The features of small and medium business in Ukraine require an integrated approach to sustainability management, which includes taking into account the positions of key stakeholders and their resource contribution to business activities. The main guideline in sustainability provision is the detection and scanning of social requirements, as well as adequate and timely response to the stakeholders’ requests. The purpose of the research is to monitor the level of imbalance of resource exchange between small and medium business and its key stakeholders in the regions of Ukraine. The following methods were used in the research: focus groups survey, statistical generalization, correlation-regression analysis, linear modeling, and graphical method. Based on the results of modeling the resource interaction of small and medium business with the main stakeholders, the vectors of the "ideal" and "real" resource exchange structure were constructed. The difference in the structures of these vectors reflects the imbalance of the existing resource exchange in the system, which can be expressed by the ratio of imbalance. The smaller the value of this ratio, the more balanced is resource exchange. It is proved that small businesses have an increased need for strong personal relationships with the local community and authorities. It is important for companies to identify the importance of stakeholders according to their resource contribution. To form a strategy of sustainability it is necessary to understand which of the stakeholders’ groups make the greatest contribution to the imbalance between the "ideal" and "real" resource exchange structure. The study shows that social responsibility is important not only for the internal policy of the business entity, but also when interacting with external environment, with stakeholders, both private and government, business partners. Only a responsibility for own and partner activities at each stage of communication can guarantee further synergy of results. Regional features of social development processes require appropriate measures of administrative regulation aimed at creating appropriate conditions for stimulating the social activity of small and medium businesses. The main direction of development of the modern regional development strategy is the priority of public needs.
Purpose – to identify trends in Ukraine's tourism enterprises' external environment to increase their competitiveness and stability in the relevant industry market.
Design/Method/Approach of the research. Theoretical generalization, method of abstraction, expert assessments, PEST-analysis, factor analysis, graphical method.
Findings. The research studies the changes in the external environment of tourist enterprises during the pandemic crisis. The critical factors of such enterprises' external environment are revealed based on considering their importance and the influence direction on the competitiveness of tourist business units. The paper covers the most significant negative and positive trends of changes in Ukraine's tourist enterprises' external environment. The authors provided recommendations for strategic planning of tourist business units' competitiveness.
Practical implications. The research results allow identifying areas for increasing the competitiveness of national tourism enterprises and effectively adapting to the external environment's transformations during the crisis in the globalized social and economic space.
Originality/Value. Based on the expert assessment, the authors proposed an expanded factors list of the external environment of national tourism enterprises, which, in contrast to the existing ones, consider the crisis's negative consequences. PEST-analysis clusters of environmental factors allowed to identify with a significant positive or negative impact on the competitiveness of tourism enterprises.
Research limitations/Future research. The research results provide a basis for further study of the external macro- and micro-environment of tourism enterprises at the local, regional, and national levels. And for element-by-element SWOT-analysis of tourism enterprises during the pandemic crisis.
Paper type – theoretical.
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