Abstract
The article studies a strategic approach to improving the processes of change and quality management in the tourism industry, which is considered a key factor in ensuring the sustainable competitiveness of enterprises in the dynamic environment. It has been determined that the ability of travel companies to adapt to the impact of economic crises, the introduction of technological innovations and changes in consumer preferences is a determining factor in their success. The influence of the integration of modern management solutions, in particular the introduction of innovative technologies and quality standards, on the harmonisation of interaction between a travel company’s internal and external systems is analysed. The efficiency level of implementing a systematic approach is determined, which considers the relationship between the management subsystem responsible for strategic management and the managed subsystem that implements the decisions made through operational processes. A model of comprehensive situational analysis has been developed that combines internal and external assessments to identify key areas of development and proposes integrating modern management methods and technologies to achieve sustainable development. A regression model has been created to assess the impact of individual partial indicators on the formation and development of processes in a travel company. The obtained desirability equations provide an instrument for determining the degree of adaptability of a company to changes in the external environment.
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