ТЕНДЕНЦІЇ РОЗВИТКУ РИНКУ ТУРИСТИЧНИХ ПОСЛУГ ТЕРНОПІЛЬСЬКОЇ ОБЛАСТІ

The influence of tourism on the economy of Ternopil region is investigated. Throughout its economic history, tourism decisivly has the reputation of the specific sector dynamically developing in the service industries and is increasingly becoming the prominent one in the world economy in terms of capital turnover, employment, exports of services, and as a source of income for national budgets.Tourist services consumption level is one of the important indicators of life qualityf. The impact of tourism on the economy of Ukraine and the economy of Ternopil region is quite noticeable, since while travelling the tourists consume various goods, use services supporting the pumping up local budgets. It is proved that Ternopil region has favorable geopolitical location, historical and cultural resources, has considerable recreational potential, has developed tourist infrastructure, despite the fact that the region is one of the smallest in Ukraine, with an extremely large number of cultural heritage monuments and nature conservation fund. The basic approaches to the process of analyzing the tourist services market are generalized. At present, the tourist services market has decreased its activity, so advertising is becoming one of the factors that contribute to balance the situation and become the mechanism for tourist flows growth resulting in intensive development of domestic and foreign tourism, as Ukraine has sufficient natural potential for tourism and recreational resources and is able to become a country with developed tourism industry. But the lack of monitoring the effectiveness of advertising campaigns or individual media in many tourism enterprises, decentralized management methods weaken the creativity of advertising and its addressing to the target consumer, resulting in lack of the enterprise planned growth in particular and slow down the development of tourism industry as a whole. [ABSTRACT FROM AUTHOR]