Ринок туристичних послуг в Україні як об’єкт маркетингового управління

Abstract

Розглянуто особливості функціонування туристичної галузі в умовах економічної нестабільності. Показано, що туристичні послуги виступають каталізатором комплексного розвитку території. Важливою умовою ефективної та успішної маркетингової діяльності є дослідження ринку туристичних послуг України, на якому проводять свою діяльність суб’єкти туристичного підприємництва. Водночас залишається й низка питань, що потребують подальшого вивчення, поглиблення та уточнення туристичного ринку.

The article deals with the peculiarities of tourism industry functioning during the economic instability. It is shown that tourist services are the catalyst for the integrated development of the territory. An important condition for effective and successful marketing activity is to research tourist business market in Ukraine. At the same time, among the issues requiring further study are deepening and refinement of the tourist market. Tourist market functioning is analyzed. It is found that four main subjects of the tourist market are tour operators and travel agents, tourism producers and consumers (tourists). It is shown that the demand, supply and price form a dynamic relationship certifying functioning of the tourism market. It is proved that national tourist market of Ukraine belongs to this type, and reformed market is a market of transition countries with an average level of socioeconomic development forming the structure of the market and the tourism industry under the macro-regional (European) standards. However, more detailed analysis shows that the potential of Ukraine in this area is used marginally. Unfortunately, amid the increasing competition in the global tourism market and due to the impact of factors, backlog of Ukraine among the leading tourist countries increased by moving it to the "periphery" of tourist flows. The share of tourists coming to our country is studied: most of them (78%) were tourists from the countries – the former Soviet republics, primarily from Russia, Belarus and Moldova. As for the other countries, most tourists visiting Ukraine are from Hungary, Slovakia and Poland. The part of foreign tourists traveling in tourist groups is very small - only 12%. Low marketing activities of most domestic tourism enterprises can be explained by several reasons. The marketing concept is introduced only in the activities of domestic tourist companies using marketing tools to practice their fierce competition. In addition, tourism in Ukraine has relatively recently begun to evolve, and therefore it is still in its infancy. The implementation of marketing programs to domestic enterprises adversely affected tourism business. The continued isolation of the country from the outside world prolonged dominance of administrative-command management and education system among several generations. Planned distribution system under Ukrainian conditions was characterized by authoritarian management style and lack of market culture.