TOUR OPERATING IN CONTEMPORARY CONDITIONS: EFFECTIVE STRATEGIES OF COOPERATION WITH PARTNERS AND SUPPLIERS

Abstract

Tour operating in the contemporary tourism industry plays a decisive role in the formation of competitive, diversified, and high-quality tourism products, as well as in ensuring the economic stability and adaptability of tourism enterprises. Under conditions of global transformation driven by digitalization, changing consumer preferences, economic uncertainty, and geopolitical challenges, tour operating requires constant modernization of organizational models and management approaches. This article explores the essence of tour operating as an integrated system of planning, coordination, and management of interactions between tour operators, suppliers of tourism services, and business partners involved in the creation and promotion of tourism products. The study analyzes theoretical interpretations of tour operating and highlights its significance as a strategic component of tourism business development. Special attention is devoted to the analysis of effective cooperation strategies between tour operators and suppliers of transport, accommodation, excursion, insurance, and other tourism-related services. The article examines mechanisms for building long-term partnership relations based on trust, transparency, contractual stability, and shared responsibility. Emphasis is placed on the implementation of modern management instruments, including digital platforms, online booking and reservation systems, customer relationship management technologies, flexible contract models, and quality assurance standards. These tools contribute to improving operational efficiency, optimizing resource allocation, enhancing service quality, and reducing financial, operational, and reputational risks associated with tour operating activities. The article also outlines the prospects for the development of tour operating in the context of sustainable tourism development and responsible business practices. It highlights the growing importance of environmentally friendly solutions, social responsibility, ethical cooperation with partners, and the adaptation of business processes to new market conditions. The conclusions substantiate the necessity of further scientific research in the field of tour operating as a crucial factor in innovation-driven growth, competitiveness, and long-term sustainability of the tourism industry at national and international levels.