IMPROVEMENT OF TOURIST DESTINATION MANAGEMENT AT REGIONAL LEVEL UNDER CONDITIONS OF DECENTRALIZATION OF POWER IN UKRAINE

Abstract

It is substantiated that creation of regional tourist destination management organizations based on public-private partnership (in terms of combining funds and efforts) in the tourism industry can become an effective model of tourism management under conditions of decentralization of power in Ukraine. There are several key benefits for government authorities, civil society and business from combining their efforts and funds to develop the tourism industry. The conclusions are based on European and world experience, as well as recommendations of the World Tourism Organization (UNWTO) on the success factors of destination management/marketing organization (DMO – term that defines regional tourist destination management organizations in Western countries). The current state of work of destination management organizations in the world has been challenged by changing the course from marketing to management as their leading function, which requires increasing responsibility and rethinking their activities. The essence of the term “destination” is revealed according to UNWTO recommendations and this term is determined as the main one used when determining the tourist region. The basic success factors, components of an effective regional tourist destination management organization are revealed, such as: leadership, institutional determination, integration of public and private budgets, effective management and strategic vision that is related to sustainable development of tourist destination. The possible ways of financing and legal subordination of regional tourist destination management organizations according to legislation of Ukraine are considered and it is substantiated that these issues require deeper study and development of practical recommendations on implementation, as today there is no transparent system that would allow financing of non-state institution from state funds.