ANALYSIS AND EVALUATION OF TOURIST ACTIVITY OF THE SUBJECTS OF EXCURSION TOURISM IN UKRAINE

Abstract

The article examines the potential of tourist activity of excursion tourism entities in Ukraine during the COVID-19 pandemic and in the period before the Russian Federation's terrorist invasion of sovereign Ukraine. The analysis shows that during the crisis period, based on the introduction of innovations at the level of resource management, excursion service enterprises managed to make a profit, and a potential Ukrainian tourist is an active consumer of excursion services for whom the most popular way to spend time traveling in Ukraine, according to the mentions of visiting, is excursion tourism (paid/specially organized excursions), chosen by a third of consumers. It is substantiated that in Ukraine tourism can become a driver of sectoral economic recovery. The study identifies the directions of development of excursion tourism entities in the wartime and post-war periods, based on the implementation of sustainable development goals in order to implement pan-European standards for the development of an integrating society. It is substantiated that in adapting to the real conditions of development in the near future in Ukraine, the subjects of the tourism market, in particular, excursion tourism in terms of strategic planning and operational management should be guided by European and world standards. One of them is the goals of sustainable tourism development. Modern sustainable development goals set their own requirements for the subjects of tourism organization, including sightseeing, the goals fully take into account the current and future economic, social and environmental impacts of tourism, meeting the needs of consumers of sightseeing services, the industry, the environment and host communities, preserving their built and living cultural heritage and traditional values and promoting intercultural understanding and tolerance. It is substantiated that the achievement of sustainable development goals by farms in the organization of excursion tourism is a continuous process and requires constant monitoring of the impact, and the introduction of the necessary preventive and/or corrective measures, when necessary, contributes to maintaining a high level of tourist satisfaction and provides a meaningful experience, raising awareness of sustainable development issues and promoting sustainable tourism practices among them.