CONCEPTUAL FOUNDATIONS OF SMART TOURISM DEVELOPMENT AS A PERSPECTIVE DIRECTION FOR THE SUSTAINABLE DEVELOPMENT OF UKRAINE’S RECREATIONAL AND TOURISM SPHERE

Abstract

Introduction. The modern recreational and tourist sphere of Ukraine is faced with a double challenge, namely the need for rapid recovery in the post-war period and the need for a radical digital transformation. Traditional tourism management models are exhausting their resources, not ensuring the proper level of personalization of services and rational use of natural resource potential. In this context, the concept of smart tourism arises, which is based on the use of innovative technologies to increase the efficiency of the industry. However, in Ukraine, the mechanisms for implementing "smart" technologies are often considered separately from the principles of sustainable development, which creates the risk of technogenic load on recreational areas instead of their preservation. The purpose. The purpose of the article is to substantiate the theoretical foundations and determine the prospects for the implementation of smart tourism as an innovative direction of sustainable development of the recreational and tourism sector of Ukraine, as well as to identify key areas of its implementation, taking into account modern challenges and the potential of digital technologies, including to strengthen the branding of territories. Methods. The following methods were used in the research process: the method of theoretical generalization, statistical and economic analysis, comparative analysis, classification and typification, tabular and graphical method. Results. The integration of smart technologies into tourism activities contributes to the formation of competitive brands of tourist destinations, improving the quality of the tourist product and ensuring sustainable development of territories. The practical significance of the results obtained lies in the possibility of their use in the formation of strategies for the development of tourist destinations, tourism digitalization programs and mechanisms for public management of the recreational and tourism sector, and strengthening the branding of territories. Conclusion. The implementation of smart tourism opens up new opportunities for tourists, businesses and local communities, increases the attractiveness of tourist destinations.