Abstract:
The modern Ukrainian tourist market of services with its inherent unstable micro- and macro-environment forces the managers of enterprises of the hospitality industry to form real prospective opportunities of enterprises, that is, to determine the potential. For successful management, enterprises in the hospitality industry need to balance their capabilities and potential. This will improve competitors' positions on the market and increase the competitiveness of services. It is worth noting that the level of development of the hospitality industry is an individual business card of any country in the international tourist space and is an indicator of the socio-economic and cultural development of the state. That is why the development of hospitality industry enterprises is an important component of the process of integration of the Ukrainian tourism business into the European market
