Yurchenko N. Formation and development of tourism industry marketing support in Ukraine

The dissertation is devoted to the systematization of theoretical foundations and the substantiation of practical recommendations for the development of modern areas of marketing support for competitiveness of the tourism industry in Ukraine. It is formulated the current definition of the category of "marketing" as an integrated system of planning, analysis, organization, control of production and marketing of products, based on scientific approaches to forecasting and market research, which includes processes, tools, methods of developing strategy and tactics of behavior in the market. The objectives of marketing research and a set of measures are grounded, to determine the directions of their solution. The models of state regulation of development of tourism activity in the leading countries of the world are analyzed and the possibility of using the most pleasant of them in Ukraine is proved. The mechanism of management and increase of tourism industry competitiveness in Ukraine on the basis of expert-rating assessment of the countries competitiveness in the field of tourism is improved. The marketing method of market capacity analysis on the basis of the factor model developed by the author is proposed. An approach to the segmentation of the tourist services market in Ukraine has been improved on a regional basis, which allows us to assess the contribution of each region to the development of the industry and to carry out a well-grounded positioning of tourism services on it.