HOTEL CHAINS IN UKRAINIAN TOURISM MARKET

Background. Globalization processes and hypercompetition are key features of the modern economy, which requires entities to enhance business activity, adaptat to the environment and strengthen the integration process. It is also important for the tourism and hospitality industry. However, despite the fact that the last fifteen years, tourism is developing quite rapidly in the international tourism market national tourism product is estimated to be less competitive and attractive; state's role in ensuring the development of tourism has weakened; tourism infrastructure is underdeveloped; there is a lack of quality of services provided by domestic enterprises with European and international standards of quality; there are no favorable investment policies in the tourism sector. One of the ways of solving these problems is the appearance of hotel chains that allows to promote high service standards to the global tourism market. Business combinations in the hotel industry is characterized by a strong network of cooperation and relationships between end users of services, suppliers and intermediaries, which provides the basis for sustainable competitive advantage in the tourism market . However, despite the fact that the creation of hotel chains, as a form of hospitality industry began in 1920 in the U.S., first international network in Ukraine appeared ten years ago. Determination of the strategic directions of international and national hotel chains in Ukraine is relevant now. The aim of the study is to analyze the current state of hotel chains in Ukraine on a franchise, contract management, leasing and ownership, to identify problems of their development, and search solutions. Results. The current state of development of hotel chains in Ukraine on a franchise, contract management, leasing and ownership has been analysed, the benefits of international hotel operators entering domestic market of hotel services have been discovered, the activities of international operators under the supervision of which is the largest number of hotels have been described; entry strategies of international hotel chains to Ukrainian market have been defined. Conclusion. Thus, in Ukraine there is rather fast development of international hotel chains and the gradual development of national ones. Franchise and contract management in the hospitality can become main precondition that will stimulate development of national hotel chains not only in Ukraine but the prospect of entering the international level.