Ways to increase the efficiency of managing potential of the tourist enterprise

Abstract

The paper generalizes the essence and identifies the features of potential management of a tourist enterprise. A study of the current state of use of the potential and efficiency of development of tourist enterprises of Ukraine. The analysis of factors of influence on formation of potential of development of the enterprises of tourist branch of Ukraine in the conditions of pandemic COVID-19 is carried out. Development of directions of improvement and increase of efficiency of management of potential of development of the tourist enterprises of Ukraine is presented.