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Annotation. Introduction. The article investigates the current state and specifics of the functioning of beach tourism in Ukraine. It is proved that the beach tourism sphere, apart from purely economic ones, performs a whole range of other functions, significantly influencing the overall state of development of the respective region. In the article a comparative inter-regional analysis of the resort destination of Ukraine is conducted, the indicators of efficiency of the sphere of resort tourism according to the regional distribution of inland and inbound tourists are considered. Purpose. The purpose of the study is to analyze the current state and specificity of the development of beach tourism in Ukraine. In the process of research it is necessary to take into account the nature of the influence of external and internal factors on the process of organization of this area of recreational activity. Results. It is proved that in all regions with developed beach tourism per 1000 people of the regional population the number of tourists decreased. The largest loss of tourists was 58% of holidaymakers in Zaporizhzhya region. It is noted that the emergence of a significant amount of alternative domestic tourism in the area of greater temperature comfort or better organized beach holidays abroad, led to more active activities to improve the level of service and infrastructure. The degree of sensitivity of demand to changes in the price of tourist services in different regions of the resort destination of Ukraine is substantiated. It is proved that high dependence on seasonal cyclicality of demand for beach tourism of Zaporizhzhya and Kherson regions has provoked in recent years a considerable increase of capital investments in collective accommodation facilities, but in absolute value their size is much lower than similar investment in Odessa region. The results of the comparison of the values of the coefficients of elasticity of demand for tourism product with the indicators of the specific size of capital investment in the industry established a clear relationship between the two parameters. The formation of inelastic demand in Zaporizhzhya, Kherson and Mykolaiv regions motivates the rise in price of tourist services, which causes a decrease in the flow of organized tourism, low activity of investors, stimulation of the development of the shadow market of tourist services (personal economy) Conclusions. It is emphasized that parallel development of cultural and cognitive tourism should be one of the priority tasks of the tourism industry in these regions. The existence of a high level of investment attractiveness for attracting financial resources in the field of regional tourism is substantiated. It is noted that without systemic state support, the infrastructure component of the tourism industry of Ukraine cannot develop, the quality and accessibility of hospitality and tourism services can be improved, and the brand Ukraine - European Tourist Country will be promoted to the world market. |
