DIRECTIONS OF STRENGTHENING OF COMPETITIVE POSITIONS OF UKRAINE IN THE INTERNATIONAL MARKET OF TOURIST SERVICES


Keywords: brand, branding, international tourism market, strategy for improving efficiency, advertising

Abstract

The article reveals the problems and potential of development of international tourism activity in Ukraine. The position of the country in the international tourist services market is assessed and directions of increasing the international competitiveness of its tourism industry are offered.  The indicators of international tourism activity of Ukraine are analyzed. The possibility of improving the tourist brand of Ukraine in the international tourist environment has been proved.  Strategic measures for promotion of the country's tourism brand in the international tourist services market are determined. Recommendations on expansion of innovation activity of Ukrainian companies and introduction of promising types of tourist services for domestic and foreign consumers of tourist product are given.

References

Alexandrova, A. Y. (2010). International tourism. Moscow. DOI: 10.15216/9785406004630. [in Russian].
Bagel, Y. M. (1996). Economic Theory of Technological Changes: A Manual: A Testament. [in English].
Berestok, A., Shevchenko, T. (2015). Factors of regional tourist market formation in Sumy region and its place in the national tourist market of Ukraine. National University of Kyiv. DOI: 10.17721/2413-7154/2015.74.3-9. [in English].
Borovinskaya, N. M. (2018). Tourism: modern approaches to research. Philosophy and culture, No 2, 14 - 23. DOI:10.7256/2454-0757.2018.2.25391. [in Russian].
Davydova, O. G. (2011). Hospitality industry in the context of holding Euro-2012. Bulletin of the Kiev National University, No. 121-122, 44 - 48. [in Ukrainian].
Izmaylov, Y., Yegorova, I., Maksymova, I., & Znotina, D. (2018). Digital economy as an instrument of globalization. Scientific Journal of Polonia University, 27(2), 52-60. https://doi.org/https://doi.org/10.23856/2706. [in English].
Muzychenko-Kozlovskaya, O. V. (2014). Management and Entrepreneurship in Ukraine: Stages of Development and Developmental Issues. Bulletin of the Lviv Polytechnic National University, No 797, 396-402. [in Ukrainian].
The Travel & Tourism Competitiveness Report (2017). [Electronic resource]. Retrieved from https://www.weforum.org/reports/the-travel-tourism-competitiveness-report-2017. [in English].
Travel & Tourism : Economic Impact WTTC's. (2010). Economic Research World Tourism Organization UNWTO [Electronic resource]. Retrieved from http://media.unwto.org/ru/press-release/2011-10-12/k-2030-godu-chislo-mezhdunarodnykh-turistov-vyrastet-do-18-milliardov. [in English].
Tynic O.M. (2018). Ukrainian tourist image in the international market: problems and prospects of development. OSF Preprints. DOI: 10.31219/osf.io/2bz8a. [in Ukrainian].
Tynic, O. M. (2016). Barrier-free tourism as a social and economic phenomenon. Kharkiv: NTU "XPI“. DOI: 10.5281/zenodo.495712. [in Ukrainian].
Veronneau, S. (2009). Global Service Supply Chain: An Empirical Study of Current Practices and Challenges of a Cruise Line Corporation. DOI: 10.1016/j.tourman.2008.05.008. [in English].
World Tourism Organization UNWTO (2016). [Electronic resource]. Retrieved from http://www2.unwto.org/ru. [in English].

Abstract views: 41
PDF Downloads: 38
Published
2018-10-29
How to Cite
Izmaylov, Y., Sheludiakova, N., & Buravtsova, O. (2018). DIRECTIONS OF STRENGTHENING OF COMPETITIVE POSITIONS OF UKRAINE IN THE INTERNATIONAL MARKET OF TOURIST SERVICES. Scientific Journal of Polonia University, 30(5), 60-67. https://doi.org/https://doi.org/10.23856/3005