CONTENT OF THE TOURIST ENTERPRISES STRATEGIC POTENTIAL

The article is devoted to the researching of the tourist enterprises strategic potential content, which operate on the domestic market. The activity of any tourist enterprise is carried out due to the use of its available resources. Key resources can include material and technical, labor, informational, financial, etc. Appropriate resources are determined in the course of a comprehensive management analysis, in the process of which competitiveness, investment opportunities, customer needs are assessed, and an assortment of tourist services is developed. As a result of such actions, the strategic potential of the tourist enterprise is formed on the basis of coordinated interaction and mutual complementation of the specified resources. The article states that today the question of forming the strategic potential of large tourism corporations, which include hotel companies, airlines, insurance agencies, intermediary structures, etc., is gaining special relevance. Precisely due to the size and geographical coverage, it is rather difficult for such business structures to quickly adapt to changes in the external environment, due to which they risk losing the acquired competitive positions on the tourist services market. The purpose of the article is to substantiate the content of the tourist enterprises strategic potential in view of the need to ensure their sustainable development in the activation of the tourist services market conditions. The article graphically presents the characteristics of the enterprises strategic potential and states that, regardless of the field of activity, the enterprises strategic potential has the following characteristics: complexity, purposefulness, systematicity, flexibility, alternativeness of its components and the connection existence between them. The factors that affect the formation of the tourist enterprises strategic potential due to the activities large tourism corporation's specifics are determined. Presented components of the tourist enterprises strategic potential, according to which it should be created.