IMPROVEMENT OF THE COMPETITIVENESS OF TOURISM PRODUCT OF REGION (Udoskonalennia otsinky konkurentospromozhnosti turystychnoho produktu rehionu)

Methodological approaches to assessment of the tourism industry competitiveness at various levels of its management: national, regional or organizational have been generalized. Taking into account the strategic importance of tourism development for many regions of Ukraine, special attention is paid to the opportunity to assess the competitiveness of tourism product in the context of regional competitiveness. With its aim a definition of 'tourism product of the region' being a combination of all products and services offered in the region for different categories of consumers and elaborated on the basis of historical, cultural, natural and other tourist resources of the region territory has been proposed. The estimation of the competitiveness of tourism product of the Carpathian region using the methods of strategic analysis, including the Boston Consulting Group matrix has been carried out.