The content and structure of entrepreneurial potential in tourism

The paper outlines basic theoretical principles of economy and entrepreneurship in tourism and on this basis the understanding of entrepreneurial potential for market participants of a tourism product is given. Entrepreneurship is a form of industrial and commercial activity in the spheres of production, trade and services, aimed at generating income. On the other hand, entrepreneurship can be defined as business activity under legally permitted economic freedom, private initiative and enterprising. At present there is a fairly advanced scientific direction on the basis of which travel agencies and companies operate. Specified direction includes such disciplines as a general theory of tourism, competition in the market of tourist services, pricing of tourist services, controlling tourism, the concept of TQM - «Total Quality Management" in tourism, project management in tourism and others. Much attention is paid to training for entrepreneurship in tourism. This article proves the position, according to which one of the most important factors of entrepreneurial potential is innovation potential of tourist enterprises. Another factor of entrepreneurial potential is the sustainability of a tourist company in the market of tourist products. The author considers a key part of marketing which is advertising. There are many definitions for advertising, but what is important for a tourist is that advertising is information aimed at encouraging the buyer wishes to purchase this particular tourist product of the quoted price. In addition, the author reveals the principle of targeting the main features and characteristics of business in modern economy, features of entrepreneur, as well as the life cycle of the tourism product as a commodity. The work is intended for practitioners - managers and specialists in the field of tourism, and is recommended for students studying economics and entrepreneurship in tourism industry.