Evolution of views on the transformation of competitive potential the tourism industry

The available theoretical experience in the field of existing theories regarding the development of the tourism industry and ensuring its competitiveness was studied. The approaches and evolution of the theory of the tourism industry are analyzed. Since the declaration of martial law in Ukraine, the situation in the field of tourism has changed significantly. The destruction of the tourist potential of certain regions of the state led to the collapse of tourist industry facilities, the loss of their potential opportunities to provide tourist services and relocation to safer regions. Thus, the tourism industry needs transformation and new approaches to ensure its competitiveness in the conditions of martial law and in the post-war period. The core of the theory of the tourism industry is the concept of localization of places of tourist flows, the model of the tourist destination "6A", the model of the interpretation of the cycle of the evolution of the tourist region, the model of the organization of the market of rural tourism services, the model of the development of tourism based on regional tourist complexes, the model of the development of the tourism industry according to the level of development of the market, the concept of state policy in the field of resort affairs, the concept of state influence on the development of the recreational sphere of the region. In accordance with the theory of the evolution of the tourism industry, the conducted research made it possible to single out such conceptual foundations of the transformation of the competitive potential of the entities of the tourism industry as: the synergistic effect of the interaction of the elements of the tourism system, environmental safety, reproductive processes in the field of the tourism industry, public-private partnership. The purpose of the article is to study the evolution of views on the transformation of the competitive potential of the tourism industry theory. Analysis of the theory of the tourism industry has a significant contribution to its development, ensuring its competitiveness at various levels of management. This theory will become one of the key ones in determining the basic postulates of the functioning the model of formation and development of the competitive potential the tourism industry subjects.