FEATURES OF TOURISM MANAGEMENT IN UKRAINE IN THE CONDITIONS OF ADMINISTRATIVE-TERRITORIAL REFORM

The article examines the features of the management of the tourism sector in Ukraine in the historical period from the time of its independence to the present day. Tourism as a sphere of the economic complex of Ukraine began to develop only in 1991. Until 1991, tourism was not included in either the production or non-production sphere of activity, but was defined as a type of activity that provides the consumer with intangible benefits. Since 1991, the role and place of tourism in the structure of the economic complex has changed more than once.On the basis of the generally accepted world models of tourism management and the countries most characteristic of these models, it was revealed that the most characteristic and effective model for Ukraine at the present stage is a model similar to the French, when a profile ministry is involved in state regulation, which includes a profile Agency, and management at the regional level is included in the competence of tourism departments established by local authorities and tourism departments at the OTG level.Most tourism and hospitality associations and agencies are ineffective and should be reformed to improve the effectiveness of managerial influence.In the context of the administrative-territorial reform that is taking place in Ukraine, the positive and negative components of its influence on the development of the tourism sector at the level of the united territorial communities have been identified. Most of the OTGs do not understand their role and the possibility of effectively influencing tourism management, thereby preventing the development of either individual tourist sites or the sphere in general. Recommendations are given to improve the efficiency of tourism management as a sphere of the economic complex of Ukraine, taking into account the existing administrative-territorial reform, which can radically affect the development of tourism and provoke very high risks.The ways of effective tourism management at the level of united territorial communities are proposed.A model for managing the tourism sector has been developed, which includes state bodies of direct and indirect influence, as well as non-state bodies of influence, as well as a new non-existing structural management unit, united territorial communities. The model includes state and local authorities, tourism enterprises and public organizations of all forms of ownership of direct and indirect influence, uniting all components into a single whole.Keywords: tourism, tourism management, management model, administrative-territorial reform, UTG, tourist magnet.