Gulina O. Management of cluster development of tourist and recreational entrepreneurship on the basis of marketing

The thesis is a completed complex research, which is devoted to the analysis and generalization of theoretical provisions and the formation of conceptual foundations for improving the management of cluster development of tourism and recreational entrepreneurship on the basis of marketing. According to the results of the study, the historical and modern conditions of formation of the economic nature of the cluster organization of tourist and recreational entrepreneurship are studied. The theoretical basis and features of formation of the domestic model of cluster state-partnership interaction of business development are investigated. The directions of application of marketing in management of cluster development of tourist and recreational business are defined. According to the results of the study it is substantiated that the use of scientific and methodological approaches to the development of a mechanism for marketing-oriented management of cluster development of tourism and recreational entrepreneurship is aimed at realizing the existing socio-economic potential of the state. The analysis of the state of state regulation of the cluster organization of development of tourist and recreational business in the national economy is carried out. Monitoring of foreign and domestic practice of marketing in the management of cluster development of tourism and recreational entrepreneurship on the basis of which improved the scientific and methodological approach to the assessment of tourism and recreational resources. The influence of marketing in the management of cluster development of tourist and recreational entrepreneurship is diagnosed. A scientific and methodological approach to determining the adaptation of marketing in the management of cluster development of tourism and recreational entrepreneurship, which allowed for the first time to formulate and scientifically substantiate the conceptual provisions for marketing-oriented management of tourism and recreation entrepreneurship. The model of the cluster organization of development of tourist and recreational business on the basis of marketing is developed. The system of monitoring the management of cluster development of tourist and recreational entrepreneurship according to the indicators of marketing efficiency is substantiated. As a result, the system of monitoring the management of cluster development of tourist and recreational entrepreneurship according to the indicators of marketing efficiency has been improved.