СУСПІЛЬНО-ГЕОГРАФІЧНИЙ АНАЛІЗ СУЧАСНИХ ТЕНДЕНЦІЙ, ПРОБЛЕМ І ПЕРСПЕКТИВ ВІДРОДЖЕННЯ ПАЛІТРИ БРЕНДОВИХ ДЕСТИНАЦІЙ ЕТНОФЕСТИВАЛЬНОГО ТУРИЗМУ У ЗАХІДНОМУ РЕГІОНІ УКРАЇНИ В КРИЗОВИХ РЕАЛІЯХ СЬОГОДЕННЯ

The aim of the study. To investigate the current state and prospects of the festival tourism development in the Khmelnytskyi region. The development of tourism, particularly festival tourism, is important for the economy of the country and territorial communities, as it ensures the growth of tourist flows and the development of infrastructure. Method. The research uses general scientific research methods, namely, general logical methods: comparison, analysis, synthesis, generalization and analogy. The methods of analysis, synthesis and generalization were used in the study of the cause-and-effect relationship growth of the tourist activity in the region due to the use and preservation of tourist objects, cultural and historical local communities' traditions. Using the method of analogy, the probable positive results of the development of festival tourism in the Khmelnytskyi region were evaluated. Results. Examples of the development of festival tourism in Khmelnytskyi region are demonstrated. The prospects for the development of festival tourism in the Khmelnytskyi region have been determined. The scientific novelty. The scientific novelty of the obtained results lies in the fact that the potential of using festivals in the field of tourism of the Khmelnytskyi region has been determined. The directions for the development of festival tourism in Khmelnytskyi region are described in order to activate domestic tourism and improve the image of the region at the international level. Practical significance. The article provides examples of the festival tourism development in Khmelnytskyi region. The strengths and weaknesses of festival tourism in the region are analyzed. The development of this type of tourism has many positive aspects: popularization of the native region, development of local infrastructure, receipt of funds to the budget, creation of new jobs, attraction of new tourists to other tourist locations. The article argues that the festival tourism development potential of Khmelnytskyi region is very rich and needs development. The obtained scientific results are used in the educational process of future specialists in the direction of training «Tourism», with the educational qualification «Tourism expert, organizer of excursion and animation activities» when teaching the disciplines «Organization of tourist trips», «Professional competences in tourism business», «Organization of tourist activities». The obtained scientific results are used in the educational process of future specialists in the direction of training «Tourism», with the educational qualification «Tourism expert, organizer of excursion and animation activities» when teaching the disciplines «Organization of tourist trips», «Professional competences in tourism business», «Organization of tourist activities». The obtained data can be used for conducting student practices.

Chernivtsi region faces numerous challenges in the tourism industry, including imperfect infrastructure, insufficient awareness of the region among foreign tourists, and fluctuations in economic and political conditions that affect tourist flows. The problem remains the unstable volume of foreign tourist flows, which directly affects the financial stability of local hotels, restaurants, and services. The study is designed to reveal the factors that shape these fluctuations and determine which aspects of development can support an increase in the number of foreign visitors in the region. The publication reveals the features of the development of foreign tourism in Chernivtsi region during 2000-2023. The main factors that had the greatest impact on the development of this type of tourism activity were identified. It was found that the largest decline in the number of foreign tourists was due to Russian aggression and the COVID-19 pandemic. The socio-economic and political instability in Ukraine also had a significant impact on the formation of foreign tourist flows. Analysis of the data obtained allows us to distinguish 2 periods of the impact of foreign tourism on the development of tourist services in the Chernivtsi region. The first period covers the period from 2000 to 2013. During this period of time, the ratio of foreign tourism to domestic was mostly higher than average values or close to average indicators. The smallest impact of foreign tourism during this period was observed in 2011, when the share of foreign tourists in relation to the number of domestic tourists was only 8.5%, which is 1.5% less than average values. In 2003, it was 9.5%, thus approaching average values. However, in 2006 and 2007, the greatest impact of foreign citizens on the development of tourism was observed. In these years, their number approached 20% (19.3% in 2006 and 19.7% in 2007) of the number of domestic tourists visiting the region. In other years, the share of foreign tourists relative to domestic ones was higher than the average values and fluctuated within 10-15%. The second period covers 2014-2020. During this time, there is a slight impact of foreign tourism on the development of tourism in Chernivtsi region. The main reason for these processes is the beginning of Russian aggression and, as a result, the deterioration of Ukraine's security image in the international tourism market. In 2014, the share of foreign tourists relative to domestic ones was only 4.0%, and in 2018 it decreased to 2.7%. However, already in In 2019, it reached 10.5%, thus exceeding the average indicators. Foreign tourism in Chernivtsi region at the given stage of development of the tourist complex of Chernivtsi region does not meet the potential opportunities. Only every 10th tourist in the region who used the services of tour operators and travel agents is a foreigner. The greatest impact on the insufficient development of foreign tourism in the region is the Russian aggression, which has been going on for almost 12 years. Its consequence was the formation of a negative security image of Ukraine in the international tourist market and, as a result, a reduction in inbound tourist flows. However, the presence of a powerful recreational and tourist potential, as well as the interest in the development of foreign tourism of authorities and entrepreneurs working in the tourism business, create favorable conditions for the restoration of this type of tourism activity in the post-war period.

Purpose. The definition of the key aspects of the strategic goal-setting of the development of the cultural tourism in Pryazovia and a system of indicators of the cultural destination development index. Analyze the availability of strategic objectives for the development of cultural tourism in the Azov region. Develop strategic and program documents of three levels (national, regional, local) as of 2021. Methods. The main methods of the research for the achievement of the purpose are logical-structural and content-analysis of the aspects of the strategic goal-setting of the development of the cultural tourism of Pryazovia by means of the processing of the valid for 2021 of the strategic and the program documents of three levels (national, regional, local); method of the expert assessments which is for more professional definition of the status of the indicators of "goal setting" in the cultural tourism for each destination; methods of analysis and synthesis which is for the formation of the grounded conclusions and the recommendations based on the results of the research. Results. The system of the indicators of the index of the development of the cultural destination has been determined in the article, which includes the group of the indicators of the institutional ability, the cultural-tourist attractiveness, the efficiency. In the field of the definition of the institutional ability, the existence of strategic tasks of the development of the cultural tourism of Pryazovia has been analyzed. For the definition of the outlined problem, the strategic and the program documents for three levels as of 2021 have been outlined, the indicator of "Goal setting" for each destination of Pryazovia (Berdiansk, Henichesk and Arabatskaya Strelka, Kyrylivka, Melitopol, Mariupol) has been analyzed and characterized. Instead, the existing statistics and aspirations of the inhabitants of the Azov region, who consider the development of cultural tourism and preservation of cultural heritage as an important component of the territory, are not reflected in the visions and strategic goals (objectives) of many strategic documents of the Ukrainian Azov region. Based on the study of all program documents, the most effective and efficient in terms of system-strategic approach to the development of cultural tourism is the Roadmap for the development of tourism in the Azov region for 2021-2030. Scientific novelty. For the first time, the key aspects of the strategic goal-setting of the development of the cultural tourism in Pryazovia have been analyzed in accordance with the strategic and the program documents, and the indicators "Goal-setting" for each destination have been determined. The practical significance of the obtained results is that the results of the analysis of the aspects of the strategic goal-setting of the cultural tourism of Pryazovia can be used during the formation of the humanitarian policies in the sub-region of Pryazovia and the Ukraine as a whole. Also, the materials can be used during the teaching of educational components of the educational program of the specialty 242 Tourism.

the article aims to assess the tourist and recreational potential of the Moscow region, identify the prerequisites and analyze the factors that limit the development of ethnographic tourism in the Moscow region. When working on the article, reference materials were used, due to the recreational development of the Moscow region; statistical data of state organizations and the results of expert assessments of the development of ethnographic tourism. Research methods: systematization and generalization of information; content analysis; logical analysis. Monitoring of the tourist and recreational potential of the Moscow region, analysis of the resource base allowed us to assess the existing problems and suggest possible solutions. The prerequisites for the development of ethnographic tourism in the region are determined, the place and specifics of ethnographic tourism in tourist flows are revealed; the place and role of the Moscow region in the development of ethnographic tourism in the Russian Federation is justified. As a result of the study, the trends in the development of ethnographic tourism were identified and the areas of its most promising development in the Moscow region were identified. The results obtained contribute to the development of museum and exhibition business and folk crafts in the region, the popularization of ethnographic tourism in the Internet space, which ultimately provides an increase in the tourist flow in the Moscow region, and also allows you to create additional jobs in the tourism sector.

In this paper, taking the per capita tourism revenue of the administrative units of Chinese mainland from 2007 to 2018 as an indicator, we analyze the unbalanced regional tourism growth in Chinese mainland and its trends by using kernel density estimation (KDE), the Gini index, and exploratory spatial data analysis (ESDA). The results demonstrate that (1) the distribution of regional tourism data in Chinese mainland and its four economic regions tends to converge, and the relative difference in tourism development among cities is slowly decreasing. (2) The differences in regional tourism development within the four economic regions in China are different, and each part shows its own degree of decline, with the gap in regional tourism development in Western China being the largest, and that in regional tourism growth in Northeast China the smallest. The difference in regional tourism development in both East and Northeast China decreased significantly and that in Central China decreased the least. (3) Finally, the difference in regional tourism development is dominated by a positive spatial correlation. The range of high-high types has expanded, and low-high and high-low types have decreased.

The Middle East and Sorth Africa (MENA) is a large, complex, and diverse region and is viewed as a huge centre of cultural and travel influence. Nevertheless, the region has been plagued by geopolitical tensions, political turmoil, instability, and conflict over the decades. The conflict-ridden and controversial image of the region in many tourism-generating markets has negatively affected the flow of tourists to the region and hindered the development of tourism despite its wealth of cultural heritage endowments, a climate conducive to tourism, and leisure resources. More recently, in the aftermath of the ‘Arab Spring’ and the advent of Islamic extremism and fundamentalism, cultural heritage in parts of the region has been placed at risk and has witnessed large-scale devastation, destruction, and looting. The latter has stressed the urgency for post-conflict reconstruction in the Middle East context. The introductory chapter provides an introduction and background to the MENA region from a geographical and historical perspective in general and the cultural and heritage tourism in the region in particular and the challenges it faces. It will also outline the development of tourism in the MENA region and identify key issues in the region with links to the chapters in the book.

This article examines innovative aspects of the development of tourism regions in Europe. The article aims to determine the intensity of the perception of innovation in the tourism region as a problem in its development. The ambition of the article is to assess the problems in the development of tourism regions in Europe in the field of innovation as a possible starting point for optimizing changes in local and regional tourism policy. The research analyses the positions of 95 regional tourism experts from 17 European countries. The database was based on a databank of 150 representatives of academia and 275 representatives of regional tourism organizations. To analyse the properties of categorical data and the relationships between them, we used Gamma, Kendall’s Tau-b, Somers’ D C|R, Spearman correlation coefficient, Phi Coefficient, Contingency Coefficient, Cramer’s V and the decision tree algorithm. The maturity of the innovation environment of tourism regions and their level of development influence the perception of innovations as a problem in their development. Southern European tourism regions perceive innovation as a problem in their development most intensively. Tourism regions with stronger innovation activity have a well-established quality management system and a comprehensive and systematically addressed supply of seasonal and off-season products. Tourism regions ranked in the emerging innovator group perceive the specified problems in the implementation of innovations more intensively. This reflects the lack of coordination of the product portfolio, both in terms of range and quality, in countries where the innovation environment is poorly developed. A key recommendation to mitigate the perception of innovations as a problem in the development of Europe’s tourism regions is to focus attention on the implementation of regional policy instruments that stimulate the participation of tourism in the synergy effects of the existing innovation environment of the economy.

This paper outlines the development of wine tourism in the Ningxia wine region, primarily from the perspective of key wine stakeholders. Based on field observation and semi-structured in-depth interviews with 24 winery managers and owners, and 2 government officials in the region, it reveals that wine tourism development provides an opportunity to build a unique regional brand focused on high quality wine, to build brand loyalty with domestic and international visitors, and to provide a distribution channel for the wineries to enhance sales directly. To date, however, wine tourism in the region remains under-developed, and there is scepticism about the value of the activities, when other challenges are considered.

It has become evident that rural tourism grew significantly during the pandemic compared to mass tourism. However, at this time, all the forecasts were wrapped in considerable uncertainty regarding travel, which is not without the elevated associated risk. Therefore, we assessed the perceptions of the entrepreneurs in relation to rural tourism activities regarding the advantages of their rural tourism activity in the Azores for customers. Furthermore, the potential for developing this typology of tourism is pivotal for obtaining very reliable data and information on this topic and enabling us to provide guidelines for the leading regional players. In this regard, an exploratory method was used to assess the perceptions of the entrepreneurs with rural tourism activities in the Azores Islands regarding the customers’ experiences and some other important aspects concerning the promotion of this type of tourism in the region. Throughout this study, it was possible to verify that the most relevant obstacles to the development of rural tourism in the Azores region are the preservation and conservation of nature and endogenous resources and delivering proper infrastructures and regional accessibilities. Contrarily, the increase in community and regional funding and support for rural tourism could be key to the prosperity of this typology of tourism in this insular territory.

In the article on the example of activity of cultural and art center the "Polesye house" forming features and structural-functional descriptions of tourist product of rural tourism were analysed in the Zhytomyr region, and also the analysis of economic activity of агросадиби is conducted the "Polesye house" for three last years taking into account all types of activity. Goal. Analysis of economic activities at the agriturismo "Polesye house " and specific features of formation and structural-functional characteristics of the tourist product of rural tourism in the region. Method. For this purpose we used a range of complementary research methods: methods are systematic and statistical analysis, generalization and systematization. In the process of research used literary sources for rural tourism in Zhytomyr region and in the country, and Internet resources. Results. Analyzing the activities of the "Polesye house " farm for three years, we can conclude that: holidaymakers are active in April - July, with the largest number of tourists in May; the most popular services are: lunch, master classes, entertainment, souvenir shopping, quests; the highest revenue was recorded in May 2016-2018 and October 2018. The results of the study indicate that, in order to attract the modern tourist and to increase the target audience you need to constantly work on expanding the range of services. Therefore, at the present stage in the creation and establishment of a quality and profitable tourist product in rural tourism in the region must take into account different interests and preferences of tourists of different age and target audience and constantly work on expanding the range of services. Scientific novelty. For the first time analyzed the activities of the cultural arts center, "Polesye house " and performed a statistical analysis of its economic activities and peculiarities of the tourist product. Practical significance of the obtained results lies in the fact that proposals for the development and creation of tourist product in rural tourism, can be used at the regional level for improvement of territorial organization of the tourist complex.

This article considers the development of tourism and recreation activities in the cross-border regions of Northwest Russia and reveals general trends and features. Tourism is considered to be the current and future direction of social and economic development of the regions because of its attractive cross-border destinations. A number of measures are suggested to stimulate the development of tourism and recreation activities in the cross-border regions of the Northwest of Russia.

The article studies the regulatory and legal framework of rural tourism in the Kostroma region. It analyzes the resource potential of the development of agricultural tourism in the region under consideration, and substantiates the relevance of the development of rural (agricultural) tourism. The authors analyze the natural, cultural, historical and infrastructural potential of tourism development in the Kostroma region, and consider the main negative factors affecting the development of rural (agricultural) tourism. Based on the analysis of the tourist potential, the authors identified the regions with the highest and the lowest potential for the development of agritourism and proposed directions for the development of the most promising types of tourism in the Kostroma region, taking into account the characteristics of the region.

ABSTRACTRegional tourism cooperation is the current trend of tourism development. As an important measure to build Hainan province into an international tourism island, the construction of the northern tourism circle in Hainan is of great significance to the development of tourism in China and even the world. This paper takes the construction of the northern tourism circle in China as a case study to explore the northern part of Hainan province. Through interviews and questionnaires, three factors affecting the performance of regional tourism cooperation are extracted from the perceptions of relevant stakeholders in the process of tourism circle development, namely, government coordination in the government dimension, market publicity in the travel agency dimension and tourists’ satisfaction in the tourist dimension. The study concludes that the government, travel agencies and tourists as the key subjects of regional tourism cooperation can have a significant impact on the performance of the entire regional tourism development and the future regional tourism development should not only emphasize the cooperation and win–win situation based on the expression of the interests and needs of the government, travel agencies and tourists, but also play their respective roles in the regional tourism industry from the perspective of each subject.

The study is aimed at analyzing the development of ecological tourism in specially protected natural areas in Almaty region using a systematic approach. The purpose of the study is to comprehensively analyze and develop a strategy for the development of ecological tourism in this region. The study is based on the relationship between natural areas and tourism infrastructure, taking into account all factors and influences. To achieve the goal, various research methods were applied. A search for scientific materials on Scopus, Web of Science, ResearchGate, Google Scholar and other platforms was conducted. Keywords for the search included «ecotourism», «specially protected natural areas», «tourism», «nature protection», «system analysis», «tourism in Almaty region». The search for materials was conducted for two months, from February to May 2023. Domestic and foreign experience was studied on the materials devoted to the topic of ecological tourism development. Also during the study a comparative analysis and SWOT-analysis of ecological tourism development in specially protected areas of Almaty region was conducted. The results of the study indicate methods for the conservation of natural heritage and biodiversity in the development of ecotourism. They emphasize the importance of sustainable use of resources, compliance with environmental standards and principles of environmental responsibility. The role of local community participation in ecotourism development is also emphasized to preserve cultural heritage, ensure sustainable development and create positive interaction between tourists and local people.

The purpose of the article is to clarify the process of emergence of sports tourism in Western Ukraine and to study the factors that positively influenced on this process. Methods. The investigation based on the use of general scientific and special research methods. General scientific methods include descriptive method, method of analysis and synthesis, generalization and abstraction, comparison and analogy. Results. It was found that the development of tourism was associated with the natural interest of society, which intensified ethnographic and cultural research. In the process of their implementation, new routes were laid, knowledge about the geography of the region was deepened, and the tourist infrastructure was formed. Physical preparation for the hikes took the form of scouting, which included the formation of skills of survival in natural conditions, the ability to navigate the terrain, set up a tent, light a fire, cook, and so on. The form of such training proposed by the British officer quickly gained popularity throughout the world and in particular in Western Ukraine. Gradually, sport tourism is becoming widespread. Overcoming financial, material and political difficulties, sports, local history and tourist societies during their existence have worked out numerous forms and methods of popularization and propaganda of Ukrainian history, sports, nature and culture using means of tourist and local history activities. Their work experience convincingly indicates the need for coordination of the activities of individual fans of tourism and travel, the concentration of efforts aimed at studying the recreational and cognitive potential of the native land. The activity of tourist and local lore societies and clubs has practically proved that one of the main factors of youth education is knowledge of one's own history and preservation of the nature of the native land, combination of physical development with patriotic and ecological education. The scientific novelty is that the factors of sports tourism development in the western region of Ukraine were clarified. The relationship between local history movement and sports tourism was determined. The some facts from the history of the local lore movement were indicated. The events testifying to the development of scouting in the western Ukrainian lands were revealed. The pan-European context of the process of sports tourism development and local lore movement was determined. The practical significance lies in the promotion of sports tourism as a form of relaxation and recreation, exposing the potential of scouting for sports training and patriotic education of youth, updating old and developing new tourist routes based on the experience of past tourist clubs.