Subject. This article discusses the issues of improving the tourism product attractiveness and the importance of the tourism industry in improving the quality of life of the region's population. Objectives. The article aims to develop tools to identify the strengths and weaknesses of regional tourism clusters, and to formulate recommendations to improve competitive positions. Methods. For the study, I used the expert assessment and survey methods. Results. The article proposes the author-developed methodology for comprehensive assessment of the competitiveness of tourist areas, based on the consideration of objective statistical data and consumer opinions of tourism services. As well, it highlights the main indicators determining the region's competitiveness in tourism. Relevance. The results of the study can serve as a basis for developing strategies for regional tourism development.
Keywords: competitiveness, development of region, tourist product, regional tourism, competitive advantage
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