МІЖНАРОДНИЙ ТУРИЗМ В УКРАЇНИ: СУЧАСНИЙ СТАН ТА ПЕРСПЕКТИВИ РОЗВИТКУ

Abstract

У статті розглянуто стан розвитку міжнародного туризму в Україні. Міжнародний туризм під впливом процесів глобалізації та інтеграції набуває найдинамічнішого розвитку та стає одним із впливових чинників, від яких залежить зростання економіки, підвищення конкурентоспроможності країни на світових ринках, покращення добробуту населення. Проаналізовано зміни в обсягах і структурі міжнародних туристичних потоків. Установлено, що незважаючи на стримуючі фактори, Україна має потенціал у розвитку міжнародного туризму. Окреслено шляхи розвитку туризму та створення позитивного іміджу країни на ринку туристичних послуг. Визначено, що для розвитку в’їзного туризму в країні необхідно створити відповідну маркетингову стратегію його стимулювання, яка сприяла б збільшенню кількості іноземних відвідувачів, дала б змогу краще використовувати наявний туристично-рекреаційний потенціал регіонів України та допомогла б створенню позитивного іміджу країни на світовому ринку туристичних послуг.

Tourism is a promising sector for Ukraine as it satisfies the ever-increasing demand among the population for quality rest in domestic and foreign tourist and recreational complexes and tends to further increase. Tourism is a promising sector for Ukraine as it satisfies the ever-increasing demand among the population for quality rest in domestic and foreign tourist and recreational complexes and tends to further increase. There fore, the methodology of researching the national tourism market should reproduce the complexity and multidimensionality of its functioning in the field of international and domestic tourism. The economic aspect of the study of the state and problems of tourism market development allows to determine the economic potential of the studied region, to distribute national income per capita, to determine the degree of development of certain sectors of the economy. Tourism through tourist consumption, has a stimulating effect on the development of transport, hotels and restaurants, retail, food, construction, communications, insurance, leisure and entertainment, culture and sports and more. Their main goals are: establishing business contacts in the tourism sector, studying demand for tourism products, concluding tourism agreements, getting acquainted with various tourism products, exchanging information and advertising. We consider it expedient to increase the use of non-traditional destinations that attract tourists. The development of such routes requires cooperation in and between regions. Horseback riding and hiking in the Carpathians, water tourism by rivers, etc. can be additional species. Tourism in ecologically clean areas where water, air and food treat and promote moral recreation should be more actively developed. This direction can be an important element in the development of rural tourism. Ukraine is characterized by instability of the management institute, frequent changes in approaches to tourism management, unsatisfactory scientific support for tourism development, and extremely low level of realization of its potential. For the development of inbound tourism in the country, it is necessary to create an appropriate marketing strategy to stimulate it, which would increase the number of foreign visitors, make better use of the existing tourist and recreational potential of the regions of Ukraine and help to create a positive image of the country in the global tourist services market. For the development of inbound tourism in the country, it is necessary to create an appropriate marketing strategy to stimulate it, which would increase the number of foreign visitors, make better use of the existing tourist and recreational potential of the regions of Ukraine and help to create a positive image of the country in the global tourist services market. The prospects of restoration of the inbound tourist flow are also connected with the stabilization of the situation in the east of the country, the development of European integration processes, which will improve the external image and strengthen the authority of the state in the international market of tourist services.