ІННОВАЦІЙНІ ІНСТРУМЕНТИ РОЗВИТКУ РЕГІОНАЛЬНОГО ТУРИЗМУ

Abstract

Ukraine, having lost its positive image as a country safe for traveling, faced the problem of its restoration. It is necessary to start from the own population, which instead of native regions of permanent residence preferring to have vacation on abroad resorts. Therefore, the search of innovative tools for the restoration of regional tourism is an urgent problem for most regions of Ukraine. The purpose of the research – definition of modern problems and systematization of relevant innovative tools for the development of regional tourism, taking into account the existing conditions for the functioning of the national tourism industry. The object of the research: theoretical and applied aspects concerning application of relative innovative tools for the development of tourism industry at the regional level. The methods of the research: systematic approach, structural-logical and statistical analysis, synthesis and generalization. The hypothesis of the research: envisages the use of the approach by which the development of tourism at the regional level should be fully harmonized with the overall strategy of the territory and state development strategy taking into account the needs of all stakeholders. The statement of basic materials. Overview of previous research and current trends of national tourism industry development in the context of certain territories and regions has allowed to identify six main problems and three groups of topical innovative tools for the development of regional tourism, among them: the introduction of the social dialogue concept and the formation of social partnership on its basis; branding of the area as an effective tool for managing the image of the territory; using technology "product placement" and IT innovations. The originality and practical significance of the research: the presented proposals are especially relevant for the old industrial regions and separated depressed territories, for which the development of the tourism industry on the basis of its own tourist flows will overcome the systemic socio-economic crisis. Conclusions. The proposed innovative tourism development tools at the regional level are not absolute innovations for Ukraine, but their distribution should have a lasting character for all without exception areas, which will solve most of the identified problems.