CERTIFICATION OF ENTERPRISES AND STANDARDIZATION OF SERVICES AS TOOLS FOR MANAGEMENT OF THE COMPETITIVENESS OF TOURISM ACTIVITIES IN UKRAINE

The subject of the study is the theoretical and practical aspects of the certification of enterprises and standardization of services in the tourism sector in order to increase their competitiveness. The purpose of the article is to substantiate the institutional foundations and components of the certification and standardization of tourist activities at the level of tourist enterprises and services as important tools for managing their competitiveness. The methodological basis of the article was both general scientific and special methods of scientific knowledge. Scientific research methods were used in the article: historical, system-structural analysis and synthesis, monographic, statistical-economic, problem-targeted. Results of the article. The article defines the essence of certification and standardization of tourist activity at the level of enterprises, products and services. Their leading role as a means of increasing the competitiveness of domestic tourism and its management is substantiated, including in the village The specifics and peculiarities of providing certificates and standards for agro-villages and other enterprises of rural green tourism have been determined. Their management with the help of these effective tools will contribute to the revival and preservation of rural areas. Results of the article. The results can be used by tourism enterprises, united territorial communities, regional and state authorities, non-governmental organizations, and higher education institutions. Conclusions. The above-mentioned ways of improving the procedure for certification of services in the field of rural green tourism in Ukraine are not exhaustive. Given that rural green tourism enterprises are currently in the formative stage in Ukraine, are part of the tourism industry and comprehensively solve the socio-economic problems of rural areas, it is necessary to urgently take effective steps to regulate the legal status of this type of tourist activity and the procedure for its certification in order to ensure competitiveness.