Factor Model of the Significant Factors in the Macro Environment of Tourism Enterprises
The article is aimed at developing of a factor model based on significant factors in the macro environment of tourism enterprises. In the article the evaluation and analysis of the factors in the macro environment of tourism enterprises are conducted using the principal components method. The actuality of registration of the macroenvironment factors influences for the purpose of the effective operation of tourism enterprises is grounded. The main types of region\'s potentials are proposed, by which a reliable determination of the most influential factors in the macro environment can be facilitated, among them demographic, socio-economic, infrastructural (common and recreational), natural-ecological, historical and cultural factors. Using the correlation analysis a preliminary selection of the most influential factors in the macro environment is carried out. By using the principal components method the reduction of the influential factors in the macro environment is conducted and formation of the latent, principal components with the important elemental composition is grounded. Based on the calculated coefficient of the information content of the principal components, the interpretation with such content as «development of the material base of tourism», «paying capacity of the consumers», «marketing network of the tourist enterprises» is accomplished. With consideration for the obtained results a factor model of the significant factors in the macro environment with minimal loss of the information content was developed.