Subject. The article investigates the potential of recreational business activity, which is understood as all financial, production, and entrepreneurial capabilities of enterprises in this area. Objectives. The purpose is to assess the recreational opportunities and provide recommendations, using the Greater Yalta case. Methods. The study employs methods of correlation and regression analysis, being the main tools for analyzing the activities of enterprises in the context of seasonality. Results. The paper shows that the reasons for the current state of recreational enterprises are the problem of seasonality. It establishes that these enterprises have a high level of capacity underutilization – about half of their production (54%), financial (53%), and more than a half of their entrepreneurial capacity (66%). To predict changes in the profits of enterprises, the paper identifies a number of measures for resource optimization. Conclusions. To improve the efficiency of recreational enterprises, it is necessary to find ways to optimize resources, in accordance with their business activity, or to increase the volume of activities during the off-season period. The obtained seasonality coefficients can be used in calculating the need for personnel, training, and determining the required minimum, which will be an object of investment in human capital (20%), as well as the minimum amount of all working capital.
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