THE SWOT ANALYSIS IN BUSINESS ACTIVITY PLANNING OF THE TOURISM ENTERPRISE

SWOT analysis is one of the most well-known strategic management tools and is used in practice bytourism enterprises to guide the strategic decision in choosing an option that matches a rational framework.Before managers define their effective strategy to gain a competitive advantage, they need to carefully look atthe situation of the tourism enterprise’s competitiveness, which involves assessing the environmental andorganizational factors which influence the company’s ability to compete. Thus, the tourism enterprise’s offermust be perceived by the consumer tourists as the most attractive from the point of view of the quality and pricepolicy. Through this article, the author argues the need to use the SWOT analysis in the strategic planningactivity of the tourism enterprise to ensure competitiveness in relation to the competitive environment.