Özet:

Theoretical and applied principles of implementation of uniform requirements on all stages of the creation and implementation of tourist services, as guaranteed by international regulation and development of universal mechanisms to guarantee appropriate standards are considered in the article. A special attention is focused on the analysis of different approaches defining the quality of tourist services, information saturation and support. It is determined that an important aspect of institutional change is the improvement of the base, the supporting organization of the tourism market development, maintaining market equilibrium, the penetration of the national market to the international market of tourist services, the distribution of income between sectors of the economy, the mechanism of prevention of crisis phenomena. The result of these transformations will be the creation of a legal framework to increase the dynamics of tourism development, organization of cooperation strategies between consumers of tourism services, travel companies and agencies, balanced utilization of tourism services and tourism products, regulation of development and differentiation of income to balance the economic potential, given the internal and external risks in the formation and implementation of tourism services. The aim of this work is the study of institutional transformations in the sphere of international tourism activity based on the use of approaches for standardization and universalization of the tourist services, the use of information support of the tourism industry. Diversification of tourism services requires from international institutions development, implementation and maintenance of a safety management system. Methodology. The study is based on the assessment of international practice, which showed the development of various approaches to the standardization of tourist services, reference tools online that provide information about the property, infrastructure, scores of consumers. The key objectives of the institutional changes lie in the interaction between the various subject-object items, as consumers, tour operators and an outlined range of institutions are subjects of the international tourist market. A dualistic approach to their cooperation can be based on the transformation of institutions and the unity and integrity of the system are based on the differentiation of tools and tasks of market development of tourist services. Another vector of the transformation of the global crises and threats and internal risks, as the presence of certain institutions to monitor these crises and accounting indicators when coordinating the development of a strategy for the balanced development of the national market of tourist services is an important element of transformational change. The results have identified that a high level of standardization and unification of services in the field of international tourism and ensure consumers a unified approach to the formation of the qualitative characteristics of the services, regardless of the country of consumption is the basis of modern globalization processes of institutionalization of this sphere.

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