STRATEGY FOR TRANSFORMING THE COMPETITIVE POTENTIAL OF TOURISM INDUSTRY SUBJECTS IN THE POST-WAR PERIOD

Abstract

The article highlights the issues of transforming the competitive potential of tourism industry entities in the post-war period. The purpose of the research is to develop a strategy for the transformation of the competitive potential of the tourism industry entities in the post-war period and define the possible ways of its implementation. The main task of the article is to substantiate the process-based approach to the selection of the strategy for the development of the competitive potential of tourism industry entities and its realization in the post-war period. In the context of this study, the strategy for developing the competitive potential of tourism industry entities is understood as a planned and targeted set of measures/activities, which, in the transformation phase, are aimed at achieving a balanced supply and demand of tourist services. It is proposed to apply a five-stage system to the selection and implementation of a strategy for transforming the competitive potential of the tourism industry entities. They are the conceptual, organizational, analytical, recommendatory, and implementation stages. Within the conceptual stage, the concept of strategic development of the competitive potential of tourism industry entities is formed based on the analysis of current normative documents that regulate the process of choosing and implementing a strategy for transforming the competitive potential of tourism industry entities. The organizational stage implies the formation of a working group whose task is to work out a strategy for improving the competitive potential of tourism industry entities. The analytical stage involves conducting analytical studies of the competitive potential of tourism industry entities, where a destination profile is formed, a SWOT-analysis is carried out, and the main challenges, competitive advantages and weaknesses of the tourism industry development in certain areas are revealed. The essence of the implementation stage is the justification and adoption of a strategy for the development of the competitive potential of tourism industry entities, monitoring its implementation, and identifying deviations in the process of its implementation. The proposed differentiated approach to choosing a strategy for transforming the competitive potential of tourism industry entities will balance the interests of suppliers and consumers of tourism services and ensure its sustainability, safety, and competitiveness.