IMBALANCES OF THE NATIONAL TOURIST MARKET IN THE CONDITIONS OF NEW ECONOMIC CHANGES (DEVELOPMENT AND INVESTMENT FORECASTS)
Abstract
Global and crisis transformations lead to structural and functional changes in the tourism system, which combines resource potential, infrastructure, tourism entities, institutional structures and consumers. For Ukraine with its high tourism potential, tourism development is an important factor after the crisis economic recovery. Overcoming disparities in the functioning of the tourist system, the formation of optimal business models for its development, increasing the sustainability and efficiency of the functioning of tourism entities objectively cause the need for investment. Investment attractiveness is one of the key characteristics that determine the investor's interest in financing the project, including tourism. The essence, determinants of influence and characteristic features of investment attractiveness of the Ukrainian tourist system are substantiated. The investment attractiveness of the tourist system is proposed to be considered as a complex feature of conditions and advantages that shape its ability to attract investment resources based on their needs, unique tourist potential, favorable environment to ensure effective functioning of the tourist system. systems and guarantee the investor profit and reduce investment risks. The article considers the main prerequisites for the formation of investment attractiveness of the tourist system, which include unique strategic opportunities, the formation of a favorable institutional environment for the interested investor and the system of guaranteeing the expected result. The dynamism and scale of tourism development explain the fact that this type of economic activity, even given the unfavourable situation in the tourism market, is able to maintain positive development trends due to the multifunctional nature of economic activity, a high degree of autonomy. and the universality of all components of the phenomenon of tourism as a socio-ecological and economic phenomenon. Its social, economic, environmental and political significance is universally recognized. The lack of a scientifically sound basis for the formation of the national tourist system exacerbates existing and new imbalances in its development, including those caused in 2021 by coronavirus disease, and in 2022 - military aggression and martial law in Ukraine.
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