Marketing environment of the functioning of enterprises in the field of tourism

The subject of the research is the marketing environment of the functioning of enterprises in the
field of tourism.
The purpose of the study is to analyze the marketing environment of the functioning of enterprises
in the field of tourism.
Research methods. The work uses the dialectical method of scientific knowledge, the method of
analysis and synthesis, the comparative method, and the method of summarizing data.
Work results. The paper defines two main models of conducting business activities in the field of
tourism, as well as the dominance of unregistered forms of this activity. The categories of persons
who can carry out activities in the field of tourism areconsidered. The legal forms that allow subjects to
carry out activities in the field of tourism are given. Various forms of living arrangements are outlined.
The marketing environment of the functioning of enterprises in the field of tourism is analyzed.
Conclusions. It was determined that the unregistered form of doing business prevails in Ukraine,
the share of which has been slowly decreasing over the past few years due to the predominance of
the number of registered enterprises in the Carpathian region. Various forms of living arrangements
were identified and divided into two groups: 1) estates, private residences, rural and guest houses, in
which no more than 10–15 people are accommodated at the same time; 2) complex objects, which
include agro–tourism complexes, hotels and recreation centers, other tourist complexes. It has been
established that Ivano–Frankivsk and Zakarpattia Oblasts are the leaders in tourism development,
while Lviv Oblast is one of the most popular tourist regions due to the presence of a large number
of mineral springs and natural attractions and has all the opportunities for tourism development. In
Ukraine, there was a sharp decrease in both outbound, inbound and domestic tourist flows, which,
on the other hand, had a positive effect on the development of the domestic market. Different price
strategies, distribution channels and means of communication are most often used in the market.