The object of research is the process of formation of a strategic marketing management in tourism enterprises in the conditions of market uncertainty. The subject of the research is theoretical, methodological and practical basis for the formation of a strategic marketing management for tourism enterprises. The aim of the thesis is to improve the theoretical principles, the development of methodological bases and practical recommendations for the creation of a strategic marketing management of enterprises in market uncertainty. In the process of solving the tasks, general science, and special methods of scientific research: a systematic analysis, a comprehensive approach consistency between the goals, program-oriented marketing planning, statistical methods, methods of expert assessments. The scientific novelty of this research is to further deepen the development of theory and practical advice on the formation of a strategic marketing management in tourism enterprises in the conditions of market uncertainty. In this research, the following results: improved components of the control system of strategic marketing tourism enterprise; model of the control of strategic marketing activities of tourism enterprises, adapted to the specific needs of the market of tourist enterprises; scorecard macro- and micro-economic impact on the tourism enterprises, the classification of tourism enterprises set of classification criteria, the concept of «integrated market segmentation», which should be understood as the distribution of consumer travel service, were further developed: the detailed characteristics of individual consumer groups, which in the two-level and multi-level segmentation combined into individual segments, which are characterized with different classification features; program-targeted marketing planning through the use of multi-level segmentation and positioning market entities . The practical significance of these results is that the basic theoretical principles, conclusions and proposals contained in the thesis, are scientific - practical value and can be used in the formation of a strategic marketing management in the conditions of market uncertainty. The practical significance of the results is confirmed by certificates of their implementation, in particular: Department of tourism and resorts of the Kherson Regional State Administration in the development of the Regional Development Programme for Tourism and Resorts, 2011-2015; Kherson Regional State Administration in the implementation of the tasks of the «Strategy of socio - economic development of Kherson of 2015», LLC «Tour Plaza», LLC «Planeta», PP Travel Agents «Tickets to Europe».
