METHODOLOGY FOR ASSESSING THE LEVEL OF COMPETITIVENESS OF A TOURIST DESTINATION THROUGH THE DEVELOPMENT OF BUSINESS TOURISM

The article is devoted to current issues of determining promising methods for assessing the competitiveness of tourist destinations, taking into account the influence of the factor of business tourism development in the context of digitalization. The purpose of the study is to develop a methodology that involves not only a qualitative description of the competitiveness of the destination, but also its quantitative assessment using a wide system of indicators and evaluation criteria that involve the use of a five-point assessment scale. The main research methods were: system analysis, factor modeling, comparative analysis. The author's methodology is based on the additive factor model. The study presents a detailed description of the indicators for assessing the level of competitiveness for the element «Competitiveness of service providers in the destination», and highlights the distinctive features of the proposed methodology for assessing competitiveness from existing options in domestic and foreign scientific literature. The results obtained as a result of applying the methodology can be used for strategic planning of the development of tourist destinations, economic forecasting of the main indicators of the development of tourist destinations and the business tourism sector, taking into account the main factors influencing the tourist destination and the business tourism sector. The findings obtained from the assessment of the competitiveness level of a tourist destination can be used to justify strategies for the development of the tourism and hospitality industry at the regional level, business strategies of entrepreneurial structures from the point of view of taking into account the influence of the business tourism factor on the competitiveness of service providers in the destination.