EXTERNAL FACTORS IN THE TRANSFORMATION OF GREEN TOURISM THROUGH STRENGTHENING THE SECURITY OF HISTORICAL AND CULTURAL HERITAGE

Abstract

The study is devoted to substantiating the theoretical and applied principles of the influence of external factors on the transformation of green tourism through strengthening the security of historical and cultural heritage. The paper reveals the relationship between the state of the external security, economic, social, legal, informational, environmental and infrastructural environment, changes in tourist behavior and the need to preserve tangible and intangible heritage assets. It is substantiated that historical and cultural heritage is a resource basis for the development of green tourism in small towns and rural areas, since it combines local history, architectural monuments, museum collections, park complexes, sacred sites, traditions, crafts, gastronomic culture and forms of community memory. It is determined that increasing military threats, demographic changes, migration, macroeconomic instability, changes in solvent demand, climate risks, digitalization of tourist choice, transformation of transport accessibility and the growing demand for safe local travel change the content of green tourism. Under such conditions, the tourism product should include safe routes, verified information, emergency preparedness, protection of authenticity, control of recreational pressure, participation of local communities and economic support for heritage sites. The key external factors in the transformation of green tourism are systematized and their security and transformational influence is determined. It is proposed to consider the security of historical and cultural heritage as a combination of physical, legal, informational, cultural, economic, environmental and community support. It is proven that strengthening security contributes to the diversification of the tourism offer, increasing visitor confidence, preserving local identity, forming long-term income for rural areas and moving from fragmented use of monuments to managed development of green tourism. A sequence of management actions has been formed, which includes identifying external factors, assessing heritage vulnerability, determining protection priorities, adapting the tourism product, coordinating stakeholders, providing information support and controlling results. The practical value of the proposed provisions lies in the possibility of their use by local authorities, tourism enterprises, museums, owners of rural tourism estates, cultural institutions and public associations when developing safe routes, local development programs and heritage-based tourism products.