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підприємство на аграрному ринку Запорізької області: економічний аналіз діяльності та діагностика розвитку. Сьогодні сільське господарство України зазнає кризи та стагнації. Показники його розвитку в багатьох підгалузях спадають. Це положення повністю стосується більшості регіонів, зокрема Запорізької області. Його аграрна галузь здатна гарантувати необхідний рівень самозабезпечення основними сільськогосподарськими культурами. У статті проведено організаційно-економічний аналіз функціонування фермерського господарства. Досліджено стан та ефективність використання ресурсів. Проаналізовано його виробничі можливості та фінансово-економічні показники господарювання. Проведено інтегральне оцінювання ефективності використання ресурсного потенціалу та діагностику конкурентоспроможності. Запропоновано загальні напрями його розвитку як невід'ємної складової частини розвитку аграрно-підприємницької галузі регіону. Ключові слова: аграрне підприємництво, регіон, фермерське господарство, економічний аналіз, ефективність виробництва, конкурентоспроможність, галузь, розвиток. Краснодед Т.Л., Бакина Т.В. Современное предприятие на аграрном рынке Запорожской области: экономический анализ деятельности и диагностика развития. Сегодня сельское хозяйство Украины переживает кризис и стагнации. Показатели его развития во многих подотраслях падают. Это положение полностью касается большинства регионов, в частности Запорожской области. Его аграрная отрасль способна гарантировать необходимый уровень самообеспечения основными сельскохозяйственными культурами. В статье проведен организационно-экономический анализ функционирования фермерского хозяйства. Исследованы состояние и эффективность использования ресурсов. Проанализированы его производственные возможности и финансово-экономические показатели хозяйствования. Проведены интегральное оценивание эффективности использования ресурсного потенциала и диагностика конкурентоспособности. Предложены общие направления его развития как неотъемлемой составляющей развития аграрно-предпринимательской отрасли региона. Ключевые слова: аграрное предпринимательство, регион, фермерское хозяйство, экономический анализ, эффективность производства, конкурентоспособность, отрасль, развитие. Krasnoded Tetiana, Bakina Tetiana. Modern enterprise in the agricultural market of Zaporozhe region: economic analysis of activity and diagnostics of development. Agricultural entrepreneurship has always occupied a significant place in the structure of agriculture in Ukraine. This is facilitated by natural and climatic conditions and economic and geographical circumstances. Unfortunately, in the context of economic reform and changes in the nature of property relations in recent decades, agriculture is experiencing a crisis and stagnation. Indicators of its development in many sub-sectors are declining, especially in animal husbandry. Productivity and production volumes are declining, which in turn affects the efficiency of agricultural production. Many farmers survive only at

The tourism industry is an industry with a high level of competition. An enterprise that operates in the tourism sector needs to ensure a stable competitive advantage. Such a competitive advantage can be the human capital of the company. The article proposes a reproduction model of the human capital of a tourist enterprise from the point of view of the motivational mechanism. The model includes the following structural elements: the first is the production of human capital as a stock of social needs; the second is the accumulation of human capital as a stock of individual needs and abilities; the third is the use of human capital as a stock of abilities and the formation of needs for further investment; the fourth is the presence or absence of an individual effect from the use of human capital; the fifth is the new investment of human capital as the accumulation of a stock of abilities for further reproduction or the lack of motivation for a new investment in human capital.

The relevance of the study of issues in the context of tour operator activity is determined. Important issues of formation and promotion of the tour as the main component of tourist products are considered. A tour project is presented and an algorithm for creating a tourist product for several days for a specific tourist destination is demonstrated. The mechanism for determining the cost of a tour is revealed, which includes the cost of accommodation, meals, travel, excursion services and entertainment, support, insurance and other additional services provided to consumer tourists within the framework of a tourist project. At the same time, a mechanism for calculating individual elements of the tour price is presented. The method of calculating the company's profit and economic efficiency from the sale of the tour is revealed. General marketing directions in tourism are also proposed, which can be used to determine the preferences of tourists, present and promote almost all tourist products.

It is determined that the cluster approach is a necessary tool for creating the spatial development of the world's tourist regions, and the focus on the formation of competitive advantages of tourist clusters will lead to the production of creative innovative tourism products. The study examines the competitiveness index according to a set of indicators, which are grouped into four subindexes – environmental friendliness, public policy and the creation of favorable conditions, infrastructure, natural and cultural resources. A cluster analysis of the factors that create the regional potential of clusters in the tourism industry of the European space has been carried out. The features of the competitive environment in the tourism services market and its impact on the competitiveness of economic entities of the tourism industry are considered. The number and composition of tourism clusters in the EU member states is demonstrated. With the help of cluster analysis and audit, more competitive tourist clusters of the European space have been identified. A correlation analysis was carried out between the general competitiveness index of the EU member states in the field of travel and tourism and its subindexes. The results of this analysis confirm the existence of a direct relationship between these components. In order to characterize tourist clusters and determine the degree of development of their tourism potential, the process of combining clusters by the Ward method and the K-means method was used, which made it possible to determine various levels of competitiveness of the travel and tourism sector. The forecasting tool is applied by the method of extrapolation of market trends and indicators. The forecast efficiency of the development of the regional potential of tourist clusters is calculated using the growth rates of the final product. As the main indicators of forecasting, such indicators as the growth rate of national income, the rate of dynamics of visits to tourist sites and recreation in the country, the parameter of the degree of labor intensity, labor productivity growth, the parameter of the degree of capital intensity, the growth of capital return are selected.