Justification of Ukraine’s tourist services development strategy

Keywords: strategy, tourist services market, competitiveness, microenvironment, macroenvironment


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.

Author Biographies

Tetiana But, National University “Zaporizhzhia Polytechnic”, Zaporizhzhia, Ukraine

PhD. in Economics, Associate Professor at the Department of Tourism, Hotel and Restaurant Business

Tetiana Pulina, National University “Zaporizhzhia Polytechnic”, Zaporizhzhia, Ukraine

Doctor of Science (Economics), Professor, Head of the Department of Management

Valentyna Zaytseva, National University “Zaporizhzhia Polytechnic”, Zaporizhzhia, Ukraine

Ph.D. in Pedagogical Sciences, Professor, Director of Law and Management Institute, Head of the Department of Tourism, Hotel and Restaurant Business



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How to Cite
But, T., Pulina, T. and Zaytseva, V. (2020) “Justification of Ukraine’s tourist services development strategy”, Management and Entrepreneurship: Trends of Development, 1(11), pp. 23-40. doi: https://doi.org/10.26661/2522-1566/2020-1/11-02.