CONCEPTUAL DIRECTIONS OF DEVELOPMENT OF DOMESTIC TOURISM IN UKRAINE

Abstract

The contradiction between the European vector of development chosen by Ukraine and the long-term immutability of institutional foundations of the economy negatively affects society’s life level, which continues to rapidly deteriorate.
Under these conditions, only the consolidation of the government, business, science, and education and the creation of new mechanisms of their interaction will activate efficient tools of control over all sectors of the economy.
Tourism is the economic sector, whose modernization does not need global budget investments.
At the same time, its development solves not only economic, but also important social and political problems. The potentials of domestic and inbound tourisms given a wide range of recreational resources of Ukraine are obvious and require the “breakthrough strategy.”
The stagewise algorithm of modernization of the market of tourism services is proposed. It includes analytical activities; the development of the concept of interaction with stakeholders; formulation of basic development targets and driving forces of transformation of the tourism sector; and the construction of a “roadmap” for the tourism development.
The attention is focused on the need in a unified information-communication scientific-educational platform for all leading participants of the tourism industry, which involves the producers and the consumers of tourist products, investors, and the education sector. As such the platform, the innovative structure such as an “intellectual core” of the tourism industry is proposed. Its main objectives are the intensification, expansion, and optimization of tourist flows, as well as the balance of interests of all stakeholders of tourism. The foreseen units of this structure and their functions are presented.