MECHANISM FOR ENSURING THE COMPETITIVENESS OF UKRAINE’S TOURISM INDUSTRY UNDER CONDITIONS OF TRANSFORMATION

Abstract

The article substantiates a mechanism for ensuring the competitiveness of Ukraine’s tourism industry under conditions of structural, socio-economic and technological transformations. The relevance of the study is determined by the need to adapt tourism enterprises to economic instability, security challenges, changes in consumer behaviour, technological development and growing requirements for the quality of tourism services. The main factors influencing the competitiveness of tourism enterprises are identified, including financial stability, operational efficiency, quality and diversification of tourism services, human resources, digitalization, innovation activity, marketing support, infrastructure development and institutional support. Particular attention is paid to the role of digital technologies and innovations in improving business processes, strengthening interaction with consumers, developing new tourism products and increasing the adaptability of enterprises to changes in the competitive environment. Based on a comprehensive approach to competitiveness assessment, the need to move from determining the current state of tourism enterprises to developing effective instruments for its improvement is substantiated. A mechanism for enhancing the competitiveness of the tourism industry is proposed, which combines state and financial support, grant financing, investment attraction, infrastructure reconstruction and modernization, innovative development, digitalization, inclusivity development and the creation of new competitive tourism products and services. The proposed mechanism is based on the coordinated interaction of economic, organizational, technological, marketing and institutional instruments aimed at strengthening the resilience and development potential of tourism enterprises. The interrelationship of these components and their complementary influence on the competitiveness of tourism enterprises are substantiated. Their implementation is aimed at improving the quality and accessibility of tourism services, expanding target markets, increasing customer satisfaction, strengthening the resource and innovation potential of enterprises and creating favourable conditions for sustainable development. The proposed approach provides a basis for strengthening the competitive positions of Ukrainian tourism enterprises, increasing their adaptability to external and internal challenges, supporting the recovery of the tourism industry and ensuring its sustainable development in the context of ongoing socio-economic transformations.