Attracting the Tourism Potential of Ukraine to the “Unloading” of the World Flows

Problemi Ekonomiki

Raкhman Mahbubur S.¹ 

[1] Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Marketing and Management of Foreign Economic Activities, V. N. Karazin Kharkiv National University;

关键词: tourism;    problem;    “overloading”;    image;    tourist flow;    Ukraine;    subject;    volume of expenses;    SWOT;    PEST analysis;    public-private partnership;   

DOI  :  

来源: DOAJ

【 摘 要 】

The article highlights the study of ways and possibilities for attracting the domestic tourism potential in accepting part of the growing world tourist flow to solve the problem of the “overloading” of famous cultural monuments and wonders of the world. The progress of activities on developing the tourist brand, its relationship with the tourist image and the position of Ukraine in the Travel and Tourism Competitiveness Index are considered. The trends in structural changes in the tourist flow of the country for 2006–2017 and factors that influence them are investigated. There carried out an analysis of the performance of the tourism industry of Ukraine: in the context of subjects by the number of enterprises and full-time employees and income as well as the dynamics of direct and general contributions to GDP and the employment rate in the country. Statistical indicators of the volume of expenses of domestic tourists and foreign visitors as well as preferences of the tourist flow as to the purpose of traveling in the domestic and foreign markets are analyzed. Particular attention is paid to the structure of foreign trade in tourism services by the purpose of traveling and the geographic preferences of domestic tourists as well as the volume of sales of travel packages. As a result of the SWOT analysis, the strengths and weaknesses of the domestic tourism market are identified, and opportunities that can be turned into capacities under certain conditions are given; the PEST analysis revealed threats that can be turned into advantages. Improving the marketing capabilities of tourism enterprises is possible provided that they solve the problems of promoting and stimulating the tourism product, improving its quality and assortment; controlling, implementing the CSR principles and regular marketing research. The process of interaction with partners and the role of public-private partnership in the development of tourism are considered. Recommendations for achieving a positive result to attract foreign visitors to Ukraine are given.

【 授权许可】

Unknown