Shamara I. Managing the competitiveness potential development of tourism and rural green tourism enterprises

The dissertation is devoted to the substantiation of theoretical, methodological and applied provisions on the management of the formation and use of the competitiveness potential of tourism enterprises and rural green tourism. The essence-content characteristicsof the development of activity of enterprises of tourism and rural green tourism are determined. The competitive environment of the subjects of the domestic tourism business is studied. The institutional mechanisms of the development of tourist enterprises have been identified. The tendencies of mobilization of competitiveness potential of tourism enterprises and rural green tourism are determined. Structural-dynamic tendencies of economic efficiency of functioning of enterprises of tourism industry are revealed. The peculiarities of the transformation of the competitive structure of the domestic market of tourist services are studied. The measures of management of food policy of tourist enterprises are substantiated. Identified reserves and prospects for improving the activities of rural green tourism enterprises. The use of investment and marketing tools for the use and development of the competitiveness potential of tourism enterprises has been substantiated. The conceptual principles of product policy management of tourism enterprises and rural green tourism are grounded, which involves the use of tools for creation of new tourist products and branding using offensive and defense strategies for the formation and mobilization of the competitiveness potential based on the establishment of sustainable competitive advantages, identification of the features of the proposal and the full use of the benefits of promising tourist destinations. The organizational principles of functioning of effective institutional mechanisms for the regulation of the development of tourist enterprises by improving the principles of efficiency, systematic, operational efficiency and productive interaction of tourism business entities, state authorities and non-state institutions are improved. The identification of the directions of the transformation of the competitive structure of the tourist services market by identifying the conditions for the transition from the state of close to perfect competition to the state of monopolistic competition through the creation of competitive advantages with the use of tools for the promotion of unique trade offers, as well as towards the formation of the oligopolistic structure of the target market for the enterprises of the tourism industry, has been completed. The directions of mobilization of the competitiveness potential of tourism enterprises and rural green tourism based on the consideration of landscape and climatic conditions, the presence of a significant number of unique natural monuments and protected areas, national parks, cultural-historical and socio-economic resources that allow identification and development of promising tourist destinations.