ІNFORMATION SUPPORT FOR TOURISM AND HOTEL BUSINESS DEVELOPMENT

The article substantiates the need to enhance the information support for tourism and hotel business which is currently associated with a range of information and methodological issues, such as the assessment of tourist flows; tourism and hotel market satisfaction, congruence between customer needs and supply in the tourist services market; assessing load infrastructure as well as anthropogenic effects on the environment; study on the state of industry development and measuring of its contribution into the total gross domestic product. The paper presents a research methodology to explore tourism and hotel business settings, in particular the regional tourist services market, based on the market environment evaluation, identification of factors affecting tourism actors’ performance efficiency and estimation of their impact on final economic outcomes. The above methodology involves a comprehensive approach to the application of theoretical and applied principles of sectoral and territorial analysis and aims at building the regional tourism policy key drivers. It is argued that in the context of new risks and challenges, modern Ukraine should pursue a robust constructive recreational and tourism policy. Depending on the level at which the policy is defined and implemented, this study makes out government policy, regional policy, and the policy of individual tourism and hotel businesses. As an effective solution, the findings suggest modeling a government recreational policy based on strategic planning which translates into a comprehensive document that includes analytical information and business forecasting, as well as an action plan including a set of activities and projects to be implemented by market participants in the tourism and hotel sector.