The purpose of the article is an implementation of the comparative analyses of development of regional markets of cultural and cognitive tourism in Ukraine. The theoretical and methodological basis of research is the ideas of the theoryof tourism, theory of management, works of the leading native and foreign scholars regarding the development of the touristic services market. To achieve the desired goal, the following research methods were used: the system and complex analyses (for determination of the development tendencies of the regional markets of the cultural and cognitive tourism in Ukraine); calculation-analytical and comparative methods (for determination of the centers of the regional markets of the cultural and cognitivetourism in Ukraine); cartographical method (for visual demonstration of the emphasized touristic regions of the cultural and cognitive tourism in Ukraine). The regionalized territory of Ukraine according to the development of the cultural and cognitivetourism, which is based on the calculation of average data of the quantity of themuseums according to the regions, analysis of their visitations and of the volume of the tourist flows permitted to emphasize four formed regions of the cultural and cognitive tourism: Western, including Lviv, Ivano-Frankivsk, Ternopil, Chernivtsi, Zakarpattia, Volyn, Rivne and Khmelnytsk regions; Northern – city of Kyiv and Kyiv, Zhytomyr, Cherkasy, Chernihiv, Vinnytsia, Kirovohrad regions; Eastern – Kharkiv, Sumy, Poltava, Dnipropetrovsk, Zaporizhzhia, Donetsk, Luhansk regions; Southern - Autonomous Republic of Crimea, Kherson, Mykolaiv, Odesa regions. The conducted analyses of the emphasized regions permitted emphasize the modern tendencies of development of the cultural and cognitive tourism market in Ukraine, namely: the availability of substantial disparity of its development according to the regions of Ukraine; refocusing of the touristic flows from the South-Eastern regions to the North-Western as a result of annexation of Crimea and military conflict in the east of Ukraine; the sustained development of the cultural and cognitive tourism of the North region at the expense of the extensivediversification of the available offer and possibility to meet the requirements of all groups of tourists; the highest rates of development of the cultural and cognitive tourism in the West region caused by the attraction of the tourists from the other regions of Ukraine with activation of the natural and historical advantages use.

Clustering of regional tourism service markets of Ukraine is performed according to the indicators of functioning of subjects of tourism activity (number of subjects of tourism activity; number of stuff members of tourist activities; income from tourism; number of tourists served by tour operators and travel agents; cost of travel packages sold). The clustering was performed in the software STATISTICA 10, the Ward method was chosen as the clustering algorithm, and the Euclidean distance was chosen as a measure of distance. The calculations made it possible to distinguish 6 clusters of regional tourism servicemarkets of Ukraine, which are formed at a threshold distance of 0.5, namely: cluster 1 is Kyiv city, cluster 2 is Zaporizhia, Kyiv, Poltava, Ivano-Frankivsk regions, cluster 3 is Dnipropetrovsk , Lviv regions, cluster 4 is Odessa, Kharkiv regions, cluster 5 is formed from Zhytomyr, Ternopil, Chernihiv, Kirovograd and Luhansk regions, cluster 6 unites Vinnytsia, Chernivtsi, Donetsk, Cherkasy, Transcarpathian, Rivne, Khmelnytsky, Volyn, Sumy, Kherson and Mykolaiv regions. The clusters on the vertical dendogram of hierarchical clustering are visualized, the spatial distribution of clusters of regional markets of tourist services is shown on the map of Ukraine. It is established that the high degree of regional differentiation of tourist service markets in Ukraine is caused by differences in the distribution of natural resources, climatic features of the regions, cultural and historical conditionality, and uneven placement of transport, communication, resort and entertainment infrastructures, asymmetrical distribution of recreational resources. It is suggested to take into account the restrictions of development of regional tourism service markets of Ukraine (clusters of regional tourism service markets) in terms of spatial polarization, to distribute them into internal (historically-formed basic and innovative determinants) and external ones.

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Objective. The objective of the present article is to study the trends in the development of the market of hotel services in Ukraine and the countries of the European Union, to determine their common and distinctive features. Methods. A complex of general scientific methods is used: analogy, analysis, synthesis, logical generalization; statistical, comparative methods; multidimensional factor analysis. The initial fact of the study is the determination of the dependence of the development trends of the hotel market of Ukraine on the trends of the development of the European hotel market due to the geographical, economic and cultural-historical proximity of the regions. Based on the concept of concentric circles and the leading position of the European hotel market in the world, the hotel market of Ukraine developed to a greater extent under the weakened influence of the European, which is evidenced by both the geographical location of hotels and similar means of accommodation in Ukraine and service and technological innovations. Results. A comparative analysis of the dynamics of the development of hotels and similar means of accommodation in Ukraine and the countries of the European Union was carried out according to the following indicators: the total number of hotels and similar means of accommodation; the ratio of the number of hotels and similar means of accommodation in the city and the countryside, on the coast and on the mainland; the number of beds in them; the number of overnight stays in hotels and similar places of accommodation; occupancy of beds; average length of stay in hotels and similar means of accommodation; dynamics of inbound and outbound tourism. It was established that tourism acted as a catalyst for the development of the hotel market, both in Europe and in Ukraine. The level of development of the hotel industry was higher in those countries where there was a larger number of tourists. At the same time, if inbound tourism dominated in Europe, then in Ukraine, on the contrary, outbound tourism prevailed. The accommodation services market, during the studied period, developed dynamically and had the same growth rates. Hotels developed most actively in large cities, which became centers of the hotel business and pioneers of development. At the same time, there was a tendency to move hotels to the coast. During 2015-2019, a significant number of accommodation facilities were built there. These innovations were also typical for Ukraine. The loss of control over the Crimean peninsula intensified the interest of investors and vacationers in Odesa. This contributed to its rise to the first places in the state in terms of the rate of development of the hotel business. The indicators of Ukraine and the countries of the European Union were radically different in the ratio of the number of institutions and beds between the city and the village. Surprisingly, the majority of bed places in the countries of the European Union were located in rural areas. This explains well the reasons for the dominance of small-capacity hotels in the countries of the European Union and, as a result, higher bed occupancy rates in the EU countries - 45%, against 35% - Ukraine. It is proven that under these conditions, the hotel market of Ukraine tried to adapt and integrate into the European one. According to quantitative indicators, Ukraine and the countries of the European Union were almost at the same level, with the exception of: Germany; France; Spain; of Italy They had higher development indicators and formed the axis of influence: Madrid-Paris-Berlin. The distance from this axis, according to the theory of concentric circles, determined the activity of the Ukrainian hotel market and the peculiarities of the internal location of accommodation establishments and their functioning.

Under the conditions of modern European integration processes, the quality of providing tourism services, which should meet the requirements of the population as much as possible, gains momentum. The regulation of tourism development in Ukraine according to European standards and regulations impose the task of upgrading the tourism industry, search for innovative instruments to improve its functioning based on the best European practices example of the Baltic States. Marketing approaches in managing the demand for tourism services by means of innovative technologies are insufficiently defined. Among the scholars who investigated the marketing aspects in the field of tourism activities should be distinguished the following: N. E. Kudla, I. Yu. Martynov, O. M. Pravyk, I. M. Shkoda and so on. The methodology is based on a systematic approach to the market for tourist services, marketing analysis as a management concept for this market, on the use of modelling as a methodological principle and a method of scientific knowledge. The mechanisms of increasing the efficiency of marketing activities in the field of tourism through the structural-functional model and model of management of the marketed approach system are determined. At the present stage, the issues of finding and implementing modern mechanisms for the formation and management of demand for a tourism product remain unsolved. Results. The article is aimed at developing innovative methods for managing the process of implementing marketing approaches to the market for tourist services in Ukraine. Priority is the development of mechanisms for the formation of demand for tourism products through marking technologies. The authors developed a system of marking approaches, which includes the factors of the effectiveness of travel services; marking methods and techniques; forms of realization of tourist services. The mechanism of formation and management of demand for a tourist product, as well as communicative and social methods of increasing the efficiency of marking activity in the tourist services market in Ukraine, is determined. Practical implications. The article considers mechanisms of increasing the efficiency of marketing activities in the field of tourism. The expediency of using the European experience of the Baltic States for the development of tourism in Ukraine is emphasized. Directions of further researches are offered. The structural-functional model of the system of marketing approaches and the organizational model of operational management of the process of realization of marketing approaches to the market for tourist services are developed. Value/originality. The use of the proposed models will more effectively increase the efficiency of marketing activities in the modern market for tourist services. The authors prove that modelling, development, and implementation of models of marketing approaches is a powerful mechanism for achieving a new quality of tourism services market and Ukraine.