THEORETICAL AND METHODOLOGICAL ASPECTS OF USING STRATEGIC TOOLS FOR EFFECTIVE DEVELOPMENT OF TOURISM BUSINESS ENTITIES

Abstract

The optimization of the economic mechanism for entrepreneurship development in the tourism sector of Ukraine is based on profound economic reforms, integration of the national economy into the global market, selection of adapted models of economic management, and the utilization of innovative mechanisms and methods for managing the development of tourism entities in a changing and unpredictable market environment. This will contribute to accelerating the pace of economic growth in the industry. At the present stage of reforming the entire economic system at the macro and micro levels, it becomes extremely important in the tourism sector to change the management system, adapt the functions and tasks of management through the adoption of efficient and effective decisions by individual entities. To successfully accomplish these tasks, thorough research is required on theoretical, methodological, and practical aspects of applying strategic instruments to ensure the effective development of tourism entities. The object of the study is the marketing, socio-economic, and financial-economic activities of tourism business entities as a distinct and specific type of entrepreneurial activity that leads to the creation of tourism products. The subject of the research is the system of strategic management tools for the activities of entities in the tourism industry. The practical application of this approach should be characterized by its appropriateness at the national, regional, and microeconomic levels of the economy.