The Impact of the Macro Environment on the Development of the Tourism and Hospitality Industry

The article presents an analysis of the impact of external factors on the activities of enterprises within the hospitality industry, based on a survey conducted among managers of tourism organizations. The most important strategic decisions of any enterprise or organization are made on the basis of an analysis of the surrounding environment, the macro-environment, with which the company maintains constant interaction. In this regard, under the current political and economic conditions, and taking into account the specifics of the hospitality industry, assessing the impact of external factors represents a highly relevant issue. External factors affect a tourism enterprise at both the macro-environmental and micro-environmental levels. The micro-environment is characterized by closer interaction with business structures, as it is directly connected to the activities of consumers, competitors, suppliers, partners, etc. Unlike the micro-environment, the organization’s activities do not influence the macro-environment: it cannot change the nature and content of such influencing factors as political, economic, socio-cultural, and technological conditions.