Strategic analysis of the tourist potential of the Ternopil region

Abstract

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.