HLUSHKO Volodymyr, post-graduate student of the Department of Tourism and RecreationKyiv National University of Trade and Economics
THEORETICAL BASIS OF STRATEGIC ANALYSIS OF TRAVEL SERVICES PROMOTION
The concept of strategic analysis in the words of domestic and foreign scientists in the context of the evolution of the basic essential characteristics of the concept was investigated. Author’s definition of the essence of the strategic analysis was proposed and for the first time it was given the definition of the strategic analysis of tourist services promotion in two directions: "tourist operator-consumer" and "operator-travel agent". There was proposed the algorithm of strategic analysis of tourist services promotion.
Keywords: strategic analysis, strategic analysis of tourist services promotion, tourist operator, external environment, internal environment.
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