Strategic analysis of domestic tourism development in Ukraine

ABSTRACT: The current study aimed at investigating the current situation of domestic tourism industry in Ukraine. Strategic analysis which is presented in this thesis consists of the examination of the importance of tourism sector, determination of structural problems and challenges which industry currently face. Moreover, present study explores the future strategies for further domestic tourism development. This research was designed as a qualitative case study which involves methodology with a particular sample of 20 major tourism experts from public and private sectors with at least 8 years of managerial experience. In order to reach the purpose of the study in-depth open-ended interview questions were conducted. In addition, content analysis method was used to analyze the gathered data. The results of the study revealed that tourism sector is one of the leading sectors for the economy of Ukraine. According to the results of the study tourism industry has a strong competitiveness in the market. However, it was defined that lack of policy and planning, political and economical instability are the major obstacles for tourism development. Finally, the results of this research revealed a number of essential implications for sustainable tourism development in Ukraine. Keywords: Domestic tourism, strategic analysis, tourism development, sustainable, Ukraine. ……………………………………………………………………………………………………………………………………………………………………………………………………………………