PROMOTION OF TRANSCARPATHIAN TOURISM SERVICES AS AN ACTIVATOR OF THE REGION'S DEVELOPMENT

Abstract

Objective. The objective of the article is to determine the significance, directions and consequences of the promotion of tourism services in Transcarpathia as an activator of the region's development. Methods. The following methods and techniques of cognition are used in the research process: theoretical generalization and comparison, analysis and synthesis, induction and deduction, generalization and systematization. Results. The importance of promoting tourism services in Transcarpathia as an activator of regional development lies in the fact that without high-quality promotion, regional tourism services will not be able to reach the appropriate level of development and gain a competitive position, which for this region implies the loss of economic and social opportunities to use natural and recreational opportunities and resource potential. Promotion of tourism services is one of the most difficult and important stages of activity in the tourism market. For the successful promotion of tourism services, the following preliminary activities and conditions must be ensured: development of interesting tours, supported by a number of services; organizing the sale of tourism products taking into account the characteristics of the tourism market; searching for new opportunities, developing new tourism offers; updating the tourism product by improving services, taking into account fashion, market trends; taking into account the price-quality ratio of tourism products; increasing market share by improving product quality and attracting qualified employees; attracting investments; expansion of the tourism product range; marketing and advertising strategies, etc. As for specific areas for intensifying the promotion of tourism services in Transcarpathia, at the regional level a regulatory document “Program for the development of tourism and resorts in the Transcarpathia region for 2021 – 2023” was adopted, providing for the implementation of directions for promoting tourism services in Transcarpathia as an activator of the development of the region through solving a number of problems. At the regional level, specific tasks are solved to promote tourism services in Transcarpathia with the help of such tools as participation in exhibitions, forums, conferences, PR (production of information publications and films about the tourism and recreational industry of the region), formation of a tourism brand (image of the region), attraction and preparation personnel for organizing tourism services. The consequences of the implementation of the presented directions for promoting tourism services in Transcarpathia is that they contribute to the development of the tourism industry and its infrastructure, which covers hotel, restaurant, transport, trade, entertainment and other areas of economic activity in the region. The tourism industry ensures an increase in employment levels, the preservation and development of cultural potential, the preservation of an environmentally friendly natural environment, and also contributes to the harmonization of relations between different countries and regions.