The article reveals the essence of the concepts "marketing in tourism", "marketing activity of a tourist enterprise", considers the management of the marketing activity of a tourist enterprise as a managerial activity related to planning, organization, coordination, control, audit and stimulation of actions to intensify the process of demand formation on the tourist product and increasing the profits of the tourist enterprise. The main attention is focused on the performance of marketing functions in tourism based on the specifics of the tourist product, which distinguish the sale of the tourist product from the sale of other goods and services. The main aspects of the tourist product are considered, through which the essence and peculiarities of the marketing activity of the tourist enterprise are revealed in order to expand the sales market. It has been established that effective management of marketing activities of a tourist enterprise, performance of all marketing functions is a tool for solving the problem of matching demand and supply for a tourist product. Due to the peculiarities of tourism activity, the study of consumers is the most important direction of marketing activity. Studying the nature and mechanism of the influence of various factors on the behavior of consumers of tourist services, their motivation, makes it possible to determine the likely reaction of customers to certain offers of a tourist enterprise and allows you to turn a potential buyer into your client.

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Abstract. The aim of the study. The purpose of the study is to reveal the nature and significance, relationships and interdependencies of key and professional competencies of the staff of tourism enterprises in accordance with modern requirements of the tourism industry. Research methodology. In the process of research general scientific and special methods of scientific knowledge were used, which allowed to take a comprehensive approach to solving the set goals and objectives. To achieve this goal, a dialectical method of cognition was used in order to study and detail the object of study and logical generalization in order to systematize the basic principles and concepts. Methods of analysis, synthesis and comparison were used to compare and contrast the key and professional competencies required by professionals in the field of tourism for professional activities. The graphic method was used for visual presentation of materials and schematic representation of theoretical and practical results of the research. The system-structural method is used for theoretical generalization of research results and formation of conclusions. The theoretical basis of the study consists of scientific works of domestic and foreign scientists on management in the field of tourism, official statistics, the results of their own research. Results. The quality of service at the tourist enterprise depends on the professional competence of the staff. This proves that professional competence is a kind of measure of the level of professionalism of the staff of a tourist enterprise. The greater the set of key and professional competencies in the field of tourism, the better the relationship between key competencies for lifelong learning and professional competencies, the more staff will be able to develop and learn on the job. Therefore, the article considers the relationship between these competencies, which are important for improving the skills of the staff of the tourist enterprise, which in turn is an important component for improving the competitiveness of the tourist enterprise. The practical significance of the study is to trace the relationship between the existing key competencies for lifelong learning and professional competencies of professionals in the field of tourism for the most profitable comparison and use of these competencies in the activities of the tourism enterprise.

The purpose of writing this article is to analyze and assess the impact of the global pandemic caused by COVID-19 on the activities of the tourism industry in Ukraine in general and by region. The article examines the impact of the COVID-19 pandemic on the number of travel agencies and tour operators in Ukraine and found that the number of tour operators and travel agents in Ukraine in 2020 compared to 2019 decreased by 12.9%. In terms of oblasts, the most noticeable decrease took place in Chernivtsi oblast - by almost 28%. But it should be noted that in some areas the reduction in the number of tour operators and travel agents has not occurred, and in some their number has even increased. The consequences of the COVID-19 pandemic on the number of tourists served by tour operators and travel agents were considered and it was found that their total number has more than halved, by 61.5%. Moreover, the most noticeable decrease in tourists served by tour operators and travel agents occurred in the number of incoming (foreign) tourists - by 86.2%. The situation is better with outbound and domestic tourists: their number decreased by 61.5% and 57.2%, respectively. Estimation of the data on the number of tourists served by tour operators and travel agents who traveled for different purposes, found that the largest number of tourists travel for leisure and recreation, despite the overall decrease in the number of tourists. The study revealed that in Ukraine in 2020 compared to 2019 there is a significant decrease in tourist flows, especially foreign, the indicators of which were previously low. This situation has led to a decrease in the number of tour operators and travel agents serving tourists in the market of tourist services. The directions of work that may be favorable for the exit of the tourism industry of Ukraine from the crisis caused by the spread of COVID-19 were outlined. First, the support of domestic tourism will not allow the decline of tourism in Ukraine in general and will provide a profit for both tourism enterprises and the economy of Ukraine. Secondly, it is necessary to create a balance between the price and quality of tourist services in Ukraine, which will be available to the local population and generate income, which will play an important role in the development of the tourism industry of Ukraine. Thirdly, a special place in the development of tourism today is the observance of sanitary and hygienic conditions and the possibility of less contact between tourists, which will attract the attention of tourists who are wary of the spread of infections. Fourth, in today's conditions it is necessary to actively implement Internet technologies for the dissemination of advertising information, which will contribute to greater awareness of tourists about travel services in quarantine.

The article provides a comprehensive assessment of the current state of tourist and recreational potential and tourist infrastructure of some united territorial communities of Kirovohrad region, in particular Gaivoron united territorial community and Zavalliv united territorial community as an important factor in their socio-economic development. The natural tourist and recreational potential of the cultural and historical mouth and their interrelation for the development of certain types of tourism, which will have the highest chance of development in the study area, are analyzed separately. It is determined that it is important to pay attention to such types of tourism as green rural tourism, extreme types of tourism (rafting, mini-mountaineering, climbing, trekking), cycling, water tourism and event tourism. The state and prospects of development of tourist infrastructure, which is an integral part of tourist and recreational activities in the united territorial communities, including accommodation, catering, leisure, consumer services, transport infrastructure, communications and information support. It was found that the tourist infrastructure in the study area is underdeveloped, especially in rural areas and in places with significant natural potential, which have every chance to develop tourism. Particular attention should be paid to roads that do not meet international standards and negatively affect the development of tourist and recreational activities of the study area. It is established that in order to increase the competitiveness of the tourist product of the united territorial communities it is necessary to reconstruct and improve highways, improve and expand the network of accommodation, food, entertainment, arrangement of tourist and recreational facilities, increase and diversify the network of tourist and excursion routes. tourism, providing the industry with skilled workers, promoting the development of small and medium-sized businesses and conducting effective marketing activities for advertising and communication activities, and most importantly, supporting the development of tourism and recreational activities by the united territorial communities. It is noted that the development of tourism and recreation, and on this basis the improvement of infrastructure, development of small and medium-sized businesses and additional capital inflows to the budget of the united territorial communities, will have a positive impact on their socio-economic development.