Introduction. The modern period of the domestic economy stagnation convincingly suggests that solving challenges of socio-economic development, including separate segments of the services industry, has become strategic. At the same time, the need for reorganization of economic relations in the service sector has come to an end in order to bring them in line with the general directions of economic reform. In the current economic conditions the need to conduct a detailed scientific analysis of strategic sectors of the national economy to improve the functioning and development of these sectors increases. Particular importance in this case has resort and recreational industry of national economy, which provides the public health functions: recreation, prevention, treatment, recovery and rehabilitation of the population. Purpose. To create an effective strategy for the resort and recreation industry development by using analysis resort and recreation industry functions efficiency and identifying perspective directions for resort and recreation industry development and the economy development as a whole. The results of the analysis. As a result of our detailed analysis of theoretical and practical approaches to the assessment of the state of the resort and tourist area using the methodology of strategic analysis, taking into account the information obtained from available scientific sources, we have developed a theoretical and methodological approach to the analysis of the functioning of the national resort and recreation industry. Our proposed approach includes the following elements: selection of indicators for assessing the state of the industry; carrying out comparative cluster analysis of the state of separate components of the industry functioning; system of factors influencing the development of the resort and recreation industry. One of the advantages of the proposed approach is its high variation. This advantage allows, in particular, to select individual indicators for solving various analytical tasks, while obtaining the necessary results. Therefore two indicators were selected during the analytical research of indicators system – the market share and the share of infrastructural complex of resort and recreational areas in the regions of Ukraine. This approach has allowed to group regions of Ukraine into five clusters depending on the efficiency of the resort and recreation industry in the region. SWOT-analysis of the market prospects for resort and recreational services defined perspective directions of resort and recreation industry development in Ukrainian economy. Also, with the help of correlation-regression analysis, we determined the dependence between the indicators characterizing the factors of the development of the resort and recreational industry and the volume of income from the services provided by resort-recreational specialized placement facilities in the regions of Ukraine. Therefore, the closest connection among the factors studied is observed between the income from the services provided by the resort and recreational specialist means of placement and the cost of staying hosted. According to the linear regression data, the Pearson correlation coefficient (0.96) shows a strong correlation and a direct connection between them. The determination coefficient (0.93) indicates that 93% of all changes in income are due to changes in the value of services. Conclusions and directions of further researches. The analysis of the resort and recreation industry functioning shows uneven distribution of demand for resort and recreation services in the national market. It was found out that the domestic tourist resort industry is characterized by a high level of uneven distribution of consumption of tourist and recreational services. About 22.5% of the organizations of the resort and tourist industry, which provide about 31.7% of the needs for resort tourism services in the domestic market, account for only two regions of Ukraine (Lviv and Odesa regions). One of the promising areas of development of the resort and recreation industry is the redistribution of flows of tourists and vacationers in the domestic market, which will increase the efficiency of the entire industry. There are few perspective directions of modern challenges solving in resort and recreation industry. For example, improvement of methodological and practical tools of regional resort and recreation system management by providing the mechanisms for sustainable development of regional systems, development of institutional and legal conditions for the functioning of the regional resort and recreation systems, the formation of regional sustainable development strategies resort and recreation systems of different levels of hierarchy and organization.
Keywords: development, resort and recreation industry, recreation, economic relations, recreational areas
JEL Classification: Q26, L83.
Cite as: Stupen, N. M. (2018). Analysis of functioning of the resort and recreational industry and prospects of its development. Marketing and Management of Innovations, 1, 62-72. https://doi.org/10.21272/mmi.2018.1-04
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