Abstract

The article considers franchising as a tool for market penetration and presence on it and also provides its main advantages, in tourism and hospitality sector in particular; examines the role of franchising for tourism enterprises within the contemporary economic system; pays attention to organizational culture as a factor of franchising development in the travel industry ("TUI GROUP" case study). On the basis of employee survey the key problems are revealed associated with neglecting the importance of organizational culture formation and recommendations on overcoming these problems are offered.