SWOT-analysis as a Basis for Formation of Strategies in the Process of Tourism Development Management in Ukraine

Abstract

In the current conditions of the COVID-19 pandemic, the tourism industry of Ukraine needs more than ever strategic development and the development of a universal scheme of strategic management of tourism development. Prospects for the use of SWOT-analysis as an effective management tool will contribute to the implementation in accordance with the selected priorities of regulation and management of tourism development. The study considers the theoretical foundations of using SWOT-analysis as one of the tools of strategic analysis. Based on the results of strategic analysis, priorities for tourism development are developed, as well as strategies for counteracting negative factors. Peculiarities and significance of SWOT-analysis as a tool for tourism development management in Ukraine in the conditions of the COVID-19 pandemic have been studied. In accordance with the selected priorities, modern management concepts for the development of the industry are being implemented. Its main advantages and disadvantages for optimizing the management of tourism and recreation are noted. Factors influencing the development of the tourism industry of Ukraine and Romania based on the use of SWOT-analysis are summarized. In the current conditions of the COVID-19 pandemic, special attention should be paid to the development of management tools in tourism. One of such effective tools is SWOT-analysis, the results of which are the basis for determining the strategic directions of development of the tourism industry and optimizing the management of tourism and recreation.