FACTORS OF INTENSIFYING THE DEVELOPMENT OF THE CLUSTER FORMAT OF COOPERATION IN THE TOURISM BUSINESS AREA OF THE REGION

Анотація

The article examines the theoretical foundations of the formation of cluster associations of tourism business enterprises, defines the concepts of "clusterization of the tourism sphere" and "life cycle of an innovation-tourism cluster". It was determined that the cluster form of cooperation of enterprises of various fields of activity acts as an investment and innovation model of business development, which is the most optimal for the creation of a competitive tourist product and its implementation on the tourist market. It was noted that, on the one hand, clustering ensures the development of regions, and on the other hand, it contributes to the development of the entire country, increasing the competitive position of the national tourism business on the international market due to the offer of a quality tourist product. The paper proposes a process-oriented model of the stage of construction of an innovative tourist cluster, which includes the environment for the idea of an innovative tourist product project, the factors that determine the expediency of the cluster format for the implementation of such a project, and the sequence of measures that formalize the process of forming a cluster association. A set of factors is presented that determine the activation of each of the elements of the process-oriented model and optimize and accelerate the process of cluster formation, as well as lay the groundwork for ensuring the viability of ideas for innovative tourism products. The need for the formation of a competitive market of tourist services, saturated with traditional tourist products, was noted as a prerequisite for the initiation of cluster-forming processes in this area and the appearance of an offer of innovative products on the market of tourist services. This necessity is based on the dialectical logic of the development of socio-economic processes, which provides for a certain sequence of stages in their passage, one of which is the stage of market saturation and the corresponding aggravation of competition with the transition of relations in the tourism business to a qualitatively new stage of development, which is potentially its clustering. The necessity of a two-way movement initiative in the direction of tourism business clustering – both on the part of local administrations and on the part of business structures and organizations – is emphasized as a condition for ensuring the viability of cluster initiatives.

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