Justification of Ukraine’s tourist services development strategy
The article aims to research problems and prospects of development of the tourist services market of Ukraine. According to the method of developing the environmental profile, the factors of external and internal environment that have impact on the development of Ukraine’s tourism industry have been determined. It is defined that the most influential factors of the microenvironment are the high degree of customer commitment to the services of tourist enterprises, the provision of payment forms and terms of receiving services favorable to tourist enterprises, the low level of consumer awareness about the tourist enterprises’ services, the mismatch of the range (quality) of services to customer requirements, buyers’ high sensitivity to the price. It is established that the tourism industry enterprises are most influenced by the following macroenvironmental factors: economic, political, ecological, scientific and technological. According to the research results, the paper determines the strategic goal of Ukraine’s tourist services market development – to make Ukraine a country of clean and attractive environment, as well as of culture, tourism and recreation. Coefficients of influence of micro-, macro- and internal environmental factors on Ukraine’s tourist services market development are calculated and their influence on Ukraine’s tourist industry development is investigated. According to the SWOT analysis results, the strategy of the tourist services market development is substantiated. This is a reference strategy of development – the strategy of concentrated growth implemented in the same direction as the market development. The implementation of this strategy requires considerable marketing efforts on the part of tourism enterprises. It is proved that the effectiveness of the strategy depends on organizing the process of its implementation and control over the implementation. The priority directions of implementing the strategy of Ukriane’s tourist services market development are defined: to increase regions’ competitiveness and strengthen their resource potential, to ensure human resources development and interregional cooperation.
JEL Classification: R58.
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