METHODICAL APPROACHES TO THE ELABORATION OF THE TOURIST MARKET SERVICES STRATEGY DEVELOPMENT

The article examines the role and value of the executive authorities in the formation and advancement of tourism services and their effective maintenance development in the relevant market. The factors that hinder the development of tourism services in the domestic market were systemized. The content of methodological approaches of certain requirement that affect development strategy of the tourism market disclosed. The role and importance of state regulation for providing the legal, organizational and economic environment for the national and regional tourist services markets development is substantiated. Further, the main methodological approaches to the strategy advancement development of the tourism services market and practical approaches to the implementation of this process were proposed. It is proven, that the determination of the tourist image of the region and region positioning in the tourist market alongside the wording of the competitive offer is important. Positioning allows to differentiate the region in comparison to other tourist destinations and to concentrate the state and private sector efforts on creating a harmonious tourist offer for the targeted segment. The concentration of efforts allows achieving the balanced development of the main elements of the tourist offer and the maximization of the return from public and private investments. The work highlights strategic priorities for the implementation of the development strategy for the tourism services market: marketing and tourism innovations, development of the tourism services market infrastructure, and a favorable investment climate for tourism growth. An important element of marketing is the creation and development of brands. The choice of brands is determined to a number of factors, including binding to resorts, historical notability and reputation.