CURRENT STATE AND PROBLEMS OF DEVELOPMENT OF THE TOURISM MARKET IN UKRAINE.

Н І Остап’юк, Г Л Камад

Abstract


This article analyzesthe main trends of national tourismmarket development; the authors have madean attempt to identify the leading causes oflow index (rating) of competitiveness of thecountry tourism product and the way of itsincreasing. They suggest options and effectivemechanisms for the withdrawal ofUkrainian tourism from the periphery of the global tourism market to a higher positionin the world’s leading ranks. The infl uenceof endogenous and exogenous factors on thequantitative and qualitative modifi cation ofthe structure and the relief of the market wasalso investigated. Peaks and recessions ofits conjunctural fl uctuations were revealed.The dynamics of tourist fl ows by types oftourism were traced and analyzed for themain reasons for their growth decline.Thus, it has been established that there weregrowth phases in the period between 2000and 2003, 2006 and 2007, 2011 and 2012,2016 and 2017 in the segment of «domestictourism», and there was the phase ofdecline between 2004 and 2005, 2008 and2010, 2013 and 2015. As for outbound tourism,it began being formed only in 2004. Bythis time, the import of tourism services wasnothing more than outward migration. Nowthe situation is somewhat similar, however,outbound tourism does not lose its positionsand dynamically develops at least becauseof more favorable conditions and lowercosts for the business itself. The choice ofthe foreign side becomes evident also inthe quality of the domestic tourist product,which by the parameters «what price» isclearly inferior to its direct competitors. Butconsidering the conditions of the game ofthe market economy, as well as the profi tabilityof the tourist business, our businesspeople took the initiative and actively joinedthis business and the market, diversifyingtheir tourism products, creating new proposals,using innovative approaches andtechnologies in their economic activities.This is also possible due to the expansion ofthe geography of fl ights, the intensifi cationof land and sea communications, expansionof hotel base, appearing of appropriate venuesfor business events and different eventsplanning.

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