THE IMPACT OF THE EXTERNAL ENVIRONMENT ON THE STRATEGIC PLANNING OF A TOURISM ORGANIZATION IN THE CONTEXT OF ITS COMPETITIVENESS

Abstract

The article examines the impact of the external environment on the strategic planning process of tourism organizations in conditions of global economic turbulence and dynamic market transformations. It is substantiated that the effectiveness of strategic decisions largely depends on the ability of enterprises to identify and assess macro- and microenvironmental factors that shape opportunities and threats to their long-term development. Particular attention is paid to political, economic, socio-cultural, technological, environmental, and legal determinants that influence the functioning of tourism businesses and require the formation of adaptive management approaches.

The study systematizes key tools of strategic analysis, including PESTEL, SWOT, and Porter’s Five Forces model, and proves the expediency of their integrated application for developing flexible and scenario-based strategies. It is determined that traditional static planning models are losing their effectiveness under conditions of high uncertainty, while adaptive and cyclic strategic planning ensures the timely revision of goals, key performance indicators, and tactical measures. The proposed approach combines analytical, scenario, and adaptive blocks, which allows tourism organizations to respond promptly to external challenges, minimize risks, and use emerging market opportunities.

Special emphasis is placed on the role of risk management, stakeholder analysis, and corporate social responsibility in strengthening the competitive positions of tourism enterprises. It is argued that systematic monitoring of the external environment, digital analytical tools, and the formation of partnership networks contribute to the sustainability and resilience of tourism organizations. The practical value of the research lies in the development of methodological recommendations for integrating external environment analysis into strategic management systems in order to increase competitiveness and ensure sustainable development in a volatile market environment.