STRATEGIC MANAGEMENT IN TOURISM: KEY ASPECTS

Abstract

Purpose. Tourism is a powerful modern industry and its popularity is growing rapidly. At the same time, the industry is highly competitive, and tourism business enterprises must take into account all the risks inherent in the modern global economy in order to succeed. Strategic management plays a vital role in achieving this differentiation. The purpose of this article is to research modern approaches and key aspects of strategic management in tourism. To achieve this goal, a research methodology was used, which included the analysis of relevant literature and data on the tourism market. Method. In this study, an analysis of scientific sources, studies and publications related to strategic management in tourism was carried out. Modern approaches to strategic management in tourism were analyzed, their features and methods of application were determined. To obtain practical examples, an analysis of the activities of leading companies in the field of tourism was carried out. Results. The main modern approaches to strategic management in tourism are defined, which include: competitive strategy, diversification, development of new markets and products, strategy of focusing on clients and development of technological innovations. It is noted that each of these approaches has its own characteristics and methods of application. Scientific novelty. Our study contributes to the existing body of knowledge on strategic management in tourism by providing a comprehensive overview of contemporary approaches and key aspects. In addition, our study highlights the importance of technology, sustainability and innovation in strategic management in tourism, which has not been covered in detail in previous studies. Practical significance. The results of our research can be used by tourism companies to develop and implement effective strategic management strategies that will help them realize their own competencies and achieve success in the global tourism industry, attract more visitors, improve service quality and increase industry profitability.