| Summary: | The aim of the article is the formation of methodological instruments to define the structure and evaluation of innovative potential of tourist enterprises at different levels of its demonstration.In the process of study the following general scientific methods of cognition were used: economic and mathematical and imitation modelling, multivariate statistical analysis. The author substantiated the structure of a tourist enterprise potential, within the structure of which reputational, client, tourist, intellectual, communicative potentials where marked out, improved the method of estimating the potential by evaluating its effectiveness and value, as well as maturity of innovative perception of organization. Multidimensionality of disparate assessments were consolidated into a single formalized instrument. Besides, in the study the part of immaterial resources of an enterprise was highlighted, their role in shaping the market value of travel business entity was defined.As a result of the research the mechanism of evaluating the effectiveness of innovative potential of tourist enterprises was substantiated including its immaterial component, modelling the processes of innovative development. The assessment of intellectual resources of tourist enterprises was analysed on the example of the leading enterprises in the industry (representative of multinationals, large national tour operators) and structured in the following way: innovative market demand, new technologies, new integration and consolidation processes, the effectiveness of informational interaction of tourism market participants.The tools for assessing the impact of immaterial resources on enterprise activity was developed, the parameters of their evaluation taking into account the value and effectiveness of intellectual, reputational and communicative potentials, the levels and opportunities of attracting tourist potential were determined.The usefulness of the paper consist in the application of resource potential of a tourist enterprise in its innovative development.
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