ASSESSING THE INFLUENCE OF STAKEHOLDERS ON STRATEGIC DECISIONS OF TOURISM ENTERPRISES IN UKRAINE
DOI:
https://doi.org/10.32782/ecovis/2026-1-13Keywords:
stakeholders, tourism enterprises, strategic management, tourism industry, stakeholder-oriented management, strategic decision-makingAbstract
The article examines the influence of key stakeholder groups on the process of strategic decision-making in tourism enterprises in Ukraine. The relevance of the research is determined by the growing importance of stakeholder-oriented management in the tourism industry, where the effectiveness of strategic development increasingly depends on the interaction between enterprises and various groups of stakeholders. The purpose of the study is to assess the level of stakeholder influence on strategic management decisions of tourism enterprises based on the results of an empirical survey of representatives of the tourism business. The methodological framework of the research is based on an online questionnaire survey conducted among managers and representatives of tourism enterprises. The collected data were analysed using statistical methods, including the calculation of average values, ranking of indicators, and the determination of an integral index of stakeholder influence. The results of the study made it possible to identify the hierarchy of influence of the main stakeholder groups on strategic decisions of tourism enterprises. The findings indicate that customers and business partners exert the greatest influence on strategic priorities, as they directly affect tourism demand and the structure of tourism products. Employees also play an important role due to their contribution to service quality and organisational performance. At the same time, institutional stakeholders, including public authorities, local communities and investors, currently demonstrate a comparatively lower level of influence on strategic decisions of tourism enterprises. The scientific contribution of the study lies in improving the conceptual approach to assessing stakeholder influence on strategic management decisions in tourism enterprises. The practical significance of the results consists in the possibility of applying the stakeholder-oriented approach to enhance strategic management processes, strengthen cooperation with key stakeholders, and improve the competitiveness of tourism enterprises.
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