Analysis and Assessment of the Competitive Potential for the Development of Cultural Tourism Entities

Abstract

The competitive potential for tourism development is a complex of resources, opportunities, and advantages that enable tourist destinations, enterprises, and organizations to function effectively in the tourism services market. It determines the ability to attract and retain tourists while ensuring economic, social, and environmental sustainability. Cultural tourism is one of the key segments of the industry, contributing to regional economic development, the preservation of cultural heritage, and the formation of a positive national image. For the sustainable development of cultural tourism entities, it is essential to assess their competitive potential and identify the key factors influencing their competitiveness. An analysis of recent studies shows that researchers focus on various methodological approaches to assessing the competitive potential of cultural tourism entities. They propose comprehensive strategies that include market factor evaluation, economic performance analysis, digitalization levels, and socio-economic factors. Special attention is given to the implementation of advanced technologies, marketing strategies, and the improvement of management processes in the tourism sector. The current state of cultural tourism development in Ukraine is characterized by significant opportunities as well as certain challenges. Despite a rich cultural heritage, inadequate infrastructure, limited financial resources, and a low level of digitalization remain key problems. However, over the past five years, the dynamics of change in cultural tourism development have been significantly influenced by the COVID-19 pandemic and military actions, while also demonstrating a gradual recovery of domestic tourism. Assessing the competitive potential of cultural tourism entities allows for the development of effective strategies aimed at enhancing industry competitiveness. The main directions for increasing competitive potential include the development of unique tourism products, the implementation of innovative technologies, the improvement of service quality and staff training, support for small and medium-sized businesses in the tourism sector, and the expansion of international cooperation. Implementing these measures will contribute to the stable development of cultural tourism, enhance its role in the national economy, and strengthen its position in the international market.