«CHILDREN’S TOURIST PRODUCT» AS A SPECIFIC DIRECTION OF TOURIST SERVICES AND ITS DIFFERENTIATION

The main trend of the market of tourist services in Ukraine is the decline of outbound tourist flows, while the growth of domestic tourism, especially some of its types applies to children's tourism, which determines the relevance of its study in terms of commercial activities for tourism enterprises. The author's vision of the definition of «children's tourism» is presented in the article and a number of features of various character and high degree of influence which need to be considered at formation and realization of services of children's tourism are allocated and described. Namely: supply and demand; responsibility; requirements for the head of the children's tourist group; group nature of service; taking into account the state of health of the child; preliminary explanatory and informational work with parents and consumers of services; rather low profitability; organization of transport services; organization of a full three-course quality food; development of animation programs for recreation; the complex nature of the services provided, which can be presented in the form of a tourist product of children's tourism. The article presents the author's definition of this concept — a set of certain quantity and quality of services and goods needed to meet the needs of children while in a tourist region, based on the use of local tourist resources and offered for sale at a single price. The varieties of offers of a children's tourist product on the market are resulted and briefly described: type; excursion; tourist trip; tourist take-off; expedition; stay in children's health camps; tourist goods. To achieve commercial success, tourism enterprises are offered to use the strategy of differentiation of tourism products in the market of children's tourism.