FACTORS OF THE INNOVATIVE DEVELOPMENT OF THE INTERNATIONAL MARKET OF TOURIST SERVICES
Authors: Muhyl Kateryna 
Published: November 2023

Purpose. The aim of the article is to systematize and characterize the factors of innovative development of the international market of tourist services.

Methodology of research. General scientific and special methods were used in the research process, in particular the method of a systematic approach, based on which the approaches and factors of innovative development of the international market of tourist services were categorized. A guide to the method of comparison, necessary for a comparative assessment of the views of scientists regarding the studied issues, has also been implemented. Abstract and logical method was used for the formation of theoretical conclusions

Findings. It has been established that due to the high level of uncertainty arising from growing competition and the growth of expectations from demanding customers, tourism enterprises operating in international markets must make more efforts to develop and implement innovations that are the key to development. It has been proven that the effectiveness of innovative activity is determined by a number of factors characteristic of the current stage of development of the studied sector and its subjects. The indicated factors of influence are singled out and characterized, including: innovative factors of influence on the state of development of the international market of tourist services, which are formed within the management sphere (management technologies, approaches, methods, models of management of processes, personnel, assortment, technologies, partnership); the investment factor of the development of innovations in the personnel sphere, which affects the state of human resources of tourist enterprises, tourist destinations, staff satisfaction with the conditions of social security and development; a market factor associated with a number of variables (components) that determine both the transformation of the market environment and changes in other indicators (in particular, the level of development of tourist enterprises, tourist destinations, the level of satisfaction of tourists' expectations from new offers, etc.); integration factors due to the integration of spheres, products (services), industries and market participants, stakeholders, etc., which forms new conditions for their development, which provide for the emergence of additional (synergistic) opportunities for functioning under the influence of a wide range of challenges and risks; factors of the innovative development of the international market of tourist services in the context of a guide to assortment and project components, focused on modelling the effectiveness of project development indicators in accordance with the selection of the assortment of products (services).

Originality. The theoretical aspects of the classification of factors of innovative development of the international market of tourist services have gained further development.

Practical value. The proposed classification and characteristics of the isolated factors can be used in the process of assessing factor influence on the innovative development of the international market of tourist services.

Key words: market factor, assortment and project components, factors of innovative development, international market of tourist services, integration factors, investment factor of innovation development in the personnel sphere, management technologies.