FORMATION OF PREREQUISITES FOR SUSTAINABLE COMPETITIVE DEVELOPMENT OF TOURISM ON THE BASIS OF MARKETING

FORMATION OF PREREQUISITES FOR SUSTAINABLE COMPETITIVE DEVELOPMENT OF TOURISM ON THE BASIS OF MARKETING

Dubas R.G., Doctor of Economics, Professor, Head of the Department of Management and Administration, Higher Educational Institution "University "Ukraine"

Shafranova K.V., Candidate of Economic Sciences, Associate Professor, Associate Professor of the Department of Management and Administration, Higher Educational Institution "University "Ukraine"

Abstract. The presented material provides a modern definition of sustainable development and ecological (responsible) tourism, summarizes the principles of sustainable tourism in accordance with international standards and other regulatory acts.

The author substantiates the need and feasibility of using a marketing approach to implement the features of sustainable development of tourism activities in Ukraine through environmental certification of various products by market entities. The main criteria for certification in the global tourism community are given, in particular, environmental sustainability, social responsibility and economic feasibility of the tourism product.

The paper identifies existing advantages and disadvantages of implementing environmental certification in the practice of domestic enterprises. The main advantages include: an increase in the level of trust of the travel company and recognition by competing partners in the industry; the functioning of marketing on various platforms and the possibility of free placement in the search database of online directories; the creation of a certified platform for customers to make decisions about a particular product based on responsibility, and not only on the basis of classic convenience and accessibility. The main disadvantages include: the lack of statistical data indicating that certification guarantees a short-term increase in prices or an increase in hotel occupancy and, accordingly, the number of customers; sometimes a lack of trust in certification programs; insufficient understanding and recognition of the importance of sustainable tourism development and its norms.

The author substantiates the feasibility of implementing environmental certification as a significant factor in the competitive development of tourism market entities in the long term.

Keywords: tourism, competitive advantages, marketing approach, environmental certification, sustainable development