Features of franchising expansion into the Ukrainian tourist market

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Abstract
Purpose – to differency in the franchise model implementation by tour operators in the European and Ukrainian markets. Design/Method/Approach. A theoretical approach is based on generalization, system and comparative analysis, content analysis, statistical, and graphical and tabular methods. Findings. The research characterized business franchising models of the largest multidisciplinary tour operators of mass tourism in Ukraine. The general conditions of performing tourist activity on the principles of business franchising for travel agencies are determined. The authors clarified the differences between business franchising models in the European and Ukrainian markets. The mechanism of business multiplication and cooperation of opportunities aimed at promoting a tourist product on the target market defines the franchising. Originality/Value. The scientific novelty is to clarify the tourism activities conditions on a franchise basis in Europe and, in particular, in Ukraine, highlighting the franchise model features of the European business that are in a clearly defined vertically integrated management structure, strong national marketing management, corporate business support, longterm franchise agreements, and effective franchise system. Practical implications. The research practical results significance lies in travel agencies' possible application in deciding to join the franchise network and tour operators in addressing projected business risks diversification. Research limitattions / Future research. Due to the economic crisis in the tourism business, further research promising area is to find ways to stabilize the network business in tourism. The change in the financial condition of travel agencies after franchisee status obtain or termination is of interest. Paper type – theoretical
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Archival date: 2020-11-23
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2020-11-23

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