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The article examines the marketing communications used by enterprises of the travel industry. The purpose of the article is to study the latest marketing communications and develop directions for their application in the enterprises of the tourism and hotel business. The necessity of formation and implementation of marketing communication policy that meets the specifics and goals of the enterprise in order to achieve a high level of competitiveness and desired result of activity is substantiated. The features and structure of the complex of marketing communications of tourism industry enterprises containing the following elements: advertising, sales promotion, personal sales, public relations, and direct marketing are determined. The necessity of introducing the latest technologies in this sphere is proved, since in the modern world of global computerization it is simply necessary to use modern technological resources, in particular the Internet, especially in such a sensitive and competitive industry. According to the results of the analysis and generalization of the study of Travelport company, which is one of the outstanding providers of electronic distribution services in the travel industry, a rating of marketing communications used in the tourism and hotel business is compiled. Based on the results of the study, the need for an integrated approach to the planning and implementation of communication processes, based on the consistency of actions of all means of marketing communications within a single strategy to achieve the set marketing goals, is established. As an innovative marketing communication instrument, enterprises of the tourism and hotel business are offered the use of integrated marketing communications (IMC), which are holistic communication systems and allow to cover all aspects of the marketing complex, which further contributes to the most effective action on the consumer. So, depending on the direction of activity, the availability of human resources and financial condition, the company chooses a way to present itself in social networks through the most effective communication instrument, tailored to suit the market needs

The article examines the problems of information provision of tourism and hotel enterprises. Despite a sufficiently large number of studies in this area, the problems of information provision of tourism industry enterprises seem hardly to have been elaborated appropriately, therefore the study of this issue appears relevant. The purpose of the article is to study the existing state of information provision of enterprises of tourism and hotel business and to develop directions for its improvement. Based on the analysis and generalization of approaches to the definition of information provision (IP), its essence, basic principles and composition are formulated. It is proved that in the difficult present conditions, economic information is of particular importance, that’s why the creation of an economic information system is a condition and factor of effective work and achievement of maximum profitability. The stages of creating an economic information system for a travel industry enterprise are determined. The indicators that can form the information base of the enterprise are proposed, which are presented as the most efficient and of particular importance instrument for monitoring the economic activity of the enterprise of tourism and hotel business. The tasks of the information activity of the travel industry enterprise are defined, which consists in obtaining, systematizing and using the most reliable, accurate information about the state of the external and internal environment of the enterprise. The conception of information management of the travel industry enterprise is developed, which involves the management of external and internal information, information and analytical base, and the introduction of information principles in the process of improving the enterprise’s activities. As a result of the carried out study, it is determined that, despite of provision if the activities of the travel industry enterprise with complete, reliable, operational information, the management of information provision of the enterprise is impossible without the introduction of an automation and computerization instrumentarium.

The article focuses on the relationship among the management of transnational corporations in the tourism and hospitality sector; on a fair balance of interest; and on communication with stakeholders. The study aims at analyzing, generalizing and systematizing various models of managing interaction among the stakeholders of transnational corporations in the tourism and hospitality sector by sharing the functions of management and control among them. The subject of the study is the organizational and economic relations that arise in the process of controlling interaction between the management of transnational corporations in the tourism and hospitality sector and all the stakeholders. To work out the problem, various methodological approaches were used, including the systemic approach, methods of logical and comparative analysis, and theoretical approaches to managing and modeling social systems and organizational structures. As a result, it has been found out that the management models of stakeholder interaction at transnational corporations in the tourism and hospitality sector have evolved, from the standpoint of exclusive attention to investors and related economic expectations, to the acceptance of commitment to increasing the significance of all the parties concerned and taking over global (economic, social and environmental) responsibility/ The research materials and its practical conclusions can be used: in the work of authorities at the macro- and meso-levels when developing variants for managing interaction among the stakeholders of transnational corporations in the process of regulating direct investment, program and forecast and project design, development strategies for macro- and meso-economic entities in the tourism and hospitality sector; in the activity of international tour operators, hotel and restaurant chains and networks interested in improving their efficiency.

The article develops a methodical approach to assessing the management level of the tourism and recreational potential in the Kharkiv region, taking into account its existing business capabilities. It is noted that tourist resources in Ukraine influence greatly both the regional and national economy development. That is, determining the management level of the tourism and recreational potential in Ukraine’s regions is one of the main current tasks, as it is necessary to identify the existing reserves and organizational shortcomings in the tourism and recreation management. It is noted that the Kharkiv region has always had a strong economic, scientific, technological and production potential. At the same time, unfortunately, little attention has been paid to the development of tourism and recreational activities, despite the fact that the Kharkiv region is definitely among the top five by the quantitative performance indices for tourism entities of varied ownership. The article informs that the analysis of tourist flows shows an increase in the number of Ukrainian citizens turning to the tourism services employees, in general, and in the Kharkiv region, in particular. To assess the uptake of the existing tourism and recreational potential, the article suggests to introduce the following indicators of the tourism services level: the coverage of the Kharkiv region population by domestic tourism services; the coverage of the Kharkiv region population by outbound tourism services; territorial accessibility by average estimated distance; territorial accessibility by the object area; assortment availability; the service provision of the population; the growth dynamics of the service provision of the population (compared to the previous year). The assessment carried out has revealed some drawbacks in managing the tourism and recreational potential in the Kharkiv region. The author of the article has come to conclusion that no real level of investment exists, which could hinder the development of tourism in the Kharkiv region. A study by the World Tourism and Travel Council (WTTC) shows that every million dollars invested in the tourism industry provides the highest return in terms of jobs and subsequent contributions to GDP, if compared to other sectors of economy, no matter the country.

The article clarifies and discloses the essence of the conceptual apparatus of the tourism and recreational potential as an element of the competitiveness of territories. The problems of disclosure of the theoretic-methodological basis of the tourism and recreational potential, its functions and role in society as a source of innovatics in tourism have been actualized; the categories of «potential», «tourism», «recreation», «tourism and recreational potential», «tourism and recreational potential of territory» are defined. It is noted that digitalization, innovation, greater accessibility and societal change will continue to shape this sector, and companies will need to adapt to remain competitive while at the same time the tourism and recreational potential will be conceived as a means of achieving the goals of sustainable development and tourism attractiveness of territories. It is noted that the basis for the development of tourism and recreational functions, of course, is the tourism potential, which can be described as the most important determining factor in the development of tourism and increasing the competitiveness of territories. The tourism potential determines the possibilities of creating new tourism products. The carried out analysis of the component structure of the tourism and recreational potential will contribute to studying and developing the resource capital of the potentially attractive and competitive territories, thus influencing their investment and investment reputational status. It is concluded that the tourism and recreational potential is a rather capacious concept, which contains numerous determinants that define the tourism and recreational attractiveness of a certain territory. In view of the favorable conditions for tourism activities and significant profits for the needs of socio-economic development, most of the territory of Ukraine is successfully trying to develop the markets of tourism services, entering into a competition for the tourist flows.

The publication is aimed at disclosing the problems arising in the sphere of interaction of the members of a territorial community with the bodies and officials of local self-government (LSG) concerning its implementation, and potential ways of solving these problems. Within the terms of the carried out research the following problems of interaction of LSG entities have been disclosed: imperfection of normative-legal base regulating the procedure of interaction of LSG entities; excessive cumbersome structure of the public administration apparatus; lack of interest of the LSG parties in cooperation; lack of trust between local authorities and the public; lack of an effective mechanism for the implementation of feedback; low level of public consciousness of the population and, as result, absence of an effective algorithm for implementation of LSG.