THEORETICAL AND METHODOLOGICAL APPROACHES TO ASSESSING INTERNATIONAL COOPERATION IN THE TOURISM INDUSTRY OF UKRAINE
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Abstract
Introduction. The article is devoted to the analysis of the tourism potential of Ukraine in the context of its international cooperation. The article presents a methodology for assessing the potential of international cooperation, substantiates the logic of its research in the tourism industry using the methodology of rating assessments through the Travel & Tourism Development Index (TTDI), which is calculated by experts from the World Economic Forum (WEF) and through the Global Soft Power Index. Special attention is paid to the formation of the image of Ukraine on the world stage. The article is of practical importance for government agencies, tourism business structures and scientists interested in the development of sustainable tourism in Ukraine.
Purpose. The purpose of the study is to develop theoretical and methodological principles for assessing the potential of international cooperation in the tourism industry of Ukraine using an expert approach.
Results. The development of tourism in a particular country is impossible without international ties, because: tourist flows are cross-border in nature; infrastructure, standards and services are formed with the participation of international partners; exchange of experience and technologies increases the competitiveness of the industry. Therefore, assessing the potential of international cooperation is a prerequisite for Ukraine's integration into the global tourism space. This area is not yet sufficiently explored, but international cooperation will be critically important in the post-war reconstruction, since international partnership is important for: attracting foreign investment in the restoration of tourism infrastructure; promoting a positive image of Ukraine as a country that is recovering and open to the world; participating in international assistance programs, grants and sustainable tourism projects (UNWTO, EU, UNESCO, USAID, etc.).
Originality. The analysis of Ukraine's tourism potential was carried out in the context of its international cooperation, using the methodology of assessing the potential of international cooperation using rating estimates through the Travel & Tourism Development Index (TTDI), which is calculated by experts from the World Economic Forum (WEF) and through the Global Soft Power Index. The tourism business assessments are marked by weak reflections on state support, forced stagnation of activity and its preservation due to the provision of outbound tourism services. The change in business strategy has no established formalization, since the duration and consequences of a full-scale war remain uncertain.
Conclusions. The identified problems of the tourism industry development in Ukraine in the international context confirm its uncertain niche and lack of clear emotional and attributive features. Opportunities for international cooperation do not provide the state with established recognition and reputation, which would significantly increase the effectiveness of promoting its tourist destinations. Ukraine continues to remain on the periphery of the digital space of tourist information. Most problems need to be addressed immediately, despite the challenges of war. Problems related to satisfactory transport infrastructure and the lack of cross-border tourist routes can currently be solved through planning and the development of partnership networks. All decisions must be based on the establishment of institutional trust between authorities and tourism stakeholders. They are the key institutions of international cooperation. It is necessary to make maximum use of international initiatives (e.g., UNDP, Green Destinations, EU4Environment programs) that help develop environmentally sustainable tourism, preserve cultural heritage, and restore natural areas after hostilities. This contributes to the harmonious combination of economic, social, and environmental development. International cooperation is a key factor in the sustainable development of tourism, especially in times of war and post-war reconstruction. In Ukraine, this is a fundamental problem for organizing effective international cooperation in the tourism industry, which nullifies individual efforts to promote the national brand and revive tourism, which will contribute not only to economic growth, but also to improving the image of Ukraine, integration into the European space and the formation of a modern tourism management system.
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