АСПЕКТИ СТРАТЕГІЧНОГО ЦІЛЕПОКЛАДАННЯ РОЗВИТКУ КУЛЬТУРНОГО ТУРИЗМУ ПРИАЗОВ’Я

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.

PurposeZimbabwean tourism, whose draw-card is wildlife, has been on the decline since land invasions that occurred in 2000. Due to the farm invasions, wildlife-based tourism is no longer a viable option. In cases where traditional industries are declining, cultural tourism has been found to be an effective alternative source of revenue. Cultural and heritage tourism represents a growing special interest market whose demand is very high; however, this sector is yet to be sufficiently explored in the empirical context of Northern Zimbabwe. The purpose of this paper is to explore the development potential of the sector.Design/methodology/approachA quantitative methodology was applied in this study. Data were collected using a self-administered questionnaire that was distributed to 500 international tourists who visited Northern Zimbabwe’s cultural and heritage attractions between October 2013 and February 2014. Statistical Package for Social Sciences Version 19.0 was employed in data coding and analysis. Descriptive statistics, independent t-tests and one way analysis of variance were used in this study.FindingsOn the whole, the study found that there is potential to develop cultural tourism as an alternative for tourism growth in Northern Zimbabwe. Results showed that there exists a certain demand for cultural and heritage tourism in Northern Zimbabwe and should be developed. Cultural and heritage tourists’ spending is high per visit, despite the fact that Zimbabwe is an expensive destination. The intention to repeat visitation was found to be significant with the age, level of qualification and nationality of respondents.Originality/valueThe findings provides insights for cultural and heritage tourism managers in Northern Zimbabwe and similar places around the country to invest in this special interest tourism. The development of cultural and heritage tourism will contribute towards the diversification of the seasonal and threatened nature-based tourism in Zimbabwe. With a better understanding of the motivations, trip behaviour characteristics and perceptions of Northern region, this paper presents insights that are important in developing the cultural and heritage tourism sector. Research on tourism growth in Zimbabwe has predominantly focused on nature-based tourism, suggesting a clear relegation of the contribution that cultural and heritage resources can make towards tourism growth; thus, this study provides a significant contribution in the Zimbabwean context with regards to literature.

The aim of the study is to analyze trends, problems and prospects for the development of ethno-festival tourism in the western region of Ukraine in the current crisis realities. Methods. The study used the method of statistical analysis, the methods of analysis and synthesis, comparative method, synthesis method. Results. The geographical and socio-economic prospects for the development of ethno-festivals and destinations of ethno-festival tourism in the western region of Ukraine are described, the problems and peculiarities of the organization of ethno-festival tourism in the region are revealed. Scientific novelty. Priorities for the development of ethnic festivals in the region have been identified in order to attract additional tourist flows and promote the development of ethnic culture. Practical significance. Concrete recommendations on the future development of ethno-festival tourism in the region are proposed.

The systems of cultural heritage protection and tourism development are intertwined, so enhancing the coupling coordination status between them is beneficial to stimulate their growth. This study first constructs the theoretical coupling coordination mechanism and explores the assessment structure with detailed indicators to explore their coordinated interactions. Moreover, it selects the provincial regions of China as the case study to compare the temporal and spatial variations of both systems’ growth statuses and their coupling coordination status. Moreover, it provides beneficial insights for different regions to enhance cultural heritage protection and tourism development with coordinated and differentiated approaches based on dynamic predictions. We find that for the coupling coordination status, the temporal fluctuations of the regions were mild and aggregated, and it is rare to find obvious exceptions. Moreover, the spatial distributions exhibit apparent geographical correlations, with distributions being “higher in the coastal, central, and southwestern areas”. This study boasts several novelties. First, we select multiple regions for comparison, which offsets previous research gaps focusing only on individual regions. What is more, we construct the coupling coordination mechanism with an assessment structure and indicators, which theoretically explains their interactive correlations and explores the evaluation approaches. Moreover, we predict the temporal and spatial changes of the coupling coordination status and provide differentiated suggestions, which could contribute to the future coordinated development of different regions.

The integration of the cultural/creative and tourism industries is one way to present different types of regional cultural heritage to the world. This study examined the coupling of intangible cultural heritage and cultural tourism development in Hunan, seeking a pattern for the development of the former under the latter. The study included analyzing the coupling between tourism resources and ICH and exploring modes of revitalizing or developing ICH in the context of cultural tourism. We used methods of GIS spatial technology, including nearest neighbor indexing, kernel density estimation, and queuing analysis, to estimate the kernel density of a buffer of points (high-speed railway stations, and 5A and 4A scenic spots) and lines (high-speed railways and highways). The results show (1) the overall spatial aggregation of Hunan’s ICH resources; (2) how tourist attractions drive ICH resources, as illustrated by the coupling between the spatial distribution of ≥4A attractions and ICH; and (3) the pattern of high-speed road and railroad network development, featuring region-wide guidance for the development of Hunan’s ICH resources. This research not only provides development patterns and concepts for the study of intangible cultural heritage and tourism development planning in Hunan, but also provides useful references for the combination of the two in other regions.

Cultural sensitivity and cultural sustainability have been discussed in other fields but have not been clearly understood in the study of tourism and subsequently have not been filtered through the strategies and policies that support cultural heritage tourism development. Studies on cultural sensitivity and cultural sustainability focus more on conceptualization, which leaves a gap in linking these concepts with cultural heritage product development, and beneficiation by local communities. The purpose of this chapter is to advocate that cultural sensitivity and cultural sustainability should be at the core of all efforts that are directed at igniting cultural heritage tourism using the R66 cultural heritage route, South Africa as a case study. A literature review was conducted to gather information that sought to address the purpose of this discussion. The findings point to the necessity of partnerships and capacity building of among all stakeholders involved in cultural heritage tourism development. Based on the findings, it is recommended that tourist destinations should adopt and implement strategies and policies that promote cultural sensitivity and cultural sustainability in stimulating cultural heritage tourism planning and development.

This study aims to determine the potential of cultural tourism in the municipalities that comprise region 6 of the State of Jalisco, Mexico, territorially delimited in the South of Jalisco. First, the demand for cultural tourism is identified to determine the profile of the cultural tourist, under the assumption that such tourists, especially motivated by culture, tend to travel longer distances than most tourists. Then, the motivations and satisfactions of cultural tourists are analyzed in order to establish the market potential in accordance with the characteristics of the target market in the Southern region of Jalisco. Any operation performed by cultural tourism companies should undergo a strategic diagnosis, which explains the use of SWOT analysis, a tool for the strategic planning of cultural tourism enterprises. Finally, some strategies for the development of cultural tourism in the region of Southern Jalisco are proposed.

Cultural heritage tourism, as a typical integration of culture and tourism, has attracted extensive attention in recent years. Although some scholars have already explored the influencing mechanism of tourists’ behavioral intention in cultural heritage destinations, there remains a lack of research on how the social responsibility of cultural heritage tourism destinations affects tourist citizenship behavior. Exploring the formation mechanism of tourist citizenship behavior at cultural heritage sites from the perspective of destination social responsibility, this study intends to provide a theoretical reference for realizing the high-quality development of cultural heritage tourism. In this study, a chain mediation model based on destination reputation and destination identification is constructed to clarify the influencing mechanism of destination social responsibility on tourist citizenship behavior. The structural equation model and bootstrapping methods are applied to conduct empirical tests on 573 valid samples who have experienced cultural heritage tourism. The results show that: (a) the social responsibility of cultural heritage destinations positively affects the tourist citizenship behavior; (b) the destination reputation plays a mediating role between destination social responsibility and tourist advocacy behavior; (c) the destination identification plays a mediating role between destination social responsibility and tourist feedback behavior and tourist advocacy behavior; (d) the destination reputation and destination identification jointly play a chain mediation role between destination social responsibility and tourist citizenship behavior. These research results not only clarify the internal mechanism between the social responsibility of cultural heritage sites and tourist citizenship behavior, but also presented certain significance for practically guiding the destination managers to promote the sustainable development of cultural heritage tourism.

Tourism is one of the important sectors in the development of Indonesia, especially in cultural attractions. Cultural heritage tourism in Sekadau Regency, West Kalimantan Province consists of 4 tours, 2 of which are located in the center of the district capital, namely Lawang Kuari Cave and King of Sekadau Tomb. Both tours are potential historical sites to be developed as ODTW (Objects and Tourist Attractions) in Sekadau Regency. The cultural attractions of Sekadau Hilir District have problems in the form of unregulated cultural attractions to the characteristics of the district. The data analysis method used is qualitative descriptive analysis, which is reviewed based on variables: attraction, facilities, support, and additional services. Based on the results of identification, known that ODTW culture in Sekadau Hilir District consists of (1) art, (2) a livelihood system, (3) cultural tourism festivals, (4) palaces, and (5) sites, buildings, and historical monuments. The driving factor for the development of cultural tourism is the availability of cultural attractions that can attract tourists, both from the tourist of internal and outside the area. Inhibiting factors in the development of cultural tourism are lack of promotion, lack of availability of infrastructure and tourism support facilities, and inadequate human resources.

Since 2024, the ancient paths of Shaoxing have gradually become a focus of attention amid the complex environment of cultural inheritance and tourism development. Despite their rich historical and cultural value and significant tourism potential, they currently face challenges such as insufficient infrastructure, lagging digitalization, and low visitor engagement. These factors have become constraints on the sustainable development of the ancient paths in Shaoxing. However, with the growing awareness of historical and cultural heritage protection and the rise of smart tourism concepts, the digital transformation and revitalization of the ancient paths in Shaoxing present new opportunities. This article aims to deeply analyze the current situation of the ancient paths in Shaoxing and their digital protection and revitalization paths. Through research on the development of the ancient paths and in combination with changes in the domestic market and visitor demands, it explores how to effectively inherit and revitalize the culture of the ancient paths by applying modern digital technologies. The article uses the SWOT analysis method to comprehensively assess the advantages, disadvantages, opportunities, and threats of the ancient paths in Shaoxing during the digital transformation process, and proposes practical and feasible protection and revitalization strategies to promote the sustainable protection of the ancient path cultural heritage, facilitate balanced development between cultural heritage protection and tourism development, and further enhance its competitiveness in the domestic and international cultural tourism markets.

Cultural Tourism in Ohrid as a Selective form of Tourism Development

This paper deals with investigation of cultural tourism potential of Khmelnitsky region of Ukraine. The main methods and directions of Khmelnytskiy region's cultural tourism product design and promotion are explored. The creation of consortium of cultural heritage tourism stakeholders that promote visitation, prolonged stays, and present a unified voice for Khmelnitsky region to foster quality stewardship of local cultural heritage assets is substantiated. The ways for conducting partnership and collaboration inside Khmelnitsky region tourism development field are proposed. The creation of 4 sections strategy of Khmelnytskiy region's cultural tourism development is grounded. There are: 1. Popularization of tourist and recreational potential of Khmelnitsky region and creation of modern positive tourist image; 2. Development and improvement of tourist and recreational infrastructure of the region; 3. Improving the competitiveness of tourist products of the region; 4. Development of marketing and advertising and information activities of the tourism industry in Khmelnitsky region. The evaluation of cultural tourism product design and promotion in Khmelnytskiy region effectiveness is calculated. The specific tour route (Kyiv - Starokostiantyniv - Samchyky – Medzhibizh – Kyiv) for Khmelnytskiy region's cultural tourism promotion with preliminary calculation of tourism product cost is proposed. The forecasting of cultural tourism product further designing & promotion in Khmelnytskiy region as a whole and using specific separate tours (social connectivity, local gastronomy, pilgrimage tourism etc.) is substantiated. After our investigation through global tourism trends, we decided to point out some of separate local tours. “Stay like a local” is a key trend among travelers seeking cultural authenticity as they look to have a more real local experience by sharing accommodation with locals. Social connectivity is an emerging trend among cultural tourists as travelers show more concern towards social issues and are aware of the positive impact they can have. Exploring local gastronomy enables travelers to hone their culinary skills and experience different aspects of their destination’s everyday life. With pilgrimage tourism undergoing continuous transformations in recent years, pilgrimages or religious tourism is considered a subset of cultural tourism and pay a key role in Khmelnytskiy region. The competition of Khmelnytskiy region's cultural tourism on the world tourist market is investigated. There are the main factors of Khmelnytskiy region competition growing in tourism field: the emergence of an increasing number of countries that choose tourism and resorts of Khmelnytskiy region as a priority area of economic development; fierce competition at the level of corporate strategies (including cases of rapid price reduction - dumping); achieving natural maxima of some forms and types of tourism offered by Khmelnytskiy region.

The paper aims to consider the development and evolution of the tourism in Croatia and its economic and social impact. Croatia can be considered an interesting case study dealing with the relationship between tourism and sustainable development. In particular a special focus on local specificities seems to be present in policy planning and project implementation. Even if seaside tourism is prevailing, initiatives towards sustainability are concentrated on environmental, rural and cultural tourism. The Country is characterized by wide variety and rich cultural heritage and tourism development is one of the most Croatian important economic activity. Now there are many institutional documents for a sustainable tourism development but those plans are not followed by appropriate implementation instruments. Actually a coordinated and integrated sustainable tourism planning at national scale is absent. At local level, counties and Tourist offices show instead great attention to sustainability, creating projects for the development of rural and insular tourism. A particular example is the County of Istria: it is not characterized by seasonal tourism and it is able to promote an integrated tourism development.

The world of communication tourism has an important role as a medium to seek or collect information, especially in presenting the package tour (package tour). Indonesia as a nation that is building, we realize very well that the success of this nation will depend on ourselves rather than to others. Intense competition among nations (tough, fierce competition among Nations), in this case determinants that will be able to answer is the quality of human resources in various layers and various sectors both private and government. Which tourism has become the mainstay sector is expected as Prime Mover in the national economic development, so it takes strategic steps in its growth in Asia Fasifik. The implementation of Balinese Cultural Tourism is carried out based on the principle of benefit, kinship, independence, balance, sustainability, participatory, sustainable, equitable and equitable, democratic, equality and unity which is imbued with the values of Hinduism by applying the Tri Hita Karana philosophy. Given the communication also plays an important role in the development of tourism in our country including Bali. Indonesia's tourism competitiveness (including Bali) is relatively somewhat winning when it comes to cheap prices, while on the other hand such as infrastructure, human resources are far behind, so for the future there will be no significant effort to improve the quality of cheap products, and a thing that deviates from the purpose of tourism development especially for the area of Bali, namely the development of cultural tourism. Keywords: strategy, communication, guides, tourism