INTEGRATION APPROACH TO ENSURING THE SUSTAINABILITY OF A TOURIST DESTINATION THROUGH RURAL TOURISM DEVELOPMENT PROJECTS

Abstract

The article defines the importance of strategic partnership in the processes of development of a tourist destination. The partnership will allow subjects of the tourism industry, based on the distribution of rights, duties, responsibilities, functions and resources between the participants, to create a comprehensive tourism product, to form an effective commercial system, taking into account the interests of each participant in the partnership. The results of strategic partnership are the creation of a competitive market offer, development of the territory and community; diversification of the tourism product; improving the quality of services. The study substantiates the concept of sustainable development of a tourist destination through the development of rural tourism with the active participation of the host society. The criteria for the development of rural tourism based on the diversification of the tourism product in order to ensure the permanence of the tourist destination are the development of environmental initiatives, environmental education for tourists; development of entrepreneurial skills of the population; ensuring the recreational value of the territory; reducing inequality and increasing the resilience of rural societies; increasing the income of rural society; creating added value of the tourism product and increasing the well-being of the population. The article formed a business model for the development of rural tourism in the village. Vysochinovka Zmievskaya city community. The strengths of the project are a clean and safe environment; availability of natural resources, favorable economic and geographical location; availability of high-quality transport infrastructure; tourism potential of the Zmievskaya community; the presence of monuments of religious significance and places of pilgrimage for parishioners; hospitality of the population; presence of an education cell; development of folk crafts; development of viticulture; awareness of organizers on the implementation of environmental practices in the activities of accommodation facilities; awareness of organizers on marketing and promotion of rural tourism services; public interest in rural development projects. The Canvas business model was used to describe the business processes of a rural estate in the village of Vysochinovka.