FINANCIAL LEVERS AND CONSEQUENCES IMPLEMENTATION OF WORLD EXPERIENCE OF BUSINESS ACTIVITY IN DOMESTIC TOURISM MARKET

476 ISSN 2306-4994 (print); ISSN 2310-8770 (online) UDC 339.9:338:46 Baula O. Ph. D. in Economics, Associate Professor, Associate Professor of the Department of International Economic Relations, Lutsk National Technical University, Ukraine; e-mail: o.baula@lntu.edu.ua; ORCID ID: 0000-0003-2609-0211 Liutak О. Doctor of Economics, Professor, Professor of the Department of International Economic Relations, Lutsk National Technical University, Ukraine; e-mail: olenalutak@gmail.com; ORCID ID: 0000-0002-4293-0586 Chepurda L. Doctor of Economics, Professor, Dean of the Faculty of Food Technology and Service Industry, Cherkasy State Technological University, Ukraine; e-mail: unicorn1963@gmail.com Chepurda G. Doctor of Historical Sciences, Professor, Head of the Department of Tourism and Hotel and Restaurant Business, Cherkasy State Technological University, Ukraine; e-mail: unicorn1963@gmail.com Zelinska О. Ph. D. in Economics, Associate Professor, Associate Professor of Department of International Economic Relations, Lutsk National Technical University, Ukraine; e-mail: zelinska-olga@ukr.net; ORCID ID: 0000-0001-9103-6460

Introduction. The latest processes of formation of the competitive environment at the level of the world economy prove that by the volume of consumption of tourist products and the creation of the GDP the tourism sector, it shows a stable growth rate. The formation of the highly productive tourist sphere not only strengthens its position in the globalized world economy, but also promotes the positive effect related spheres of social production, both material and immaterial.
Ukraine has some of the most valuable natural and historical-cultural resources among the European countries that have great potential to generating increased interest among residents and non-residents. However, in conditions of intensified competition in the international tourist market, insufficient development of domestic tourism infrastructure, the annexation of the Autonomous Republic of Crimea, the undeclared war in the Eastern Ukraine, the domestic tourist product loses its competitiveness and attractiveness. As a result, underutilization of the potential of tourism sector of Ukraine does not contribute to full filling of budgets of all levels of the country, creation of new workplaces, popularization of the national historical-cultural heritage in the world stage, etc. These factors determine the relevance of the chosen topic and its practical value for the domestic economy. Indicated questions determine the severity of the problem and require a scientific substantiation of the construction of a system of economic relations with the leading countries in the tourist business industry in Ukraine. The value of such research is enhanced by the high levels of outbound tourism, due to the specifics of the sectoral structure of the national economy, its environmental problems, the shadow economy, as well as the unstable economy of the state.
Analysis of research and problem statement. The following scientists and experts such as Bratiuk V., Hrabovenska S., Dolmatov H., Ivanov A., Karmeliuk H., Limanskii A., Lotysh O., Liutak O., Markina I., Pysmennyi O., Salamatina S., Ruzhkovskii Y., Tarasiuk H. and others have made a significant scientific contribution to the study of issues connected with various aspects of the functioning of the sphere of international tourism market Despite the fact that the international trade in tourism services is becoming global now, the evaluation of the tools and mechanisms for the implementation of the world business experience in the domestic tourist market is only begins to gain popularity in certain areas of economic science. A number of theoretical and practical aspects of this multifaceted research problem is insufficiently investigated. The thorough monitoring requires institutional and organizational mechanisms for the implementation of world-wide experience of tourist business activities in the domestic market in order to increase the international competitiveness of the tourism sector of Ukraine.
The purpose of this article is the formation and practical realization of the tourist potential of Ukraine taking into account modern trends of development of instability of the economy.
Research results. The newest tourism industry is one of the most progressive industries of the world economy. At the end of the twentieth century 35-40% of the economically active population has shifted from material production to service industry, which has become dominant in many countries [1].
At the moment the tourism sector has become indispensable in the life of a significant part of the inhabitants of the world. In addition, at the beginning of the XXI century the sphere of rest for the volume of income took the third place among the leading sectors of the global economy.
According to the World Travel & Tourism Council the share of the tourism industry in 2018 is approximately 10 % of global GDP (according to the forecasts the proportion will reach 11% to 2026), 6.0 % of the world export, that is 0.1% more than in 2017 and in accordance 0.6 % more than in 2016 [2; 3] ( Fig. 1).

Fig. 1. Key Indicators of the Tourist Services Market in Ukraine and in the world
The domestic indicators and the forecast of their further development, despite the rich natural-recreational potential, favorable for the development of tourism climatic conditions, necessary human and material resources, are slightly worse: in 2016 the direct contribution of the sector to GDP was only of 1.52 % (general -5.6 %), and according to experts these figures will remain unchanged by 2026 [4][5][6].
The analysis of the dynamics of entry of foreigners to the territory of Ukraine outlines clearly the turning point for domestic tourism in 2014, which compared to 2013 is characterized by a reduction of twice the number of foreign tourists who visited our country. While the overall dynamics of tourism development in the world, in particular in Europe, is positive ( Table 1).  The decrease of the amount of international arrivals to the territory of Ukraine by 48.47% in 2014 is explained by the annexation of the Crimea and military actions in the East of the country. In 2015, the negative trend in the number of arrivals of foreign tourists on the territory of Ukraine, is deepened and relative to 2013 the decline of this indicator was 49, 61%, compared to 2014 -2.23%. In 2016 the situation with international tourist visits to the country began to show positive growth, namely + 7.28% relative to 2015, which reflected a slight, but still growth of the share of total contributions and direct revenue from the tourism sector in Ukraine's GDP and share of tourism revenues in total domestic exports, that is depicted in Fig. In 2018 a leader in the growth of international tourist arrivals was an American region (+ 5.9%), the European, Asia-Pacific and Middle East regions showed almost the same growth rate of this index (in accordance +5,5%, +5,7%, +5,1%). But in terms of share in worldwide international tourist visits a leader is traditionally Europe (at 50.75% in 2018).
Another important effective indicators of the tourism sector of the country are expenses and incomes from international tourism ( Table 2 and 3, Fig. 2 and 3). The expenditure of international tourism is the expenditure of tourists in other countries who go abroad, including payments to foreign carriers for international transport. These costs can include both residents travelling abroad and arriving on the same day, except when they need to be divided into different classifications.
As it can be seen from Table 2 and Fig. 2 Ukraine is ranked 37 th place in the world ranking in terms of spending on international tourism by results of 2018. Its spending on China, which is the leader in this rating in 2018, was less than 30 times smaller, and in 2012, with respect to the USA spending (the leader in spending on international tourism in 2012), it was 23 times smaller. In addition, this indicator in 2014-2015 showed a negative dynamics in Ukraine, partly due to the difficult economic situation in the country and the impoverishment of its citizens. International revenues from tourism are the costs of foreign tourists, including payments to national carriers for international transport. These receipts include any other prior payment of goods or services received in the destination country (Fig. 3, Table 3).   Table 3 and Fig. 3 give an opportunity to estimate the dynamics of revenues from international tourism of ten world countries -leaders in this indicator and Ukraine, which takes only the 82 th place by the end of 2018. Its revenues concerning the United States, the leader of this rating in 2018, were smaller by more than 112 times, and in 2012 -33 times smaller. In addition, revenues from international tourism in 2013-2015 were characterized by a negative dynamics in Ukraine: the rates of decrease in revenues were significantly higher than the rates of decrease of expenses: -26, 86%, -61.83% and -0.95% against -13, 17% -13.18% and +13.80% in accordance in 2015, 2014 and 2013. Among the reasons for reducing the attractiveness of Ukraine for a foreign tourist are military conflicts, inadequate tourist infrastructure, unstable political situation in the country, etc.

Data in
For in-depth diagnostics of the prospects and problems of our state in the market of international tourist services, a SWOT-analysis of Ukraine's competitiveness on tourism development will be fulfilled, which is presented in the Table 4. Table 4

SWOT-analysis of the competitiveness of Ukraine's tourism industry on the world market Strengths
Opportunities The presence of the significant cultural and historical heritage and natural resource potential of world significance.
Landscape diversity. Development of folk crafts for the production of souvenir products.
The presence of various tourist routs. Ukrainian hospitality. Expansion of existing border crossing points, providing their respective technical level.
Europe's unique natural and cultural resources. Transit location between western and Eastern Europe. Development of cross-border tourism products that meet different forms of tourism Possibility of increasing external transport accessibility due to better use of air infrastructure.
Creating a stable image of the state. Optimization of the «price-quality» ratio of tourist products of Ukraine.

Weak reversal
Threats Unfavorable economic and political situation in the country.
Impoverishment of the population. Insufficiently developed and poorly diversified tourist infrastructure. Unstable service level. Low level of effectiveness of domestic marketing in the field of tourism.
Low level of use of CRM-systems by local individuals of tourism activity.
Complicated access to potential tourist products. Unsatisfactory condition of historical monuments.
Competition from other tourist areas. The domination of non-tourist destinations for foreign visitors of the country.
Leveling of the national authenticity. Limited use of mechanisms for implementation of the state policy in support of tourist business.
The presence of administrative barriers to the establishment and development of tourist and recreational complexes.
The growth of the scope of tourism business enterprises in the «shadow» sector.
Underestimating the importance of tourism for the development of the region.
Uncomfortable investment climate.