ADJUSTMENT OF THE DEVELOPMENT STRATEGY OF RECREATIONAL ENTERPRISES
Abstract
The purpose of the study is to substantiate an updated algorithm for the development strategy of recreational enterprises as a comprehensive strategic management tool capable of ensuring sustainable development and improving operational efficiency under conditions of an unstable and dynamic external environment. Research methodology. The study applies system-based and process-oriented approaches to the formation of development strategies, as well as methods of multivariate statistical analysis, in particular principal component analysis (PCA) and the entropy method for determining indicator weight coefficients. To substantiate managerial decisions, scenario analysis is employed, taking into account the probabilities of optimistic, baseline, and crisis scenarios, along with methods of integrated assessment and monitoring of key performance indicators (KPIs). Results. It is substantiated that the improved algorithm of the development strategy for recreational enterprises, supplemented with regulatory decision-making mechanisms, enhances the flexibility of strategic management and ensures timely adaptation to changes in market conditions, consumer behavior, economic instability, and competitive pressure. It is proven that the combination of PCA and entropy-based methods enables a more accurate assessment of the impact of individual indicators on overall enterprise efficiency and facilitates the identification of key influencing factors. It is established that adjusting weight coefficients and the integrated indicator based on updated data increases the reliability of assessing the current state of enterprises. The study demonstrates that the application of scenario analysis and modeling of changes in the integrated indicator under different scenarios improves the soundness of strategic managerial decisions. The feasibility of adapting the KPI system to new market priorities, including customer orientation, innovativeness, and environmental responsibility, is substantiated. Practical significance of the research results. The practical value of the obtained results lies in their applicability by recreational enterprises for developing and adjusting development strategies, improving resource management efficiency, diversifying revenue sources, and strengthening competitive positions. The proposed algorithm and analytical toolkit can be applied in the operational practice of recreational enterprises as well as in regional strategic planning processes.
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