Development Of Tourism In Ukraine Research Articles

DIGITAL TECHNOLOGIES AS A CONDITION FOR THE DEVELOPMENT OF THE TOURISM SECTOR OF THE ECONOMY OF UKRAINE

The article is devoted to highlighting the use of digital technologies as a condition for the development of the tourism sector of Ukraine's economy. Accordingly, the purpose of the research is to analyze the specifics of the use of digital technologies as a condition for the development of the tourism sector of Ukraine's economy. Methodology. The methodological basis of the study was a systematic analysis and specifically scientific methods: systematization, generalization, testing of theoretical knowledge during the study. In the course of the research the author established the main conditions and factors of development of the tourism sector of the economy of Ukraine. At the same time, the author notes that tourism was one of the sectors most affected by the COVID-19 pandemic, which seriously affects the economy, people's livelihoods, public services and limits the range of opportunities throughout Ukraine. It was proved that in the conditions of the COVID-19 coronavirus pandemic and periodic introduction of quarantine measures in all regions of Ukraine, it is expedient to use interactive information technologies to promote the improvement of the tourist image. To this end, the results of a study on the distribution of online sales by segments of the tourism market. It is also established that today the tourism industry is actively implementing technologies to further improve the service, including hotels and transport companies successfully using online booking systems and various mobile applications. The author emphasizes that interactive information technologies presented in the field of tourism can be systematized on the basis of two key factors: the physical presence or absence of the tourist who uses them in the tourist destination, and the system of motivation to achieve intermediate or final goal. The results and proposals of the author in this article are primarily related to the fact that the use of interactive technologies can serve as a new driver of the tourism industry of Ukraine, allowing to create new competitive advantages in the region and differentiate based on personalized approach and customer orientation. Also, the development of tourism in Ukraine should be accompanied by consistent actions to overcome the conditions and factors that cause dissatisfaction of the population, and create new opportunities to improve the quality and quality of life, preservation and development of human capital.

Imperatives for the development of the tourist sphere in Ukraine under the COVID-19 pandemic

Introduction. Providing one tenth of the world's gross national product, tourism, despite the obstacles, is fully recognized as one of the most profitable and dynamic sectors of the economy. The COVID-19 pandemic has gained enormous proportions and affected the tourism industry in a way that no crisis has affected before, causing significant problems for the development of the world and national economies in particular. The purpose of the study is to analyze trends in tourism in Ukraine and the world in the COVID-19 pandemic, identify promising areas of development and systematize measures implemented by Ukraine and other countries to stimulate and support the tourism industry. Results. The percentage change in international tourist arrivals by region in 2020 has been studied. It has been established that the global tourism industry has suffered losses from the pandemic of about $ 22 billion, or more than 20 billion euros. At the same time, the losses of the tourism industry in Ukraine are estimated as more than 1.5 billion US dollars in 2020. The World Tourism Organization has developed its own recommendations for mitigating the socio-economic impact of the pandemic on tourism in different countries. The state of tourism development in Ukraine in the period 2019-2021 and the beginning of 2022 is studied. Measures of Ukraine in the legal aspect aimed at minimizing the negative impact of quarantine restrictions on all spheres of socio-economic activity are substantiated. The stages of tourism development in Ukraine in the context of overcoming the COVID-19 pandemic are identified. Conclusions. It has been established that one of the industries that has suffered the most and suffered significant financial and economic consequences during the COVID-19 pandemic is the tourism industry. Today, the tourism industry is undergoing major transformations, requiring a qualitative and thorough analysis of the factors influencing demand in connection with the COVID-19 pandemic. Countries are beginning to refocus on stimulating the development of domestic tourism, promoting the accelerated introduction of online forms and digital tools in the provision of tourist services. Keywords: tourism, tourism sphere, tourism product (service), tourism market, foreign and domestic tourism, COVID-19 pandemic, tourism crisis, quarantine restrictions.

Typology of recreational and tourist resources as an important element of a tourist offer

In recent decades, the tourism sector has become one of the most profitable sectors of the economy and is one of the most important factors in socio-cultural development. At the present stage of development of society, tourism is a complex and multifaceted phenomenon, which is one of the most dynamically developed and highly profitable sectors of the world economy. For the state, tourism plays a significant role in the socio-economic development of territories and stimulates the preservation of existing tourist resources in the region. The purpose of tourism development in Ukraine is to create a favorable organizational, legal and economic environment for the development of the area based on the efficient use of natural resources and historical and cultural potential of Ukraine and ensuring its socio-economic interests and environmental security. Theoretical substantiation of the tourist resources as a key factor in tourism development and their role in socio-economic development allows to consider them as a set of certain factors: natural, climatic, socio-cultural and infrastructural, which affect living standards indirectly. It is important in the classification of resources to use an attractive approach – focusing on attractive and leisure facilities for tourists. Tourist resources must be attractive, accessible, safe, environmentally friendly, have a potential reserve and have the appropriate level of research. The study of tourist resources should take into account natural and socio-economic, cultural factors, as well as infrastructure development and quality of service. Optimal use of potential opportunities of tourist resources, historical and cultural potential allows not only to improve the economic condition of cities, regions of the country, but also to increase the efficiency of tourism enterprises and other participants in business processes, as well as to influence the social level welfare and promote the active infrastructure development of Ukraine’s regions. Key words: tourism, tourist resources, recreation, recreational tourism, tourist offer.

MARKET POWER AND COMPETITIVE POLICY ON THE MARKET OF TOURIST SERVICES INSURANCE

Abstract. Man’s desire for self-development through knowledge of the world, the realization of his right to rest are manifested in tourism. The development of tourism is also facilitated by globalization and international integration, visa liberalization with individual countries, as well as international economic and political unions. An effective tool for minimizing risks in tourism is insurance. Despite the long period of forming, the market of travel insurance in Ukraine still does not meet international standards, occupies a small place in the system of insurance services. The purpose of this study is the analysis of concentration on the market of tourist services insurance in Ukraine. The state and tendencies of concentration in the market of travel insurance in Ukraine are analyzed. Lorentz’ concentration curves in the market of medical expenses insurance are constructed. It has been shown that insurance in the market of medical expenses is essential for the development of tourism in Ukraine, especially outbound. In this system of provided insurance services the quality of tourist services should come first, which can be achieved only under conditions of perfect competition, state regulation and implementation of international insurance standards. It has been established that during 2014—2020 there were processes of increasing the market power of insurance companies, an oligopoly is formed with four or six main players. It has been shown that the leaders of insurance in the market of tourist services are large insurance companies with foreign capital, operating at the international level. Their gradual concentration in recent years indicates the improvement of the institutional framework of tourist insurance, and the increase in insurance premiums and insurance payments indicates the restoration of confidence of Ukrainians in insurers. Keywords: market power, concentration, competitive policy, insurance, tourism, market, risks. JEL Classіfіcatіon G22, L12, L13 Formulas: 6; fig.: 2; tabl.: 3; bibl.: 26.

Цифровізація як нова парадигма управління розвитком туризму України в післявоєнний період

The article, based on the analysis of the main trends in the development of the tourism market in the context of global digitalization, which has intensified in the field of tourism and hospitality, substantiates structural changes in the tourist services market of Ukraine. The subject of the study is the introduction of digital technologies in the tourism industry of Ukraine in the post-war period. The purpose of the article is to study the features of the use of digital technologies in the tourism industry of Ukraine. The achievement of this goal was facilitated by the solution of the following tasks: to explore various forms of digitalization in the tourism industry of Ukraine; to offer an improved conception of managing the development of tourism in Ukraine in the post-war period. The article used methods of analysis and synthesis to summarize the development of digital technologies in tourism; method of comparative analysis – to compare the experience of international and national digital tourism development; prognostic methods – to outline the prospects for further development of digital tourism in Ukraine in the post-war period. The authors made an attempt to predict the prospects for digitalization of the tourism industry of our country based on the integration of several defining areas – AR (augmented reality), VR (virtual reality), AI (artificial intelligence), as well as robots and blockchain technologies. The article quite fully covers the issues of digital support of business processes in the field of tourism, analyzes the opportunities and prospects of tourism BigData, which are used for analyzing information, making forecasts, sustainable developing the tourism industry. The deliberate implementation of best practices in the field of digital technologies can help our country’s tourism industry implement strategies that become possible by the wider use of digital content and platforms. The provision of a modern business model will help stabilize the working environment in the post-war period, while stimulating an innovative approach in the field of tourism.

РЕГІОНАЛЬНИЙ ВЕКТОР РОЗВИТКУ ТУРИЗМУ В УКРАЇНІТ

At the present stage of development of society, tourism has occupied one of the leading places as a cultural and economic phenomenon. It is constantly changing and expanding the range of species and forms, offering new motives for travel. Currently, tourism is developing in a difficult epidemic situation, complicated by political cataclysms, which brings to the problem of finding new local resources to create a relevant proposal.The article is devoted to a comprehensive consideration of the problems and prospects of regional tou-rism development in Ukraine. The development of priority areas of tourism, in particular, such as domestic and foreign is possible through the use of domestic tourist and recreational opportunities of Ukrainian regional now.Comprehensive solution of regional tourism development in Ukraine requires further study and improvement of the management system, use of local resources and infrastructure development, training of qualified personnel, creation of a unique regional tourist offer and solving funding problems. Regional development of tourism is possible with the effective use of the internal potential of the region-managerial, resource, financial. The essence of activating managerial capacity is to shift the emphasis from direct public administration and regulation of regional development of tourism and recreation to: stimulation the formation of an effective autonomous regulatory mechanism in the regions; activation of the entrepreneurial element, the activities of individuals in ensuring such development; creation of the conditions for effective cooperation between public authorities, local governments and the private sector in the development of tourism through various mechanisms. Achieving the set goals lies in the way of involving public authorities, local governments, territorial communities and private initiative to active action. Therefore, local tourism organizations and tourist information centers are being setup at the department sand tourism departments of local state administrations, and the efforts of domestic and foreign (including international) public organizations are being actively involved. The experience of the National Tourist Organization of Ukraine (NTOU) is interesting in this topic. The article highlights the experience of public and regional tourism organizations, in particular the National Tourism Organization of Ukraine, considers the possibilities of creating regional tourism product on the examples of specific types of tourism and regional resources, draws conclusions on the prospects of tourism development in the regions and solving funding problems. Keywords: touristic region (destination), regional tourism, NTO of Ukraine, regional tourism product.

ШЛЯХИ РОЗВИТКУ ТУРИСТИЧНОЇ СФЕРИ УКРАЇНИ У ВОЄННИЙ ПЕРІОД

The article is devoted to the study of the development of the Russian-Ukrainian war for the development of tourism in Ukraine. It is substantiated that in wartime Ukraine it is time for political science to understand the development of tourism as an object and subject of the political process and as an economic attractor, to deter-mine the state of national and regional economy and determine appropriate management decisions. Under such conditions, the tourism sector not only shapes the political ways, methods and means of tourism in the country, but causes the development (albeit indirectly) of solving some political and economic problems and functions of the state. The relevance of the study is due to the fact that it is currently characterized by the need to seek stabilization of economic and social development of society, as well as the formation of political opportunities for national action in the political process, where tourism to change the institutional structure. Research on the de-velopment of tourism is now particularly relevant in the context of the full-scale war in Ukraine and is studied in a number of scientific and practical works. The full-scale war began not so long ago, and at present there are not many publications and research on this topic. Studies show that the tourism business in Ukraine is at the stage of structural adjustment, institutional population, the formation of intra-industry, and intersectional, interregional and foreign economic relations. The tourist infrastructure is being improved, the corresponding segment of the labour market is being formed, and a new system of state regulation of tourist activity is being created. The facts of cultural crimes of the occupying forces on the territory of Ukraine and their consequences in the future are studied. The main factors influencing the socio-economic and ecological zone during the war are identified. The internal demand necessary for the normal functioning of the economy must decrease. Accurate estimates of this decline cannot be given at this time, but it is likely to be at least a third of the military level. Such a reduction is transformed into a corresponding fall in the country’s GDP. Also the key consequences for the development of the tourist sphere of Ukraine are described. The article identifies problems and prospects for the development of tourism in the war in Ukraine.

Застосування інструментів соціальних мереж для розвитку туристичної індустрії

The article is devoted to the study of social network tools and their application for the development of the tourism industry. The service sector was one of the first to actively and successfully use social networks for commercial purposes in order to increase the number of consumers of services and, accordingly, receive income from the main activity. Content creation and its expansion, brand recognition and authority; Information channels and integration with state digital services have created special conditions for the tourism and hospitality sectors for their development. The rapid development of the digital economy and information society gives impetus to the development of various spheres and branches of the national economy. The spread of various social communication networks has changed the approaches and tools of doing business. It has been confirmed that the advantages of using digital technologies for conducting business, including tourism, are: accessibility, speed, simplicity, productivity, lower cost, etc. Identified trends in the development of tourism in Ukraine due to digitalization in the tourism industry. The dynamics of the volume of digital tourist services during 2015-2020 were studied. It has been established that the most common social networks are Twitter, YouTube, Facebook, Instagram, LinkedIn and others. Each of these social networks has its own set of tools and methods of contact with consumers. It has been studied that the most popular and widespread tools of social networks are: uploading photos, video and text; commenting and labeling of publications; tracing of traces; messenger (direct message, personal messages, etc.); ppyami efipy; "Stories"; "reels". The article highlights the main advantages of social networks for the development of the tourism industry. Thanks to the use of social network tools, there is a prospect of constant and rapid growth of the audience of potential groups

Tourism and hospitality industry development in the Ukrainian economics strategy of post-conflict reconstruction

The article is devoted to improving the vectors of strategic development of the tourism and hospitality industry in armed conflicts and post-conflict recovery and optimizing possible measures to coordinate the activities of major players in the tourism and hospitality industry to justify trends in further postwar recovery. The negative consequences of the armed conflicts in the sphere of tourism and hospitality are systematized, the main obstacles to the development of inbound tourism in modern realities are identified, the state and features of tourism in Ukraine in military and postwar realities are studied. It is noted that the development of tourism in Ukraine was negatively affected by the events of 2014, which in 2022 due to full-scale invasion had a very negative impact on the tourism business and hospitality industry, which requires the development and implementation of anti-crisis measures by Ukraine. Currently, domestic tourist flows in Ukraine are expected to decrease, and the reason for this is the decline in the purchasing power of citizens due to the military conflict and the impact on the economy and social sphere of the country. Emphasis is placed on the fact that there are many countries in the world when, after large-scale hostilities, the tourism industry was rapidly recovering and developing. The experience of post-war restoration of tourism in the countries affected by the wars: Croatia, Cyprus, Georgia, Israel is analyzed and the use of these countries experience in the restoration of tourism in Ukraine is proposed. It is noted that the tourism industry and the hospitality industry should be the locomotive of the postwar economic recovery of Ukraine. The fact is emphasized that a fundamental renewal of Ukraine’s tourism branding is needed, which will be based on the safety and protection of tourists, as well as the formation of the image of a safe country.

OPPORTUNITIES AND CHALLENGES FOR DEVELOPMENT OF RURAL GREEN TOURISM IN UKRAINE: THE PUPLIC MANAGEMENT ASPECT

The role of rural green tourism as one of the ways for agricultural production sustainable development is researched in this article; it is proved that rural tourism in Ukraine enhances development of villages’ infrastructure, enables popularizing the history, folklore, culture and traditions among the local citizens and on the global scale alike; it is also a cause for rural homesteads improvement and benefits the hosting families’ financial state. The following problem issues for rural tourism subjects are distinguished: organizational disjointedness, insufficient development of the basic and auxiliary infrastructure, not high enough service level, and lack in advertising and informing activity in promoting the relevant products and services. It is accentuated on regional offices for agriculture, local authorities and public organizations having great opportunities for green rural tourism development and influencing it significantly; micro-social and macro-social barriers are mentioned that impede this sector’s development. The importance of agri-tourist homesteads owners’ interest and initiative in forming and development of local and regional unions and significance of their support by local authorities and the regional and central power bodies, scientific and public organizations in facilitating the activation of green rural tourism development in Ukraine is proved.

ГАСТРОНОМІЧНИЙ ТУРИЗМ ЯК ЕЛЕМЕНТ МАРКЕТИНГОВИХ СТРАТЕГІЙ РОЗВИТКУ РЕГІОНАЛЬНОЇ ЕКОНОМІКИ В УМОВАХ КРИЗИ

The article deals with the place and role of gastronomic tourism in marketing strategies of regional economy development in Ukraine in modern crisis conditions. It is generalized that gastronomic tourism is a kind of cultural-cognitive tourism, during which acquaintance with the culture of a certain territory, ethnic group or nationality takes place through food or beverages by both their consumption and observation of preparation or participation in this process. An important prerequisite for the development of gastronomic tourism in the region is the development of proper marketing support. The most effective way to solve the problems of regional tourism branding is to form strategic approaches to marketing support for regional tourism development in Ukraine, which should be based on the principles of system, sustainability, convergence and take into account existing regional differences. It is substantiated that in crisis conditions the key principles of formation of marketing strategies of development of regional economy are guarantee of safety of social and economic systems and diversification of possibilities of their development. From the standpoint of strategic management of regional development in the context of overcoming the crisis in the context of the priority of gastronomic tourism development, a set of measures has been developed. It was found that the organizational and functional uniqueness of gastronomic tourism and its close integration with local cultural heritage allow to maximize the effect of increasing the competitiveness of local communities and regions and even in times of crisis to successfully develop and implement measures to increase sustainability and future progressive economic systems. In times of crisis, economic systems, operating in conditions of instability, require the development and implementation of strategic priorities based, in particular, on marketing mechanisms. An effective tool of regional marketing is the formation of the tourist brand of the region, which should be a key aspect of marketing strategies for regional tourism development.

УПРОВАДЖЕННЯ АСПЕКТІВ СТАЛОГО РОЗВИТКУ У СФЕРІ СІЛЬСЬКОГО ТУРИЗМУ В УКРАЇНІ

Features of rural tourism are considered within the concepts of sustainable development and sustainable tourism development. Possibilities of assessing the degree of implementation of aspects of sustainability at the level of the tourism process participants are highlighted. The monitoring of the state of achievement of the goals of sustainable tourism development is platformed by the survey of owners of rural hospitable estates in Ukraine – members of the NGO “Union for Promotion of Rural Green Tourism Development in Ukraine”, providing for the initial assessment of the implementation of aspects of sustainable development in the field of rural tourism in Ukraine. The latter allowed us to identify the main sociodemographic indicators of the owners of rural hospitable estates in Ukraine and their farmsteads. The analysis of the level of estate owners’ acknowledgment of the concept and goals of sustainable development, the study of the nature of the use of hired labor by the owners of rural hospitable estates, the level of implementation of aspects of environmental friendliness and responsible consumption serve to reveal the state, opportunities, and prospects of cooperation of rural hospitable estates with other participants of the tourist process. It was found that the owners of estates not only have a common understanding of the concept of sustainability and its relevance but also actively endeavor to implement certain aspects of sustainability in the provision of rural tourism services. Highlighted criteria for sustainability of rural hospitality services – economic (profitability, demand, stable tourist flows, expansion of activities, etc.), sociocultural (cooperation and partnership, cluster interaction, preservation of local traditions, opportunities for learning and personal development, etc.) and environmental (waste management, responsible consumption of resources, etc.). The current needs and mechanisms of further acquaintance of the owners of rural hospitable estates with the issues of sustainable development are determined. Identified ways to ensure more sustainable activities for the provision of rural tourism services at different levels – the level of rural hospitable estate, community level and state level as elements of a complex, continuous and multifaceted process.

АДАПТАЦІЙНІ НАПРЯМКИ РОЗВИТКУ ТУРИЗМУ В УМОВАХ НЕВИЗНАЧЕНОСТІ

The article evaluates the researchers' theoretical and empirical approaches to the formation of adaptive directions for the development of tourism activity in the conditions of uncertainty, characteristic of the peculiarities of the formation of the specified industry in Ukraine. An analysis of the provisions of the leading experience, which was formed based on the results of overcoming the consequences of the Covid-19 pandemic, was carried out, and their adaptation for the domestic conditions of the current and post-war period of tourism development in Ukraine was carried out. The main directions of the studied category are highlighted, in particular: customer-oriented direction in terms of territorial development (attraction of travelers to regions that depend on seasonal offers or do not have significant tourist attraction (not located near traditional places of mass tourism (mountains, rocks, sea, safari), absent tourist infrastructure)); direction of sustainable development of the tourism industry. The main adaptation possibilities and prospects for the implementation of the specified directions in the conditions of functioning and restoration of territories and tourist destinations are formulated. The scientific novelty of the presented research consists in the development of modern directions for adapting the resource advantages of domestic tourism to the effects of conditions of uncertainty, which will be characteristic of the industry at the current stage and in the period of post-war restoration of territories and tourist destinations. It is proven that the presented proposals regarding the adaptation of the best foreign practices in the researched area should be transformed in accordance with the institutional, infrastructural, resource, and recreational opportunities of specific territories. The important role of the public-private partnership and the implementation of the concept of sustainable development in the process of reproduction of the tourism industry at various levels was determined. It was established that finance is an important resource component of tourism activity, the process of attracting which can be optimized due to the activation of public-private partnership. The relevance of creating initiatives to spread the concept of sustainable development within the territories of tourist destinations (among the population, among local businesses and authorities) is substantiated. The need for the formation of tourist products, the reform of tourist destinations in view of the achievement of the goals of sustainable development (ecological, social, economic) was established, the implementation of which will contribute to the growth of tourist flows and the restoration of territories.

СУЧАСНИЙ СТАН РОЗВИТКУ ДІЛОВОГО ТУРИЗМУ В УКРАЇНІ ТА ТУРИСТИЧНИХ РЕГІОНАХ СВІТУ

The article examines the field of business tourism in Ukraine and the world market. The main macroeconomic indicators of the world market of tourist services and the segment of business tourism as one of its most important components are studied, the analysis of dynamics of development of business tourism on an example of the leading countries of the world is carried out. The actual statistical indicators of business countries of the world, indicators of dynamics of the market of business and private travels in Ukraine are analyzed; features of business travel accounting. The impact of the intensification of the business services sector on the regional development of Ukraine is described. The factors that create obstacles to the development of business tourism in Ukraine, the prospects for the development of the national tourism market are studied. The problems facing the business tourism industry of Ukraine at the present stage are considered, recommendations for increasing the competitiveness of the national tourism product are given. The study revealed changes in the ratings of indicators of business tourism in some countries. The places of business tourism in the development of the tourism industry of foreign countries and Ukraine are determined. The leading exporters and importers of tourist products are named, the position of Ukraine in certain segments of the business tourism market is determined. The set of advantages is highlighted, the opportunities of the business sector by regions are determined, the ways of development of the Mys-industry of Ukraine are presented. Methods for assessing its effectiveness in the future will expand business activity in the country dozens of times, as a result, it was determined that business tourism as a large part of the tourism industry in the future, is the basis for image and economic progress of the country. Business tourism is a strategic tool for both foreign and domestic policy of our country as a whole and the key to the success of regional development, because throughout the country is a diverse business.

THREATS TO ECONOMIC SECURITY OF THE TOURIST INDUSTRY OF UKRAINE IN THE CONDITIONS OF MODERN CHALLENGES

The purpose of the article is to substantiate the patterns of tourism development in Ukraine, formed under the influence of threats to the economic security of the industry, and outline the measures, the implementation of which will overcome the existing negative trends. The article outlines the tourism industry of Ukraine, given the financial and socio-economic crises of recent years, political instability, the war in the east, and the spread of the COVID-19 pandemic, which pose threats and risks and affect the economic security of tourism, significantly loses of competition with other countries in the world. The survey proves that at the present stage, the key direction of modernization of the tourism sector is to ensure the safety of tourism by minimizing the impact of these threats on all participants in the tourism market and the industry as a whole. The conceptual apparatus of economic security of the tourism industry is characterized, threats to its stability and the ability of tourism enterprises to ensure stable results of activity and to occupy steady positions in the tourist market. Installed classification of factors threatening the economic security of the tourism industry on the basis of «level emergence» (megalevel, macrolevel, mesolevel). Generalized theoretical developments on counteracting threats and challenges to the economic security of the tourism industry by preventing and eliminating the impact of their negative effects on the development of this sector of the economy. The authors analyze the influence of external and internal destructive factors on tourism development. We found that modern threats have created conditions of increased risk in the tourism industry of Ukraine, which has led to a reduction in external tourist flows and contributed to the growth of demand for domestic tourism, which is less dependent on external factors. The authors of the article identified the need to form a special system for managing threats to the economic security of the tourism industry, both at the national level and at the level of individual tourism entities. The article substantiates that the set of circumstances created by the COVID-19 pandemic determined the emergence of new threats and dangers to the effective operation of the tourism industry. This necessitates a solution to the problem of ensuring a sufficient level of security for the development of tourism in the conditions of modern challenges. Research determines that in resolving a wide range of issues related to tourism development and ensuring its safety, an important role is given to the consolidated work of government agencies, the public, and businesses. It is proved that overcoming the existing negative trends in tourism, which were formed under the influence of threats to its economic security, will be possible with the active use of innovations, among which special attention should be paid to digital technologies and the information positioning of tourism in cyberspace.

Актуальні питання активізації розвитку зеленого туризму в Україні

The reorientation of Ukrainian vacationers to the domestic tourist market due to the COVID-19 global pandemic has created additional demand for specific types of tourism, among which green tourism occupies a vital place. At the same time, although it is easy to find acceptable options for green recreation, there are still many controversial and uncertain points in this area of tourism. The article is devoted to the study and comparison of expert opinions with actual analytical data to form a system of measures to enhance the development of domestic green tourism. The methods of economic-statistical modelling, dialectical and abstract-logical methods, bibliometric analysis, graphic method of scientific research are used in work. The article considers the work and approaches of scientists and international organizations to determine the nature, subjects and specifics of green tourism. With this in mind, our approach to interpreting the definition of “green tourism” has been formed. The author presents the analytical data on the effectiveness and directions of green tourism the potential number of tourists focused on green recreation. Expert opinions on the prospects and problems of green tourism development in Ukraine are presented. Emphasis is placed on the available tools of state regulation of the studied sector and the international practice of green tourism regulation. Considering all the above, the problematic factors that cause the most significant deterrent effect on the development of domestic green tourism have been identified in the author’s opinion. Using the methods of economic and statistical modelling, the relationship between thevolume of capital investment in tourism and the profitability of tourist services is proved. The system of measures proposed by the author to increase the investment attractiveness of green tourism in Ukraine is substantiated and presented. The need to improve the quality of green tourism in Ukraine was emphasized.

INNOVATION-DRIVEN OPPORTUNITIES AND SOLUTIONS TO PROMOTE EUROPE-ORIENTED TOURISM DEVELOPMENT IN UKRAINE

The article presents an in-depth analysis of innovation opportunities and solutions to promote Europe-oriented tourism development in Ukraine, which is especially relevant given the significant lag in economic indicators of Ukraine's tourism industry against the world tourism leaders. The findings reveal that the tourism industry, as well as in Ukraine, is adapting fast enough to the global challenges caused by the coronavirus pandemic and other crisis phenomena and is gradually returning to its normal functioning, even under heavy restrictions. Particular emphasis is put on the growing role of innovative solutions to boost the process of adaptation to new realia. It is argued that tourism innovations and reforms will contribute to promoting both short-term and long-term tourism demand, raise the number of tourism businesses and, consequently, will create more jobs in this sector, along with enhancing the quality and competitiveness of domestic tourism product and increasing the tourism industry share in GDP. The purpose of this article is to identify opportunities to innovate and search for optimal solutions to ensure Europe-oriented vector of tourism development in Ukraine. To attain the research agenda, a range of general research methods have been employed, in particular, analysis and synthesis, monograph methodology, as well as methods of abstraction and concretization. The study asserts that in modern economic settings to secure the European vector in tourism development, there is a vast variety of innovative solutions available to tour operators and travel agents, ranging from radical changes in their management and marketing activities up to diversification of tourism products and customer service models. To facilitate further Europe-oriented development of domestic tourism, a focus is also placed towards the essential role of innovation-driven transformations of a tourist product at the regional level which assume new services, new tourist attractions and travel routes or their modifications, including the use of digital technologies and new tourism types, such as glamping, immersive tourism, fitness tourism, virtual tourism, travel journalism, film tourism, etc. In addition, the study discusses the specifics of backpacking as one of modern innovative tourism trends. It is argued that the key pathway for the tourism industry to innovate is building a single national tourist information base with an easy access and customer-friendly interface. Such an electronic database will combine the capabilities of an interactive travel guide and a marketplace. According to the results of the study, to enhance the Europe-oriented development of the tourism industry in Ukraine, the government should design sound investment and innovation policies that will help to support both nation-wide and regional innovative projects. The summary concludes that the implementation of innovations will contribute to gaining a competitive edge in the global tourism market.

THE INFLUENCE OF CULTURAL HERITAGE ON THE DEVELOPMENT OF TOURISM IN UKRAINE

The article examines the current state and main problems of preservation and use of cultural heritage for tourism development in Ukraine. It was found that cultural heritage is becoming a new factor in economic and spiritual life in Ukraine, is a powerful resource for balanced development of society, performing in modern society many modern functions, including political, economic, social, and spiritual. At the same time, the study and generalization of modern theoretical and methodological works on the assessment of cultural heritage have made it possible to establish the lack of development of the concept of cultural heritage in general and its conceptual and terminological apparatus in particular. Currently, Ukraine is actively integrating into the world cultural space, so a full and comprehensive identification and study of cultural heritage for the purpose of balanced use and comprehensive preservation – a strategic, state-important humanistic and scientific-practical task. According to the research results, the principles of socio-geographical research of cultural heritage are formulated and the structural-graphic model of complex socio-geographical study of cultural heritage as a factor of socio-economic development of regions is developed; the current state and main problems of preservation and use of the cultural heritage of Ukraine are determined; describes the program-targeted approach to solving the problems of protection and use of cultural heritage, outlines practical recommendations for ways to improve the use of the historical and cultural potential of regions for tourism development in Ukraine. The obtained theoretical and applied results of the research create preconditions for the formation of an appropriate methodological basis for their application in the national economy, which enhances the practical significance of the work.

DESIGN OF THE TOURIST INFRASTRUCTURE OF THE CITY APPLICATION. PROBLEMS OF LEISURE PLANNING

The article considers the current problem of tourism development in Ukraine and in a particular city Kharkiv. This problem is especially relevant today, due to the spread of COVID-19 pandemic. Nowadays, in order to correct the situation in this sector of the economy, it is advisable to use specialized information support. There are many different resources on the Internet, with which one can get help or mark out a route, depending on the selected points of interest. Some of them specialize in working with the map, in particular in marking out routes, finding and displaying places of tourist infrastructure on the map. Others display information about events taking place in these places without cartographic reference. But each of these resources has only a part of the needs of a tourist or resident who wants to plan their leisure time. The proposed application will fill all the flaws of existing resources. It will meet the needs of navigation, information and planning functions. In other words this application will be the first application that combines the functions of finding and providing information about places of tourist attraction, marking out routes between them and creating an optimal plan for visiting them. The geographic information system ArcGIS was chosen to solve this problem. It contains the necessary modules for working with vectorized maps, layers and provides programming. An intuitive application interface was created using VBA. It contains the necessary forms for routing between points of interest and time planning. The article demonstrated the capabilities of geographic information systems in tourism business sphere It demonstrated a solution that allows with maximum convenience and minimum time not only to obtain the necessary information, but also to plan their leisure. It will help even during lockdowns and other anti-epidemic measures to prevent decline of tourist infrastructure.

Media communication interaction in rural tourism

Purpose. The purpose of the article is to generalize and supplement the theoretical and methodological basis of the study of media communications in rural tourism, highlighting their main types and ways of development, as well as forming areas of communication with potential consumers of tourism products by adapting to their paradigm.
 Results. The transition of society to a new stage of information development is accompanied by increased competition between tourist destinations, changing tourist profiles of consumers, changes in the mediation system, the total use of digital technologies and significant personal transformations. This situation requires adjustment of the organization of communications in various spheres of social and economic relations, including in the rural tourism sector. The development of rural tourism in Ukraine and Europe is closely linked to the formation of a new economy and information society, based on digital technologies. The main characteristics of the information society are formed in the research. The characteristics and development trends of the tourism market in both global and national dimensions are identified. The main approaches to the definition of media communications are considered. The historical stages of the formation of media communications are studied. Information on world statistics of Internet users is given. The directions of personal reorientation of tourist consumption are determined. Paradigms of media consumer thinking are described. The expediency of its adaptation and consideration in the development of the concept of rural tourism development is substantiated.
 Scientific novelty. Scientific novelty is determined by the addition of the theoretical and methodological basis of the study in terms of adapting the paradigm of thinking of the media consumer to the concept of rural tourism.
 Practical value. The directions of media communication activity proposed in the research will be useful in developing an effective concept of rural tourism development.