Теоретичні основи державної політики розвитку туризму на основі маркетингового підходу в управлінні

Abstract

В статті розглянуто теоретичні основи державної політики розвитку туризму з використанням маркетингу в управлінні цією галуззю економіки. Запропоновано створення на основі специфічних функцій, методів, інструментів комплексної моделі реалізації державної політики розвитку туризму в Україні.

The implementation of the state tourism development policy as a process can be defined as purposeful activities of state authorities according to the adopted in advance program which shall be directed on the solving of social and economic problems of tourism development, achieving socially important, both for its development and for the development of the society in general, goals and particular spheres as well. It is important to consider the managerial model, normative legal base, financial and economic support, public administration system in order to put into practice the state tourism development policy. The novelty of the developed by us complex model is the division of state administration influence. Consequently, state tourism development policy is divided into the regulatory influence whose object of administration is the market of subjects of tourist products and services; and program-oriented influence whose matter of policy and object of administration is the market of subjects of tourist products and services of double usage with resource, technical and infrastructural providing. Considering the complex nature of tourism development as for the sphere of its activities in the market and Ukrainian legislation, it is reasonable to specify and extend the set of functions and methods of implementation of state tourism development policy regulation and classify the instruments of state tourism development policy in accordance with the spheres of their exercising. State tourism policy marketing shall encourage the improvement of regional specific features of production operation and shall provide an opportunity to respond, in time, to the changes and hesitations of tourist market situation; shall take into account, to the fullest extent, not only economic, but political and social factors. One of the methods of state’s influence on tourism is taxation of tourists with the purpose to redistribute incomes from tourism into the local budgets which shall provide the development of conditions and quality of tourist services. It is necessary to raise investments into tourism sector those could come from the incomes of other sectors of state economy or from international organizations.