Modern Challenges for and Megatrends in the Development of the Tourism and Recreation Sphere
Grafska O. I.

Grafska, Oryslava I. (2020) “Modern Challenges for and Megatrends in the Development of the Tourism and Recreation Sphere.” The Problems of Economy 2:17–23.
https://doi.org/10.32983/2222-0712-2020-2-17-23

Section: World economy and international relations

UDC 338:48

Abstract:
Global trends in and challenges for the socio-economic development, globalization, integration and service processes are characterized by high dynamism of their effect on all spheres of economic activity. Therefore, without a preventive response to external influences, effective development of the economic system of countries will be hindered. This is especially true for the tourism and recreation sector, which is international in nature and interconnected with global megatrends and economic development cycles of society. The aim of the study is to identify contemporary challenges for and megatrends in the development of the tourism and recreation sphere as determinants of the formation and use of the tourism potential of Ukraine. It is established that the need to focus on the main global trends in and challenges for the development of the tourism and recreation sector is especially important today to justify a balanced policy and mechanisms for surmounting the crisis in the domestic tourism sector as well as to identify additional opportunities and prerequisites for building the potential of the tourism and recreation sector in territorial communities and national socio-economic space as a whole. The study reveals the effect of urbanization, as a megatrend in socio-economic development, on the tourist and recreation sphere, namely, that it leads to excessive tourism, i.e., an increase in tourist flows. It is proved that today new information technologies are widely used in international tourism, which is an example for applying such technologies in domestic practice. The effect of virtual networks as modern global trends in the international tourism services market is characterized. The influence of COVID-19 processes on the tourism industry is investigated, and the main problems that the tourism industry is facing today are identified. The ways for overcoming the current crisis are proposed. It is found that the coronavirus pandemic has an impact not only on the tourism and recreation sector but also on the global economy as a whole.

Keywords: tourism, megatrend, tourism and recreation sphere.

Bibl.: 26.

Grafska Oryslava I. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Hotel and Restaurant Business, Ivan Boberskyi Lviv State University of Physical Culture (11 Kostiushko Str., Lviv, 79007, Ukraine)
Email: grafskayaorislava@gmail.com

List of references in article

Asotsiatsiia hotelnoho marketynhu. https://hotelmarketingassociation.com/blog/hotel-marketing-trends-2019/
“Vsesvitnia rada z turyzmu otsinyla vtraty haluzi cherez koronavirus u $22 mlrd“ [The World Tourism Council Estimates the Industry's Coronavirus Losses at $ 22 Billion]. https://gordonua.com/ukr/news/money/-vsesvitnja-rada-z-turizmu-otsiniv-vtrati-galuzi-cherez-koronavirusa-v-22-mlrd-1489002.html
Vsesvitnia turystychna orhanizatsiia. http://www2.unwto.org
“Vtraty turyzmu vid koronavirusu otsiniuiut u 22 miliardy dolariv“ [The Loss of Tourism from the Coronavirus Is Estimated at $ 22 Billion]. Ukrainska Pravda. February 28, 2020. https://www.epravda.com.ua/news/2020/02/28/657591/
“Indeks ekolohichnoi efektyvnosti“ [Environmental Efficiency Index]. https://epi.envirocenter.yale.edu/epi-topline?country=&order=field_epi_score_new&sort=asc
“Koronavirus bie ne tilky po liudiakh: chym epidemiia z Kytaiu zahrozhuie svitovii ekonomitsi“ [Coronavirus Strikes not Only on People: What the Epidemic from China Threatens the World Economy]. https://www.epravda.com.ua/publications/2020/02/4/656608/
“Koronavirus pryzviv do kryzy u turystychnii haluzi Ukrainy - Derzhahentstvo z turyzmu“ [Coronavirus Has Led to a Crisis in the Tourism Industry of Ukraine - the State Agency for Tourism]. https://hromadske.ua/posts/koronavirus-prizviv-do-krizi-u-turistichnij-galuzi-ukrayini-derzhagentstvo-z-turizmu
Mazaraki, A. A. “Determinanty rozvytku turyzmu“ [Determinants of Tourism Development]. Turyzm XXI stolittia: hlobalni vyklyky ta tsyvilizatsiini tsinnosti. Kyiv: KNTEU, 2019. 76-78
“Natsionalna dopovid «Tsili Staloho Rozvytku: Ukraina»“ [National Report "Sustainable Development Goals: Ukraine"]. http://www.un.org.ua/ua/publikatsii-ta-zvity/un-in-ukraine-publications/4203-2017-natsionalna-dopovid-tsili-staloho-rozvytku-ukraina-iakavyznachaie-bazovi-pokaznyky-dlia-dosiahnennia-tsilei-staloho-rozvytkutssr
Nezdoiminov, S. H., and Hutsuliak, M. “Problemy ekolohizatsii ta napriamy rozvytku nemasovykh vydiv turyzmu na silskykh terytoriiakh Ukrainy“ [Problems of Greening and Directions of Development of Non-mass Types of Tourism in Rural Areas of Ukraine]. http://dspace.oneu.edu.ua/jspui/bitstream/123456789/10659/1/pdf
Romanchuk, L. D. “Tsyfrovi marketynhovykh komunikatsii kurortno-rekreatsiinykh pidpryiemstv“ [Digital Marketing Communications of Resort and Recreational Enterprises]. Turyzm XXI stolittia: hlobalni vyklyky ta tsyvilizatsiini tsinnosti. Kyiv: KNTEU, 2019. 47-48.
Sait doslidnytskoi kompanii tsyfrovoho marketynhu «Emarketer». https://www.emarketer.com
Smyrnov, I. H. “«Overturyzm»: hlobalnyi vyklyk XXI stolittia“ [Overtourism: A Global Challenge for the 21st Century]. https://knute.edu.ua/file/MjIxNw==/fb98ed3d77f36d1f83d300a7243ccbe4.pdf
“Spad ekonomiky, zakryti kordony ta ksenofobiia: yak spalakh koronavirusu vplyvaie na svit“ [Economic Downturn, Closed Borders and Xenophobia: How the Coronavirus Outbreak Affects the World]. https://hromadske.ua/posts/spad-ekonomiki-zakriti-kordoni-ta-ksenofobiya-yak-spalah-koronavirusu-vplivaye-na-svit
Tkachuk, T. M. “Virtualni franchaizynhovi turystychni merezhi svitu“ [Virtual Franchised Travel Networks of the World]. Zovnishnia torhivlia: ekonomika, finansy, pravo, no. 1 (2018): 72-85.
Shykina, O. V., and Nezdoiminov, O. V. “Monitorynh turystychnoho potoku v konteksti stratehii rehionalnoho rozvytku“ [Tourism Flow Monitoring in the Context of Regional Development Strategy]. Dezvoltarea sistemelor sociale si economice intr-un mediu competitiv la nivel global. Chisinau, 2016. 167-171.
Andryeyeva, N., Nezdoyminov, S., and Martyniuk, O. “«Green» infrastructure of the economy of recreational nature use“. Baltic Journal of Economic Studies. 2018. http://www.baltijapublishing.lv/index.php/issue/issue/view/18
“Booking.com predstavlyayet 8 trendov v sfere puteshestviy v 2019 godu“ [Booking.com Presents 8 Travel Trends in 2019]. https://news.booking.com/Bookingcom--представляет-трендов-в-сфере-путешествий-в-году
SETAM. Open Market. https://setam.net.ua/
“Cruise Industry News Annual Report“. https://www.cruiseindustrynews.com/annual-cruise-industry-report.html
Cruise Market Watch. http://www.cruise marketwatch.com/
Kotler, P. et al. Marketing communication strategies Marketing for Hospitality and Tourism. Pearson: England, 2017.
“Moving From User Reviews Toward Professional Content Travel“. https://skift.com/2018/09/18/tripadvisor-ceo-on-moving-from-user-contenttoward-professional-reviews
“Overtourism? Understanding and Managing Urban Tourism Growth beyond Perceptions“. UNWTO Library, 2018. https://www.e-unwto.org/doi.pdf
Travel & Tourism Economic Impact 2017 World. http://www.wttc.org
TrekkSoft Travel Trends Report 2019 Travel. https://www.trekksoft.com/en/academy/ebooks/travel-trends-2019