BACKGROUND AND OBJECTIVES Environmental guidelines and principles of sustainable development are becoming increasingly popular and are a priority for most business areas. One of the widely developing eco-destinations is green tourism, which is gaining a profitable and priority status, especially for lower middle-income countries. The purpose of the article is to determine the strategic marketing support for the development of green tourism on the example of Ukraine and its regions based on an approach to its assessment in terms of environmental and tourism competitiveness.METHODS The authors used general scientific and specific methods comparative, critical and system analysis, synthesis to search and group indicators of ecological and tourism competitiveness. Distance method, ranking, economic and statistical analysis were implemented to analyze the green tourism potential in each region in Ukraine and reveal the leaders and outsiders among them. For the accumulation, processing, visualization of data and forming the matrix of green tourism, based on data for 2015-2019, potential Microsoft Excel, Figma and Canva tools, Harrington scale were applied.FINDINGS The approach to estimate the green tourism potential based on the ecological and tourism regional competitiveness according to the author’s list of 37 indicators were proposed, the matrixes of green tourism potential of Ukrainian regions in 2019 and 2020 were developed, and strategic marketing support according to sustainable development for green tourism business were proposed. Strategic marketing support of green tourism development in Ukrainian regions was defined based on ecological and marketing strategies.CONCLUSION The author's approach makes it possible to systematically assess the potential of green tourism using up-to-date statistical information. According to the tourism and environmental competitiveness rating, the regions with the most significant and worst potential were found. The positive dynamics of the development of green tourism in 2019-2020 were revealed. The results are the basis for providing comprehensive environmental and marketing support to ensure sustainable development and gain additional competitive advantages in the green tourism business.

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Green tourism business as marketing perspective in environmental management

The aim is to find ways to ensure sustainable development and increase the hotel, restaurant, and tourism business's competitiveness. The authors used the correlation-regression dependence of the number of tourists going abroad Y on the income of the population X and Fisher's statistical criterion to check the model's adequacy. Authors proposed the system for ensuring sustainable development and competitiveness of the hotel, restaurant and tourism business. The peculiarity of the proposed system is that it covers all aspects of sustainable development, includes multi-level governing bodies, integrable legal forms of organizations and science, making it possible to form interrelated elements of sustainable development and increase the competitiveness of the hotel and hotel industry, tourism in general. In years of political instability, the number of domestic tourists, with a positive upward trend, is falling sharply, despite rising incomes. Fisher's statistical criterion indicates this model's adequacy: An increase in income of the entire population of Ukraine by UAH 10 mln. would lead to the additional appearance of about 8 Ukrainian tourists travelling abroad. The coefficient of elasticity Ex (Y) = 0.9193 shows that an increase in the income of the entire population of Ukraine by 1% would increase the flow of Ukrainian tourists travelling abroad by about 0.9%. The article is devoted to the search for ways to increase the competitiveness of the hotel and restaurant and tourism business. The analysis showed that 2019 was a good year for the entire HRTB. However, the global pandemic COVID-19 in 2020 significantly affected this area: Border closures, cancellation of messages between countries, total quarantine, weekend quarantine and other prohibitions. Therefore, the search for a strategy to increase the competitiveness of HRTB facilities in 2020/2021 is the most relevant. The authors proposed a system for ensuring sustainable development and competitiveness of the HRTB. The system covers all aspects of sustainable development. © 2021 Editura Universitatii din Oradea. All rights reserved.

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Competitiveness of hotel, restaurant and tourism business: Factors and tools

National natural parks are part of the nature reserve fund, the activities of which are limited and regulated, but certain types of tourism and recreation services are possible on their territory. National natural parks of Ukraine, located in the coastal area, can offer a wide range of tourist and recreational services, and taking into account access to the sea and the presence of beaches, they have some advantages compared to many other natural parks of Ukraine located on land. The purpose of the study was to analyze the tourist and recreational potential of coastal and marine national natural parks of Ukraine. National natural parks with access to the sea became the object of the study, and the subject - tourist and recreational activities within their borders. The study of the given problem highlights the factors of tourism development and the regulation of tourist and recreational activities within the national natural parks of Ukraine

Tourism and recreation within the coastal and marine national natural parks of Ukraine

The article is devoted to the development of conceptual foundations of Ukraine’s tourism potential reconstruction in the post-war period 2022-2030 on the basis of strategic management. The choice of the research subject has made it necessary to consider the essence and content of the tourism potential in its inseparable connection with the resource component. The results of the study were obtained on the basis of the use of such general scientific methods as theoretical generalization, analysis and synthesis, a comprehensive approach, as well as the main provisions of the strategic management theory. It is established that, based on the importance of the contribution of tourism potential to the national economics, its reconstruction should take place within the framework of the state strategy of reconstruction and development for the post-war Ukraine. A visual representation of such connections is proposed. The proposed version of the strategy of post-war reconstruction and development of the country is an initial simplified attempt to combine strategic elements of the National Development Strategy and the tourism development strategy. Its development does not contradict the existing draft Strategy for Sustainable Development of Ukraine until 2030 and the Strategy for the Development of Tourism and Resorts until 2026 year. Within the framework of such a strategy, its vision, mission, strategic goals of the state are outlined, and the content of support in certain areas is revealed. As a feature of the reconstruction and development strategy of post-war Ukraine, it should be noted in its structure the recommendation to promote the unique brand “Ukraine is new horizons” on the international tourist services market. Separately, a scheme for planning the development of tourism potential in the framework of the implementation of reconstruction and development strategy of post-war Ukraine is proposed, in which it is recommended to allocate investment resources by three levels: by tourism directions, by investment projects, by regional basis.

Strategic concept of tourism potential reconstruction in the post-war Ukraine

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Methodical approaches to estimate the tourist potential of ukraine and the regions

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The influence of hotel restaurant business on development of ukrainian tourism industry

The article discusses the topical issue of the development of social entrepreneurship as a trend of Ukrainian business. The article analyzes the scientific works of Ukrainian and foreign researchers and specialists on defining the interpretations of the definition of «social entrepreneurship» and offers the author's interpretation of this concept. It was determined that social entrepreneurship is gaining more and more importance for the balanced development of the world economy, the growth of its influence on the effectiveness of regional management was noted. The conditions related to social entrepreneurship were studied, in which the most important requirement is the innovative nature of the activity, and the reasons for the inefficiency of individual social institutions were determined. Social enterprises are becoming the main leaders of the ideas of the formation of the «middle class», gender and age equality in labor relations. The management model of social enterprises is based on the development of mutual relations, the active exchange of employees between the commercial and social sectors, and the formation of new business practices. On the basis of the conducted research, the main features of social entrepreneurship are highlighted and the main sectors in which social entrepreneurship is most widespread in Ukraine are determined. The following were noted as key recognitions: the primacy of the social mission over commerce, innovation and innovativeness in combining social and economic resources, sustainable economic efficiency and self-sufficiency. The leading trends of social entrepreneurship in American and European countries were studied. It was determined that the development of social entrepreneurship abroad is associated with the transformation of the activity models of traditional volunteer and charitable organizations that have acquired features of social business. The directions and types of activities of social organizations in Ukraine are analyzed. The description of functioning social enterprises in Ukraine is given. A monitoring study of the state of public organizations in the Zaporizhia region was conducted, which showed that the largest number is in the regional center of the city of Zaporizhia. The analysis of public organizations of the Zaporizhia region was carried out by organizational and legal form according to the register and official name.

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Development of social entrepreneurship as a trend of Ukrainian business

Goal. Investigate changes in the development of health tourism in Ukraine and their reflection in plans for its development. Method. The method of studying and generalizing information, general systems theory and systems analysis were used for research. Results. The article examines the evolution of the planning mechanism for the development of health tourism in Ukraine, taking into account the peculiarities of its origin, formation and functioning in market conditions. The authors of the article analyze in chronological chronology the essence of conceptual approaches, problems and tasks of development of health tourism, which were laid down in the content of state and regional (territorial communities) plans for tourism and resorts. The position of the authors on the methodological improvement of the content of these plans and their relationship is substantiated. Scientific novelty. The stages of implementation of strategies for the development of health tourism, resorts (resort destinations) in the regions of Ukraine, the completion of which should be accompanied by analytical conclusions on the compliance of actual and planned indicators, factors influencing the results, conclusions on their effectiveness. Practical significance. Taking into account the identified methodological shortcomings in the study of planning the development of health tourism at the state level and in local communities will provide a total (synergy) effect.

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The health tourism in ukraine: genesis, problems and tasks of development planning

The purpose of the article is to analyze the segments and specific factors of the development of health (medical), rehabilitation, wellness and recreational types of tourism in Ukraine and the demand for their services. The authors studied the health status of the population of Ukraine during 2015-2021, as well as indicators of morbidity among the population, which allowed to conclude about the society's need for the services of sanatoriums and resorts. Methodology. Theoretical and methodological basis of this study are the provisions of economic theory, which are presented in the fundamental works of domestic and foreign scientists on market and administrative regulators of the market of recreational tourism in Ukraine. Results. The article examines the current state of the transport infrastructure, information and communication technologies, standards of medical and health tourism services that contribute to the competitiveness of the national market of health (medical), wellness and recreational tourism. Calculations were made on the basis of official statistical data on the number of tourist flows in Ukraine by purpose of trips organized by domestic tour operators and travel agents. On the basis of these data the authors identified trends in realized demand for health and wellness (medical) services of travelers in health and recreational tours to foreign countries, where their funds go not only to health facilities, but also to the foreign tourism industry as a whole. The authors analyzed the trends in the number of sanatoriums and health resorts in Ukraine during 1990-2017, which showed a significant decrease in their number, and identified the reasons for this trend. The authors investigated the legal basis for the administrative regulation of the market of health (medical) tourism in Ukraine, namely the powers of state administration of the central executive authorities, local state administrations, executive bodies of local self-government in the field of tourism. Practical implications. Also, the typical international models of public administration in the development of tourism and resorts have been studied and determined that in the context of market reforms of the Ukrainian economy, a model for the formation of the state institution of tourism management and the emergence of this model in the country has been investigated. The article also focuses on the process of privatization of health resorts located or created in the territories of resorts of local importance and using the natural healing resources of these territories. Value/originality. It would be advisable to coordinate the activities of different levels of administration in the development of regional health tourism in order to rationally and efficiently use regional resources and eventually achieve a synergistic effect.

Yulia Yukhnovska

Papers

Methodical approaches to estimate the tourist potential of ukraine and the regions

The influence of hotel restaurant business on development of ukrainian tourism industry

Development of social entrepreneurship as a trend of Ukrainian business

The health tourism in ukraine: genesis, problems and tasks of development planning

Market and administrative regulators of health and wellness tourism market in ukraine