ДОСЛІДЖЕННЯ СУЧАСНОГО СТАНУ ІНФРАСТРУКТУРИ РИНКУ ТУРИСТИЧНИХ ПОСЛУГ УКРАЇНИ

Abstract

The article is devoted to the study of the current state of the infrastructure of Ukrainian tourist market, particularly, in Kharkiv region. The dynamics of the country's tourist flows over the last five years, the problems of tourism development in Ukraine as well as the ways of improving Ukrainian tourist market were analysed. The tourism industry is developing around the world, and in some countries it is the basis for budgeting. Ukraine has all the preconditions for tourism development and it can become competitive in the global tourism market. The development of a tourism structure must be balanced and fully responsive to the needs of people. The tourism enterprises must work effectively. The process of market infrastructure development should be proportional and it requires a systematic approach to management. It is necessary to work out a strategy for developing the infrastructure of tourist market on the basis of a scientifically grounded procedure of its forecasting, regulation, adaptation to changes in consumer priorities, external conditions and risks. Our research proves that there is a significant potential for tourist services in Ukraine that can increase the level of competitiveness. The strategy for development of the infrastructure of the tourist market in Ukraine should take into account the following ways: rationalization of schemes of tourist routes; active integration of information technologies in the field of tourist services; active participation in international programs; financing of applied research in the field of tourism; simplification of state regulation of business entities in the sphere of tourism business; improvement of legal regulation; monitoring of the state of the infrastructure of tourist market and co-financing of objects by the state and private sector; introduction of an advertising campaign to attract domestic and foreign tourists to Ukraine; implementation of measures for the development of tourist transport infrastructure.