The objective of the article is to analyze at a theoretical level public marketing in the tourism sector and its impact on business development. After the COVID-19 pandemic, everything indicates that tourism is positioned as a profitable business that has the capacity to boost the development of different dimensions of the economy, hence most advanced countries have developed a tourism marketing policy to promote their different natural, cultural, infrastructure and recreation options. Methodologically it is a documentary and analytical research. The results obtained allow us to conclude that a good marketing strategy is essential when it comes to attracting investments and tourists; however, this strategy is not standard, but will depend on the capacities, resources, hotel infrastructure and, of course, the interests and business development plans of each country. Moreover, the most appropriate way to assess the success or failure of public marketing, that is, that developed by the State and its institutional framework, is to analyze, through concrete empirical evidence, the results of this propaganda strategy with a model very similar to that used in the field of public policy evaluation in general.
Introduction. Modern post-coronavirus conditions of economic development indicate that one of the strategic prospects for sustainable development of Ukraine's regions is the further spread of the progressive global trend “Industry 4.0”, including industrial clusters. Clusters, as new forms of spatial organization of production, characterized by powerful mobilization opportunities and high competitiveness in global and national markets are recognized as important elements in the development of regional innovation ecosystems. They play an important role in promoting the shift and development of industrial parks. Therefore, cluster issues are relevant in all its manifestations, including at the level of research on the genesis of cluster theory from its inception to the formation of the modern (“classical”) variant. Purpose. The aim of the article is to analyse the genesis and evolution of the theory of economic clusters from the XVIII century (stage of origin, which is associated with the ideas of J. Tunen) and the 90s of XX century (emergence of modern cluster theory – M. Porter). Research methods. The article used the historical method, logical-abstract, methods of analysis and synthesis. Results. The article emphasizes that the concept of “cluster” is inherent not only in economics. A thorough analysis of economic scientific sources gives grounds to claim that the first developments in cluster theory can be traced in the works of economists of various fields and schools. However, most researchers believe that the founders of cluster theory were J. Tunen and A. Marshall. In its modern form, cluster theory began to take shape in the 80's and 90's of the XX century. The ancestor of cluster theory is considered to be the famous American scientist M. Porter. It was found that M. Porter in his research uses several approaches to the interpretation of the concept of “cluster” – geographical, network, synergistic and so on. It is established that the essence and content of cluster theory M. Porter reveals through the model “Diamond”, which includes four interrelated components: factor conditions; state of demand; related and supporting industries (clusters); strategy, structure and rivalry of the firm. It is determined that the development of industrial clusters (according to M. Porter) is significantly influenced by the public and private sectors, social structure, initiatives related to the activities of the industrial cluster. The advantages and disadvantages of P. Porter's cluster theory are determined and the model of an industrial cluster is developed. Conclusion. The analysis shows that cluster ideas among scientists appear in almost all economic fields and schools, regardless of the historical period of their existence. The advantages of this form of association were known in the early twentieth century. It is established that the founder of modern cluster theory M. Porter during its creation on the basis of the concept of competitive advantage, generated different approaches and theoretical achievements of economic scientific thought (primarily spatial, innovative and network scientific theories). An important aspect of M. Porter's industrial cluster model is the synergetic effect, based on which industrial clusters through economic means (productivity, innovation, new business creation), affect competitiveness, which ultimately ensures the development of the state economy.
У статті виконано ґрунтовний та комплексний аналіз інституціонально-інституційного середовища, в якому відбувається діяльність підприємств харчової промисловості в Україні. Охарактеризовано нормативно-правову базу та міжнародні стандарти, що забезпечують функціонування підприємств харчової промисловості України (Конституція України, загальні та спеціальні Закони України, що регулюють відносини у харчовій промисловості, підзаконні нормативно-правові акти, система HACCP тощо). Досліджено макрорівневу інституційну систему регулювання сфери безпечності та якості харчових продуктів, а також інституційну систему державного контролю у сфері виробництва та обігу харчових продуктів. Встановлено, що важливим компонентом інституціонального забезпечення діяльності підприємств харчової промисловості є інститут санітарних заходів безпечності харчових продуктів та інститут гігієнічних вимог, визначено їх сутність та основні складові. Розроблено модель інституціонально-інституційного забезпечення діяльності підприємств харчової промисловості України.
кандидат наук з державного управління, старший викладач кафедри економіки управління та адміністрування Мелітопольського державного педагогічного університету імені Богдана Хмельницького Сальнікова Марина Вікторівна викладач-стажист кафедри економіки, управління та адміністрування Мелітопольського державного педагогічного університету імені Богдана Хмельницького
кандидат наук з державного управління, старший викладач кафедри економіки та туристичного бізнесу Мелітопольського державного педагогічного університету імені Богдана Хмельницького Карпенко Н.М. кандидат наук з державного управління, доцент, доцент кафедри економіки та митної справи Національного університету «Запорізька політехніка»
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