FEATURES OF EVALUATION OF THE COMPETITIVE STATUS OF TOURIST ENTERPRISES

Abstract

The purpose of the paper is to provide methodological approaches to assessing the competitive status of the tourism business at different levels of management and to determine the characteristics of models for tourism enterprises. The construction of models will allow identifying the factors, influencing the competitive position; will contribute to increasing the competitiveness of tourism business in the regions and countries. Methodology. The research is based on a comparison of the methods of assessing the competitiveness of countries and their achievements in sustainable development. Indicators of competitiveness characterize the preconditions of development, and achievements in the implementation of competitiveness can be estimated on the basis of competitive status. The main achievement of each country is to ensure sustainable development. A generalized assessment, positioning of states is based on the Human Development Index (HDI). It can be considered the main method of assessing the competitive status of the country. To assess the achievements of the regions in ensuring sustainable development, the regions of the HDI are determined, and appropriate indicators for enterprises can be developed. Such a system of assessment is also required for tourism business. Competitiveness of tourism activity of countries is assessed internationally by the index of competitiveness of travel and tourism (ICTT). Based on the comparison of the HDI and ICTT, it is advisable to develop an indicator of the competitive status of tourism business in the country, regions, and enterprises. Results. Among the components of HDI, the most important is economic and social development. The impact of the tourism business on the economic component reflects the direct contribution to GDP of the country, as well as the indirect contribution by the cost of tourists in the territory of stay and investment in the development of tourism activities. One of the main social consequences of sustainable development is the increase in life expectancy. It is influenced by human confidence in the future, which depends on employment of the population. Accordingly, the contribution to employment of the population is divided into employment directly in the field of tourism and general employment, taking into account the use of labour suppliers of products and services in other fields of activity. In assessing the competitive status of the tourist business of the regions, statistical indicators should be used, which reflect the results of tourism activity and factors influencing them. The economic results are influenced by revenues from the provision of tourist services and the structure of tourist flows. The social component should take into account employment, education, and remuneration of the subjects of tourism activity. It is worth taking into account the proportion of women and young people. Methodological approaches to assessing the competitive status of tourism enterprises should be coordinated with the assessment of the competitive status of the tourism business in the region. Based on this, the indicator of the competitive status of a tourist enterprise (IСSTЕ) should also be determined by two components that characterize the impact on the economic and social development of the region. But in this indicator, it makes no sense to evaluate tourist flows, because they form integrated tourism services and distribute them mainly to different subjects of tourism activity. Practical implications. The results of the comparative assessment of the competitive status of the regions of Ukraine, as well as enterprises of the region, can reveal promising directions for the development of tourism business. Value/originality. The model of estimation of the competitive status of tourist enterprises as a component of the system of evaluation of achievements in the development of tourism business of the country and regions, which is proposed, has a scientific novelty and contributes to the increase of the positive influence of tourism enterprises on the sustainable development of regions and the country.