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REGULATION OF THE MARKET OF TOURIST SERVICES

TATYANA TKACHENKO
Kyiv National University Trade and Economics, Kyiv, Ukraine
tkachenko12@ukr.net

MARGARYTA BOYKO
Kyiv National University Trade and Economics, Kyiv, Ukraine
mboyko2006@ukr.net

Abstract: Inn the current economic conditions the negative factors of the development are crises. These events have caused a significant reduction in consumer demand and led to new economic risks. The current crisis has demonstrated the importance of a coordinated framework for crisis management. While there is still major uncertainty surrounding the pace of economic recovery, it is now essential for exit strategies of crisis control policies to be designed, and committed to. Also it is necessary to ensure that current actions have the desired effects and to secure macroeconomic stability.
An important factor in post-crisis recovery of the national economy is the sphere of tourism. For this reason, the aim of this work is to analyze the factors that have a positive effect on the tourism activation in Ukraine.

Key worlds: National economy, tourism, tourist services.

I . INTRODUCTION
The global financial crisis has had a significant impact on the tourist market. Despite the growth of worldwide tourism flows in the past five years, the national tourist product is not competitive. Addressing the study of ways to reduce the impact of negative effects of the crisis is urgent science mission for tourism, the potential of which in Ukraine is significant.
Study of the problems associated with the peculiarities of functioning of the tourism services in a crisis, in particular, more effective use of tourist resources and the creation of an optimal structure of the tourism market is superficial. The experience of developed countries shows that the optimization of the tourism market, coordination of all components of the market and smoothing problem areas identified using the anti-crisis measures provide additional revenues to the state budget, even in a crisis.
This position is due to the fact that design is determined by the development of tourism as an economic factor perception of life support (Figure 1)
Arguments on the perception of tourism as an economic and motivational factors are features of self-sustenance of the market system that lead to the fact that the financial crisis most significantly affect the development of tourism in countries with a large capacity of the tourism market, which does not belong to Ukraine. It is therefore advisable to consider new “growth pole” for the development of national tourism market. The growth of single European currency and visa-free regime, make traveling more cheaper for European tour price in local currency, on average by 57%.
Under unfavorable conditions for the development of tourism, there is actual alignment of export and import values of tourism services, as well as the increase in domestic tourism. In accordance with the recommendations of the World Tourism Organization, the optimal distribution of flows between Ukraine and the high capacity of the tourism market can be defined as follows [1]

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