INVESTMENT SUPPORT FOR THE DEVELOPMENT OF THE TOURIST INDUSTRY IN THE SYSTEM OF TASKS OF THE REGIONAL MARKETING

Анотація

Introduction. The article examines the features of investing in the tourism industry as a tool for effective implementation of the tourism potential of regions in modern conditions. Approaches to the formation of conceptual principles of investment in the field of tourism have been developed, which include systemicity, alternativeness, investment culture, adaptability, complexity, risk-taking. Methodological principles of stimulating investment support of the tourism industry are proposed, which consist in attracting new investment resources, stimulating investors, soundness of investment decisions, taking into account the requirements of investors, efficiency of investment monitoring. A comparative description of the main areas of investment in the tourism sector has been developed, based on which it is established that in Ukraine it is advisable to use a program-targeted approach to sectoral investment. The purpose of the article is to study the specifics of investment in the tourism industry in relation to Ukrainian realities, as well as to develop areas of investment in the industry at the regional level. The method (methodology) of research includes general scientific methods – elements of the theory of logic; methods of theoretical generalization and abstract-logical; methods of comparison and grouping; classification method. Results. As a result of the study, elements of scientific novelty were obtained, which are as follows: developed approaches to the formation of conceptual principles of investment in tourism, containing system, alternative, investment culture, adaptability, complexity, take into account risk; methodological principles of stimulating investment support of the tourism industry are proposed, which consist in attracting new investment resources, stimulating investors, validity of investment decisions, taking into account the requirements of investors, efficiency of investment monitoring; developed a comparative description of the main areas of investment in the tourism sector, based on which it was established that in Ukraine it is advisable to use a program-targeted approach to sectoral investment. Thus, the practical significance of the study is to develop recommendations for investment processes in the tourism industry at the regional level, which are a tool of regional marketing and promote the competitive advantage of the tourism industry by increasing the investment attractiveness of tourism in the region.

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