Hrybova Diana, Candidate of Economic Sciences, Associate Professor, Dmytro Motornyi Tavria State Agrotechnological University, Melitopol, Ukraine

ORCID ID: 0000-0002-3270-2504
e-mail: gribovadiana@ukr.net

Modern Features of Tourism Functioning in Ukraine

Annotation. Introduction. The article investigates the current state and features of tourism in Ukraine. The influence of internal and external factors on the development of tourist activity is analyzed. The world experience of tourism development in the leading countries of the world, in particular in the USA, China and Japan is covered.

Purpose. The aim of the article is to study the current state and specifics of the development of tourism in Ukraine, taking into account global economic trends. Of particular importance is the analysis of the dynamics of indicators that reflect the supply-side aspect of the market situation

Results. The main factors that hinder the effective functioning of the tourism business in Ukraine are considered. These include: the imbalance of the Ukrainian tourism market; insufficient development of the Ukrainian tourism infrastructure; high cost of vacation in your own country; the loss in 2014 of a significant amount of natural, cultural and other resources for the development of the tourism industry. It is noted that in Ukraine domestic tourism is not gaining popularity. The reason for this is not only low demand in the presence of high price levels, but also poor diversification of the product offered. The results of the analysis of the dynamics of the indicators of activity of the subjects of tourist business prove that the problems with the organization of innovative tourist activity take place both in the system of tour rating and in the hotel business. It is noted that the ratio of tourists in the middle of the country and those sent abroad shows clear disparities. The dynamics of the ratio of types of tourism shows that the level of innovation in the tourism business remains quite low, although growing moderately. In particular, it is indicated that the number of tourists served by the subjects of tourist activity of Ukraine increased: domestic tourists by 41.5%, foreign – by 4.5 times. It is proved that the inability to innovate in tourism, the conservativeness of the tourist business hinders the development of the industry, which requires the formation of appropriate services with certain quality and competitiveness. It is noted that the Ukrainian economy as a whole has a rather high innovative potential, which is slowly being realized in the tourism and hospitality industry. The article points to the presence of organizational problems, both in the field of tourism business organization and in the hotel and restaurant business.

Conclusions. It is noted that in the tourist market of Ukraine is dominated by large companies that orient the client to travel abroad. It is emphasized that tour operators do not expand the range of tourist products, do not offer budget tours with transfers, such as charter rail transportation, which would form an affordable holiday in the country for a large audience. The necessity of forming a system of diversified tourist services as a guarantee for the effective functioning of the industry is pointed out.

Keywords: innovative activity; tourist product; tourist infrastructure; outdoor tourism; domestic tourism.

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