DRIVERS FOR DEVELOPING ORGANIZATIONAL AND CULTURAL RESOURCES IN THE STRUCTURE OF THE RESOURCE POTENTIAL OF THE INTERNATIONAL TOURISM BUSINESS

Abstract

The conducted research allows to identify the key directions of corporate management development in the international tourism business, among which is the development of organizational and cultural resources in the structure of business resource potential. The main research methods in the study of the genesis of the concepts of "organizational culture", "resource potential", "international tourism business", screening of the tourist market, made analysis and synthesis; We deduced and defined the concept of "organizational and cultural resources of international tourism business" by deduction. As a result, it was determined that the dynamic pace of international business development, the globalization of world tourism markets, the change of employer and employee relations systems and means, as well as between the organization and the client, the rapid growth of competition necessitated the restructuring of international business management systems by increasing the efficiency of using its resources. Considering the place and role of tourism in society, a number of tendencies that precede the development of organizational and cultural resources of the international tourism business were highlighted. Among them were macroeconomic: development of the tourism industry and significant contribution to the GDP of the countries of the world, geopolitical tendencies to blur the borders, development of the tourism and entertainment industry, enlargement of business, development of digital and information and communication technologies. But microeconomic: crisis of existing management systems, development of managerial thought and accumulation of knowledge base on effectiveness of influence of organizational culture on business activity, etc. Such trends represent the driving force behind the development of organizational and cultural resources, among which economic, technological and social drivers have been identified. The results of the work gave grounds to assert that the development of organizational and cultural resources of the international tourism business is relevant in the current state of the international tourism market and the issue requires further study and detail of the process, development of systems and methods of analysis and evaluation of efficiency, taking into account the peculiarities of the industry.