METHODOLOGICAL PRINCIPLES OF ASSESSING DEVELOPMENT POTENTIAL OF THE TOURIST AND RECREATIONAL SPHERE IN REGIONAL ECONOMY

Abstract

With the growing level of competition in the global and national tourism markets, the issues of assessing the attractiveness and potential of the tourist and recreational sphere of the regions become especially relevant. There are several approaches to solving these problems, each of which has its advantages and disadvantages, a specific information base and options for application in practice. The purpose of the study is to develop methodological frameworks for assessing the potential of the tourist and recreational sphere of the regions in terms of its attractiveness, which will determine the attractiveness of this area for Ukrainian and foreign investors. The article considers the tools for studying the tourist and recreational potential of the regions, which, in contrast to the existing ones, includes an assessment of the attractiveness of the tourist and recreational sphere of the regions; analysis of the contribution of the tourist and recreational sphere to the economy of the regions; identification of the importance of factors influencing the formation and building of the potential of the tourist and recreational sphere of the regions. The methodological approaches to the integrated assessment of the attractiveness of the tourist and recreational sphere of the regions proposed by the author, in contrast to the existing ones, are based on the identification of the resource structure of the attractiveness of the tourist and recreational sphere in terms of four sub-indices (index of cultural attractiveness, index of attractiveness of recreational resources, index of attractiveness of tourist infrastructure and index of investment attractiveness of tourist and recreational sphere) for the development of sound mechanisms of regional marketing in the Ukrainian and foreign markets of the tourist product. The developed methodological approach is based on the use of the parametric method, which due to the ranking of standardized values of the main indicators of the tourist and recreational sphere of the regions, allows determining their place in the national rating of attractiveness. The practical use of the developed approaches will allow ensuring the efficient use of available tourist and recreational resources, increase the investment attractiveness of the territory for Ukrainian and foreign investors identify problems of potential use and create conditions for overcoming them, which will increase the competitiveness of the proposed tourism products, as well as on the basis of problem-based approach to justify the tools for implementing national and regional targeted programs for tourism and recreation. Key words: region, potential, tourist-recreational sphere, attractiveness, methodical approach, evaluation.