INNOVATIVE APPROACHES TO THE FORMATION OF COMPETITIVE TOURISM PRODUCTS (SERVICES): FOREIGN AND DOMESTIC EXPERIENCE

Abstract

Okhota V.I. INNOVATIVE APPROACHES TO THE FORMATION OF COMPETITIVE TOURISM PRODUCTS (SERVICES): FOREIGN AND DOMESTIC EXPERIENCE

Purpose. The aim of the article is systematization of innovative approaches to the formation of competitive tourism products (services), provided by foreign and domestic experience.

Methodology of research. The following methods are used to achieve the above goal: a systematic approach – to establish a complete set of innovative solutions; generalizations and unifications that allow to establish the most optimal and acceptable approaches to the formation of competitive tourism products (services).

Findings. Based on the study of domestic and foreign experience in the formation of competitive tourism products (services) systematization of innovative approaches in this area: the approach associated with the formation of tourism products (services) depending on their connection with certain values, opportunities to solve problems as internal nature (at the level of tour operators) and external (socially significant); an approach based on the orientation of products (services) on international tourist cultural routes; institutional innovative approach related to the focus on the involvement of institutions, objects of different infrastructure for the creation and provision of competitive tourism products (services); approach to the creation of products (services) in the tourism industry, based on the virtualization of travel (virtualized approach); virtualized approach based on visualization and virtualization of travel (virtualized visualized approach).

It is determined that the given universal systematization can be adapted to modern conditions of development in this sphere, in particular, challenges and threats of epidemiological character which have arisen in the beginning of 2020 in the world.

It is proved that the virtualized visualized approach proposed in the study can be implemented for a wide range of types of tourism, but its implementation requires the development of new knowledge, skills, strong potential to attract new consumers who are focused on purchasing travel remotely.

Originality. For the first time, promising areas for the development of competitive positions of tourism entities, tourism industries, based on the current realities of the spread of epidemiological threats; possible features of management of creation and the organization of introduction of tourist products (services) developed in the context of the virtualized visualized approach are formulated.

Practical value. The results of the study can be used by domestic tourism entities to find and implement innovative approaches to the formation of products (services) in terms of the impact of the spread of epidemiological threats.

Key words: innovative approaches, tourist products (services), competitive positions, threats of epidemiological character, virtualized visualized approach, remote mode, values, international tourist cultural routes.