METHODOLOGICAL APPROACHES TO THE DEVELOPING OF A TOURISM STRATEGY OF UKRAINE
Journal Title: Проблеми системного підходу в економіці - Year 2018, Vol 3, Issue 65
Abstract
On March 16, 2017, the Cabinet of Ministers of Ukraine approved the state Tourism and resorts development strategy of Ukraine (2017-2026). This can be considered a positive step in the development of the state policy of tourism development. But if we analyze the approved strategy and the status of its implementation, one can find several shortcomings, which at the primary institutional level hinder the development of the tourism industry of the country. The thorough analysis of the current state tourism development strategy of Ukraine has been provided in the article. The main shortcomings of the official state tourism and resorts development strategy of Ukraine (2017-2026) have been presented and characterized, namely: lack of mission and vision; the object is not specified in the aim; a thorough analysis of the current situation in the domestic tourism industry has not been conducted; methodologically incorrect division in directions; the absence of such an important direction in the development of the tourism industry such as “competitive level of service and national quality standards”; an incorrect application of terms and definitions; the absence of targeting the desired target audience of tourists; an absence of a plan of spatial zoning of the domestic tourist industry; lack of clear marketing plan; lack of an anti-crisis plan for improving the tourist image of Ukraine; blurriness of the timing of the strategy implementation and lack of intermediate performance criteria; the imperfection of the tools for the results monitoring. The proposals on elimination of the drawbacks of the tourism strategy of Ukraine have been submitted. The most favorable structure for the development of the tourist industry of Ukraine has been determined. The methodological recommendations for improving the country’s tourism strategy have been given.
Authors and Affiliations
A. A. Romanova
Keywords
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