SCIENTIFIC AND METHODOLOGICAL APPROACH TO BUILDING A MARKETING ADAPTATION STRATEGY IN MANAGING CLUSTER DEVELOPMENT OF TOURISM AND RECREATIONAL ENTREPRENEURSHIP

Abstract

This study argues that regional development of tourism and recreation industries is of critical significance to the interregional division of labor and participation in interdistrict exchange of products and services, only in the case of ensuring a competitive recreational product. The findings demonstrate that the specifics of a cluster development strategy application in tourism and recreation sectors in Ukraine is based on the premises that strategic planning and clustering paradigm relies upon forecasting and development planning of individual territories and businesses with a high level of tourism and recreation potential whereas a number of other region’s territories remain uninvolved in any regional projects or programs. Based on a cluster approach, the study offers a framework to enhance management support of the regional tourism and recreation businesses that will facilitate fair assessment of the current situation as well as ensure effective utilization of the resources needed for harmonious industry development. The implementation of the cluster approach in coordinating tourism and recreation business activities will contribute to creating a high-quality competitive product, thus imposing important social, economic and other implications for the region and the society. In addition, the study presents a well-grounded formalized model of building a management decision-making process in marketing-driven management of tourism and recreation entrepreneurship which allows identifying the target management function, with a special focus on the core characteristics of tourism and recreation business as well as on the priority alternatives to substantiate an effective marketing action plan to ensure social and economic performance.