Development Of Tourism In Ukraine Research Articles

Theoretical principles of studyng the historical and cultural heritage of small towns of Ukraine

The purpose of the article is to study the influence of the historical and cultural heritage of small towns on the development of tourism in Ukraine. It was established that small cities of Ukraine have a significant potential for the development of tourism. These cities preserve a rich historical and culturalheritage, including ancient architecture, cultural monuments and traditions. The growing interest in travel and educational tourism creates opportunities for the development of the tourism potential of small towns. At the same time, the development of tourism contributes to the economic growth of small towns, creating new jobs and increasing income from the tourism business. It is important to take into account sociocultural aspects, as tourism can contribute to the preservation and popularization of local traditions, arts and crafts. Therefore, the study of the historical and cultural heritage of small towns will reveal unique resources that can attract tourists. Methodology. The methodological basis of the work is: the method of theoretical research, induction and deduction, observation, comparison, analysis and synthesis. The methodology is based on the principles of historicism, systematicity and scientificity. Scientific novelty. The scientific study emphasizes the role of the historical and cultural heritage of small towns of Ukraine and their opportunities for the development of tourism. Characterized: the conceptual apparatus of historical and cultural heritage, its features as an object of socio-geographical research and modern trends of cultural heritage in Ukraine. The results of the research will contribute to determining the potential of the historical and cultural heritage of small towns and its impact on the development of tourism in Ukraine. It is important to carry out a systematic monitoring study of the state of cultural heritage, which will allow timely detection of problems, evaluation of the effectiveness of preservation and use measures, and adjustment of tourism development strategies. Therefore, the research results can become the basis for the development of tourism development strategies and programs aimed at the attractiveness of small towns for domestic and foreign tourists.

REGULATORY AND LEGAL REGULATION OF THE TOURISM INDUSTRY IN UKRAINE

The purpose of the study is to identify problematic issues of regulatory regulation of the tourism industry and the influence of state authorities on the development of tourism in Ukraine. The article proves that the structure of tourism management in Ukraine should include international, state, regional, regional and local levels. It has been determined that special attention is required to the local level of organization of tourism activities, on which the work of a significant number of economic entities is concentrated. The activities of tourism enterprises and other business entities directly depend on the decisions taken and the coordinated actions of the highest levels of management, so they are most vulnerable to changes or other threats. The legal regulation of tourism activities in Ukraine is carried out on the basis of the laws of Ukraine, orders of the President of Ukraine, orders of the Ministry of Economy of Ukraine, Orders of the Ministry of Communities, Territories and Infrastructure of Ukraine, acts of the Cabinet of Ministers of Ukraine, industry standards, international and other regulatory legal acts that ensure the organization and provision of tourism services. An important component of public management of tourism activities is the use of the category «method» as a way of implementing managerial functions through the organizational and administrative influence of the management entity on the activity of the object to achieve managerial goals. There is a direct connection between the functions of public administration and the methods by which the state can implement them. The use of modern management methods makes it possible to compete in the market of tourist services, provide quality tourist services and effectively perform the tasks and functions. The methodology for managing the tourism industry determines what procedures need to be used to make management decisions. The use of certain methods of tourism management is carried out both at the state and regional and local levels. In terms of integration processes, the search for a model of economic development, the Ukrainian government has embarked on the path of decentralization. One of the steps of its implementation is the transfer of power, financial resources and responsibility to the ground. For this, a number of decisions were made, which led to the beginning of the voluntary unification of individual settlements in accordance with geographical and economic features.

МЕМОРІАЛЬНИЙ ТУРИЗМ ЯК ЕЛЕМЕНТ ЗБЕРЕЖЕННЯ НАЦІОНАЛЬНОЇ ІДЕНТИЧНОСТІ УКРАЇНИ

The relevance of the study is determined by the analysis of the causes and consequences of the transformation of the national identity of Ukrainians historical milestones and the constant struggle for freedom and independence. At the current stage, considering the Russian-Ukrainian war the question of the connection of generations of courage strength of spirit, stability and at the same time mercy and empathy of Ukrainians arises again. The origin and powerful activity of "Plast" – the National Scout Organization of Ukraine – is analyzed. Historical personalities have been identified, namely: Robert Baden-Powell, Petro Franko, Ivan Chmola, Oleksandr Tysovsky, Stepan Bandera, Roman Shukhevich, Lyubomir Huzar, Bohdan Havrylishen. The fate of the participants of the Revolution of Dignity, who were among the first to join the country's defense in 2014 during the Russian-Ukrainian war, was also investigated. The research introduces the life and exploits of Heroes who gave their lives for the freedom and independence of Ukraine, namely: Stepan Tarabalka, Viktor Gurnyak, Markiyan Paslavskyi, Vitaly Dereh and others. The improvement of tourism in Ukraine after the war is characterized by a proposal for the development of memorial and other types of tourism, for the rehabilitation of military personnel and their families. The activities of the "Warmth of the Winged Soul" health center, created by the mother of the Hero of Ukraine pilot Stepan Tarabalk, were considered. The task of the research: to determine the essence of national identity, national identity of Ukrainians, features of European values conditions and consequences of the Revolution of Dignity, patriotic education of the National Scout Organization of Ukraine "Plast" foreign experience of post-war recovery, post-war recovery of tourism in Ukraine. Proposals for the development of tourism in Ukraine were developed based on the results of the experience of countries where tourism was restored despite military conflicts. In the research process such general scientific methods as analysis, synthesis, comparison and deduction.

Ecologization of tourist activities as a factor of sustainable development of the regions of Ukraine

The article is devoted to the problem of sustainable development of Ukraine's regions, since competitive regions are a source of balanced and sustainable development of the entire country. It was emphasized that the development of the development management strategy of any region of Ukraine should be based on the environmental safety policy, the current norms and requirements of which must be adapted in accordance with European standards. The subject of the study is the greening of tourist activity as a factor in the sustainable development of the regions of Ukraine. The purpose of the study is to build a model of sustainable development of regional tourism based on the ecosystem restoration of security of the tourist and recreational potential of Ukraine in the post-war period. Tasks that were set to achieve the goal: to investigate the management mechanism of sustainable development of regional tourism; to analyze the impact of military actions on the ecological state of the regions of Ukraine; to propose a program model for the sustainable development of tourism in Ukraine. In accordance with this direction of research, the author chose and applied the following methodological approaches: systemic and institutional when considering the interrelationships of actors at both the national and regional levels. Within the framework of the system approach, the functioning of the tourism industry of Ukraine was investigated within the framework of new ecological realities. Thanks to the institutional approach, the necessary legal framework for the sustainable development of tourism was considered. The following results were obtained. The authors proposed the formation of a model of sustainable development of tourism, which emphasizes the sustainability of ecological, economic, cultural and social spheres, taking into account the ranking of factors of sustainable development depending on the level of sustainability. The proposed model takes into account an important aspect - after the war, it will be necessary to ensure different levels of sustainability for individual regions of Ukraine.

OPTIMIZATION PRINCIPLES OF RURAL TOURISM ORGANIZATION

The article presents the theoretical substantiation of the optimization principles of the organization of rural tourism development. The urgency of rural tourism development in Ukraine is noted. It is emphasized that today the development of rural tourism is mainly spontaneous, which requires scientifically sound optimization of such activities. Its organizational structure, functional features and problems and prospects of development are shown. The author's interpretation of the concept of "optimization of rural tourism" as a process of organization of relevant tourism activities, which contributes to the provision of these activities the most efficiently, with appropriate unity of its structural components, minimizing resource costs and maximizing emotional and health effects for tourists. The issues of organizational functions are considered. Concerning rural tourism in particular, its organizational function is represented by such a ratio of internal and external organizational factors that ensure the existence of a relevant individual rural facility focused on the provision of tourist services. The structure of rural tourism organizations is analyzed. It should be understood as a set of organizationally integrated forms of activity that are implemented as sustainable processes and aimed at the connection between all organizational components. The unity of organizational structural components of rural tourism becomes the basis for its overall optimization. It should be noted that all organizational structural components of rural tourism are not only interconnected but also interpenetrating, mutually supportive and generally form a single organizational unit, which is a property of tourism-oriented rural systems, aimed at coordinated development of their structured basis. organizational mechanisms. Specific measures to further improve the development of rural tourism in Ukraine are presented.

CULTURAL HERITAGE - THE TOURISM BRAND OF UKRAINE

Purpose. The article is to substantiate the importance of the development and preservation of cultural heritage, to identify the problems and prospects of its development as a tourism brand of Ukraine. Design/methodology/approach. The author of the article uses the method of literature review to justify the need to research the preservation of cultural heritage in the new conditions of a large-scale war. Scientific research methods of theoretical and logical explanation, systematization and explanation are used to study the essence of cultural heritage. Findings. As part of this study, it was established that today Ukraine has a great potential for the development of tourism based on its cultural heritage. In each society, cultural heritage has its own unique aspects and meanings. Cultural heritage values should be protected and preserved for future generations, regardless of the situation or circumstances. The development of tourism based on cultural heritage can contribute to the preservation of historical and cultural values of Ukraine. The conducted studies show that the main problems faced by the development of cultural heritage as a tourist brand of Ukraine are: insufficient financial resources, the need to modernize the tourist infrastructure, ineffective use of marketing strategies, insufficient development of tourist infrastructure, limited interest of the state in tourism, limited accessibility of cultural heritage for visitors , lack of coordination, vandalism and pollution. Based on the obtained results, it can be concluded that the development of tourism in Ukraine should be aimed at promoting the country’s cultural heritage. For this, it is necessary to develop infrastructure and services related to culture, open new museums and galleries, restore and preserve historical monuments, effectively use marketing strategies and use modern technologies, and all this can contribute to the promotion of the cultural heritage of Ukraine as a tourism brand. Practical implications. The article emphasizes that Ukraine has great potential for the development of tourism based on its cultural heritage. The author proposed ways to solve problems that hinder its effective development. It was emphasized that the main attention should be paid to the development of marketing strategies, modernization of tourist infrastructure, ensuring the quality of services and its protection. Ways by which cultural heritage can become a tourist brand of Ukraine are proposed. Current problems and prospects for the development of cultural heritage as part of the modern development of tourism in Ukraine are identified. Originality/value. The value of the research lies in the establishment and analysis of the prospects for the development of cultural heritage in the context of tourism in Ukraine and the formation of the brand of Ukraine on this basis.

ПЕРСПЕКТИВИ ТА ВИКЛИКИ ВИКОРИСТАННЯ МІЛІТАРНОЇ СПАДЩИНИ В УКРАЇНІ В ТУРИСТИЧНОМУ СЕКТОРІ

The paper delves into the multifaceted aspects of incorporating military heritage into Ukraine’s thriving tourism sector. It opens with an exploration of the intrinsic value of military cultural heritage as a means of preserving historical memory and inculcating respect for the sacrifices made by soldiers throughout Ukraine’s turbulent history, particularly in light of the ongoing conflict with Russia. The article examines Ukraine’s rich military history, spanning eras such as the Cossack period, World Wars, and contemporary conflicts, highlighting the need for nuanced interpretation and attention to less-represented historical events. Purpose of the paper. The paper is devoted to a detailed analysis of the prospects and challenges of using Ukraine’s military heritage in the tourism sector. It examines the historical context, the current state of military heritage sites, and the possibilities of using them to develop the tourism industry. It also examines aspects of the preservation and popularization of military sites. Design/methodology/approach. This article is based on a comprehensive literature review of recent research and publications on team management and cultural heritage studies methodology.Research sources used include scientific journals, books, and online resources. Findings. A critical assessment of the present state of military heritage sites in Ukraine is provided, distinguishing between well-maintained attractions and those adversely impacted by recent hostilities. Notably, the paper underscores the importance of community engagement in preserving and interpreting these sites, reflecting a “living heritage” approach. It acknowledges the challenges of emotionally charged proximity to recent events and the need for balanced, sensitive handling. The article also explores the promising prospects of leveraging military heritage for tourism development in Ukraine, including the potential for infrastructure development, thematic museums, guided tours, and even extreme tourism opportunities. Cultural exchange and international appeal are identified as additional benefits, contributing to the country’s income and global recognition. However, it does not shy away from acknowledging the significant challenges that must be addressed. These encompass community involvement, professionalism, security, financing, and cooperation with both authorities and the public. The financial aspect is particularly emphasized, with the restoration and maintenance of military sites demanding substantial resources. The paper advocates for cooperation between government agencies, public initiatives, and the private sector, emphasizing the importance of investor engagement to ensure the preservation and development of military heritage. Public participation is also championed, encouraging volunteer activities and educational events. In conclusion, the article underscores the paramount importance of responsibly managing Ukraine’s military heritage to convey an accurate historical narrative and nurture respect, understanding, and acceptance of the past among present and future generations. It underscores that the utilization of military heritage in tourism holds great potential. Still, its realization necessitates a concerted, multi-faceted effort that takes into account the interests and sensitivities of all stakeholders. This article serves as a valuable resource for policymakers, heritage professionals, and indi- viduals invested in Ukraine’s cultural and historical prosperity. Originality/value. The original focus on the interaction of military heritage and tourism, the emphasis on community engagement, and the work’s applicability to current events in Ukraine are what distinguish this work as innovative. It is a significant resource for scholars, politicians, heritage workers, and anyone interested in the complex dynamics of heritage preservation, tourism, and historical memory in a contemporary setting because it not only highlights issues but also offers actionable ideas. Practical implications. The paper provides a number of useful takeaways that can help various stakeholders, such as policymakers, heritage specialists, and local communities, in utilizing military legacy for tourism growth and historical memory preservation. By putting these practical suggestions into practice, Ukraine can preserve and promote its historical memory while also utilizing the potential of its military history for tourism growth. These activities can promote the nation’s cultural and economic development while encouraging a deeper understanding of its past among both home and foreign audiences.

РОЗВИТОК СТАЛОГО ТУРИЗМУ В УКРАЇНІ В УМОВАХ ВІЙНИ

Today, Ukrainians are fighting fiercely for the right to be Ukrainians, to be a free, independent European, developed state. The time of reconstruction is not far off, so it is very important to be prepared in a timely manner for effective actions to restore and qualitatively transform the Ukrainian economy into the best examples of an innovative competitive economy that the world’s leading civilized countries are trying to follow. This type of economy is, of course, a green economy, circular or closed within the framework of the concept of sustainable development, as a general concept, which was declared at the UN Summit on Sustainable Development in September 2015. Since tourism is one of the most profitable sectors of the global economy and the most extensive, it can be an excellent tool for promoting the principles of sustainable development and effectively ensuring its economic, social and environmental dimensions. Purpose. The purpose of this study is to analyze the attainability of sustainable tourism objectives in Ukraine in the context of war; to identify effective types of sustainable tourism in the current conditions. Design/methodology/approach. In the article, the authors used hypothetical method; comparative analysis in the course of studying scientific sources on this issue; empirical analysis of the achievability of sustainable tourism tasks in our country in the conditions of war, as well as the experience of the functioning of Euroregions in Ukraine and the current state of political and economic conditions in the process of identifying opportunities provided by the development of cross-border sustainable tourism; logical method of cognition in the course of comparing the tasks of sustainable tourism with the opportunities that cross-border sustainable tourism can provide under relevant circumstances. Finding. The hypothesis on the possibility of sustainable tourism development in Ukraine in the context of war is proven. We define cross-border sustainable tourism as a viable type of tourism in times of war for objective reasons, the main advantage of which is the acceleration of Ukraine’s integration into the EU by ensuring the convergence of standards in the field of sustainable tourism, among other things. Practical implications. The results of this research are in the field of interest of scientists, government authorities, territorial communities, and business representatives who are willing to put the idea of developing cross-border sustainable tourism into practice and improve the functioning of existing forms of cross-border cooperation in the field of sustainable tourism. The subject of further research on this issue is the forms and mechanisms for intensifying cross-border cooperation in the field of sustainable tourism through the use of the possibility of accelerating Ukraine’s integration into the European and North Atlantic Unions. Originality/value. This study highlights cross-border sustainable tourism as a promising sector of Ukraine’s economy that can develop in wartime, as it involves the use of border areas remote from the combat zone, is able to realize all the objectives of sustainable tourism, and helps accelerate Ukraine’s integration into the EU.

Problems of the development of cultural tourism in the Carpathian region: the vision of consumers and service providers

Tourism development in Ukraine has improved in terms of tourist flows, both as a diversification of tourism demand and tourism products in the last decades. Cultural tourism is a promising direction of tourist activity and occupies a leading position in the modern global tourist management system. The object of research is cultural tourism within the tourist destination of the Ivano-Frankivsk region. Regarding this, the authors revisit the phenomenon of cultural tourism in the country, in order to identify cultural tourism potential through cultural consumption among tourists, applying a special tourism survey. The purpose of this research is to identify the main problems of the development of cultural tourism in the Carpathian region from the point of view of demand and supply of cultural tourism programs based on the results of a comprehensive sociological study on the evaluation of tourist objects and the possibility of their inclusion in the cross-border tourist product “Carpathian Cultural Route”. The results of the survey demonstrated responses from 264 consumers of cultural tourism, which is 2,5% of the number of tourists (general population), and 140 respondents – employees of cultural institutions (objects of cultural tourism), the calculated sample of which was 28% of providers of cultural tourism services. The estimated sample was 28% of cultural tourism service providers. Among the positive aspects of the visit, tourists noted the price policy of institutions acceptable to them, the high level of authenticity and historical and cultural value of objects, the appropriate quality of service, and emotional comfort when visiting cultural and historical objects. According to consumers, the main problems of the development of cultural tourism are the low level of infrastructure support of objects and tourist destinations in general, the limited range of additional services, and limited information about the object. The authors emphasize the importance of developing culturally coherent policies to increase the competitiveness of tourist destinations. The most significant problems of the development of cultural tourism from the point of view of employees of tourist objects of cultural tourism are low level of infrastructure development of cultural tourist objects and tourist destinations in general, insufficient financing of institutions, low level of monetization of objects, low level of tourist and cultural activities in a tourist destination, insufficient advertising of the tourist object, imperfection of state tools for regulating tourist activity within cultural objects, low qualification of employees. Scientific developments on this topic will foster the application of innovative approaches towards the differentiation of cultural tourism objects, which, as a consequence, will help to target potential consumers and improve cultural tourism programs.

EUROPEAN INTEGRATION STRATEGY FOR TOURISM DEVELOPMENT OF UKRAINE

The purpose of this article is to investigate the essence and features of the implementation mechanism of the European integration strategy for the development of tourism in Ukraine.
 Methods of research. The article uses general scientific methods of researching economic phenomena: epistemological analysis, theoretical generalization, methods of analysis and synthesis, induction and deduction, structural-logical analysis, extrapolation, grouping and classification.
 Presentation of the main research material. The tourism industry of Ukraine is one of the first to suffer large-scale losses with the start of a full-scale war in Ukraine. The state budget did not receive almost 35% from the tourism industry, which was caused by the suspension or complete exit of tourist companies from the Ukrainian market of the tourism industry. The European integration process of tourism development in Ukraine consists in the implementation of European norms and standards, the spread of its own cultural, historical, geographical achievements in the EU countries. This will lead to the adaptation of European cultural identity in Ukraine and general integration into the European environment. Therefore, one of the key tasks of the Ukrainian tourism industry is the need to actively continue the implementation of the adopted strategic course for European integration through the mechanism of implementing the European integration strategy for the development of tourism in Ukraine. That is why the mechanism for the implementation of the European integration strategy for the development of tourism in Ukraine is becoming relevant, since only with the help of integration into the European space and the adoption of European laws, standards, norms and rules will Ukraine be able to revive and ensure the appropriate level of safe and high-quality tourist flow of Ukrainian tourists to EU countries and others.
 Conclusions from the conducted research. It was revealed that as a result of comprehensive actions regarding the implementation of the European integration strategy for the development of tourism in Ukraine, the following advantages will occur: the competitiveness of national and regional tourism products will increase with the prospect of expanding to European markets; the quality of life of the population will increase by ensuring socio-economic growth, environmental safety, consolidation of society, providing access to services in the field of tourism according to European standards; the emergence of new jobs and the expansion of the population's opportunities for employment and self-employment; creation of a modern tourist information industry, as well as ensuring information freedom about the tourist resources of Ukraine in the global information European space.
 Keywords: European integration strategy; integration processes; tourism development of Ukraine; tourism industry; mechanism of implementation of European integration strategy; tourism industry; competitiveness; European space; tourist flow.

THEORETICAL BASICS OF INTERNATIONAL TOURISM RESEARCH

The article is devoted to the study of the theoretical foundations of international tourism research. It is noted that foreign experience can help the tourism industry of other countries to attract foreign investments, create new jobs and improve the quality of tourist services. The essence of the concept of “international tourism” has been defined. The socio-economic prerequisites for the development of international tourism have been studied. It is noted that tourism is one of the most dynamically developing branches of the world economy, which makes a significant contribution to the social, cultural and economic development of countries. Ukraine, as a large Eastern European country, has a powerful tourism potential, but it is not yet fully utilized. The relevance of the study of the development of tourism in Ukraine based on the European experience is the need to evaluate and adapt the best practices of the tourism industry, which are successfully applied in the European Union and other countries. The introduction of European experience can contribute to the effective development of tourism in Ukraine, attracting more foreign tourists, increasing the amount of foreign exchange earnings and raising the standard of living of the population. In this diploma work, we propose to conduct a detailed analysis of the European experience in the field of tourism and explore the possibilities of its implementation in Ukraine. The research is aimed at identifying advanced strategies and tools for tourism development that could be successfully adapted to Ukrainian conditions. The object of research is international tourism. The subject of the study is the experience of the development of international tourism. Consequently, the consequences of globalization and growing international cooperation have become essential for the development of international tourism in EU countries. Socio-economic preconditions play an important role in stimulating and supporting this sector, which has become a key driver of economic growth and cultural exchange in the EU.

INTEGRATED BUSINESS DEVELOPMENT FOR THE DEVELOPMENT OF SUSTAINABLE TOURISM IN UKRAINE

The article is devoted to highlighting the issues of integrative development of entrepreneurship in the tourism sphere to ensure the sustainable development of tourism in Ukraine. Theoretical aspects of the integrative development of entrepreneurship and economic integration in the form of a cluster are considered. The issue of the development of regional tourist clusters and the internal market of tourist services of Ukraine was studied. The structural and logical scheme of the cluster management mechanism is presented as the basis of the integrated development of entrepreneurship in the market of tourist services to ensure the sustainable development of tourism in Ukraine. Conclusions were made regarding the need for integrated development of entrepreneurship in the field of tourism and economic integration in the form of a cluster in the market of tourist services for the sustainable development of tourism in Ukraine in the post-war recovery of Ukraine's economy

TOURISM IN UKRAINE IN THE WAR CONDITIONS: THE EUROPEAN INTEGRATION ASPECT

The direction of our research is based on the issue of the development of tourism and the European integration course of Ukraine in the conditions of a full-scale Russian invasion. In the paper, the author emphasizes the need for the development of national tourism both in the conditions of war and in the framework of post-war reconstruction. At the same time, the development of tourism should take place strictly within the limits and taking into account the European integration course of Ukraine. Author emphasizes that today, Ukraine faces a task that consists in the contradiction between the need to integrate into the world economy, on the one hand, and to ensure the protection of national interests and security, on the other. That’s why the main aim of our study is the analysis of the development of tourism in the war conditions in the context of the European integration of Ukraine. The paper states, that military actions have a significant negative impact on the tourism industry regions and the whole country. There are reasons for military actions and their impact on tourism security concerns; decrease in demand; infrastructure damage; loss of jobs and a negative image, all of which have a significant impact on development of tourism in Ukraine. At the same time, the author notes that the situation in tourism, as in other sectors of the economy, is closely related to the issue of Ukraine's European course. Thus, the article noted that the experience of European integration of Ukraine in the conditions of war has a unique character. By resisting large-scale armed Russian intervention, suffering from huge human costs and financial and economic losses, the country acquired the status of a candidate for joining the EU, continues European integration in various areas, deepens partnership with the EU in sectoral directions, implements the recommendations of the European Commission and implements the provisions of the Agreement in practice about the association.

TOURISM IN UKRAINE IN THE WAR CONDITIONS: THE EUROPEAN INTEGRATION ASPECT

The direction of our research is based on the issue of the development of tourism and the European integration course of Ukraine in the conditions of a full-scale Russian invasion. In the paper, the author emphasizes the need for the development of national tourism both in the conditions of war and in the framework of post-war reconstruction. At the same time, the development of tourism should take place strictly within the limits and taking into account the European integration course of Ukraine. Author emphasizes that today, Ukraine faces a task that consists in the contradiction between the need to integrate into the world economy, on the one hand, and to ensure the protection of national interests and security, on the other. That’s why the main aim of our study is the analysis of the development of tourism in the war conditions in the context of the European integration of Ukraine. The paper states, that military actions have a significant negative impact on the tourism industry regions and the whole country. There are reasons for military actions and their impact on tourism security concerns; decrease in demand; infrastructure damage; loss of jobs and a negative image, all of which have a significant impact on development of tourism in Ukraine. At the same time, the author notes that the situation in tourism, as in other sectors of the economy, is closely related to the issue of Ukraine's European course. Thus, the article noted that the experience of European integration of Ukraine in the conditions of war has a unique character. By resisting large-scale armed Russian intervention, suffering from huge human costs and financial and economic losses, the country acquired the status of a candidate for joining the EU, continues European integration in various areas, deepens partnership with the EU in sectoral directions, implements the recommendations of the European Commission and implements the provisions of the Agreement in practice about the association.

Clusterization in Tourism Development Level's Assessment of Regions: Example of Ukraine

Tourism development is uneven, which is related to the level of socio-economic development of territories, peculiarities of historical and cultural processes, resource provision, etc., which determines the need to study the structure of the tourist market based on spatial polarization based on statistical methods. The study aims to identify disparities in tourism development in Ukraine's regions and to group them according to indicators that characterize tourism's development level. To solve the problem, the authors used a modified cluster analysis method. The article presents the author's approach, which, unlike the existing ones, allows taking into account clarifying weighting factors and corrective penalty functions for each indicator to minimize probabilistic influences when determining the distance between objects. The uneven development of the tourism sector in the regions of Ukraine was revealed. As a result, six clusters were distinguished based on indicators of tourism development in the regions of Ukraine as of 2020, and the peculiarities within each cluster were found. State authorities can use the research results to ensure the comprehensive development of territories by forming effective regional tourism strategies and promoting the development of the most promising tourism destinations and products.

The main trends of the development of tourism in Ukraine from the earliest times to the end of the 80s of the 20th century

The purpose of the study is to analyze and systematize existing research on the history of tourism and to form one’s own view on the problematic of the issue. This is relevant in connection with the understanding that the development of tourism mirrors the historical, socio-economic and cultural development of society. The methodological basis of the article is the principles of methodological pluralism. A number of scientific methods and approaches have been used to the extent that they are adequate to the tasks of the research. The author uses a system of general philosophical (dialectics, objectivity, historicism), general scientific (method of system analysis, structural-functional, retrospective-comparative), and special (formal, comparative, statistical) research methods. Scientific novelty. The article substantiates theoretical-methodological, methodical approaches and developed practical recommendations for the balanced development of the tourism industry in Ukraine. Based on the study of tourism development trends, a scientific approach to the development of the potential of the tourism industry (based on the results of cognitive modeling) is proposed, which includes structural units of a specialized management center and support for the balanced development of the tourism industry. Conclusions. It is shown that the origin of tourism took place in distant antiquity. The formation of tourism as an independent organized activity occurred in the 1970s, this alternative type of employment was stimulated in order to stop the mass migration of the population from the countryside to the city. It is emphasized that the formation of tourism in different geographical regions has certain features, its development can take place according to the following main models: Anglo-American, Asian, Western European, Eastern European. Attention is focused on the fact that in many countries, the activity of providing tourist services is stimulated by state bodies and is aimed at supporting unpromising areas.

SCENARIOS OF THE DEVELOPMENT OF ENTERPRISES OF THE TOURIST INDUSTRY OF UKRAINE IN THE CONDITIONS OF THE WAR AND POST-WAR PERIODS

The purpose of the article is to study the factors of the development of enterprises in the tourism industry of Ukraine and the formation of scenarios for their development in the conditions of martial law and after the end of hostilities. When conducting the research, the methods generally accepted in economic science were used: monographic, dialectical - in the process of researching the development of enterprises of the tourism industry of Ukraine under martial law and after the end of hostilities; analysis and synthesis, grouping - to determine the factors of development of tourism industry enterprises; generalization and analysis, economic-statistical, abstract-logical and system-structural - for the formation of scenarios for the development of enterprises of the tourism industry of Ukraine. The key problem of the study is russia's attack on Ukraine, which turned into a heavy blow to the country's tourism. The article proves that protectionism and international conflicts threaten freedom and freedom to travel. All these changes mean that we are going through a period of great destabilization. It is justified that the reality as we know it, with a Europe without border crossings, may soon disappear. Emphasis is placed on the fact that it is important to create such tourist programs now so that not only Ukrainians but also tourists from other countries understand what was happening in Ukraine and tell about the struggle of Ukraine. Four scenarios for tourism development in Ukraine have been proposed, each with a number of implications for stakeholders. Based on the conducted scientific research, it was concluded that one of the optimal approaches to the formation of scenarios for the development of tourism industry enterprises in Ukraine in the conditions of universal dynamism, unpredictability and variability of the business environment is recognized as strategic management and change management. The practical significance of the obtained results reveals the prospects for applying the main scientific provisions of the article in the practice of managing tourism business enterprises in Ukraine in the conditions of post-war reconstruction. The results of the study presented in the work can be used by economists, scientists and practitioners to implement scenarios for the development of tourism industry enterprises in Ukraine, each of which has a number of consequences for stakeholders.

Green tourism in Ukraine, formation, development and prospects

The article is devoted to the problem of the development of green tourism in Ukraine. Green tourism is an important part of rational nature management, which involves the creation and maintenance of recreational systems, including supporting the development of destinations by improving their ecological and general culture. The purpose of the study is to identify and analyze the vectors of formation, development and promising directions for the development of green tourism tour products. Research objectives: 1) to identify the relevance of the problem; 2) consider the concepts, features, types and functions of green tourism; 3) study the main determinants of the development of tourism potential in Ukraine; 4) develop proposals regarding the prospects for the development of green tourism on the territory of Ukraine. To achieve the goal of the article, a number of methods of scientific knowledge were used, namely: analysis of scientific literature, induction, deduction, synthesis, generalization, comparison. The development of green tourism requires the implementation of mandatory strategic and territorial planning for each individual territory within the administrative and territorial units of our country, the creation of the necessary infrastructure in rural areas, the implementation of an individual marketing strategy, monitoring the consequences of the growth of tourist flows, the involvement of the local population, and the development of volunteerism. Based on the relationship to green tourism as an economic category, it is possible to define green tourism as a component of the tourism industry, which produces and sells its tourism product and receives profit from it, or as a tourist activity in rural areas that brings profit for the preservation of the natural environment, and also to improve the standard of living of the local population. The most promising direction for improving the green tourism management system at the regional level is the creation of regional tourism administrations. The conducted analysis provides an opportunity to talk about Ukraine as a country that has great potential for the formation of a successful segment of green tourism. The main development problem is the lack of a strategy for the development of green tourism and, as a result, there are no precisely established tasks and goals facing this area. Taking into account the determining importance of green tourism for the development of tourism in Ukraine, it is necessary to create a cluster "Green tourism in rural areas of Ukraine". For these purposes, it is necessary to make changes to the program of the development of inbound and domestic tourism with the establishment of specific tasks and goals that are in the green tourism, with clarification of effective mechanisms for their implementation and a plan of activities for the development of the cluster.

ПРОБЛЕМИ РОЗВИТКУ СІЛЬСЬКОГО ТУРИЗМУ В УКРАЇНІ В УМОВАХ ВІЙНИ ТА ПЕРСПЕКТИВИ ПІСЛЯВОЄННОГО ВІДНОВЛЕННЯ

The sphere of tourism is one of the main industries that affects the general state and development trends of the world economy. Tourism is one of the top three industries in terms of generated income in the world. It is developing at a fast pace and occupies an important place in the world economy. The war going on in Ukraine today has no analogues in modern European history. It is difficult to make a correct analogy of the development of tourism in Ukraine in comparison with European countries and to assess the impact of the war on the tourism sector. During the war new challenges arise, which makes adjustments to the planning and development of tourist activities. Modern world trends in the development of the tourism sphere indicate the growing interest of tourists in recreation, which is directly related to nature. In Ukraine, there is a significant potential for the development of rural tourism thanks to various natural conditions and resources. Rest in the countryside is one of the promising directions for the revival and development of rural settlements. Rural tourism combines a number of resources that can make a tourist's vacation attractive and unforgettable. The article considers the current state of development of rural tourism in Ukraine, which suffered significant losses as a result of the large-scale war by the Russian Federation against Ukraine on February 24, 2022. The data on the direct damage to the infrastructure as a result of destruction caused by Russia's military aggression against Ukraine in the year since the beginning of the full-scale invasion are given. It is highlighted the main tasks regarding the implementation of measures aimed at the successful development of rural tourism in the conditions of war in Ukraine. The strengths and weaknesses, potential opportunities and threats are determined based on the SWOT analysis of the development of rural tourism in Ukraine. It is proposed a conditional division of the territory of Ukraine into six regions for the development of rural tourism in the war and post-war period. The main obstacles and prospects for the development of rural tourism in Ukraine are revealed.

НАПРЯМКИ СТАЛОГО РОЗВИТКУ ТУРИЗМУ УКРАЇНИ В УМОВАХ ПІСЛЯВОЄННОГО ВІДНОВЛЕННЯ

The article highlights the state and regularities of the development of the tourism sphere of Ukraine in wartime conditions. An assessment of losses in the tourism sector was carried out in the context of the implementation of the concept of sustainable growth. The need to implement directions that will positively affect the restoration of the sustainable development of tourism in Ukraine and its competitiveness, taking into account national characteristics, is substantiated. The purpose of the research is the scientific and theoretical justification of the need to implement the concept of sustainable development of tourism in Ukraine in the conditions of post-war recovery. Achieving the specified goal necessitated the solution of such tasks as establishing the problems of sustainable development of tourism during the war, considering directions for ensuring sustainable growth of tourism, and proposing improved directions for sustainable development of tourism in Ukraine during the post-war recovery period. General scientific and special methods were used to realize the research goal. The tourism sector contributes to the realization of the main goals of sustainable development, including the creation of jobs and well-being, environmental protection, preservation of cultural heritage and poverty reduction. Well-planned and managed actions for the formation of sustainable tourism can help preserve natural and cultural heritage sites, empower communities, promote peace and intercultural understanding, which is especially relevant now in the conditions of war. The directions of restructuring of the concept of sustainable development of tourism in Ukraine provide a stable set of views on determining the future vector of the development of domestic tourism in the context of the formation of a post-war reconstruction strategy. It is worth noting the directions of the post-war restoration of tourism in Ukraine: the branching of the infrastructure of tourist services and digitalization; development of tourism at three levels (according to the tourist direction, investment projects and local characteristics); formation of competitive advantages of Ukraine and promotion of a unique Ukrainian brand on the market of international tourist services.