СТАЛИЙ РОЗВИТОК РИНКУ ТУРИСТИЧНИХ ПОСЛУГ В УКРАЇНІ

Abstract

Abstract. Setting objectives. The formation and development of the market of tourist services is due to the need for this product. This need is growing every year, consumer demand is becoming more demanding, thus determining the list of services and market supply. Due to the fact that a large number of operators are involved in the tourism sector, which covered most of the potential market segments and concentrated large financial resources within this business, the development of the tourism services market has taken the direction of sustainable development. However, this de-velopment depends on the influence of many internal and external factors, so the planning and gradualness of the planned directions of action should be formed and carefully analyze all the circumstances. Therefore, the topic of the study, which is devoted to the sustainable development of the market of tourist services in Ukraine to increase the potential of the country is relevant.
Objectives of the study. The main objectives of the study are: to define the content of the concept of sustainable tourism development; identification of the main tasks that are formed during the development of the market of tourist services; analysis of the number of tourists who use the services of market operators; research of regional features of formation of market demand for tourist services by regions of Ukraine; outline the potential and opportunities for rural and green tourism development; to study the positioning of Ukrainian tourism and work on the perception of tourist services as a brand of the country.
The purpose of the study: to assess the sustainable development of the market of tourist services in Ukraine in terms of the capabilities of market operators that shape the market supply and the potential of tourists, customers of services that create market demand.
Research results. Sustainable development is socially, economically and ecologically balanced development that does not destroy the environment and ensures the continuous progress of society. This development process is the goal of all markets. The market of tourist services in its economic essence does not differ from others, because it has a product - a service and there are buyers. Today, the development of the market of tourist services performs several main tasks: attracts consumers of domestic and foreign markets to the process of consumption of tourist services, thereby directing cash flows to Ukraine; forms Ukraine as a brand and makes it recognizable among other countries, indirectly attracting foreign investment in all areas of activity and industry; acts as a demanding guardian of its own natural sources and cultural monuments, which on the one hand are part of the offered tourist product, on the other hand are the wealth of the nation that needs to be preserved; makes consumers of services and all ordinary citizens feel responsible for the country's property and treat them with care.
By the number of tourists served by operators of the market of tourist services in Ukraine for the period from 2014 to 2018. we can conclude that the market for these services has grown almost 2 times, because the total number of users of services increased by 87.9%. At the same time, foreign tourists have increased in the last 5 years, almost 4.7 times. Domestic tourism is also gaining momentum, showing a growth rate of 41.5%. Great potential in Ukraine con-tains not only urban tourism, but also rural and green tourism. However, this direction of the tourist market is developing slowly
Conclusions. Thus, the problem of sustainable development of the market of tourist services is to develop its own customer base of consumers of services on the one hand, and on the other to position Ukraine as a single tourist brand. These measures will lead to positive changes in both economic and social development of society. Also, the development of tourism is a guarantee of guaranteed preservation of the nation's heritage, its natural and cultural monuments, the national identity of the entire Ukrainian people.