THE ROLE OF CONSULTING IN THE DEVELOPMENT OF TOURISM BUSINESS IN UKRAINE

Abstract

The article has been devoted to the study of the essence of the term «consulting». Four approaches to the interpretation of the definition of «consulting» have been outlined. Expert, service, functional, and process and the author's definition of «tourism consulting» have been proposed. (managerial, investment, personnel, marketing, financial, legal, etc.) and development of proposals to improve their functioning and improve the image in the market of tourist services. It has been noted that the reasons for consulting in the field of tourism in modern conditions are: uncertainty of the political and economic situation in the country; the spread of the COVID-19 pandemic; reduction in the intensity of tourist flows; systemic and complex nature of the identified problems; relatively high cost of tourism product; Insufficient statistics; lack of highly specialized research of the market of tourist services; differences in views on solving problems between management and owners of tourism enterprises; the need for a new creative view of the problem, or company; a need to attract additional resources to solve the problem; the possibility of using the experience of consultants on certain issues; the need to develop a system of strategic planning of tour operators; the desire to ensure the reliability and security of business development. Several factors that hinder the development of tourism consulting at the macro and macro levels have been summarized. The main directions of tourism consulting have been substantiated, the main ones being: tourism market research, development of strategies, concepts, programs, master plans for tourism development, tourism product development, development of feasibility study; market entry management; tourism marketing and branding; destination marketing and management; audit of tourist destinations; business planning, asset management, training, education; event promotion and PR; quality control. The role and place of consulting in the development of the tourism business have been demonstrated.