Conceptual frameworks of organizing and developing enternational business tourism in Ukraine

Sushchenko Olena
Professor, Dr.S. (Economics), Head of the Tourism Department, Simon Kuznets Kharkiv National University of Economics, Kharkiv, E-mail:helen.sushchenko@gmail.com, ORCID ID: https://orcid.org/0000-0002-2645-8015

Zghurska Yuliia
PhD student of the Tourism Department, Simon Kuznets Kharkiv National University of Economics, Kharkiv, E-mail:juliazghurska@gmail.com, ORCID ID: https://orcid.org/0000-0002-2405-4666

Cite this article:

Sushchenko O., Zghurska Yu. (2023) Conceptual frameworks of organizing and developing enternational business tourism in Ukraine. Ed.: V.V. Kovalenko (ed.-in-ch.) and others [Kontseptualni zasady orhanizatsii ta rozvytku mizhnarodnoho dilovoho turyzmu v Ukraini; za red.: V.V. Kovalenko (gol. red.)], Scientific Bulletin of the Odesa National Economic University (ISSN 2313-4569), Odesa National Economics University, Odesa, No. 11-12 (312-313), pp. 226-233.

Abstract

Today, Ukraine, which has significant potential to become a key player in international business tourism, faces a serious issue that requires urgent resolution - insufficient international positioning and ineffective country marketing as a destination attractive for international business tourism. However, this potentially vast opportunity may remain largely untapped due to the lack of a systematic and effective concept for the development of international business tourism. Therefore, the question of developing the conceptual principles of international business tourism in Ukraine is relevant and requires additional attention and research. The insufficient level of awareness of Ukraine as a world tourist destination and the lack of active promotion led to the loss of significant potential for attracting foreign tourists, including business tourists. The correct international positioning and marketing support should become one of the key factors in the successful restoration of the tourist flow after the end of the war and accelerate the attraction of direct foreign investment for the tourism industry development in Ukraine. The article studies the directions and possibilities of developing the conceptual foundations for the development of international business tourism in Ukraine. It justifies the need to restore and activate the development of international business tourism in Ukraine. Problematic aspects of the development of international business tourism in Ukraine are identified and analyzed. The main beneficiaries and stakeholders in the field of international business tourism are identified. The determination of strategic priorities for the international business tourism development in Ukraine is a base to ensure the coherence of their economic interests. Conceptual principles for the organization and development of international business tourism in Ukraine have been developed. The main goal of the Concept for the development of international business tourism in Ukraine is defined as the transformation of Ukraine into a tourist-friendly country that attracts both domestic and foreign business tourists, thereby contributing to economic growth and enhancing the international image of the country. The Concept is designed to implement the state policy for the international business tourism development in Ukraine. Its realization process involves the implementation of measures within five years from the moment of the Concept adoption. The article defines the main principles on which the Concept is based. Strategic goals are outlined, and a list of comprehensive tasks necessary to achieve the proposed Concept's goal is formulated accordingly. A frame-based model for implementing the Concept for the development of international business tourism in Ukraine has been proposed. Key performance indicators for achieving the expected results of implementing the Concept for the development of the international business tourism industry in Ukraine have been identified. The main stages, approaches, and timelines for implementing the Concept have been outlined. Major risks in the development of international business tourism in Ukraine, categorized by their degree and directions of impact according to the defined strategic goals, have been identified. The effective risk management strategy design and their prevention will allow to ensure the effective implementation of the formed strategic goals and outlined tasks of the International Business Tourism Development Concept in Ukraine.

Keywords

tourism, international tourism, business tourism, sustainable development, concept, management, objective, task, frame, model, indicator, risk, image.

JEL classification: F200; L830; L840; Z320; DOI: https://doi.org/10.32680/2409-9260-2023-11-12-312-313-226-233

UD classification: 338.48-6:338(477.54)

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