STRATEGIC PRIORITIES OF THE TOURISM DESTINATIONS SOCIO-ECONOMIC DEVELOPMENT IN THE CONDITIONS OF GLOBAL INSTABILITY

Abstract

Introduction. In the global dimension, tourism is the driving force of the socio-economic development of states and regions, it acquires significant importance and is fixed in the public consciousness as an integral component of the modern way of life. But at the same time, tourism activity in all its forms and types is extremely susceptible to threats and challenges of global origin or spread. In view of this, the development of tourist destinations, especially in the context of international tourism, must necessarily be based on guaranteeing the safety of tourists, tourist organizations and resources. Purpose. The purpose of the article is to analyze the current problems of the socio-economic development of international tourism destinations and to substantiate the prospective directions of their operation from the standpoint of guaranteeing the safety and socialization of tourism. Materials and methods. The materials of the research are the works of domestic and foreign authors, devoted to the analysis of theoretical and applied aspects of solving the problems of socio-economic development of tourism in conditions of global instability, as well as the results of the author's analysis and generalization of the peculiarities of the functioning of tourist destinations of Ukraine in conditions of crisis. In the process of carrying out the research, the following scientific methods were used: theoretical generalization (for the formulation of scientific approaches to the interpretation of the safety of tourism and tourist destination); analysis and synthesis (to identify and substantiate the principles and directions of socio-economic development of international tourism destinations in the context of guaranteeing tourism safety); logical generalization of results (formulation of conclusions). Results. The article substantiates the principles of destination development, which is based on the priority of solving tourism safety problems, such as systematicity, humanism and sustainability. Based on these principles, an international tourism destination in conditions of instability should fulfill recreational, social and economic functions. The problems of the development of tourist destinations that require a priority solution in the context of guaranteeing the safety of international tourism are highlighted: the formation of the image of international tourism destinations; social adaptation of foreign tourists within the destination; providing feedback to foreign tourists. Ways to solve these problems are proposed and such strategic priorities of the socio- economic development of tourist destinations as a targeted marketing policy formed on the basis of sustainable tourism development and effective communications, socialization of tourism and guaranteeing the safety of tourists are formulated. Discussion. In further scientific research, it is expedient to form a methodology for assessing the stability of tourist destinations in crisis conditions and to carry out an assessment of the main selected indicators on the basis of individual destinations or regions of Ukraine. Based on the results of such an assessment, it is possible to develop differentiated measures to optimize the post- crisis recovery of the tourism sphere of Ukraine at the regional and local level.