THE DIFFERENTIATED APPROACH TO THE STRATEGY FOR TRANSFORMING THE COMPETITIVE POTENTIAL OF TOURISM INDUSTRY ENTITIES

Abstract

The article considers a differentiated approach to the strategy of transforming the competitive potential of tourism industry entities. The purpose of the article is to substantiate the essence of the transformational strategy regarding the competitive potential of the tourist industry, using a differentiated approach. The main research task is the selection of an individualized strategy for the transformation of the competitive potential of the tourism industry subjects according to the types of correlations. Fifteen types of correlations of the individualized strategies are distinguished: а strategy for improving the quality of tourist services; a strategy for increasing the efficiency of the use of tourist potential; a stabilization strategy; a strategy for eliminating destructiveness in the provision of tourist services; a strategy of diversification of tourist services; sustainability strategy; a crisis exit strategy; reserve-use strategy; security strategy; an event-tourism strategy; tourism infrastructure development strategy; the strategy of forming a new development model; focusing strategy; branding strategy of tourism product or destination; the strategy of preserving the existent position. The emphasis is laid on the issue of priorities of the strategies for the transformation of the competitive potential of the tourism industry subjects. The results of the study indicate that different types of relationships require different priorities in strategies for the transformation of the competitive potential of tourism industry subjects. The identified priorities serve as guidelines for defining the tasks and deadlines for their implementation in each specific area. The priorities may change depending on the trajectory of the transformer, which is a «stimulus» of changes in the competitive potential of the tourism industry entities. The application of the developed differentiated approach to the selection of a strategy for the transformation of the competitive potential of the subjects of the tourism industry will provide a basis for balancing the interests of producers and consumers of tourist services, which in turn will contribute to ensuring stability, safety, and competitiveness of this industry.