TOURIST ENTERPRISES' INTEGRATION PROCESSES DIAGNOSTICS AND STRUCTURING

Abstract

The article deals with the theoretical understanding of the necessity of the development of integration processes at different hierarchical levels of the tourist system of Ukraine. It is connected with globalization of their tendencies and internationalization of business, strengthening of competition, activation of transformational changes in the Ukrainian economic sphere according the direction of tourist enterprises' integration and the search for new perspectives and vectors of interaction development and efforts and resources consolidation. This made it possible to conclude on the need for a constructive scientific rethinking of the varieties of integration processes. The article is devoted to questions of diagnostics and structuring of tourist enterprises' integration processes. The results of the evaluation of tourist enterprises' integration tendencies are taking into account their parameters (sales dynamics of tourism product, its structure, market share, volume of revenues, level of integration and interaction of enterprises), allowed to state that the national tourism market has a two-tier system of formation and realization of tourist product. The upper level forms multidisciplinary transnational forms of interaction between enterprises and sales of tourism products. The lower level is tourism operators and agents who cooperate with overseas markets through the intermediary organizations network. According to the results of the decomposition and reconfiguration of tourism activity subjects on the basis of levels, varieties, intensity and specificity of the development of integration interaction, taking into account the economic parameters of operational activity, 10 models of enterprises' integration, which are grouped in the context of distinguished parts. The directions of strategic development of these parts of enterprises in the context of integration interaction, which are aimed at ensuring the uniqueness of the tourist product, use of market opportunities taking into account the peculiarities of the industry development and the principles of integration, which are determined. The research confirmed that in order to further develop the methodological tools for diagnosing integration processes are necessary to carry out a comprehensive analysis of their effectiveness.