No abstract

Е. В. Тодьєрішко, аспірант кафедри економіки та фінансів, Мукачівський державний університет Н. М. Гоблик-Маркович, к. е. н., доцент кафедри менеджменту, управління економічними процесами та туризму, Мукачівський державний університет Г. В. Машіка, д. геогр. н., професор, зав. кафедри туризму, ДВНЗ "Ужгородський національний університет" БЛАКИТНІ ТА ЧЕРВОНІ ОКЕАНИ У ТУРИСТИЧНІЙ ГАЛУЗІ: КОРДОНИ ТА ПРАВИЛА КОНКУРЕНЦІЇ The study found that both "blue ocean" and "red ocean" strategies exist in the tourism industry, which are implemented through boundaries and competition rules that business entities must consider to ensure their effective functioning and high performance. Thus, the research is aimed at identifying the peculiarities of forming such boundaries and competition rules. The results of the study showed that in the tourism industry, red ocean strategies are focused on competition with existing players, which is mostly manifested through price reduction and the development of new tourism products. In turn, blue ocean strategies allow businesses to go beyond the traditional tourism market and attract new clients by providing services aimed at enhancing the ecological sustainability of tourism, developing new tourism formats, utilizing innovative technologies, automating the processes of booking and selling tourism services, organizing thematic events, festivals, concerts, excursions, etc. It has been proven that each of the red and blue ocean strategies in the tourism industry tends to create various types of monopolies, based on specific rules and boundaries of competition. These concepts are related because competition rules can be used to control and regulate the boundaries of monopolies and competition environments. In the blue ocean, there are competition rules, but they are generalized, aimed at preventing abuse of market monopoly position, avoiding unfair competition, protecting intellectual property rights, and other forms of competition. If competition rules are considered in terms of the requirements for fulfilling these conditions, they are oriented towards creating monopolies based on innovation. The study has shown that competition boundaries are loud and necessary for controlling and regulating the boundaries of such a monopoly. In the red ocean, competition rules are designed to win over competitors, rather than seeking new markets or creating new products. In total, competition rules in the "red ocean" are oriented towards creating monopolies based on the ability to control prices and supply volumes on the market. In addition, in the "red ocean" strategy, competition boundaries are rigidly limited but are established depending on the desire to win over competitors. У межах дослідження констатовано, як "блакитний океан" так і "червоний океан" у туристичній галузі, це стратегії, реалізація яких спрямовується кордонами та правилами конкуренції, які мають бути враховані суб'єктами бізнесу, щоб забезпечити їх ефективне функціонування та високу результативність. Відтак дослідження орієнтоване на визн...

In terms of the formation of the world trade multipolar system, the issues concerning the implementation of a protectionist trade policy appear especially acute and are the primary focus of both theorists and practitioners. This paper primarily aims to explore trade protectionism in the global economy in conditions of multipolarity, to identify the vectors of the war in Ukraine's influence on policy in the sphere of food trade, to determine the origins of the WTO crisis in the system of multilateral regulation of international trade and to assess the prospects of further ensuring free trade doctrines, which is based on combinatorial approach and included the calculation of quantitative indicators of foreign trade restrictiveness and estimation of qualitative parameters of shifts in foreign trade policy. The empirical findings indicate high dynamism of increasing new trade restrictions, in particular export ones, caused at first by the COVID-19 pandemic and later by the war in Ukraine; slow but constant increase in import restrictions, so that at the end of 2022 9% of global import was affected by import restrictions; growth in export restrictive measures on food, feed and fertilizers as a response to food security challenges, caused by the war in Ukraine. The current paper reveals the necessity to take into account import dependence indicators and import capacity of export in formulating vectors of transformation of foreign trade policy towards national production support in the context of economic nationalism ideology. The authors emphasize the importance of the WTO dispute settlement system and the failures in its implementation call into question the possibility of organization functioning in the existing format, particularly as the number and spread of RTAs surged. Prospects for further research in this area are the assessment of macroeconomic effects and threats of the unilateral opening of the Ukrainian economy for imports against the background of the protectionist policy of "main players" of the world economy, determination of the potential of the protectionist policy of selective types of economic activity implementation in the conditions of post-war recovery.