ANALYSIS OF INVESTMENT ATTRACTIVENESS OF UKRAINE’S TOURIST INDUSTRY

Abstract

Recently, the tourism sector of Ukraine has entered a period of active reforms, discussing the need to improve the legal sphere, expand state support and stimulate the development of the tourism industry, intensify measures to promote tourism in the domestic and international space.
Today the sphere of domestic tourism is faced with the tasks of efficient and rational use of resources, bringing the level of development of the tourism industry in line with the existing potential. In particular, the development of infrastructure, improving the quality of service, development of quality advertising and information on tourism services, as well as building a full-fledged, adapted to European integration processes of national tourism development policy.
The article assesses the level of investment attractiveness of Ukraine in general, and in particular the tourism industry due to an integrated approach, which combines a list of methods and models. Thanks to the use of the main components model and the Kohonen neural network model, a grouping of regions of Ukraine according to the level of investment attractiveness was built. Also, the article analyzes the dynamics of the integrated indicator of investment attractiveness in Ukraine for the period 2008-2019 on the basis of the calculation of the taxonomic indicator. Factor analysis was used to build a taxonomic indicator of investment attractiveness of the tourism industry in Ukraine. This indicator allows us to give an overall assessment of the tourism industry in Ukraine. Further, the number of factors of investment attractiveness in the field of tourism for the regions of Ukraine was narrowed on the basis of factor analysis in Deductor software. The next step was to build an integrated indicator of investment attractiveness in the field of tourism for the regions of Ukraine on the basis of taxonomic analysis. Based on the obtained data, the analysis of the most attractive regions of Ukraine for the development of tourism was carried out, namely: Lviv, Odessa and Kyiv.
In the conclusions based on the analysis of clustering of countries by level of investment attractiveness, the results of general clustering of regions of Ukraine and calculations of integrated indicator of investment attractiveness in tourism, recommendations were made on the overall assessment of investment attractiveness in Ukraine and by regions. At the same time, recommendations were made to adjust the strategy of socio-economic development in the context of investment attractiveness for the stable development of Ukraine.