The problems of tourism enterprises’ development in Ukraine

The article identifies the main groups of factors that influence the development of tourism business. The analysis of the composition of factors and their influence on the development of tourism in Ukraine is done. It is proved that economic security of the real economy of Ukraine is significantly influenced by inbound and domestic tourism. The basic principles of sustainable tourism are found: sustainable use of natural resources that do not allow them to exhaust; reducing excessive consumption and waste; preservation of the natural, social and cultural diversity; careful planning, integrated approach, the integration of ecological tourism in plans of regional development; support of local economies; stakeholder and public consultations; training; responsible tourism marketing. It is proved that tourism in Ukraine is developing now and has great potential. It significantly affects these sectors: transport, trade, communications, construction, agriculture, consumer goods, and is one of the most promising areas of economic restructuring. Use the full tourism potential will allow our country to become one of the leading countries of the world. However, the development of the tourism industry is restrained with the problem. Its solution is the necessary legislative and executive branches to assist the creation of organizational, legal and economic basis of the formation of tourism as a highly profitable sector of the economy. It is necessary to increase the competitiveness of Ukrainian tourist product, improve information and advertising software and remove administrative barriers. The development of tourism enterprises and organizations of Ukraine shall occur not only by creating viable legislation, but by careful relation towards the environment, namely nature, which is an important tourist resource and requires significant attention today. Strategic goal of tourist industry in Ukraine is determined. It is creating globally competitive tourism product, which can satisfy the needs of the tourist population, provide comprehensive development of territories and their social and economic interests on this basis while maintaining ecological balance, historical and cultural environment. Action program, which is focused on achieving this goal, has to be synchronized with the overall pace of establishing market mechanisms and correlate with the policy of structural reforms in the economy. It should also take into account the experience gained in the world of tourism, which creates favorable conditions for modifying and developing an appropriate regulatory basis of tourism. One of the key factors for successful development of tourism enterprises is implementing innovative technologies. The main reasons for the introduction of innovations in the service sector institutions are increasing competition and efforts to obtain competitive advantages in the market and maximize profits; increased consumer demand; providing enterprise prestige; quick solutions to problems that may arise in the enterprise; explore new researches and implementing in the production process to improve the performance of the company. It is noted that important and effective ways of targeted increase of products’ quality and enterprises’ service in tourism, their competitiveness in global and national markets include improving standardization and certification as a key instrument recording and providing a fixed level of quality. Thus, Ukraine has a great tourist potential and all conditions for the development of domestic, inbound and outbound tourism. Nevertheless, it is not used enough. However, analysis of the dynamics of the tourist market of Ukraine shows growth trends in the number of tourists.