Barvinok N. Marketing aspects of tourism enterprise management

The object of the study is the process of forming a marketing management system of a tourist enterprise. The subject of the study is theoretical, methodical and practical recommendations for increasing the effectiveness of marketing aspects of management of a tourist enterprise. The purpose of the dissertation research is the theoretical justification of the marketing aspects of the management of the tourist enterprise, the improvement of the marketing management system, and the development of practical recommendations to increase its effectiveness. Research methods: generalization and systematization - to study the theoretical foundations of marketing aspects of management of a tourist enterprise; analysis and synthesis - for the systematization of scientific approaches to the formation of the marketing management system of tourist enterprises; statistical analysis and synthesis - to carry out an analytical assessment of trends in the development of the tourist market in Ukraine; comparison - for researching the tourist market before the crisis, the beginning of the crisis and after it, and evaluating the marketing activities of tourist enterprises; modeling – to identify the factors influencing the external environment on tourist enterprises and the tourist industry in general; evaluation - to improve the marketing management system through ensuring loyalty, branding and the process of tourism clustering); schematic and graphic image. The scientific novelty of the obtained results lies in the substantiation of the theoretical and methodological principles of managing the marketing activities of a tourist enterprise and the development of practical recommendations for improving the marketing management system of a tourist enterprise. The practical significance of the obtained results is that the theoretical results obtained during the research became the basis for the formation of adaptive marketing strategies to increase the effectiveness of marketing management of tourist enterprises in the conditions of globalization and the emergence of crises. Implementation of the proposed mechanism in practice will make it possible to more effectively manage the marketing of tourist enterprises and receive greater benefits from cooperation with partners. To calculate the need for the development and implementation of adaptive marketing strategies, the use of the weighted Pearson correlation method, the method of regression and exponential smoothing is proposed; for making a management decision - a matrix for making a management decision with the possibility of choosing the most important criteria and factors. The main provisions, conclusions and results of the dissertation work are introduced into practical activity: Tourist agency "Let’s go with us" (certificate number 28 from 18.05.2023), The National Dendrological Park "Sofiyivka" of Ukraine's National Academy of Sciences (certificate number 99/1 from 19.04.2024), Tourist Information Center - department of the Uman Museum of Local History (certificate number 34/01-17 from 05/20/2024), Hayvoronsk urban territorial community in Kirovohrad region (certificate number 03-18/66/4 from 05/23/2024). The research results are also used in the educational process of Pavlo Tychyna Uman State Pedagogical University in the teaching of academic disciplines for applicants of the first (bachelor) level of higher education specialties 242 Tourism: "Organization of tourist trips", "Planning and organization of tourism business"; specialties 242 Tourism and 241 Hotel and restaurant business: "Market of tourist services", "Organization of inclusive tourism", "Environmental awareness and responsibility of business" (certificate number 708/01 from 05/30/2024).