THE USE OF CLUSTER ANALYSIS TOOLS IN SUBSTANTIATING MANAGERIAL DECISIONS FOR THE FORMATION OF LOCAL STRATEGIES FOR THE DEVELOPMENT OF TOURISM SERVICES MARKETS

Abstract

The necessity of taking into account spatial polarization as an objective condition for the adap­tation of managerial decisions to manage the development of local markets of tourist services has been substantiated. Clustering of the regional markets of tourist services in Ukraine was carried out according to the indicators of the functioning of the subjects of tourist activity (the number of tour operators and travel agents, the number of travel packages sold by tour operators and travel agents, the cost of travel packages sold by tour operators and travel agents, the number of tourists served by tour operators and travel agents, the number of collective accommodation facilities, the number of persons in collective accommodation facilities). The calculations made it possible to identify 6 clusters of local markets of tourist services in Ukraine, formed at a threshold distance of 2, namely: Cluster 1 – Kyiv city; Cluster 2 – Odesa and Zaporizhzhia regions; Cluster 3 – Lviv, Dnipropetrovsk and Kyiv regions; Cluster 4 – Kharkiv, Kyiv, Mykolaiv, Kherson and Donetsk regions; Cluster 5 – Poltava, Cherkasy, Zakarpattia, Khmelnytskyi and Volyn regions; Cluster 6 – Chernivtsi, Ternopil, Luhansk, Chernihiv, Kirovohrad, Zhytomyr, Sumy, Rivne and Vinnytsia regions. A model of authentic management of the development of the Ukrainian tourist services market has been developed, which involves the use of specific blocks of managerial decisions of authentic management and accounting for the authenticity of cultural and historical resources of local markets of tourism services, asymmetry of infrastructural and socio-economic development of markets, spatial polarization of the location of climatic and recreational factors of development local tourism markets allows for the formation of competitive advantages through the use of specific tourism determinants of local tourism markets.