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Journal: Herald of Kyiv National University of Trade and Economics (Vol.102, No. 4)

Publication Date:

Authors : ; ;

Page : 30-42

Keywords : tourism; franchising; franchise network; franchise of a travel network; competitiveness; subjects of economics; brand; franchise contract.;

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Background. Franchising as an effective organizational and legal form of business is used in virtually all sectors and economic activities in many countries. Nowadays franchising is widely applied in the service sector, including tourism business. Franchising is a modern benchmark of tourism enterprises in Ukraine. In conditions of severe economic and political crisis in the state, tourism is as a promising sector of stabilization, reconstruction and development of the economy, limited in effectiveness of its existence. Tourism, which can develop rapidly in Ukraine, is characterized by social and economic dysfunction because of its limited functional and structural components. There is no infrastructure, sufficient resources, effective organization of business process design, organization of production and consumption of tourist products [12, p. 5]. Therefore, the association of tourism enterprises in the franchise network is actual mechanism of tourism in Ukraine, which will provide competitive position of companies at the domestic and global tourism market. The aim of the study is an analysis of the definition of the concept of franchise networks, determination and justification of the concept of tourism franchise network classification and presentation of franchise networks specific to the operation of enterprises in the tourism sector. Materials and methods. The methodological basis of the study was a set of scientific methods such as synthesis, analysis and synthesis of historical method, systematization, which generally complement and allowed to present a new version of the concept of "franchise network" and "franchise network of tourism enterprises", given the characteristics of travel enterprises combined with the tools of franchising, organize, summarize and supplement the classification of franchise networks on different grounds. The information base for the study were the works of local and foreign scholars in the tourism sector and Internet sources. Results. The current state of tourism sphere in Ukraine suggested association of tourism enterprises in the franchise network are promising mechanism of modern tourism in Ukraine and abroad. Definition of the concept of franchise networks was studied. Concept of tourist franchise network was defined and substantiated. Franchise networks specific to the operation of tourism enterprises were classified. Conclusion. Thus, in the current realities of economic and political instability of life in Ukraine, fluctuations in exchange rates, imperfection of operating conditions of enterprises hypercompetition, inconsistencies of quality of service and unjustified high prices for services, a single franchise network is efficient for business enterprise association. First of all, it concerns enterprises of tourist business, because tourism contributes to the stabilization, reconstruction and economic development of Ukraine. Travel companies combine network and operating system into franchise ? modern mechanism for the development of tourism and competitiveness of domestic enterprises in the international market.

Last modified: 2016-10-26 21:02:20