COMPETITIVENESS OF THE TOURISM SPHERE AT THE LEVEL OF MACRO-REGION IN THE FOCUS OF THE REGULATION THEORY
Abstract
The article is devoted to the analysis of the competitiveness of the tourism sector at the level of economic regions of Ukraine. The demand of the population of Ukraine for tourism services increased due to the impossibility of satisfying it during the years of the pandemic and the Russian invasion. In this regard, the field of tourism must maintain a high level of competitiveness at both the micro and macro levels. This makes the chosen research topic quite relevant. The purpose of this article is to analyze the competitiveness of the tourism sector at the level of macro-regions. The results of the analysis are used to explain modern transformations in the policy of regulation of the tourism sphere of Ukraine. The author uses the category of relative competitiveness of the economic district in the tourism sphere. Its essence is interpreted as the macro-region's ability to demonstrate competitive advantages in the field of tourism both at the horizontal (industry) and vertical (spatial) levels. The methodology for calculating the integral index of the relative competitiveness of an economic district in tourism consists of six stages. The rating of individual regions by groups of TTSI indicators is the basis for the first stage. The calculations made it possible to identify imbalances between economic districts. The author concludes that a differentiated approach to regulatory policy is necessary to overcome these imbalances. Competitive policy is recognized as the main type of economic policy in the field of tourism at the level of a separate region. Agreements between private agents of the tourism business and territorial communities are a tool for its practical implementation. Low ratings in all indicator groups of the index require coordination of sustainable development strategies at the metho and macro levels. Under these conditions, the state has priority both in setting goals for other actors and in monitoring the fulfillment of these goals. When the sectoral gap or regional gap is large, the means of regulation policy should be cooperative interaction, and its method is dialogue between the state and non-state institutions.
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