MULTI-CRITERIA APPROACH FOR DEVELOPING STAKEHOLDER-ORIENTED STRATEGIES IN TOURISM ENTERPRISE MANAGEMENT

This study develops a stakeholder-oriented strategy for tourism enterprise management using a multi-criteria decision-making approach. The research focuses on evaluating and prioritising stakeholder preferences to align enterprise objectives with their expectations. Conducted in a prominent tourism region in Ukraine, the study identifies primary and secondary stakeholder groups, including employees, investors, local government representatives, tourists, and local communities. Data collection combined semi-structured interviews with 20 primary stakeholders and a survey of 150 participants from all stakeholder groups. Using the Analytic Hierarchy Process (AHP), the study prioritised four dimensions of impact: economic, socio-cultural, environmental, and operational. Economic impacts, particularly investment opportunities and job creation, emerged as the most critical. Socio-cultural dimensions, such as cultural preservation, followed, while environmental and operational impacts ranked lower in stakeholder priorities. The findings offer a practical framework for integrating diverse stakeholder perspectives into strategic planning, ensuring alignment with enterprise goals and sustainable development principles. This research contributes to stakeholder theory by demonstrating the applicability of AHP in tourism management and providing actionable recommendations for enhancing stakeholder engagement. Future research should explore longitudinal changes in stakeholder preferences and the incorporation of advanced decision-making models to refine prioritisation processes.