FORMATION OF THE COMPETITIVE ADVANTAGES OF TOURISM ENTERPRISES

Abstract

The article analyses the concept of competitive advantages, creating competitive advantages, model competitive advantages. The purpose of the article is to substantiate the theoretical aspects of the essence of the concepts of competition and competitive advantage, analysis of changes in the competitive situation in the market of the tourism industry and study of the crisis phenomena caused by COVID-19, to study the main approaches to the sources of competitive advantage, and their assessment taking into account external and internal factors. It is argued that competitive advantage is influenced by the factors such as infrastructure, the complexity of the business, labor and goods market efficiency, financial market complexity, innovation, technology, institutions of higher education and training, and macroeconomics. It is also believed that equally important for are both external as and internal factors. These factors determine whether a company is able to defeat its rivals and lead the market. Competition has its theoretical models and competitive advantage in the development of strategies as part of the targeted helps companies gain a competitive advantage over the competition. It is important to regularly monitor and examine the target competitors' strategies to quickly respond to their actions in order to grasp how to overcome them and find themselves in the leadership position it so that to survive and conquer the market. According to the study, the authors conclude that a clear formulation, definition, implementation of competitive advantages and choice of competitive strategy, as well as a comprehensive analysis of factors influencing competitive advantages, will ensure the competitiveness of the enterprise in the market of tourist services. In the current conditions of unstable economy, due to the COVID-19 pandemic, competitive advantages and strategies for achieving them constitute a practical interest for tourism enterprises and act as an integral part of the formation of public-production strategy in general. It is necessary to focus on the fact that the competitiveness of supply and available resources of the enterprise were sufficient to implement a certain strategy and obtain the desired results.