THE INFLUENCE OF GLOBALIZATION PROCESSES ON THE DEVELOPMENT OF INTERNATIONAL TOURISM

Introduction. The development of the potential of the Ukrainian tourism industry is significantly influenced by European integration and globalization processes. Currently, the tourism industry contributes to the formation and development of the world economy. Trends in the development of tourism are characterized by high competition between countries and domestic tourist destinations, the quality of tourist services, and information technology development. There are practically no studies that provide a comprehensive and thorough analysis of the development of world tourism as a business in modern conditions. Purpose. The purpose of the study is the analysis of the international tourism market in the context of strengthening of globalization processes, determination of the ways of integration into the world tourism market. The research method (methodology) includes an expert method, namely, correlation-regression analysis. In addition to these methods, the work used the method of theoretical generalization. The results. The article examines the influence of globalization processes on the development of international tourism. The consequences of globalization in the international tourism are highlighted. the ratio of tourism profits and receipts from them is investigated by subregions, the forecast parameters of the development of this branch of the economy on a global scale are given. Changes in the volume and structure of international tourist flows are analyzed, and the leading countries of the world tourism in terms of income from tourism are determined. The study of the main trends, challenges and prospects of the development of international tourism is further continued. Conclusions. According to the results of the study, it is established that international tourism plays a key role in the process of globalization, contributing to the development of various spheres of activity and deepening of international cooperation. The creation of hotel chains, international tour operators and airlines, as well as the use of electronic commerce and global reservation systems are just a few examples of the impact of globalization processes on tourism. Globalization also promotes international cooperation and cultural communication, creating a basis for the sustainable development of world tourism. Discussion. In further scientific research, it is proposed to focus attention on specific directions of integration of the tourist industry of Ukraine into the international tourist context as well as methods of its promotion on the international tourist market.