення їх ресурсного потенціалу; забезпечення розвитку людських ресурсів; та розвиток міжрегіонального співробітництва.
JEL Classification: R58.
Посилання
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Daoudi, A. and Mihalič, T. (1999), “Strategic importance of tourism as a part of an integrated development strategy of countries and places”, The Tourist Review, Vol. 54, Issue 3, pp.18-18, available at: http://dx.doi.org/10.1108/eb058309 (Accessed 2 February 2020), DOI: 10.1108/eb058309
Gudz', P. V. (2001), Ekonomichni problemy rozvytku kurortno-rekreatsijnykh terytorij [Economic problems of development of resort and recreational areas], TOV «Yuho-Vostok, Ltd», Donets'k, Ukraine, (in Ukrainian).
Kaynak, E. (2012), Global Tourist Behavior, available at: http://dx.doi.org/10.4324/9780203058107 (Accessed 2 February 2020), DOI: 10.4324/9780203058107
Kelleher, J. (2003), The Regions. Political Restructuring and Territorial Government, D.C. Heath and Company. Toronto.
Kobyak, M. V. (2011), “Quality of services in tourist business as a strategic basis of tourism development”, Economy of Region, Vol. 1, pp. 260-263, (in Russian).
Koshel, V.O. (2017), “Development of the European market for industrial tourism services”, D. Sc. Thesis, Economics, Krivoy Rog, Ukraine, (in Ukrainian).
Laws, E. (2004), “Service quality and tourist satisfaction”, Improving tourism and hospitality services, pp.79-99, available at: http://dx.doi.org/10.1079/9780851999951.0079 (Accessed 2 February 2020), DOI: 10.1079/9780851999951.0079
Neuts, B. and others (2013), “Digital Destinations in the Tourist Sector: A Path Model for the Impact of E-Services on Tourist Expenditures in Amsterdam”, SSRN Electronic Journal, available at: http://dx.doi.org/10.2139/ssrn.2324792 (Accessed 2 February 2020), DOI: 10.2139/ssrn.2324792
Pulina, T. V. and Khrystenko, O. V. (2015), “Evaluation of the establishment of cluster-based metallurgical region”, Efektyvna ekonomika, Vol. 5, available at: http://www.economy.nayka.com.ua/?op=1&z=4810 (Accessed 1 February 2020), (in Ukrainian).
Semenov, H. A. and Bohma, O. S. (2006), “National Cluster – a new way to accelerate economic growth and innovation Ukraine”, Visnyk ekonomichnoi nauky Ukrainy, Vol. 1, Issue 9, pp. 127-133, (in Ukrainian).
Serednitskaya, L. P. and Humenna, T. V. (2018), “Priority directions of development of tourist services of Ukraine”, Economy and Society, Issue 18, available at: http://dx.doi.org/10.32782/2524-0072/2018-18-97 (Accessed 2 February 2020), (in Ukrainian), DOI: 10.32782/2524-0072/2018-18-97
Shpyrnya, O. V. (2018), “Trends of development of the international market of tourist services”, Scientific bulletin of the Southern Institute of Management, Vol. 1, pp.62-66, available at: http://dx.doi.org/10.31775/2305-3100-2018-1-62-66 (Accessed 2 February 2020), DOI: 10.31775/2305-3100-2018-1-62-66
Shpyrnya, O. V. (2019), “Technological drivers of development of the market of tourist services”, Scientific bulletin of the Southern Institute of Management, Vol. 1, pp.100-103, available at: http://dx.doi.org/10.31775/2305-3100-2019-1-100-103 (Accessed 2 February 2020), DOI: 10.31775/2305-3100-2019-1-100-103
Sivakova, O. and Mangushev, D. (2019), “Research of the modern condition of the tourist services of Ukraine tourist market”, Social Economics, Issue 58, available at: http://dx.doi.org/10.26565/2524-2547-2019-58-13 (Accessed 2 February 2020), (in Ukrainian), DOI: 10.26565/2524-2547-2019-58-13
Stupen, M., Stupen, N. and Khomych, N. (2019), “Development of tourist services market infrastructure in Ukraine”, The economic discourse, Vol. 3, pp.37-46, available at: http://dx.doi.org/10.36742/2410-0919-2019-3-4 (Accessed 2 February 2020), DOI: 10.36742/2410-0919-2019-3-4
Vasilenko, V. N. (2006), Arkhytektura rehyonalnoho ekonomycheskoho prostranstva, [The architecture of the regional economic space], NAN Ukrainy, Institut jekonomiko-pravovyh issledovanij, Donets'k, Ukraine, (in Ukrainian).
Weaver, D. (1997), “Global tourist behavior”, Journal of Retailing and Consumer Services, Vol. 4, Issue 4, pp. 275-276, available at: http://dx.doi.org/10.1016/s0969-6989(97)87149-4 (Accessed 2 February 2020), DOI: 10.1016/s0969-6989(97)87149-4
Xonkeldieva, G. S. (2019), “Prospects for the development of investment activity in the field of tourist services: problems and ways of solution”, Theoretical & Applied Science, Vol. 78, Issue 10, pp.160-165, available at: http://dx.doi.org/10.15863/tas.2019.10.78.28 (Accessed 2 February 2020), DOI: 10.15863/tas.2019.10.78.28
Xu, J. and Sun, M. (2014), “Research on the Tourist Demands and Evaluation for Public Tourism Services”, Tourism and Hospitality Development Between China and EU, pp.249-259, available at: http://dx.doi.org/10.1007/978-3-642-35910-1_20 (Accessed 2 February 2020), DOI: 10.1007/978-3-642-35910-1_20
Завантаження
Опубліковано
2020-04-20
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Як цитувати
But, T., Pulina, T. and Zaytseva, V. (2020) “Обґрунтування стратегії розвитку ринку туристичних послуг України”, Менеджмент та підприємництво: тренди розвитку, 1(11), pp. 23–40. doi:10.26661/2522-1566/2020-1/11-02.
