Strategy of Tourism Development for the Middle-Sized Town: From Scenarios to Strategic Maps
A city that does not have a bright tourism brand needs to take special approaches to planning and implementing a tourism strategy. Such a strategy should be an integral part of the overall city development strategy, consider the interests of all stakeholders, have its own vision, scenarios, projects. An intercultural approach from "history to the present", emphasis on different target groups, active partnership with business and community are the basis for formulating an effective city development strategy. The author considers an example of strategy development for Vinnytsia using strategic, project and operational management methods and tools. The directions of analysis and development from vision to real scenarios and vice versa from scenarios to strategic map of development allow to form a real strategy of tourism development. In each direction the main functions of management are considered: planning, motivation, organization, control. The analysis of the overall strategy of the city development revealed the direct and indirect strategic projects that influence the development of tourism. W. Disney's (improved by R. Dilts) technique was used to form a vision for tourism development in the city. The main modern slogan of the development strategy of the Vinnytsia city - "City of ideas" - for tourism strategy has been transformed into the slogans "Tourist city of ideas" and "City of tourist ideas". Each of the directions of the overall city strategy is adapted to aspects of tourism development. Analysis of tourism development strategies of such cities as Zaporizhzhia, Mukachevo, Khmilnyk; a review of scientific articles on tourism strategy development has allowed us to draw on a general outline for strategy development and generate a strategic map using Google software. The analysis of the results of the activities of the the City Marketing and Tourism Department for 7 months revealed some duplications and mistakes in the formation of development goals, lack of differentiation of directions and development of partnership. The author offers rough drafts of vision, mission. In addition, recommendations were made for the City Marketing and Tourism Department. The author proposes to adapt the technology of detailing each of the directions of tourism development in the city and to position each specialist in the strategy map. The result of the research is the proposed methods and draft essays for the formation of tourism development strategy in Vinnytsia.
 Druker, P. 2012. Innovation and Entreneurship. Practice and Principles. Elsevier. 245.
 Kaplan, R.S., Norton, D. R. 2015. Balanced Scorecard Success: The Kaplan-Norton Collection (4 Books) Harvard Business Review Press, 325.
 Harrington, J. and Chathoth, R. K., P., Ottenbacher, M., Altinay, L. 2014, Strategic management research in hospitality and tourism: past, present and future. International Journal of Contemporary Hospitality Management, 26(5): 778-808. DOI: https://doi.org/10.1108/IJCHM-12-2013-0576
 Kovalenko, O. 2018. Techniques for generation and realization of project ideas (paper presented at the annual international meeting Project approach and educational innovations in the context of integration into the European education area: the collection of materials of the international scientific and practical conference (March 21, 2018, Lodz). Poland: Lodz. P. 107-110. Available at: http://ir.lib.vntu.edu.ua//handle/123456789/19985 (in Russian)
 Levytska, I.V., Korzh, N.V., Kizyun, A.G., Onishuk, N.V. 2013. Regional Tourism Development Strategy. Monography. Center for publishing of scientific, educational and methodological publications of VTEI KNTEU, Vinnytsia, Ukraine. 200. (in Russian)
 Mintzberg, H. 1997. The Strategy Concept I: The 5Ps of Strategy. California Management Review.
 Porter, M. E. 2011. Competitive Advantage of Nations: Creating and Sustaining Superior Performance. Free Press. 857.
 The conception of integrated development of the city of Vinnytsia 2030. Available at: https://www.vmr.gov.ua/Lists/IntegratedUrbanDevelopment/Default.aspx
 The marketing research of Vinnitsa tourist attraction was conducted for the first time. Available at: https://www.myvin.com.ua/news/6600-vpershe-provedeno-marketynhove-doslidzhennia-turystychnoi-pryvablyvosti-vinnytsi
 The tourism analytics and statics. Available at: https://www.vmr.gov.ua/Branches/Lists/Tourism/ShowContent.aspx?ID=2
The Copyright Transfer Form to ASERS Publishing (The Publisher)
This form refers to the manuscript, which an author(s) was accepted for publication and was signed by all the authors.
The undersigned Author(s) of the above-mentioned Paper here transfer any and all copyright-rights in and to The Paper to The Publisher. The Author(s) warrants that The Paper is based on their original work and that the undersigned has the power and authority to make and execute this assignment. It is the author's responsibility to obtain written permission to quote material that has been previously published in any form. The Publisher recognizes the retained rights noted below and grants to the above authors and employers for whom the work performed royalty-free permission to reuse their materials below. Authors may reuse all or portions of the above Paper in other works, excepting the publication of the paper in the same form. Authors may reproduce or authorize others to reproduce the above Paper for the Author's personal use or for internal company use, provided that the source and The Publisher copyright notice are mentioned, that the copies are not used in any way that implies The Publisher endorsement of a product or service of an employer, and that the copies are not offered for sale as such. Authors are permitted to grant third party requests for reprinting, republishing or other types of reuse. The Authors may make limited distribution of all or portions of the above Paper prior to publication if they inform The Publisher of the nature and extent of such limited distribution prior there to. Authors retain all proprietary rights in any process, procedure, or article of manufacture described in The Paper. This agreement becomes null and void if and only if the above paper is not accepted and published by The Publisher, or is with drawn by the author(s) before acceptance by the Publisher.