MANAGEMENT OF COMPETITIVENESS OF THE TOURIST ENTERPRISE IN INSTABILITY CONDITIONS

Abstract

The purpose of the article is to substantiate the theoretical and methodological principles, study the state, trends and factors of competitiveness of the tourist enterprise, and provide recommendations for building a system for managing the competitiveness of the tourist enterprise. Competitiveness management is a task that should be faced by the leadership of any organization operating in today's fierce competition. The tourism industry in Ukraine and the world is developing rapidly, the number of tourism enterprises is quite large, and they all claim their own market share, popularity among customers, and hope for high efficiency. The pandemic has also changed the market, forcing many tourism businesses to close. The most resilient and competitive survived, which showed the vulnerability of those businesses that did not have a well-established system of governance, and existed only due to ever-increasing demand. Practice has shown that in crisis conditions, only those organizations survived that had a constant customer base and a well-coordinated management system. Despite the recent surge in activity in the tourism market due to accumulated deferred demand, the issue of competitiveness of tourism enterprises remains relevant, because they face a difficult task, retaining customers and forming a competitive tourism product in conditions of instability and ever-changing constraints. high risks of long-term planning, falling level of consumer solvency. To solve the tasks set in the work, the method of theoretical and empirical research was used, which includes analysis and synthesis, comparison and generalization. The article analyzes the main trends in the market of tourist services of Ukraine and the world, the impact of the pandemic on the formation of tourist flows, the volume of the market of tourist services, and the transformation of requirements for competitiveness of tourist enterprises. Factors influencing the level of competitiveness of enterprises in the market of tourist services of Ukraine were identified, which were divided into four hierarchical levels: mega-, macro-, meso-, and micro-levels. According to the results of the study, the vision of the process of managing the competitiveness of a tourist enterprise in conditions of instability was presented. Particular attention was paid to the need for permanent monitoring of changes in the external environment, and rapid response to them, which should be reflected in the management process, forming a flexible system of rapid response.