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The analysis of tourism development in Ukraine has been carried out and the main environmental factors affecting the formation of tourism business systems have been identified. The feasibility of developing such systems using a value-based approach has been substantiated. The essence and principles of the value-oriented approach to management have been examined and its key tasks have been identified in the context of the component of the consumer value of tourism products for different target markets. It has been argued that to reduce the risks of ineffective partnerships, it is necessary to expand the functional tasks of marketing in the field of partnership management. Based on the concept of maximizing the consumer value of the grocery basket and minimizing the risks of ineffective partnership, the main areas of marketing interaction of partners have been identified in the context of competitive strategies of the tourism business system. [ABSTRACT FROM AUTHOR]