Marharyta Boiko

Unstable external environment, unfavorable market conditions and escalating global competition necessitate developing new management technologies to overcome the disproportionality in the economic systems functioning. The polystructural properties of the national tourism system (NTS), as a significant component of the national economic system, require multisubject management. The mutisubject management process ensures a balanced interplay of its constituent elements and the coherence of economic entities’ interests. Accordingly, the purpose of the article is to study the essence of multisubject NTS management.
It is revealed that multisubject NTS management is the process of forming and developing mutually coordinated and effective interaction of subjects of the public and private sectors, as well as consumers for the consolidated creation of tourism product based on constructive inter-subject communication.
The main groups of entities that have a managerial influence on the national tourism system, that is form multisubject management, are identified. On this basis, the configuration of multisubject NTS management and the structural and logical scheme for coordinating its participants’ interests are proposed. Given the NTS polystructural properties, the definition of the synergistic effect of integrated cooperation in the format of multisubject management is proved. According to the study results, a step-by-step procedure for estimating multisubject management is proposed, which determines the interaction level and the vector of equilibrium of the NTS entities.

The development and implementation of regional tourism development programs in Ukraine require the formation of the information environment for ranking the tourist systems of Ukraine’s regions according to the attractiveness of their investment potential, which determines the purpose of this study. The methods of economic analysis and rating modeling were used to rank regional tourism systems according to their investment potential by determining the integral indicator of the economic and tourist resources of each region. Accordingly, economic indicators are chosen to provide the regions with financial, labor, and production resources; tourism indicators include supply and demand for tourism services, availability of tourism resources, tourism efficiency, as well as tourism accommodation. According to the results of rating and grouping, three groups of regions were formed: the first (the priority in terms of investment potential of the tourist system has the value of the integrated indicator from 72.0 to 94.8); the second (values from 40.2 to 71.0, reflecting the average level of investment potential); and the third (values from 25.0 to 40.1 for regions with low investment potential). The rating of regional tourist systems reflects the development level of their potential; it is an indicator of the effectiveness of its management and information base necessary for management decisions of potential investors. The asymmetry of investment potential of regional tourism systems causes an imbalance in their competitiveness, so implementing regional and national programs will help intensifying their use and equalizing regions’ development.

Acknowledgment
The paper reflects the research results within the study carried out in 2021–2024 at the State University of Trade and Economics at the request of the Ministry of Education and Science of Ukraine “Digital Transformation of Trade, Economic and Tourist Systems of Ukraine,” state registration number 0117U000503, and “Forecasting the impact of the tourist system on the country’s economy,” state registration number 0122U001559.

Global digitalization has led to the formation of a new contour of the economic environment in tourism due to the inevitable and pervasive transformation of socio-economic systems. All this is happening against the background of the synergy of digital and service economies. Therefore, the study analyzes the genesis and world experience of digitalization to determine the areas and advantages of using digital technologies in the tourism business of Ukraine. Systematization, generalization, and surveying were used. Since the main players of the tourism business are tour operators and hotels, and digital technologies are used by entities located in big cities, a survey was conducted among 57 managers of leading tour operators and hotels in Kyiv, Lviv, Kharkiv, and Odesa. The survey was conducted in July 2020–2021 and concerned digital technologies in the business processes. The results showed a dynamic increase in digital technologies, in particular, by an average of 72.2% per year, which reflects their efficiency and dynamics. The leading digital technologies include contactless payments, chatbots, mobile applications, mobile registration, and VR technologies. The data on their 34.6% use as sources of information search, 78.7% as travel planning and organization instruments, and 59.5% as destination orientation instruments are evidence of the large-scale use of digital technologies by foreign tourists. The essence of marketing, economic, innovation, environmental, service, and configuration priorities of digitalization as interdependent drivers for the initiation of the innovation process in tourism has been determined considering the uneven development and fluctuating dynamics of digital technologies.

Acknowledgment
The paper shows the authors’ results within the frameworks of the study, performed in 2021−2022 at Kyiv National University of Trade and Economics at the request of the Ministry of Education and Science of Ukraine “Digital transformation of trade, economic and tourist systems in Ukraine” (state registration number 0121U112231) and “Forecasting the impact of the tourism system on the country’s economy” (state registration number 0122U001559).