Abstract:
The objective of this study was to explore theoretical and practical
basis of improving the process of the financial potential management of tourism
enterprises. In the conditions of pandemic and post-pandemic time, the tourism
industry of Ukraine and other countries of the world faces many new challenges,
including the preservation and use of its financial potential. Based on the finan cial statements of 12 tourism enterprises, the financial potential of the business
entities of the industry has been assessed, and regression analysis methods have
been applied to the financial resources that form this potential. After carrying out
correlation and regression analysis of own capital and main indicators of finan cial potential of tourist enterprises, a high degree of interdependence has been
revealed. With the developed “Matrix of Strategic Benchmarks for Strengthening
the Financial Potential of Tourism Enterprises”, industry entities can assess their
financial security and potential, as well as ways to improve them. Based on the
results of the activity of the examined tourism enterprises, the effectiveness of
strategic benchmarks for strengthening the financial potential in the context of
three groups of indicators was tested: indicators of financial security, financial
independence and financial stability.
