Peculiarities of management of strategic alliances in the field of tourism

Abstract

The article defines the essence of strategic alliance as a form of partnership. Motives of strategic alliances formation are defined. Theoretical approaches to the definition of the essence of strategic alliances are studied. The article outlines competitive advantages characteristic of integrated tourism structures in the context of the following areas: managerial, financial, resource, marketing, and social. The types of relations arising in the course of the strategic entities activity meant to ensure the effectiveness of the tourism industry are characterized, and the problems of participation of Ukrainian tourism enterprises in international strategic alliances at the present stage are described. It is determined that each of the identified problems makes a certain impact on the functioning conditions of the integrated tourism structures. According to the results of the evaluation, all the problems were divided into three groups: the most important problems that have a significant impact on the development of integration processes, the problems of medium impact and insignificant problems. The article grounds the mechanism of complementary management in the management system of tourism enterprises – members of the strategic alliance. It is pointed out that in order to strengthen the management efforts of the participants to the corporate system of complementary management, its implementation should take place at the following levels: corporate level, business level and functional level of service.