The dissertation is devoted to the problem of deepening of theoretical and methodical research’s bases of the Ukrainian tourist services’ market and substantiation of mechanisms of formation and realization of strategy of its sustainable development. The content of the concept of ‘sustainable development of the tourist services’ market’ is defined as a dynamic process of transformation of relations between subjects of different levels of purchase and sale in cash of certain tangible or intangible goods in tourism, based on the principles of freedom of choice, equality and responsibilities, taking into account the limited regenerative capacity of tourist ecosystems and ensuring the preservation of their natural resource potential and leveling environmental damage.
As a result of the analysis of the tourist services’ market of Ukraine on the basis of the developed scientific and methodical approach to an estimation of a condition of the tourist services’ market, the general tendencies of its development are established: the specific weight of services of the tourist industry in total realization of services increases; the number of tourists who apply for services to travel agencies and operators, including foreign tourists, is increasing; the most intensive the tourist flows outbound for leisure and domestic for business and educational purposes were; the intensity of tourist flow to Poland, Turkey, Slovakia, Egypt, Romania is growing; reducing the number of collective accommodation facilities and reducing the length of stay of tourists in them; increasing the number of people using the infrastructure of collective accommodation facilities and a natural increase in the income of collective accommodation facilities from the provision of services.
The spatial unevenness of development of regional Ukrainian tourist services’ markets of is substantiated. 8 regional markets of tourist services were identified, different in their structure, which revealed general trends in their sustainable development, in particular, the flow of tourists in the western regions of Lviv, Ivano-Frankivsk region increased, the flow to the Russian Federation reduced.
It is established that the Ukrainian tourist services’ market in the short term will continue to grow dynamically: the flow of tourists will increase, the income of tourist enterprises will grow. Such a model of further development may have a negative impact on the environment and the historical and cultural heritage of Ukrainian society, the prevention of which requires the improvement of the existing strategy of sustainable development of the Ukrainian tourist services’ market.
Based on the methodology of the European Expert Service Tacis EES, tied to the conditions of Ukraine, the principles of evolution, system, functionality, voluntariness, transparency, legal security, conceptual principles of forming a strategy for sustainable development of the Ukrainian tourist services’ market have been developed. The strategy of sustainable development of the Ukrainian tourist services’ market is developed, which is built taking into account the principles of evolution, system, functionality, voluntariness, transparency and legal security and defines the main purpose of creating favorable conditions for , the transformation of the market of tourist services into a highly profitable, integrated into the world market competitive sphere, which accelerates the socio-economic development of regions and the state as a whole.
Indicators for assessing the effectiveness of the strategy of sustainable development of the Ukrainian tourist services’ market (intensity of tourist flow, total contribution to the economy, number of jobs created, contribution of regional markets to local budgets, probability of risk of non-planned revenues) are considered, which will monitor market compliance and make the necessary management decisions in a timely manner to adjust exceptional measures.
