The article is devoted to the researching of the tourist enterprises strategic potential content, which operate on the domestic market. The activity of any tourist enterprise is carried out due to the use of its available resources. Key resources can include material and technical, labor, informational, financial, etc. Appropriate resources are determined in the course of a comprehensive management analysis, in the process of which competitiveness, investment opportunities, customer needs are assessed, and an assortment of tourist services is developed. As a result of such actions, the strategic potential of the tourist enterprise is formed on the basis of coordinated interaction and mutual complementation of the specified resources. The article states that today the question of forming the strategic potential of large tourism corporations, which include hotel companies, airlines, insurance agencies, intermediary structures, etc., is gaining special relevance. Precisely due to the size and geographical coverage, it is rather difficult for such business structures to quickly adapt to changes in the external environment, due to which they risk losing the acquired competitive positions on the tourist services market. The purpose of the article is to substantiate the content of the tourist enterprises strategic potential in view of the need to ensure their sustainable development in the activation of the tourist services market conditions. The article graphically presents the characteristics of the enterprises strategic potential and states that, regardless of the field of activity, the enterprises strategic potential has the following characteristics: complexity, purposefulness, systematicity, flexibility, alternativeness of its components and the connection existence between them. The factors that affect the formation of the tourist enterprises strategic potential due to the activities large tourism corporation’s specifics are determined. Presented components of the tourist enterprises strategic potential, according to which it should be created.

In the article, organizational and economic support of tourism and hotel enterprises activities has been developed based on the construction of an effective mechanism capable of solving problems of an institutional, organizational and economic nature. The authors have found out that the development of tourism has a huge impact on the socio-economic state of the country and the level of the quality of life of the population, therefore the formation of organizational and economic support for the activities of tourism and hotel enterprises is of primary importance since the tourism industry is an interdisciplinary complex that is part of the tourism sphere and unites various types of economic activity from material production to the non-material sphere, which are the material basis of tourism, the basis for personnel training, production management organization, and tourism product sales. It has been stressed that tourism enterprises are business entities of a specific nature, which have certain features both from the point of view of production organization and their socio-economic efficiency.It has been found out that hospitality enterprises must form and implement existing service strategies in order to meet specific and rapidly changing needs of the market in which they have chosen a certain segment for themselves since, in conditions of a high level of bankruptcies, only those business entities that are able to think strategically and adapt to changes in the external environment can achieve success.An integrated approach to the formation and implementation of state policy in the field of tourism and hotel management is proposed. The functional relationship of the totality of the main factors that determine the state of the financial and economic activity of tourism and hotel enterprises is determined. It is indicated that the economic efficiency of the activities of tourism and hotel industry enterprises is achieved through a balanced personnel management system. A model for monitoring the development of personnel is suggested. The use of this model allows for controlling and managing the course of the process. It has been concluded that today when doing business in the field of tourism, it is necessary to clearly take into account external and internal factors influencing the activities of economic entities and improve the personnel management system since the level of satisfaction of consumers of tourism and hotel services depends on the personnel's professional abilities.

Стаття присвячена актуальним питанням розвитку технологій у сучасному світі, що сприяє нерозривному співіснуванню людини та цифрових технологій. Встановлено, що в організації дозвілля існують різні формати заходів: офлайн, онлайн, гібридні, віртуальні. Кожен формат має свої особливості, переваги та недоліки. Визначено, що в сучасних умовах, найпопулярнішою формою стають гібридні заходи, де одна частина аудиторії особисто присутня на заході, а інша має можливість підключення через інтернет. Проаналізовано, найбільш популярні систем відеозв'язку, що використовуються у гібридних заходах, а саме: RingCentral, GoToMeeting, ClickMeeting, Vast Conference, FreeConferenceCall, Zoom. Встановлено, що гібридні заходи зарекомендували себе як ефективний формат для організації дозвілля у сучасних умовах. Слід очікувати, що гібридна модель організації заходів стане ключовим напрямком на найближчі кілька років.

Today, most European destinations consider the event tourism organization as a tool for socio-economic development. The tourism industry development contributes to the income sources diversification in the territories budget, which in combination with other sources can be a factor in shaping the socio-economic development of a particular territory. The event tourism development should be developed as a soft tourism form that is well adapted to local diversity. The purpose of the article is to study the event tourism development in Ukraine and its impact on the territory promotion. The article uses general scientific methods and content analysis. Despite the significant scientific achievements on this issue, in the Ukrainian tourism discourse, event tourism has not become the object of due attention. This fully applies to the significant reputational event tourism potential, its ability to act as a factor in shaping the tourist attractiveness of the territory. The structure of event tourism development in Ukraine by events types is investigated in the article. It is determined that the largest share is made up of music festivals and competitions. There are also a significant number of gastronomic festivals, national holidays and festivals, film and theater festivals and theatrical shows, which also attract a large number of visitors. According to the territorial distribution results of events by regions of Ukraine, the largest number of events takes place in the largest cities and regions of Ukraine – Kyiv and Kyiv region, Lviv region, Odessa region and Kharkiv region. The paper proposes the concept use of event marketing in tourism, which is due to the fact that in modern conditions it is becoming increasingly difficult to capture the attention of tourists; and as old marketing tools lose their effectiveness over time, destinations are forced to invent new concepts that fully meet the requirements of today's target audience. One of the tools that allows you to retain and attract visitors and investors is event marketing. Event marketing in tourism is the event use to promote a certain area and attract consumers who do not find a tourist destination attractive enough to visit it for no reason.

In the period of market transformations, an important direction of economic development is to increase the efficiency of using the existing economic potential. Therefore, scientists are faced with the task of qualitative and quantitative assessment. One of the structural elements of economic potential is tourism potential. But in order to clearly define its place and role in the economic space of the region, it is necessary to analyze the situation and identify problems that need to be addressed. In order to implement the correct, economically justified measures related to the development of tourism in the region, it is necessary to conduct comprehensive analytical studies related to the quantitative assessment of the region tourist potential, using a variety of methodological approaches. Therefore, the aim of the article is to assess the tourist potential of Kharkiv region by the method of taxonomic analysis. This article assesses the tourist potential using taxonomic analysis. The analysis of tourist potential was conducted in the categories of «attraction», «accessibility», «comfort». Each category includes natural and qualitative indicators, concentration indicators and cost indicators and the levels of development of tourist potential in the districts of Kharkiv region are determined. According to the results of the study, it was determined that there are significant disparities in the level of tourist potential, in most districts of Kharkiv region it is average. The conducted assessment of tourist potential on the basis of the system approach reflects the formed, with prospect for the further development, resource maintenance of tourism development strategy in the region. The need to adjust the management system for the development of the tourism industry and other related industries at the regional level, taking into account current and future needs, focusing on increasing the level of areas tourism potential use. The results of the study are aimed at enabling the executive authorities in the field of tourism and local governments to significantly increase the leverage to increase and enhance the use of tourism potential of a particular administrative-territorial unit.