ASSESSMENT OF THE ATTRACTIVENESS OF THE TOURIST SPHERE OF UKRAINE IN THE CONTEXT OF ADAPTATION TO THE SYSTEM OF THE EUROPEAN TOURIST MARKET

Abstract

Purpose. The purpose of this study is to substantiate the applied foundations of the attractiveness of the tourism sphere of Ukraine in the context of adaptation to the system of the European tourist market. Under such conditions, it is necessary to formulate a hypothesis regarding the identification of directions for the optimization of possible measures to coordinate the activities of the main participants of the tourism industry in the conditions of the post-war reconstruction of the country. Design/methodology/approach. In the article, the author used the literature review method to justify the importance of attractiveness of the tourism sphere of Ukraine in the context of adaptation to the system of the European tourist market, and thus to justify the relevance of the chosen research topic. Based on the literature review, the authors identified the goals of strategic vectors of tourism development in the context of adaptation to the system of the European tourist market. The study of the current state of the industry reveals the national characteristics and tasks of managing the development of the tourism sector in the period of post-war reconstruction. The article reveals the methodology for assessing the attractiveness of the tourism sphere of Ukraine. The research was conducted by expert assessment of factors affecting the attractiveness of tourism. The performed calculations show the possibility of analysing factors such as attractiveness factors, economic factors, security factors, environmental factors, technological factors and image factors. The research conducted by the author allowed her to form conclusions, the importance of which is based on the inter- pretation of implementing the European experience in tourism development. It is time to promote Ukraine and its tourism potential, develop new initiatives in the context of adaptation to the system of the European tourist market. Findings. Despite the declaration of tourism as a leading branch of the national economy at the regulatory and legal level, the tourism business in Ukraine was ignored as an attractor of economic growth and is characterized by relatively low demand and an excess of outgoing tourist flow over incoming. Under such conditions, it is necessary to formulate a hypothesis regarding the study of the problems of assessing the attractiveness of the tourist sphere of Ukraine in the context of adaptation to the system of the European tourist market. Practical implications. The obtained results influence to develop the recommendations for the formation and implementation of strategic vectors of tourism development in the context of adaptation to the system of the European tourist market under the conditions of post-war period. Originality/value. The research highlights the elements of the methodological system of choosing and forming the methodology of the attractiveness of the tourism sphere of Ukraine in the context of adaptation to the system of the European tourist market for national economy’s development. The research was based on macro forecasting of the country’s development was carried out in accordance with strategic economic tasks.