Yatsenko Volodymyr, Doctor of Economics, Professor of the Department of Tourism and Hotel and Restaurant Business, Bogdan Khmelnytskyi National University of Cherkasy, Cherkasy, Ukraine

ORCID ID: 0000-0001-7180-0986
e-mail: jatsenkovm@ukr.net

Skidanov Oleksiy, Postgraduate student of the department of Tourism and Hotel and Restaurant Business, Bogdan Khmelnytskyi National University of Cherkasy, Cherkasy, Ukraine

ORCID ID: 0000-0001-7178-1762
e-mail: alexeyskidanov0@gmail.com

Organization and Business Planning of Tourist Enterprises

Abstract. Introduction. The article examines the organizational changes occurring in the activities of tourist enterprises in connection with changes in the socio-economic conditions of the external environment. It was determined that the modern form of planning in entrepreneurial tourist firms is the use of business planning methods. It has been established that the plan of marketing activity is the core of the business plan of a tourist enterprise.  The main areas of work of marketing services of large tourist companies were studied.

Purpose. The purpose of the article is to reveal the dependence between the presence of a business plan at the enterprise and its more effective activity among competitors in modern economic conditions.

Results. The article examines the organizational changes occurring in the activities of tourist enterprises in connection with changes in the socio-economic conditions of the external environment and the system of established business connections and relations. It was determined that in the conditions of the market-type economic system and the influence of factors of a military nature, the nature of the planning of tourist activities changes. The modern form of planning in entrepreneurial travel firms is the use of business planning methods, devalued factors and the obligation to return invested funds play a primary role.

It has been established that the plan of marketing activity is the core of the business plan of a tourist enterprise. When making strategic decisions, the responsible managers of travel firms focus on the needs and specifics of the tourist services market, so the marketing plan provides guidelines for the activities of the travel enterprise.

Conclusions. Empirical observations within the framework of this study revealed the main areas of work of marketing services of large tourism companies, proved that the activity of marketing services of tourist enterprises serves not only to make reasonable management decisions, but also performs an important social function, contributes to improving the consumer properties of the offered tourist product, improving the delivery process product to the consumer, creating a comfortable environment for the buyer. It has been proven that one of the main ways to stimulate sales and promote tourism products is advertising and direct participation of tourism enterprises in international exhibitions.

Keywords: organization; business planning; marketing activity; advertising activity; tourist enterprise.

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