Kryvoberets M. Competitive advantages management of tour operators of Ukraine.

The essence of competitive advantages of tour operators is defined in the work, the approach to the competitive advantages management of tour operators is offered and the scientific and methodical approach to diagnostics of competitive advantages of tour operators is substantiated. Received further development: the conceptual principles for managing the competitive advantages of tour operators. The scientific and methodological approach to the diagnosis of competitive advantages of tour operators is improved. The competitive advantages of typical tour operators of Ukraine are estimated and statistically significant factors of their realization are determined, namely: information technologies, corporate culture, internal and external communications. The procedure of selection of market strategy for tour operators of Ukraine is substantiated. The adaptive management mechanism of competitive advantages for tour operators in the conditions of external economic shocks is developed, which is aimed at designing tours in accordance with new requirements of the external environment and maintaining a high level of human potential, financial potential and structural capital. The model for ensuring the competitive advantages formation of tour operators was proposed, which allows to balance the internal capabilities of enterprises in accordance with the needs of conservative, aggressive, competitive or protective market strategy, which strengthens the competitive position of tour operators.