METHODICAL APPROACH TO STRATEGIC ANALYSIS OF MACRO TOURISM ENTERPRISES

Abstract

The article contains methodical approach to rank tourist enterprises of Zhytomyr region on the criteria of ability to take advantage of the environment and resist his threats to determine further opportunities to develop effective strategic forecast. It is noted the discrepancy between the complexity of the environment in which businesses operate tourist and simplicity of legal forms, where a majority of tourist companies of Zhytomyr region, generating conflict between unification (universalization) methods of strategic management and the uniqueness of each individual company. This discrepancy is solved by combining the existing classical methods for assessing external environment sector, elaborated by Western scientists, intuitive and simple analytical methods that are based on consideration of the specifics of each individual tourism enterprises and without complex mathematical calculations.