MODERN TRENDS IN TOURISM MANAGEMENT IN UKRAINE

The article examines the current trends in tourism management in Ukraine. The tourism industry of Ukraine is an important component of the economic and social development of the country. However, taking into account the existing risks, rapid changes and instability of the situation in the world and in the country, there is a need for a detailed analysis of the methods and methods of managing tourist activities at the state, regional and tourist enterprise levels. The tourism industry is of great importance for the economy of Ukraine, as it is one of the components of filling the state budget, creating additional jobs, improving the country's image at the international level, and ensuring social and economic development. The theoretical and practical meaning of "management" is the influence of the subject of management on the object of management. The subject of tourism management is state authorities, and the object is tourist enterprises (tourist agents and operators), as well as other enterprises and organizations involved in the formation of the tourist product, servicing and meeting the needs of tourists. The organizational structure of the management of the tourism sector at the regional level is ensured by the effective activity of the relevant structural units. Departments or departments of culture and tourism function in regional state administrations. In some cases, the number of employees is significantly limited or does not correspond to the tourist potential of the region. In the organization of tourist trips, an important place is occupied by tourist enterprises, which cannot function without a management system. An effective management system ensures the competitiveness and efficiency of the enterprise. A necessary condition for the creation and promotion of a quality tourist product is the use of innovative technologies as a means of information exchange. The management of a tourist enterprise should be aimed at implementing the optimal tourism product or service to achieve competitive advantages and ensure livelihoods. It has been established that natural, human, and financial resources, which are provided by social, economic, legal, and organizational levers, have the greatest influence on the development of tourism in Ukraine. It is noted that modern management methods are not always effective and do not have a systemic nature at the state and regional level. Improvement of the management system at all levels will allow effective use of tourist potential and development of the tourism industry.