Вплив використання об’єктів ЮНЕСКО в туристичних цілях на соціально-економічне середовище регіону.

The article studies the interrelation between UNESCO objects and the level of socioeconomic development of the regions of their location, as well as the peculiarities of investing in UNESCO objects; the aspects of positive and negative impact of new technologies and innovations used in the field of tourism demand on the objects of world cultural and natural significance are determined. The basic principles and mechanisms by which the use of objects of cultural and natural heritage for tourism purposes has a significant impact on the economy of the regions of their deployment are provided. The sources and areas of activity that produce profit under the influence of the use of UNESCO objects for tourism purposes are determined. Through the interrelation of all indicators, levers of the highest and lowest values are found, taking into account the dynamics of indicators depending on the object of study. The role of marketing and marketing strategy in the activities of tourist sites under UNESCO protection is specified, and an algorithm for applying and developing a marketing strategy for such objects is provided. The investment block in the sphere of tourism in relation to UNESCO objects is considered, groups of investors and investment spheres are formulated; the efficiency of investing in the most famous objects of world cultural, historical and natural significance is computed. The congruousness and areas of influence of the use of the latest technologies and developments in the tourism sector at UNESCO sites, their integration into the process of interaction of tourist objects with tourists, including objects of world cultural, historical and natural significance, are identified, both the positive and the negative elements of such integration in the context of their economic significance are allocated. According to the results of the carried out study, it is defined that objects of the World cultural, historical and natural heritage play an important role in the development of tourism and contribute to increasing the profitability of the tourism industry and its positive impact on the socioeconomic situation of the region. The topic of further research in this direction is the study of the efficiency of existing systems for the protection of UNESCO objects in the context of involving the results of technological inventions. [ABSTRACT FROM AUTHOR]