ОСОБЛИВОСТІ УПРАВЛІННЯ СФЕРОЮ ТУРИЗМУ В УМОВАХ ДЕЦЕНТРАЛІЗАЦІЇ ВЛАДИ

Travel and tourism are essential to global economies, generating social, economic, and environmental impacts. However, there is a lack of standardized methodologies to assess the environmental footprint of tourist destinations beyond carbon footprint analysis. This study introduces the Greentour tool, the first of its kind to evaluate the environmental impact of accommodation, restaurants, and tourism activities using nine environmental indicators from a life cycle assessment (LCA) perspective. The tool applies a hybrid bottom-up and top-down approach, integrating data from tourist establishments and destination managers. The tool was tested in four tourist destinations in Spain and Portugal (Rías Baixas, Camino Lebaniego, Lloret de Mar, and Guimarães), revealing that transportation is the primary contributor to environmental impacts, ranging from 60% to 96% of total emissions, particularly in air-travel-dependent destinations. Food and beverage services are the second-largest contributor, accounting for up to 26% of emissions, while accommodation ranks third (1–14%). This study highlights the significant role of electricity consumption and food choices (e.g., red meat and dairy) in greenhouse gas (GHG) emissions, emphasizing the need for sustainable alternatives. Despite challenges in data collection, particularly for food and transport statistics, the Greentour tool has demonstrated robustness and adaptability across diverse destinations, making it applicable worldwide. This tool provides key insights for policymakers, tourism stakeholders, and businesses, supporting the integration of sustainability strategies into public policies and industry best practices. Future research should focus on expanding its use to additional destinations to foster science-based decision-making and promote more sustainable tourism practices globally.

Tourism destinations represent a central element of research in tourism, given that the majority of the tourist activities take place in them. Accordingly, this paper is aimed at highlighting the importance of adequate strategic management of tourism destinations, as well as the key role of strategic marketing management of tourism destinations. This paper presents the review of literature devoted to the stages of the tourism destination marketing planning process, as well as the literature devoted to the differences between traditional and digital marketing planning process in all sectors, without directly focusing on tourism. Accordingly, the contribution of this paper lies in connecting the two subjects and proposing the framework for tourism destinations digital marketing planning process.

Introduction. Tourism should be the driving force of the economy, creating jobs, contributing to the active lifestyle of the host communities. In this regard, the study of the formation of tourism development policy and destination management is undoubtedly relevant. The analysis of the relationship between the management of tourist destinations and the recommendations of the tourism development policy is an under-researched aspect of the tourist destination management. The purpose of this article is to study the management of destinations in the context of shaping regional tourism policy. Methodology and sources. The methodology of the article is based on conceptual sociological provisions on the management of tourist destinations, based on a wide range of authors and well-established sociological theories. The key influences include the ideas of strategic coordination, cooperation of interest groups and the concept of sustainable development in tourism management. Results and discussion. The article examines the relationship and defines the concepts of “tourism policy” and “destination management”. The relationship is expressed in the fact that destination management as an instrument of regional tourism development policy implements the plans set by that policy. The management of a tourist destination operates at the operational and tactical levels, at the level of a specific place/ locality. Tourism policy is the collective guiding principles, strategies, and rules that are used by governments and organizations to manage the tourism industry. Policy creates a structure within which destinations are managed. Conclusion. Tourist destination management is a key tool of regional tourism policy, coordinating all aspects of a tourist destination to ensure its sustainability and competitiveness. It involves the joint efforts of stakeholders such as business, government and the community. By integrating various management functions and aligning them with other regional strategies such as transportation development and environmental protection, tourist destination management can create a holistic and high-quality visitor experience while supporting the local community.

Background . Recreation and tourism activities at the local level belong to the priority areas of community development and the work of local self-government bodies. In today's difficult conditions, the effective organization of recreation and tourist activities at the local level contributes to the achievement of social goals and social standards, solving important problems of the local economy, creates conditions and opportunities for the development of small and medium-sized enterprises, determines the need to improve the institutional support of local self-government bodies. Therefore, the study of the main tools, methods, and means of organizing recreation and tourism activities at the local level is aimed at grounding the priority areas of increasing its efficiency, rational use of the resource potential of territorial communities, their integrated development. Methods . To obtain scientific results, methods of dialectical and formal logic were used – to study the essence of recreation and tourist activities in territorial communities; statistical methods – for data presentation; complex and systematic approaches – to study the conditions and results of cooperation of territorial communities in the area of recreation and tourism, as well as cluster activities, structural methods – to assess the existing processes of development of the tourism sector and determine their main problems, analytical and comparative methods, comparison – to study the directions of support and development of tourism entrepreneurship. Results . The essence and importance of recreation and tourist activities at the local level are grounded. The components and structure of recreation and tourist potential are investigated. The powers of local self-government bodies in recreation and tourism are studied. The features of using sectoral strategies and local target programs as the main tools for recreation and tourism activities of local self-government bodies are considered. The institutional-legal, organizational-managerial, social, financial-economic mechanisms for regulating the processes of implementation of strategies for the development of recreation and tourism are grounded. The state of use of public-private partnership in the area of recreation and tourism is investigated. A cooperation of territorial communities is defined as an effective form of realization of recreation and tourist activities. The role of tourist clusters is substantiated. The directions of support and development of tourism entrepreneurship are defined. Conclusions . Today, for the effective organization and implementation of recreation and tourist activities at the local level, it is necessary to expand the regulatory and legal support for the area of recreation and tourism to ensure the mutually agreed functioning of all participants in recreation and tourist activities, tools, methods and forms of its implementation.

The existing strategic guidelines for development may need to be more practical in the changing socio-economic environment and internal challenges. The research is aimed at determining the peculiarities of the development of territorial communities of the Transcarpathian region and highlighting innovative approaches that will contribute to sustainable economic growth, increase the quality of life of the population, and strengthen the economic security of the region. The purpose of the article is to research innovative approaches to the development of territorial communities in Zakarpattia region. The article is devoted to the characteristics of innovative approaches to developing territorial communities of the Zakarpattia region. The main signs of innovativeness in the system of development of territorial communities are substantiated. The peculiarities, advantages, and challenges of decentralization reforms for the communities of the Transcarpathian region are defined and characterized. The Smart approach to the development of territorial communities is characterized. The strategic opportunities for developing territorial communities of the Transcarpathian region are outlined based on a harmonious combination of natural, cultural, economic, and social aspects that contribute to the sustainable and progressive development of the region and ensure a better standard of living for its residents. Introducing innovative methods and technologies is a crucial factor in solving the socio-economic and cultural challenges territorial communities face by analyzing various aspects of innovative development. One of the main conclusions is that innovation can become an engine of growth in the region's economy. By implementing modern technologies in various fields, such as education, medicine, agriculture, and tourism, territorial communities can improve the quality of life of their residents and ensure sustainable economic growth. The need to consider the needs and aspirations of the local population in the process of implementing innovations has been determined. Active participation of citizens in the development and implementation of innovative projects can ensure their success and acceptance by the community. It has been proven that it is essential to emphasize the need to promote interaction between communities and the business environment to create favorable conditions for innovation. Partnerships with the private sector can significantly improve resource provision and support for innovative initiatives. Reasonably, innovative approaches to developing territorial communities are an essential strategy for ensuring the sustainable development of regions. These approaches make it possible to solve existing problems and open new opportunities for further growth and prosperity of communities and their residents. Keywords: territorial communities, innovative approaches, Smart approach, sustainable development.

Tourism destination management is an increasingly competitive and complex business involving the coordination of economic, social and geographic elements within a designated tourist area. Traditional research in tourism destination management has tended to use a reductionist approach in order to monitor certain flow variables (visitor numbers, expenditure) or to measure discrete relationships between variables (tourist expenditure and employment, visitor numbers and social impacts). The limitations of this approach in research are now becoming apparent, as tourism development impinges on many elements within a destination, and a new approach to research in tourism destination management is needed. This paper will provide an overview of systems approaches to tourism destination planning and management and describe a systems research approach to island tourism destination management. A systems approach to tourism management in small island tourist destinations (less than one million population) using soft systems methodology (SSM) is discussed. It is envisaged that SSM would best be applied to management of island tourism destinations because it can accommodate social and environmental processes, as well as the economic factors that have been the foci of previous research. Furthermore, it is argued that the tourism system is an open system in that it responds to changes in social, natural and economic factors and is evolving toward an increasing state of complexity. Copyright © 1999 John Wiley & Sons, Ltd.

To achieve the favourable competitiveness position, tourist destination has to offer quality experiences to tourists that can make the destination more attractive compared to other tourist destinations. The role of destination management is to exploit and develop existing resources by using clear and effective strategies for developing tourism products and creating additional value of tourist experience. The first step of analysis is to define destination competitiveness by using the indicators which will review and give the guidelines for improvement of competitive position. This paper discusses the tourist destinations' competitiveness and indicators for its measurement with a special reference to Serbia. Tourism development of Serbia is a big chance for overall economic development of the country. Current competitive position of Serbian tourism on international market is not satisfactory and this paper is trying to analyze and to point out the reasons of Serbia's tourism low competitiveness. Conclusions about the competitive positioning of Serbia as a tourist destination are drawn out firstly based on the relevant studies as well as on the Serbian Tourism Development Strategy. The results of Travel and Tourism Competitiveness Index (WEF TTCI) reports for Serbia are also presented. Based on own research, this paper is also showing the results related to competitiveness of Serbia as a tourist destination in terms of two groups of indicators: natural, cultural and historical resources as well as destination management. According to the results, Serbia is more competitive in its natural, cultural and historical resources comparing to the role of destination management.

The tourism sector as one of the leading sectors in Pasuruan still faces many obstacles. The constraints associated with conditions that require improvement on tourist destination related to the presence of infrastructure, zoning, the gap between the tourism destination in the West and the East area, up to the level of visitation which has decreased from year to year. The aims of the studi were to describe and analyze Tourism Destination Management conducted by Department of Culture and Tourism Pasuruan at Banyu Biru and Ranu Grati object to become competitive and sustainable tourism destination. This study used a qualitative approach with a case study method locus in the Department of Culture and Tourism Pasuruan. The results of this study indicate that the tourism destination management of Banyu Biru and Ranu Grati when reviewed in terms of competitiveness, still needs a lot of improvement related to the presence of tourism facilities and the quality of employees as service providers. In terms of sustainability, it shows that the synergy between the regional government and tourism stakeholders need to be improved. The need for the establishment of cooperation with third parties in management of tourism destination in Banyu Biru and Ranu Grati, can be used to optimize the carrying capacity and tourist destination marketing system at Banyu Biru and Ranu Grati in order to compete in a competitive and sustainable way Keywords: tourism destination management, competitiveness, sustainability

Every day millions of people express their opinions, suggestions and views about accommodation, services, and tourist destinations on the web and online applications.The Google Map website was used to collect a datasets of reviews of tourist destinations in West Sumatra, Indonesia.The aim of this research is to analyze text reviews of tourist destinations so that it is known that Intent Sentiment Analysis (ISA) uses the Deep Learning Recurrent Neural Network (RNN) Long Short-Term Memory (LSTM) variant classification method with support for FastText Embedding feature extraction.The performance of the text classification model was evaluated using split data ratios of 70:30, 80:20, and 90:10.The highest accuracy rate of 97% was achieved with a data split ratio of 90:10.The four models developed succeeded in predicting the intent of sentiment analysis consisting of complaints, suggestions, opinions, statements, and appreciation.This research provides knowledge about what motivates people to write reviews on tourist destinations.This can be used as a reference source by tourist destination management in making destination management policies.

The purpose of this publication is to analyze the existing set of results of scientific and applied research in the field of recreational and tourist zoning of Ukraine and identify methodological differences in existing schemes for planning the development of recreation and sectoral zoning. To achieve this goal, the study used a content method of analysis of a set of existing theoretical and methodological approaches to zoning, research and development on the organization and functioning of recreational territorial units. Methods of comparative analysis of the data on the formation of the territorial structure of tourist regions, determining the criteria for taxonomic classification of territorial recreational formations allowed to systematize information about existing world zoning systems and recreational and tourist territorial structure of Ukraine. The information base of the study is the regulatory documents, analytical and statistical materials of the WTO, NTO of Ukraine, scientific publications of leading Ukrainian and foreign researchers on zoning, in particular, zoning to manage and optimize tourism and recreational activities. The study involves schemes for the development and allocation of resources for tourism and recreation, zoning schemes in Ukraine, in the field of recreation and tourism, which were carried out in the period from 1960s to 2020s. Numerous schemes of recreational and tourist division of the country’s territory and its separate regions indicate the confusion of terminology, approaches, standards and rules for zoning the country. In Ukraine, there are sectoral zoning, which are based on the principles of “zona making” conception, however, most sectoral zonings are not compared and do not correlate. The principles laid down in the implementation of sectoral recreational and tourist zoning are not always coordinated with the regulations that exist in the system of spatial planning. The results of the analysis emphasize the urgency of unification of terminology, certainty with methodological approaches to taxonomic classification and selection of taxa within the country. Today the issues of formation of recreational, tourist, resort spaces for the purposes of efficient and rational nature use and development of a competitive national tourist product are solved without a single coordinated recreational and tourist zoning of the territory of Ukraine.

The tourism development of Bantul Regency is planned based on the Bantul Regency Regional Regulation Number 11 of 2020 concerning Amendments to the Bantul Regency's Regional Regulation Number 18 of 2015 concerning the 2015-2025 Regional Tourism Development Master Plan. The rapid development of tourism in the South Coast Region of Bantul Regency is certainly very helpful in increasing regional original income and can also improve the community's economy. One of the important things in tourism development and development is the management system of a tourism destination. Based on the Regional Regulation of Bantul Regency Number 18 of 2015 concerning the Master Plan of Regional Tourism Development for 2015-2025, Bantul Regency has 5 (five) Regional Tourism Destinations (DPD), one of which is DPD Segoro Kidul which has tourism potential that can be developed. With this potential, there must be good management so that the existing tourist attraction components can be used as tourism support. Components of tourist attraction and management of tourist attractions by using the concept of a tourist attraction component (4A) which includes attraction (tourist attractions), accessibilities (access), aminities (facilities), and ancillary service (institutional). The method used in this study uses a qualitative approach. Data collection techniques were carried out by direct interviews, observation, and documentation. Identification of the management of tourist destinations in DPD Segoro Kidul with three stages, namely reducing data, presenting data and drawing conclusions. The results of this study indicate that component 4A has been realized in this area to be used as tourism products and supporting facilities in tourism processing in DPD Segoro Kidul. Coastal tourism destinations are still the leading product in this area, accessibility and amenities are also one of the factors that affect connectivity between tourism destinations, and stakeholder involvement is still an important actor in the management of a tourist destination

The article substantiates the need to apply a marketing approach to the understanding, formation and development of tourist destinations. The definition of the concept of "tourist destination" within the territorial (geographical), economic, tourism-oriented and marketing approaches. In our research the definition of a tourist destination has been clarified as a managed system that has tourist resource potential, tourist infrastructure, tourist resources, a set of tools and technologies, forms relations between domestic and foreign markets to ensure sustainable development of tourism. According to the marketing approach, a tourist destination should be understood as a set of tourist resources, tourist infrastructure, tourist attractions, which are selected and linked in such a way as to meet the needs and expectations of tourists. Emphasis is placed on the fact that according to the marketing approach, the elements of a tourist destination as a marketing system must be selected and linked so that they meet the needs and expectations of tourists, but do not conflict with the interests of domestic participants. It is noted that the development of the destination should be carried out within a single strategy, the different interests of the actors of the tourism market should be balanced as much as possible in order to increase the competitiveness of the destination. The definition of marketing of tourist destinations is offered, which is formed within the framework of the partnership concept focused on the definition and creation of new values for all participants of the interaction. Each participant in the interaction (tour operators, travel agencies, destination management, residents, visitors, investors, business) should be regarded as unique, and it is necessary to establish stable long-term communication links. It is noted that the achievement of marketing goals (adaptation to changing factors of the marketing environment, attracting tourists, increasing tourist costs, improving reputation, improving image, expanding territorial coverage, entering new tourist niches and developing new types of tourism, crisis management, development of incentives). ) tourist destinations require the use of marketing technologies, methods, techniques, tools, as well as the definition of indicators that reflect the results of marketing and allow you to control the processes In this research work the structure of the marketing complex according to the "7P" model is considered and the essence of each of the elements is determined. It is concluded that the marketing approach to the destination involves the development of an integrated product of the destination, based on the needs, expectations, perceptions, impressions and emotions of the tourist, and the tourist infrastructure only meets these needs.

Research on tourist behavioral intention is a very important part of the tourism industry, especially for tourism professionals, travel agencies, tourism management agencies, as well as destinations. Specifically, research on tourist behavioral intention is the basis for predicting demand, understanding tourists' psychology and behavior, and providing an important source of information in supporting the development of marketing strategies for tourist destinations. Therefore, tourist behavioral intention is an important variable that destination managers are always interested in in attracting tourists and developing local tourism. This study aims to examine the impact of factors on tourist behavioral intention. In particular, the focus is on studying the impact of novelty-seeking and perceived coolness on travel behavior intention because these are factors that most tourists are interested in in today's tourism context, especially when the similarity of tourism products o f tourist destinations is increasing. To conduct the study, the author conducted direct interviews with 356 tourists to some provinces of the Mekong Delta, Vietnam (Dong Thap, Can Tho, An Giang and Kien Giang) using a convenient sampling method. In addition, the structural equation model analysis method based on the partial least squares method (PLS-SEM) was used to evaluate the measurement model and test the structural model with the support of the SmartPLS 3.2 software tool. The research results show that: First, both novelty-seeking and perceived coolness have a direct impact on creative tourism experience, which means that when tourists perceive a tourist destination as more novel and cool than other tourist destinations, it will promote tourists' desire to experience creative tourism at that destination. Second, creative tourism experience has a direct impact on tourism behavioral intention, this result explains that when tourists have a desire to experience creative tourism at a tourist destination, it will promote tourists' tourism behavioral intention. In addition, th e research results also show that novelty-seeking and perceived coolness have an indirect impact on tourism behavioral intention through creative tourism experience

Ensuring inclusive rural development of territorial communities requires a comprehensive study and the use of special methods and tools. To ensure such growth, it is advisable to apply financial decentralisation and territorial marketing. The aim of the study is to determine the level of inclusive rural development of territorial communities of Lviv region. The study is based on the analysis of the budgetary indicators of rural territorial communities of Lviv region, a study of the political, economic and social inclusion of active groups of entities of rural territorial communities of Lviv region. The budgetary indicators of rural territorial communities of Lviv region are analysed, taking into account the average values for the region and the country. Based on the results of questionnaire surveys of active groups of entities of rural territorial communities of Lviv region, the level of political, economic and social inclusion is determined. The research identified indicators of political, economic and social inclusion that shape the perceptions of active groups of entities on further improvements aimed at enhancing inclusive rural development of territorial communities. The results of the research show that the level of inclusive rural development of territorial communities of Lviv region is above average. Prospects are aimed at ensuring permanent monitoring of the integrated index of inclusive rural development of territorial communities as an indicator of the efficiency of budgetary funds (financial decentralisation) and meeting the needs of active groups of entities of rural communities (territorial marketing) in Ukraine.

This abstract delves into a comprehensive examination of the impact of Influencer Marketing on elevating brand awareness for tourism destinations, specifically leveraging Instagram as a pivotal social media platform. Situated in Nglanggeran Tourism Village, Gunungkidul, Yogyakarta, Indonesia, the study investigates the symbiotic relationship between influencer collaboration and the promotion of tourism destinations, with a focal point on measuring brand awareness as a primary outcome. Employing a quantitative methodology that integrates content analysis, surveys, Focus Group Discussion, and In-depth interviews; the study aims to assess the efficacy of Influencer Marketing campaigns. It further aims to identify the key factors of influencing brand awareness and delve into the perceptions and experiences of the influencers. The research question is how does influencer marketing on Instagram contribute to enhancing brand awareness for tourism destinations and what factors influence the effectiveness of such campaigns in the context of evolving consumer behaviour and preference. The findings reveal a positive correlation between influencer marketing and brand awareness, underscoring Instagram's potential as a potent tool for destination promotion. This study offers valuable insights for tourism marketers and destination management organizations seeking to strategically utilize influencer collaborations to enhance brand visibility and attract a greater influx of tourists.