DIRECTIONS OF IMPROVING THE COMPETITIVENESS OF THE TOURISM INDUSTRY IN THE GLOBAL ECONOMY

Abstract

The article deals with the actual problem of managing tourist destinations organization to increase the competitive potential of the domestic tourist market. To solve this problem previously not touched upon in scientific research, the authors studied the comparative advantages of the Stavropol Territory as a tourist destination that should become its competitive advantages if implemented through a comprehensive destination management system. In the result of comparison of strengths and opportunities for tourism development in the region, a strategy to improve competitiveness and increase competitive advantages has been developed. It focuses on the opportunities to maximize the strengths and compensate for the current competitive weaknesses of tourism development in Stavropol. The complex tourist destination competitiveness model and the system of its management in the Stavropol Territory depend on creating a regional organization for tourist destination management that would coordinate practices of the key regional tourism actors, ensure their interests and develop their interaction. On the example of the Stavropol Territory, the authors propose an alternative model of the tourist destination management system, which is to be implemented through mechanisms and practices of planning, development and increasing competitiveness of the tourist destination and to be institutionalized in the form of a regional organization for the tourist destination management. This model can contribute significantly to the social and economic development of the given region.