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Trends, Prospects and Challenges of Sustainable Tourism Development

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Trends, Prospects and Challenges of Sustainable Tourism Development LVIV UNIVERSITY OF TRADE AND ECONOMICS Trends, Prospects and Challenges of Sustainable Tourism Development MONOGRAPH Lviv – 2020 1 UDC 338.48 T 66 Peer reviewers: Olena Vynohradova, Doctor of Economics, Professor, Head of the Marketing Department, State University of Telecommunications Ivan Liptuha, President of National Tourist Organization of Ukraine (NTOU) Bohdan Semak, Doctor of Economics, Professor, Vice-Rector for Research, Lviv University of Trade and Economics T 66 Trends, Prospects and Challenges of Sustainable Tourism Development : monograph / Ed. by Marta Barna. – Lviv : Lviv University of Trade and Economics, 2020. – 252 p. Recommended for publication by the Academic Council of Lviv University of Trade and Economics October 28, 2020, Protocol 4 The monograph covers theoretical, methodological and applied problems of sustainable tourism development. The necessity of considering tourism and tourist destinations from the point of view of socio-cultural, economic, regulatory, marketing and management aspects is proved. The place and role of tourist infrastructure for the sustainable development of the industry is determined. Conceptual foundations for the formation of a market mechanism for managing tourism and tourism business entities based on models of economic growth and sustainable development in a competitive environment are proposed. The monograph is addressed to scientists, teachers, students, graduate students, anyone interested in the tourism industry development. The authors of the articles are responsible for the accuracy and reliability of the presented material, correct citation of sources and references to them. Distribution and reproduction without the official permission of Lviv University of Trade and Economics is prohibited © Authors’ Team, 2020 ISBN 978-617-602-287-9 LUTE Publishing House, 2020 2 CONTENTS Introduction ………………………………………………. 5 1. TRENDS, PROSPECTS, CHALLENGES AND ANTI-CRISIS SCENARIOS OF SUSTAINABLE TOURISM DEVELOPMENT IN UKRAINE AND IN THE WORLD 1.1. Sustainable Tourism Development in the Regions: Essence, Principles, Impact Factors, Assessment Methods (Yu. Myronov, M. Logvyn) ………………………………… 7 1.2. Current Situation and Prospects of Development of Tourist Enterprises in Ukraine (T. Shelemetieva, O. Trokhymets, O. Galtsova) ……………………………………………….. 19 1.3. Management in the Primary Wellness Tourism Market: Concept-Based Opinions and Ukrainian Practice (N. Kureda, Yu. Yukhnovska, B. Korneliuk) ………………. 34 2. TOURISM TRENDS: INNOVATIONS AND INNOVATIVE TECHNOLOGIES 2.1. Innovative Potential of the Tourist Territory in the Strategy of Sustainable Development of the Domestic Region (S. Tsviliy, D. Vasylychev, D. Gurova) …………..………... 51 2.2. Virtual Excursions on the Platforms of Virtual Museums: Collaboration of Educational Tourism and Innovative Educational Practices (V. Tserklevych, L. Koval) …………. 67 2.3. Introduction of Intellectual Menu in Restaurant Services (D. Basyuk, Ye. Muzychka) …………….………………….. 78 2.4. Use of Non-Traditional Types of Raw Materials for Production of Gluten-Free Pasta (B. Polotay, M. Turchynyak) ………………….………………………… 89 3. TOURISM DEVELOPMENT AND TOURIST DESTINATIONS: SOCIO-CULTURAL, ECONOMIC, REGULATORY, MARKETING, MANAGERIAL ASPECTS 3.1. Culture and Tourism in the Conditions of the COVID-19 Pandemic (M. Topornytska, Ph. Francois, O. Osinska) …... 97 3.2. Strategic Approach as a Basis for the Development of Corporations in the Tourism Business (B. Mizyuk, H. Powęska) ……………………………………………….. 114 3 3.3. Territorial Marketing and Branding of Tourist Cities of Ukraine (on the Example of Kamyanets-Podilsky, Khmelnytskyi Region) (R. Lozynskyy, L. Kushnir, D. Dobroselska) ..………………………………………….. 125 3.4. Gastronomic Component as a Prerequisite Formation of Tourist Attractiveness of Destination (L. Hirnyak, V. Hlahola) ………………………………………………... 139 4. DEVELOPMENT OF TOURISM IN REGIONS AND RURAL AREAS 4.1. Formation of Economic Mechanism of Tourist Attractiveness Management of Regional Rural Enogastronomic Destinations (O. Melikh, O. Shepeleva) … 150 4.2. Formation of the Basic Objects Register for Odesa Region Enogastronomic Routes (H. Sarkisian, M. Liganenko) …… 164 4.3. Organizational and Economic Basis for the Development of Rural Tourism in the Dnipropetrovsk Region (V. Shapoval, T. Herasymenko) …………………………… 180 4.4. Search of Conceptions of Development of Dnipropetrovsk Region (V. Prymenko, K. Sefikhanova, V. Scheneva) ……... 195 5. THE ROLE OF TOURIST INFRASTRUCTURE FOR SUSTAINABLE DEVELOPMENT OF THE INDUSTRY 5.1. The Study of Hotel’s Companies Environmentality as a Prerequisite for Sustainable Tourism Development (I. Melnyk, D. Moshura) ………………………………….. 209 5.2. Hotel Business Development under Current Conditions (Yu. Shevchuk) …………………………………………….. 225 5.3. Factors of Influence on the Level of Environmental Comfort for Persons with Disabilities (M. Barna, I. Tuchkovska, D. Chenchak) …………………………….... 239 4 INTRODUCTION Scientists define the current state of tourism development in Ukraine as unstable. Over the three decades of independence with positive basic growth rates of tourist flow constant pole fluctuations were observed. The number of domestic tourists in the national tourist market has not changed considerably. In the structure of tourist flows and tourist turnover by types of international tourism, the advantage remains on the side of outbound tourism (services import), the process of using tourist resources is characterized as insufficiently controlled. At the same time the domestic and inbound tourism development level is recognized as one of the indicators of the life quality and socio-economic development of countries. The degree of rational use of resource potential taking into account its preservation for future generations is recognized as a prerequisite for the sustainability of tourism. The monograph covers theoretical, methodological and applied problems of sustainable tourism development. The necessity of considering tourism and tourist destinations from the point of view of socio-cultural, economic, regulatory, marketing and managerial aspects is proved. The place and role of tourist infrastructure for the sustainable development of the industry is determined. Conceptual foundations for the formation of a market mechanism for managing tourism and tourism business entities based on models of economic growth and sustainable development in a competitive environment are proposed. The aim of the research is to substantiate the theoretical foundations and develop practical recommendations for the functioning and sustainable development of the tourism industry in Ukraine. Achieving this goal requires solving the following tasks: 1) to substantiate anti-crisis scenarios for sustainable tourism development in Ukraine and the world; 2) to explore tourism trends in the context of innovations and innovative technologies; 3) to research the sustainable development of tourism and tourist destinations taking into account socio-cultural, economic, regulatory, marketing, management aspects; 5 4) to analyze the development of tourism in regions and rural areas; 5) to determine the place and role of tourism infrastructure for the sustainable development of the industry. The object of the monographic study is the tourism industry of Ukraine. The subject of the monographic research is theoretical, methodological support and practical recommendations on the functioning and sustainable development of the tourism industry. The collective monograph is the result of the work of research and teaching staff of higher educational institutions of Ukraine, performed within the framework of the research topic “Formation of Theoretical and Methodological Support for the Development and Functioning of the Tourism Industry of Ukraine in the Context of European Integration” (State Registration number 0117U002092). 6 1. TRENDS, PROSPECTS, CHALLENGES AND ANTI- CRISIS SCENARIOS OF SUSTAINABLE TOURISM DEVELOPMENT IN UKRAINE AND IN THE WORLD 1.1. Sustainable Tourism Development in the Regions: Essence, Principles, Impact Factors, Assessment Methods Yuriy Myronov PhD in Economics, Associate Professor Lviv University of Trade and Economics, Lviv, Ukraine Mykhaylo Logvyn PhD in Geography, Associate Professor Poltava University of Economics and Trade, Poltava, Ukraine The essence of the concepts of “sustainable development” and “sustainable development of tourism” is defined. The concept of sustainable development is considered in the context of a biocentric option to ensure the vital needs of society. The fundamental principles, internal and external factors of sustainable development of the tourism industry in the region are considered. The conditions of coordination and harmonization of the relationship between a person and his environment by the time vector are considered, which implies the achievement of short-term and long-term goals in solving alternative problems of obtaining fast and maximum profits by tourism enterprises, as well as the use of renewable tourism resources, as well as by the space vector, which leads to satisfaction the needs of the international tourist movement and international capital to solve the problems of the geographical promotion of tourist flows in ecologically clean and protected areas, inaccessible places, in new areas. Attention is focused on the need for strategic planning in the tourism industry in order to ensure the improvement of the quality of life of the population as the main indicator for assessing sustainable tourism development. The necessity of developing
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