MODELING OF THE CLUSTER ORGANIZATION OF DEVELOPMENT OF TOURIST AND RECREATIONAL BUSINESS ON THE BASIS OF MARKETING

Abstract

Introduction. The model of cluster organization of tourism and recreational entrepreneurship development on the basis of marketing has been improved, built on the basis of economic and mathematical modeling methods.

The hypothesis of scientific research is in substantiation of management of the cluster organization of development of tourist and recreational business on the basis of marketing.

The purpose of the study is a substantiation of features of the cluster organization of development of tourist and recreational business on the basis of marketing.

Research methodology there are general scientific and special research methods: dialectical – for analysis and understanding of the essence and content of the categorical series "tourist and recreational entrepreneurship", monographic – in highlighting the views of scientists on the research issues; strategic analysis – to determine the priority areas of intensification of cluster development of tourism and recreational entrepreneurship on the basis of marketing.

Conclusions and prospects for further research. The novelty of the approaches is to create an integrated model for assessing the level of loyalty of tourist and recreational services from the standpoint of its perception by the client, which allows to assess the level of innovativeness of tourist and recreational services by key parameters, which will ultimately allow tourism and recreational enterprises to determine their management decisions. competitiveness. The proposed author's scientific and methodological approach to assessing the level of loyalty of tourist and recreational services will comprehensively assess the service, customer interface, system of tourist and recreational services technology, identify possible areas for improvement, accounting for which will allow tourism and recreation companies to determine a set of management decisions. competitiveness.