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The article examines the features of the implementation of adaptive approaches in the field of tourism business from the standpoint of strategic development of economic entities in the negative impact of the external environment. An analysis of the dynamics of development of tourism entities in Ukraine during 2018-2019. The main trends in the development of tourist enterprises are identified and the cost of tourist vouchers sold by tour operators during 2018-2019 is analyzed. It is determined that the process of strategic adaptation of the management system of a tourist enterprise is constant (especially in domestic realities) and requires high-quality tools, which should provide sufficient flexibility of adaptive changes through their maximum universalization. It is proposed to use four main levels of adaptation from the standpoint of adaptation of the management system of a tourist enterprise to the influence of the external environment: epistemological, pragmatic, instrumental and organizational. The epistemological level reveals a clearly defined content of adaptation and describes the relationship of the subjects of the external environment with the enterprise with the help of certain cognitive tools or descriptive aspects. The pragmatic level allows to determine effective measures of adaptation of the management system of the tourist enterprise to the influence of the external environment. The instrumental level provides direct implementation of adaptation processes through the use of effective tools of economic and mathematical modeling, scenario forecasting and other methods that allow to implement defined at the epistemological and pragmatic level approaches and specific measures. At the organizational level there is a coordination of different levels of adaptation and the organization of intra-system elements of adaptation. It is established that the levels of adaptation of the management system of a tourist enterprise differ in the considered measures of clarity, variability, complexity and abstraction. It is proved that the definition of the fundamental provisions of adaptation and interaction of the tourist enterprise with the external environment and its individual subjects, involves a significant level of abstraction, as differences in the activities of individual enterprises are somewhat leveled.

THEORETICAL BASIS OF STRATEGIC ADAPTATION OF THE MANAGEMENT SYSTEM OF TOURIST ENTERPRISES TO THE TRANSFORMATION PROCESSES OF THE EXTERNAL ENVIRONMENT