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The article develops a methodical approach to assessing the management level of the tourism and recreational potential in the Kharkiv region, taking into account its existing business capabilities. It is noted that tourist resources in Ukraine influence greatly both the regional and national economy development. That is, determining the management level of the tourism and recreational potential in Ukraine’s regions is one of the main current tasks, as it is necessary to identify the existing reserves and organizational shortcomings in the tourism and recreation management. It is noted that the Kharkiv region has always had a strong economic, scientific, technological and production potential. At the same time, unfortunately, little attention has been paid to the development of tourism and recreational activities, despite the fact that the Kharkiv region is definitely among the top five by the quantitative performance indices for tourism entities of varied ownership. The article informs that the analysis of tourist flows shows an increase in the number of Ukrainian citizens turning to the tourism services employees, in general, and in the Kharkiv region, in particular. To assess the uptake of the existing tourism and recreational potential, the article suggests to introduce the following indicators of the tourism services level: the coverage of the Kharkiv region population by domestic tourism services; the coverage of the Kharkiv region population by outbound tourism services; territorial accessibility by average estimated distance; territorial accessibility by the object area; assortment availability; the service provision of the population; the growth dynamics of the service provision of the population (compared to the previous year). The assessment carried out has revealed some drawbacks in managing the tourism and recreational potential in the Kharkiv region. The author of the article has come to conclusion that no real level of investment exists, which could hinder the development of tourism in the Kharkiv region. A study by the World Tourism and Travel Council (WTTC) shows that every million dollars invested in the tourism industry provides the highest return in terms of jobs and subsequent contributions to GDP, if compared to other sectors of economy, no matter the country.

The article clarifies and discloses the essence of the conceptual apparatus of the tourism and recreational potential as an element of the competitiveness of territories. The problems of disclosure of the theoretic-methodological basis of the tourism and recreational potential, its functions and role in society as a source of innovatics in tourism have been actualized; the categories of «potential», «tourism», «recreation», «tourism and recreational potential», «tourism and recreational potential of territory» are defined. It is noted that digitalization, innovation, greater accessibility and societal change will continue to shape this sector, and companies will need to adapt to remain competitive while at the same time the tourism and recreational potential will be conceived as a means of achieving the goals of sustainable development and tourism attractiveness of territories. It is noted that the basis for the development of tourism and recreational functions, of course, is the tourism potential, which can be described as the most important determining factor in the development of tourism and increasing the competitiveness of territories. The tourism potential determines the possibilities of creating new tourism products. The carried out analysis of the component structure of the tourism and recreational potential will contribute to studying and developing the resource capital of the potentially attractive and competitive territories, thus influencing their investment and investment reputational status. It is concluded that the tourism and recreational potential is a rather capacious concept, which contains numerous determinants that define the tourism and recreational attractiveness of a certain territory. In view of the favorable conditions for tourism activities and significant profits for the needs of socio-economic development, most of the territory of Ukraine is successfully trying to develop the markets of tourism services, entering into a competition for the tourist flows.

Identifies the strategic priorities for the development of tourism in the Kherson region and develops proposals for the realization of the tourist potential of the region during the pandemic in the article. It is established that the development of domestic tourism in the Kherson region during the pandemic requires a number of tasks: ensuring the accessibility of tourist facilities. The goal will be achieved with the introduction of a multilingual marking and navigation system in the Kherson region; organizing and creating route maps for landmarks of history and culture of the region; marking and marking the routes of the hospitality and tourism industry; improving conditions and providing tourist routes with infrastructure for tourists to visit. The advantages of Kherson region as a territory for active development of the hospitality and tourism industry in the era of the pandemic are highlighted. It is determined that for the active and successful development of the tourism business of the region during the pandemic COVID-19 it is necessary to coordinate and coordinate the implementation of measures by the authorities and economic agents: to improve the quality of tourism services; create conditions for the promotion of the tourist product; extend the tourist season; to promote the development of entrepreneurship, including in rural areas; create conditions for the development of domestic tourism; support for craft production. [ABSTRACT FROM AUTHOR]

The article develops a methodical approach to assessing the management level of the tourism and recreational potential in the Kharkiv region, taking into account its existing business capabilities. It is noted that tourist resources in Ukraine influence greatly both the regional and national economy development. That is, determining the management level of the tourism and recreational potential in Ukraine’s regions is one of the main current tasks, as it is necessary to identify the existing reserves and organizational shortcomings in the tourism and recreation management. It is noted that the Kharkiv region has always had a strong economic, scientific, technological and production potential. At the same time, unfortunately, little attention has been paid to the development of tourism and recreational activities, despite the fact that the Kharkiv region is definitely among the top five by the quantitative performance indices for tourism entities of varied ownership. The article informs that the analysis of tourist flows shows an increase in the number of Ukrainian citizens turning to the tourism services employees, in general, and in the Kharkiv region, in particular. To assess the uptake of the existing tourism and recreational potential, the article suggests to introduce the following indicators of the tourism services level: the coverage of the Kharkiv region population by domestic tourism services; the coverage of the Kharkiv region population by outbound tourism services; territorial accessibility by average estimated distance; territorial accessibility by the object area; assortment availability; the service provision of the population; the growth dynamics of the service provision of the population (compared to the previous year). The assessment carried out has revealed some drawbacks in managing the tourism and recreational potential in the Kharkiv region. The author of the article has come to conclusion that no real level of investment exists, which could hinder the development of tourism in the Kharkiv region. A study by the World Tourism and Travel Council (WTTC) shows that every million dollars invested in the tourism industry provides the highest return in terms of jobs and subsequent contributions to GDP, if compared to other sectors of economy, no matter the country. [ABSTRACT FROM AUTHOR]

Purpose. Estimation of prospects of tourism development in the region to plan it of tourist recreational activities. Methodology. The most common method applied economic research, such as the systematic analysis and synthesis. Findings. Solving problems requires research identifying the main provisions of problem-diagnostic assessments of tourism development areas. These include the following: identification and assessment of existing tourist and recreational potential, evaluating factors that promote and hinder the development of tourism in it; training future model of territorial organization of tourism and recreation in the region and finding opportunities to intensify the use of promising potential for tourism areas. Originality. Тo determine the hierarchy of territorial units for taxonomic significance of the recreational potential of proposed rating scale recreational potential of the area. Practical value. Capacity assessment will expand the possibilities of leisure, recreation and health and population cycles in addition to traditional tourist - recreational processes focus more on creating daily and weekly rest. [ABSTRACT FROM AUTHOR]