THE APPLICATION OF EUROPEAN EXPERIENCE IN THE DEVELOPMENT AND PROMOTION OF MOUNTAIN TOURISM PRODUCTS FOR THE UKRAINIAN TOURISM MARKET

Abstract

The article is dedicated to researching the European experience in the development and promotion of mountain tourism products in order to adapt this experience to the Ukrainian tourist market. The development of mountain tourism in Europe, particularly in Switzerland, is explored, where the tourism model includes activities throughout the entire year, not just winter. It is determined that the development of mountain tourism requires not only natural resources but also effective infrastructure and qualified personnel. The importance of developing various types of activities, such as skiing, cycling, hiking, and trail running, is emphasized. It is proven that, in order to ensure the competitiveness of Ukrainian resorts, the European experience of promoting tourism products through contextual advertising, collaboration with influencers, and other channels must be adopted. It is concluded that, in order to succeed in the international market, Ukraine should create a unified strategy for the development of mountain tourism, which should include not only infrastructure development and tourist activities but also effective strategies for international promotion. Studying the experience of European countries helps to identify key factors that contribute to the development of mountain tourism, including investment in infrastructure, support for sustainable development, a focus on domestic tourism, and attracting foreign tourists. Thus, the article offers recommendations for the development of mountain tourism in Ukraine, based on the European experience. In particular, the importance of providing high service standards, improving infrastructure, and implementing new tourism products that meet modern requirements is noted. It is emphasized that the strategy for the development of mountain tourism in Ukraine should be comprehensive and include promotional activities, support for sustainable development, and attracting investors to develop the tourism industry..