Strategic analysis of the tourist potential of the Ternopil region

Gugul Oksana
PhD of Economics, Associate Professor, Head of the Department of International Tourism and Hotel Business, Western Ukrainian National University
ORCID iD: 0000-0003-3052-5759
oksanaggg@i.ua

Kalinichuk Nadiia
PhD of Economics, teacher of the Department of International Tourism and Hotel Business, Western Ukrainian National University
ORCID iD: 0000-0002-1479-5356
kalinichuk1603@gmail.com

For the development of the economy  of  the  Ternopil  region,  tourist  potential has an extremely important. It is represented by historical and architectural monuments, religious buildings, natural landscapes. The combination of existing tourist resources with natural and climatic conditions, developed transport and  tourist infrastructure The tourist potential of the region allows us to create prerequisites for further sustainable tourism development in  the  region.  To  study the tourist potential of the Ternopil region, we used a SWOT  analysis  matrix  by which we identified the existing tourist potential of the region,  which  includes  natural resources (water, deposits of peat mud, fauna) and historical and cultural objects (PAM ‘ Architectural people). The  article defines the  main promising types   of tourism, which allow to effectively use existing resources of  the  region.  The purpose of the  article:  conducting  a  strategic  analysis  of  the  tourist  potential  of the Ternopil region using the SWOT matrix and the identification of the most promising strategic directions of development of the tourist industry of the region. Research methodology. In the course  of  conducting  research,  the  following  methods of analysis and synthesis are used (when clarifying the essence of the concept of “tourist potential”), generalization (when forming conclusions and determining the priority areas of tourism development in the region), induction and deduction (when forming a SWOT analysis matrix). The scientific novelty of the article is to use SWOT analysis to assess the tourist potential of the region. Conclusions. Application of strategic analysis to evaluate the tourist potential of the region is an effective instrument. He allowed to identify existing resources to identify promising types  of tourism and further development of the tourism industry in the region.

Key words: tourism, tourist potential, strategic analysis, tourist resources, SWOT analysis.

References

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