Formation of the modern sustainable sector of tourism and recreation in Ukraine

In the paper, the concept of sustainable tourism is explored through a literature review of current research on this topic. The dynamics of the global sector of tourism and recreation (TRS) development and trends of its digitising are investigated based on a study of available empirical data and ana...

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Datum:	2017
1. Verfasser:	Lyakh, O.
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spelling	irk-123456789-1309042018-03-08T03:02:41Z Formation of the modern sustainable sector of tourism and recreation in Ukraine Lyakh, O. International and Regional Economics In the paper, the concept of sustainable tourism is explored through a literature review of current research on this topic. The dynamics of the global sector of tourism and recreation (TRS) development and trends of its digitising are investigated based on a study of available empirical data and analytical reports. Analysis of the situation with the TRS in Ukraine, existing problems and identification of ways to overcome them and ensure sustainable development of the sector, taking into account the experience of the European Union countries, made it possible to propose a number of appropriate measures for providing of the sustainable tourism and recreation sector development on regional and local levels. У статті розглядається концепція сталого туризму на основі обзору літературних джерел, що відображають результати поточних досліджень за даною тематикою. Динаміка розвитку світового сектору туризму та рекреації (ТРС) та тенденції його оцифрування досліджуються на основі вивчення наявних емпіричних даних та аналітичних звітів. Аналіз ситуації в ТРС України, існуючі проблеми та виявлення шляхів їх подолання, а також забезпечення сталого розвитку сектору, з урахуванням досвіду країн Європейського Союзу, дозволили запропонувати ряд відповідних заходів для забезпечення сталого розвитку туризму та рекреації на регіональному та місцевому рівнях. В статье рассматривается концепция устойчивого туризма на основе обзора литературных источников, отражающих результаты текущих исследований по данной теме. Динамика развития мирового сектора туризма и рекреации (ТРС) и тенденции его оцифровки исследуются на основе изучения имеющихся эмпирических данных и аналитических отчетов. Анализ ситуации в ТРС Украины, существующие проблемы и выявление путей их преодоления, а также обеспечения устойчивого развития сектора, с учетом опыта стран Европейского Союза, позволили предложить ряд соответствующих мер для обеспечения устойчивого развития туризма и рекреации на региональном и местном уровнях. 2017 Article Formation of the modern sustainable sector of tourism and recreation in Ukraine / O. Lyakh // Економічний вісник Донбасу. — 2017. — № 4 (50). — С. 60-73. — Бібліогр.: 62 назв. — англ. 1817-3772 http://dspace.nbuv.gov.ua/handle/123456789/130904 338.48:332.122(477) en Економічний вісник Донбасу Інститут економіки промисловості НАН України
institution	Digital Library of Periodicals of National Academy of Sciences of Ukraine
collection	DSpace DC
language	English
topic	International and Regional Economics International and Regional Economics
spellingShingle	International and Regional Economics International and Regional Economics Lyakh, O. Formation of the modern sustainable sector of tourism and recreation in Ukraine Економічний вісник Донбасу
description	In the paper, the concept of sustainable tourism is explored through a literature review of current research on this topic. The dynamics of the global sector of tourism and recreation (TRS) development and trends of its digitising are investigated based on a study of available empirical data and analytical reports. Analysis of the situation with the TRS in Ukraine, existing problems and identification of ways to overcome them and ensure sustainable development of the sector, taking into account the experience of the European Union countries, made it possible to propose a number of appropriate measures for providing of the sustainable tourism and recreation sector development on regional and local levels.
format	Article
author	Lyakh, O.
author_facet	Lyakh, O.
author_sort	Lyakh, O.
title	Formation of the modern sustainable sector of tourism and recreation in Ukraine
title_short	Formation of the modern sustainable sector of tourism and recreation in Ukraine
title_full	Formation of the modern sustainable sector of tourism and recreation in Ukraine
title_fullStr	Formation of the modern sustainable sector of tourism and recreation in Ukraine
title_full_unstemmed	Formation of the modern sustainable sector of tourism and recreation in Ukraine
title_sort	formation of the modern sustainable sector of tourism and recreation in ukraine
publisher	Інститут економіки промисловості НАН України
publishDate	2017
topic_facet	International and Regional Economics
url	http://dspace.nbuv.gov.ua/handle/123456789/130904
citation_txt	Formation of the modern sustainable sector of tourism and recreation in Ukraine / O. Lyakh // Економічний вісник Донбасу. — 2017. — № 4 (50). — С. 60-73. — Бібліогр.: 62 назв. — англ.
series	Економічний вісник Донбасу
work_keys_str_mv	AT lyakho formationofthemodernsustainablesectoroftourismandrecreationinukraine
first_indexed	2025-07-09T14:26:22Z
last_indexed	2025-07-09T14:26:22Z
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fulltext	O. Lyakh 60 Економічний вісник Донбасу № 4(50), 2017 UDС 338.48:332.122(477) O. Lyakh, PhD (Economics), Institute of Industrial Economics NAS of Ukraine, Kyiv ORCID: 0000-0001-5135-0762 FORMATION OF THE MODERN SUSTAINABLE SECTOR OF TOURISM AND RECREATION IN UKRAINE Introduction. During past decades traveling, tour- ism and recreation, as well as all supporting this sector ecosystem have become significant drivers of global economic growth, contributing over 10% to GDP and accounting for 1 in 10 jobs on the planet [1, p. xi]. Ac- cording to World Tourism Organization investigation “Tourism Towards 2030”, the number of international tourist arrivals worldwide is expected to increase by an average of 3.3% a year over the period 2010 to 2030. In absolute numbers, international tourist arrivals will in- crease by some 43 million a year, compared with an average increase of 28 million a year during the period 1995 to 2010. At the projected rate of growth, interna- tional tourist arrivals worldwide are expected to reach 1.4 billion by 2020, and 1.8 billion by the year 2030 [2, p. 14]. As one of the fastest growing segments of eco- nomic activity in many countries of the world, the sector is increasingly recognized as a vital contributor to job and wealth creation, poverty alleviation and preserva- tion of cultural heritage [3, p. 4]. It is most commonly mentioned in relation to United Nation`s Sustainable Development Goals (SDGs), specifically, SDG 8 (De- cent Work and Economic Growth), SDG 12 (Responsi- ble Consumption and Production), and SDG 17 (Part- nerships for the Goals), as having the strongest link with tourism [4, p. 6]. A thoroughly designed and well-managed tourism and recreation sector (TRS) can also help protect the en- vironment and preserve natural resources upon which it depends, empower host communities, generate trade op- portunities, and reinforce peace and intercultural under- standing between nations [4, p. 4; 5, p. 15; 6, p. 2]. Ne- vertheless, a modern TRS is facing with current chal- lenges and some impediments to further growth. Many popular destinations are encountering with severe throughput and environmental issues due to tourists overcrowding [6, p. 2; 7, p. 444; 8, p. 8-9]. This is lead- ing to inhabitants` protest movement and measures of local authorities aimed to restrict access to these desti- nations (see [8]). In addition, major current challenges for the TRS sector are: safety and security concerns as well as the temptation to build new barriers to travel; the technological revolution and the need for the digitiza- tion of services; and charting a course toward sustain- able development [1, pp. 61, 67; 5, p.15]. In the East European countries, a TRS used to be one of the key sectors, which made significant contribu- tions to restructuring of the post-communist economies [10, p. 25-26; 11, p. 182], but not in all cases. In Ukraine, the sector is still underdeveloped as jobs crea- tor, investment attractor and innovation promoter [12; p. 269-270]. This is why the purpose of the paper is to analyse current situation and trends of digitising in the global TRS and propose policy-making agendas to shape and direct future actions for develop the sustain- able tourism and recreation sector in Ukraine and its re- gions. Methodology and Research Approach. Initially, in order to build up a solid and tested framework for the proposal part, the concept of sustainable tourism is ex- plored through a literature review of current research of leading scholars on this topic. Then, the dynamics of the global sector of tourism and recreation (TRS) develop- ment and trends of its digitising are investigated based on a study of available empirical data and analytical re- ports. Analysis of the situation with the TRS in Ukraine, existing problems made possible to find ways to over- come them and ensure sustainable development of the sector, taking into account the experience of the Euro- pean Union countries. Conclusions are summarising the propositions for elaborating and implementing policy measures on regional and local levels aimed on the sus- tainable tourism and recreation sector development. In doing that, a number of general and special methods were used, such as: theoretical generalization, abstract logic; synthesis, comparative analysis. Revising the recent literature on sustainable tourism. Since the mid-1990s, publications about sus- tainability of the tourism sector have been increasing significantly [13, p.1]. Naturally, the sustainable tour- ism definition has been subject to a wide range of inter- pretation. The result has been a tremendously varied of sustainability definitions in the context of tourism, just as the term has met with similar varying interpreta- tions in other contexts. World Tourism Organization (UNWTO) after several iterations of the definition has made the choice and defined sustainable tourism as “…tourism that takes full account of its current and fu- ture economic, social and environmental impacts, ad- dressing the needs of visitors, the industry, the environ- ment and host communities. Sustainable tourism should thus make optimal use of environmental resources, re- spect host communities and ensure viable, long-term economic operations, providing benefits that are distri- buted fairly among all stakeholders” [14, p. 12]. O. Lyakh 61 Економічний вісник Донбасу № 4(50), 2017 During the period from mid-1990s up to first de- cade of XXI century, many researchers in economic, so- cial and environmental issues of tourism, with a few ex- ceptions, have been reluctant to express a critical view about application of sustainable development concep- tion for tourism. Apparently, this is because the concept was a particularly attractive to scholars who had con- cerns about the anthropogenic pressure on the nature, as well as negative social consequences of the TRS deploy- ment, and because many of the principles of sustainable development are in line with many of the basic princi- ples of scarce resources saving and environmental ma- nagement [15, p.8]. Nevertheless, some researchers re- vealed significant differences between the concepts of sustainable tourism and sustainable development, sug- gesting that the principles and objectives of sustainable development in global context cannot be transposed onto the specific context of tourism [16, p. 155]. In par- ticular, it concerns the question how local TRS and economies can thrive, and unique socio-cultural and en- vironmental resources survive, in a globalized environ- ment [17, p. 370]. Richard Sharpley suggested, “…the specific focus on sustainable tourism, the dominant tourism develop- ment paradigm of the 1990s, can also be seen as barrier to development; …sustainable tourism development has evolved in into a perspective and restrictive set of guide- lines for tourism development that, whilst offering envi- ronmentally appropriate, commercially pragmatic and ethically sound principles for optimising tourism`s de- velopment role, draws attention away from the potential benefits of other forms of tourism and, indeed, other de- velopment agents” [18, p. 7]. Thus, much of the work on sustainable tourism, to date, has been concentrated on understanding and managing the impacts of tourism on the physical environment as well as on economic and social outcomes. A little attention is paid to the cultural heritage, which forms the basis of the so-called Indige- nous tourism. The cultural heritage is a much more dif- ficult area to assess and manage, with intangible herit- age being especially difficult [19, p. 1076]. Goals of sustainable tourism used to be seen as adaptable according to the circumstances of different contexts and changing circumstances over time. It was also increasingly regarded as relevant for all forms of tourism, as well as for different scale of a concrete TRS. Recently, it is more likely that researchers of the sector are assuming a broader role in understanding of tourism sustainability not only spatial patterns and human – en- vironment interactions but also behavioural patterns, so- cio-economic impacts, sense of place and place-bound identities, globalization, and management. Accordingly, sustainable tourism is often now seen as a “normative orientation that seeks to re-direct societal systems and 1 See: http://explore.tandfonline.com/cfp/pgas/rsus-si-degrowth-4q2017?utm_source=CPB&utm_medium= cms&utm_ campaign=JMK03022. behaviour on a broad and integrated path toward sustain- able development” [13, p. 1]. Some researchers now suggest that sustainable tourism entails making trade-offs between differing de- sirable goals, rather than suggesting that it involves a balance among these goals. There is growing acceptance that there will be differing interpretations of what it en- tails, the scale of reforms needed to give it force, and the extent to which it is being applied in practice. Because of these differing views, many consider that the idea of sustainable tourism serves as a topic for dialogue that take place in conflict situation and negotiation among a range of actors [13, p. 2]. Although further discussion on the meaning of the concept is important, a great deal more attention must be paid to the problem of how to implement the concept in operational activity and make it applicable in appropriate situations to tourism. Re- lated to this is the issue of whether the concept is the same when applied to the human and social world as it is in the context of the environmental sphere, and whether sustainability is achievable within the same pa- rameters in each situation [15, p. 9]. There are more radical proposals, for instance, C. Michael Hall proposed to re-conceptualize sustaina- ble tourism from an ecological economics perspective and put forward the concept of steady-state tourism. From this approach, sustainable tourism development is understood as tourism development without growth in throughput of matter and energy beyond regenerative and absorptive capacities. Steady-state tourism is, there- fore, a tourism system that encourages qualitative deve- lopment but not aggregate quantitative growth to the detriment of natural capital [20, p. 142-143]. The process of commodification in tourism have been analysed from the political-economic point of view by B. Büscher and R. Fletcher. They theorized “…how tourism destinations become capital, understood as “value in motion”, and how this process not only pro- vokes various forms of material violence but can be a form of structural violence” [21, p. 653]. Authors con- cluded that tourism has to be part of a broader degrowth movement; this means that tourism should become part of what called “bioregional economies”, that about longer term connection and dedication to specific places, peoples and their local and extra-local socio-eco- nomic, ecological and political struggles. Moreover, they believe that tourism should move radically from a private and privatizing activity to one founded in and contributing to the common [21, p. 664]. Recently, there is evidence that discourse of degrowth is increasing in the literature of sustainable tourism. It is significant that the Journal of Sustainable Tourism announced the submissions for a special issue on tourism and degrowth.1 Obviously, tourism is one of O. Lyakh 62 Економічний вісник Донбасу № 4(50), 2017 the world’s largest industries and hence a main form of economic expansion. Moreover, it is predicted to grow dramatically in the future as the basis of much of the fu- ture development aspirations of many lower-income so- cieties. To seriously pursue degrowth at both global and as well as most national levels, therefore, would likely require a drastic transformation of the model of tourism and recreation industry, its structure and the nature of the interaction among constituent elements of the sector [7, p. 445]. Howbeit, we should agree that during current trans- forming of global economy as whole and TRC as its part, in order to retain research on sustainable tourism to a high scientific level, a systems perspective and an in- terdisciplinary approach are indispensable [22, p. 459]. The necessity for further research and possible revision of the sustainable tourism paradigm is associated with the fact that tourism itself is transformed and resides in a state of transition now [23, p. 1-2; 24, p,1]. Primarily, a significant impact on the sector, as well as on other economic sectors, is provided by technological changes, in particular, the rapid development of the digital econ- omy [25, p. 77; 26, p. 164]. A prominent area of tourism transforming is geospatial technology. Platforms such as Google Earth, Wikitravel, TripAdvisor and Wikimapia enable and encourage travellers to provide their own opinions, ratings, and practical information for other travellers. As well, social media is now targeted by des- tinations and individual service providers as a means of disseminating information and undertaking promotional campaigns [27, p. 166]. The process of digitization of the economy is leading to further globalization, increas- ing mobility, blurring boundaries among economic sec- tors and to "softening" of physical borders between countries, that are provoking new forms of cross-border tourism [28, p. 1-2; 29, p. 1] and business tourism [30, p. 107]. Also changing in the TRS is occurring due to advances in sustainability-related technologies, as well as safety and security concerns [31; 32]. The issues of sustainability of tourism and recrea- tion sector in national and regional scales are of certain interest of Ukrainian academic circles. Thus, T. Tka- chenko and Iu. Zabaldina have completed the analysis of situation in the Ukrainian TRS since the political and economic crisis in 2013-2014. They concluded that in order to bring the sector out of a difficult situation and direct it to sustainable development, an appropriate phased strategy based on a public-private partnership should be developed [33, p. 226-227]. V. Lipchuk and I. Machikha suggested that one of the major directions of revival of the Ukrainian TRS and ensuring its sustain- able development is the implementation of the systemic revitalization of the obsolete tourist facilities [34, p. 95]. Some authors stressed on the necessity to elaborat- ing and implementing a well-defined system of state regulation of the national TRS aimed at the sustainable development of tourist destinations with the proper in- stitutional support [35-38]. I. Antonenko and I. Melʹnyk [39] as well as L. Matviychuk and T. Luzhanskaya [40] suppose that environmental norms should be integrated into the economic sphere of tourism activity, which means that it is necessary to introduce such economic levers that would allow turn tourism into a friendly sec- tor for the environment. O. Kondratyuk proposed mechanism of ecological and economic appraisal of TRS functioning for targeting state governance on sustainability goals [41], whereas A. Hahlyuk and A. Lukyanov point to the need for ecologization of tourism activity as well as fostering of ecologically safe technologies introduction in tourism, and elaborating of a national program for the develop- ment of ecological tourism, creating of eco-networks, and also increasing the share of environmental taxes in the consolidated budget of Ukraine up to 6-9% [42, p. 42-43]. Some publications are devoted to investigating of regional features of tourism development and creating of tourism and recreation clusters [43-47] and possibili- ties of using European countries experience concerned support of a national TRS development [48-51]. One of the important areas of research on sustaina- ble development of the tourism and recreation sector in Ukraine, which, in our opinion, is not adequately co- vered in the literature, is innovation activity in the sector and especially fostering of its digitising (the latter has been devoted only to a small number of works, see [52- 54]). Situation in the global TRS and trends of its di- gitising. In recent years, the tourism and recreation sec- tor and all supporting this sector ecosystem has contrib- uted totally around seven trillion U.S. dollars to the global economy annually, nearing eight trillion in 2016. A highly profitable and valuable sector to the global economy, the TRS makes a direct economic impact of more than two trillion U.S. dollars each year (see Fig. 1). Over the past seven years, the sector has demon- strated a decline in the share of its total contribution to the global GDP from 9.9% in 2010 to 8.9% in 2012, but then gradually increased its share and in 2016 exceeded the 2010 level (see Fig. 2). Year 2016 marked the seventh consecutive year of sustained growth in international tourism, with arrivals (number of overnight visitors) increased by 4% or more every year following the global economic crisis of 2009. Slightly more than half of all overnight visitors travelled to their destination by air (55%), while the remainder travelled by surface transport (45%) – whether by road (39%), rail (2%) or water (4%). The trend over time has been for air transport to grow at a somewhat faster pace than surface transport, thus the share of air transport is gradually increasing. In 2016, the purpose of visit for over than half (53%) of all international tourist arrivals was travel for holidays, recreation and other forms of leisure, 27% of international tourist arrivals travelled for O. Lyakh 63 Економічний вісник Донбасу № 4(50), 2017 reasons such as visiting friends and relatives, religious beliefs and pilgrimages, health treatment, etc., some 13% of all international tourists reported travelling for business and professional purposes, and the remaining 7% of arrivals was for other not specified reasons [2, p. 4]. Fig. 1. Direct and total contribution of TRS to the global economy, trillion US dollars Source: The Statistics Portal. Available at: https://www.statista.com/statistics/233223/travel-and-tourism--total-eco- nomic-contribution-worldwide/. Note: The direct contribution of the TRS includes the related commodities, accommodation, transportation, entertainment and attractions of these industries: accommodation services, food & beverage with related services, retail trade, transportation services and cultural, sports & recreational services. The figures for total impact also include indirect and induced contributions. Fig. 2. Share of the TRS total contribution in global GDP, % Source: The Statistics Portal. Available at: https://www.statista.com/statistics/233223/travel-and-tourism--total-eco- nomic-contribution-worldwide/; World Bank's Data Catalog. Available at: https://siteresources.worldbank.org/DATASTATIS- TICS/Resources/GDP.pdf. 1,93 1,99 2,06 2,16 2,36 2,23 2,31 6,24 6,44 6,63 6,99 7,58 7,17 7,61 2010 2011 2012 2013 2014 2015 2016 Direct contribution Total contribution 2010 2011 2012 2013 2014 2015 2016 9,9 9,2 8,9 9,1 9,6 9,6 10,1 O. Lyakh 64 Економічний вісник Донбасу № 4(50), 2017 The indicators characterizing the dynamics of arri- vals by geographical markets of outbound tourism for 2016 in comparison with 2010, as well as the forecast of these indicators until 2030 are presented in Table 1. According to the table, during 2010 - 2016 Asia- Pacific and American countries were the most growing outbound tourism markets, while the traditional Euro- pean destinations, occupying half of the market, showed more modest growth (3,6% less than global average growth rates), but it should be noted that these destina- tions are on the top of growing base numbers. Negative dynamics of growth in the Middle East region is con- nected with the military confrontation in Syria and on the borders with neighbouring countries, as well as the high level of threat of terrorist attacks in the region. While African countries have shown modest growth rate since 2010, international tourist arrivals in the continent increased by an estimated 8% in 2016 according to the comparatively limited data available to date, represent- ing a strong rebound after a weaker performance in 2014 and 2015 in the wake of various health, geopolitical and economic challenges [2, p. 7]. Table 1 Outbound tourism by geographical markets, 2016 and projections for 2030 Region 2016 2030, projections N u m b er o f to u ri st s (m ill io ns ) C h an ge ,% ( to 2 01 0) M ar k et s h ar e (% ) N u m b er o f to u ri st s (m ill io ns ) C h an ge ,% ( to 2 01 6) M ar k et s h ar e (% ) Global 1235 29,6 100 1809 46,5 100 Africa 57,8 14,7 4,7 90 55,7 5,0 Americas 199,3 32,8 16,1 265 33,0 14,7 Asia-Pacific 308,4 48,2 25,0 541 75,4 29,9 Europe 616,2 26,0 49,9 832 35,0 46,0 Middle East 55,6 -3,2 4,3 81 45,7 4,5 Source: UNWTO Tourism Highlights: 2017 [2, p. 4]; Calculation of author based on: World Economic Forum. Digital Borders: Enabling a secure, seamless and personalized journey [55, p. 5]. As expected, bulk of the arrivals growth will occur outside the traditional North American and European niches of the international tourism market by 2030. These regions will demonstrate a weak growth yet, but their shares in the global international tourism market will decrease. Most of the arrivals will come from Pa- cific Asia, Africa and the Middle East, which benefit from further economic growth and job opportunities, but they will also feel serious pressure on the environment. Research undertaken by the World Tourism Organiza- tion in 2016 [2] focusing on the forecasted fastest grow- ing destinations is consistent with the expected growth of developing nations and emerging markets. In effect, not only will emerging markets become larger source markets due to increase in per capita income in these countries but also they will become more attractive des- tinations. International tourist arrivals in destinations of emerging the economies (Asia, Latin America, Central and Eastern Europe, Eastern Mediterranean Europe, the Middle East and Africa) will grow at double the rate (+4.4% a year) of that in advanced economy destina- tions (+2.2% a year), as expected by UNWTO experts. As a result, the number of arrivals in emerging econo- mies is expected to exceed those in advanced economies before 2020. By 2030, 57% of international arrivals will be in emerging economy destinations (versus 30% in 1980) and 43% in advanced economy destinations (ver- sus 70% in 1980) [2, p. 14]. In light of the industry’s growth forecasts and the new global context, the global community must pursue its commitment to securely and seamlessly enable the movement of legitimate travellers. To accommodate for the expected 2 billion international trips in the next 13 years, national authorities and global institutions need to fundamentally rethink the policy framework for sustainable tourism development and innovate the ar- rangement and implementation of future travels. The in- novations and technological advancements of the past decades, especially in ICT have led to unprecedented connectivity and raised the expectations of travellers who wish to have a seamless, secure, efficient and per- sonalized journey. In order to achieve a comfort travel with minimal bureaucratic barriers it is urgent to digitise all procedures on such three stages of a journey as: O. Lyakh 65 Економічний вісник Донбасу № 4(50), 2017 booking and confirmation of the eligibility, departure and security, flight and arrival [55, p. 8]. However, digitalisation is needed not only for tra- velling itself. As tourists become more independent, connected and conscious of sustainability issues, the tourist destinations are requiring to embrace, and adapt to, their changing profile and priorities, and become bet- ter at promoting so-called smart destinations with appro- priate marketing. New technologies moreover offer challenges and opportunities for all supply chains or clusters in a TRS. Digital transformation for the TRS is characterised by a fusion of advanced technologies and the integration of physical and digital systems, the pre- dominance of innovative business models and new pro- cesses, and the creation of smart local products and ser- vices. Currently, even in developed countries tourism and recreation businesses are not taking full advantage of digital advanced technologies or the innovative busi- ness models offered by the collaborative economy. The state of the digitisation of the sector varies across desti- nations, particularly between high-tech services and more traditional areas of tourism and recreation, and also between countries and regions advanced in digiti- sation and lagged ones. There are also large disparities between large touristic companies and local SMEs en- gaged in the sector [56]. In recognition of the industry’s significant role in driving pan-European job creation and economic growth, the European Commission has introduced vari- ous initiatives, particularly aimed at promoting sustain- ability, accessibility, culture, and at boosting digitising of the TRS1. The Virtual Tourism Observatory, the Di- gital Tourism Network, and the tourism managing tool, European Tourism Indicators System (ETIS), have been established to modernise European tourism and improve connectivity and competitiveness. In several European tourist destinations local au- thorities in partnership with business are undertaking strategic efforts to digitization a local TRS and boosting investments into a pioneering initiative called “Smart Destinations”. Its aim is to sustain a digital growth of this sector while enhancing the residents well-being. This initiative features cross-cutting issues such as in- troducing the innovative technologies, planning the de- velopment of sustainable infrastructures, developing of resilience strategies for localities which suffering large seasonal population flows, and aiming to pave the way towards circular economy. A key point which was acknowledged throughout the day was the importance of new technologies to provide valuable data by which more informed decision-making process can be set up and assessed, in contrast to the past decades. More gen- erally the phenomenon of digitization and the deploy- ment of Cyber-Physical Systems (CPS) technologies and the Internet of Things (IoT) is expected to increase 1 For details see: https://ec.europa.eu/growth/sectors/tourism/support-business/digital_en. 2 Source of the calculations: https://en.wikipedia.org/wiki/List_of_European_countries_by_area and [2, p. 8]. substantially over the next decades, holding great poten- tial for novel applications, innovative products and ser- vices as well as new business models. CPS and IoT tech- nologies increase the ability to predict behaviour and can thus be used to reengineer business processes, e.g. designing them more sustainable, using available re- sources more efficiently and effectively – in line with the concept of circular economy. “The Road2CPS Con- sortium” is an alliance of representatives of municipali- ties, regional authorities and scholars from Spain, Por- tugal, Italy, Hungary, and Austria, with the aim to de- velop the framework of smart destinations and sustaina- ble tourism facilitated by digitization efforts. It is further deals with specific challenges faced by cities and re- gions whose economic and labour market profiles are marked by tourism and the corresponding opportunities offered by CPS and IoT technologies. CPS experts as well as end-users and businesses ranging from start-ups to large enterprises are invited to participate and contrib- ute to implement disruptive innovations and to assess their impact on the local business ecosystems [57]. Competition position of the Ukrainian TRS and directions of its further development. Direct revenues of the Ukrainian TRS in 2016 amounted up to 1.4 US dollars or 1.5% of GDP, while the total contribution from the sector and connected industries amounted 5,6% of GDP (5.0 billion US dollars). The growth of the sector direct revenues is projected to increase by 4.2% in 2017, and an average growth of 2.8% annually for 2017-2027 (up to 1.9 billion US dollars or to 1,7% of GDP in 2027). The growth of the total revenues of TRS`s ecosystem is projected to increase by 3.4% in 2017 (2.9% annually by 2027) and up to 7.0 billion US dollars or to 6.2% of GDP in 2027 [12, p. 268-269]. Protracted political and economic crisis since the end of 2013, annexation of the Crimea, military confron- tation in the East of Ukraine has been leading to a sig- nificant decreasing of the TRS activity and significant loss of tourism potential of the country. Tourism sector of all Ukrainian destinations lost the Russian market which share was near 60% of tourist flow [33, p. 222]. According to estimation of experts from the Association of Tourism Business Leaders, the overall size of Ukra- inian tourism losses from the beginning of 2014 is equal approximately 70-80% [58, p. 41]. Below are the data for 2016 for Ukraine and its six neighbouring countries, which show the share of these countries in Europe by area, and in parentheses – on rev- enues from international tourism2. Ukraine – 5,9% (0,2%); Poland – 3,1% (2,5%); Romania – 2,3% (0,4%); Belarus – 2,0% (0,2%); Hungary – 0,9% (1,3%); Slovakia – 0,5% (0,6%); Moldova – 0,3 % (0,1%) O. Lyakh 66 Економічний вісник Донбасу № 4(50), 2017 Of course, the Ukraine's performance was ad- versely affected by the annexation of the Crimea and the fighting in the Donbass. However, even if you adjust the data for 2016 by adding the losses noted above (70- 80%), you will still see how underused the tourist poten- tial of Ukraine in comparison, for example, with Poland, Hungary and even Belarus. In order to assess the com- petitive position of the Ukrainian TRS, we compiled the table on the basis of data from The Travel & Tourism Competitiveness Report 2017 of the World Economic Forum [1], where The Travel & Tourism Competitive- ness Indexes for 136 countries are represented (see Ta- ble 2). In the Table 2 data on the components of this index, calculated for Ukraine, are presented in comparison with the corresponding data of the neighbouring coun- tries, with the exception of Belarus, since it is not repre- sented in the report. Based on the analysis of the indica- tors of this table, it is possible to identify the directions on which it is necessary to channel efforts aimed at a significant strengthening of the tourism and recreation sector in Ukraine. Table 2 Travel & Tourism Competitiveness Index, 2017 by Ukraine and neighbouring countries, score* Key components of the index Ukraine Hungary Moldova Poland Romania Slovakia Business environment 3,7 4,2 3,8 4,5 4,4 4,0 Safety and security 3,5 5,7 5,4 5,7 5,8 5,6 Health and hygiene 6,6 6,6 6,1 6,2 6,1 6,5 Human resources and labour market 4,9 4,7 4,3 4,9 4,4 4,7 ICT readiness 4,2 4,9 4,3 5.1 4,7 5,4 Prioritization of Travel & Tourism 4,3 4,9 3,4 4,1 3,8 4,1 International Openness 2,9 4,2 2,1 4,1 3,9 3,9 Price competitiveness 5,2 4,7 5,4 5,5 4,7 5,0 Environmental sustainability 3,9 4,7 4,1 4,6 4,4 4,8 Air transport infrastructure 2,4 3,0 2,0 2,8 2,4 1,7 Ground and port infrastructure 3,0 4,4 2,5 4,3 2,8 4,2 Tourist service infrastructure 4,0 4,4 2,8 4,2 4,4 4,3 Natural resources 2,3 2,6 1,6 3,0 3,0 3,4 Cultural resources and business travel 2,1 2,3 1,2 2,8 2,3 1,5 Total score / Rank among 136 coun- tries 3,5 / 88 4,1 / 49 3,1/ 117 4,1 / 46 3,8 / 68 3,9/ 59 * Scores are on a 1-to-7 where 7 is the best score. For detailed definitions, sources, and periods, consult the interactive Country/Economy Profiles and Rankings at: http://wef.ch/ttcr Strengthening and effective usage of potential for tourism and recreation is a significant component of de- velopment not only of the whole country but also of a specific region and local destination, as the availability of significant resources in this area and the return on their use make it possible to increase employment and income of the population and to receive significant re- venues to the budgets of all levels. Taking in account the current process of power decentralization in Ukraine it is appropriate to shift the centre of gravity in efforts to ensure the development of a sustainable sector of tou- rism and recreation in the country towards regional and local levels. The recommendations of the Union of Economists of Ukraine [12] and a number of scientific publications suggest effective measures to remove the Ukrainian TRS from the crisis state (see, for example [33 – 40; 43; 46 – 50] ). At the same time, it is expedient to add some suggestions on the development of the tou- rist and recreational sector in Ukraine, taking into ac- count the best experience of the European Union mem- ber states. 1. Improve management and coordination of the development, promotion and implementation of tourism products at the regional level. It is advisable to establish regional centres that have the competence for tourism development coordinating and implementing activities for the formation of appropriate infrastructure and mar- keting of the destinations and tourist products of the re- gion as well as representing their interests at various central government agencies and abroad. This centres with a NGO status will join all stakeholders involved in (or affecting on) the regional value chains in the tourist and recreational sector (including: municipalities and regional governments, national parks management agencies, travel agencies, hotel business representatives, chambers of commerce, local food producers networks, O. Lyakh 67 Економічний вісник Донбасу № 4(50), 2017 and educational institutions etc). The centres have to be actively involved in the marketing of local destinations and unique tourism products offered by this region for both external and internal tourists. With regard to the external tourists attracting, it is necessary to signifi- cantly expand the geographical horizons of marketing, to actively promote tourism products to markets and countries in which a significant growth of the population incomes is projected, for example, on some Asian and African countries where Ukrainian exported commodi- ties and services are represented insufficiently [59]. It is important that all marketing activities of the centres are based on sustainability principles in order to use marke- ting skills and techniques for environmentally and so- cially oriented purpose, by understanding market needs, designing more sustainable products and identifying more persuasive methods of communication to bring be- havioural change [60, p. 869]. 2. Season expansion for under-utilized regional TRS assets. The essence of this proposal is the organiza- tion of off-season cultural, cognitive and sporting events to extend the tourist season (rehabilitation tourism can also be included in this area of activation of the sector). The implementation of this proposal requires the parti- cipation of all stakeholders in the regional tourism value chains, including regional and local administrations of culture and sports, chambers of commerce, local sports associations and teams. The first step in implementing this offer will be the identifying of unused assets and the creative searching for new ways to use them. The next step is to approve with all stakeholders the new direction of using these assets in a wider context. It is also neces- sary to decide on possible measures to obtain the neces- sary permits for the implementation of the respective ac- tivities (for instance, in national parks). The final stage of preparation for realization of the project of activating tourist and recreational activities during the off-season will be the development and implementation of relevant advertising and marketing plans, which is key to the suc- cess of the project. 3. Improvement of ecotourism and environmental measures in the region. The proposal is to improve the infrastructure of environmental tourism support and en- vironmental protection measures (hiking, mountaineer- ing, bird and animal monitoring, mountain bike, photo camping, camping, grasshopping, etc.), especially within the existing national parks of the regions. Partic- ipation in relevant activities in this area will attract the majority of stakeholders in the chains of the value of the tourist product. The governing bodies of national parks that exist in the regions are needed in this sense to es- tablish and enforce national rules and conditions regard- ing which activities are allowed in the national park. En- trepreneurs will develop a product, provide services and operate in the open air in accordance with the frame- work established by the national park, and together with them receive a portion of their income. The regional au- thorities should ensure the achievement of mutual agree- ment between the above-mentioned parties. In addition, the pattern of income distribution between national parks and enterprises that use their assets in joint activi- ties should be reconciled. 4. Linking local cultural assets with innovative di- gital tools / programs and creating new business mo- dels. The proposal is to exploit local cultural resources with the use of innovative digital tools and information and computer technology to create new forms or models of doing business in the tourism sector. The proposed promotion will: (a) increase the level of publicity and awareness of the rich cultural heritage of Ukraine and the specific region; (b) promoting cultural tourism and encouraging participation in the creation of added value in this area by a wider range of stakeholders. The fol- lowing key partners are needed to implement this pro- posal: regional / local authorities responsible for manag- ing cultural heritage assets; entrepreneurs from various industries, who can use the brand associated with this cultural heritage; representatives of IT companies; so- cial networking experts, social groups / organizations that can support the idea by introducing new forms of social innovation. Management and coordination of re- alization of this direction of activation of tourism acti- vity (project) can be placed on the centres mentioned in clause 1. 5. Application of ICT for thematic routes. Develop- ment of an innovative tourism program with an empha- sis on cultural-historical heritage. Creating an online platform to support personalized travel services. The idea of the proposal is to establish close cooperation be- tween regional / local government bodies, universities, research centres and business in the process of creating modern ICT-based programs for thematic tourist routes. These measures will help: (a) to improve the capabilities of professional tourist guides, (b) to initiate the imple- mentation of the concept of individual guides based on the interests of specific tourists, and (c) to set up a virtual tour management organization based on a public-private partnership. The following key partners are needed to implement the proposal: government bodies responsible for the development of culture and tourism, universities and academic institutions – to facilitate the resolution of the relevant legal aspects of the organization of thematic routes and access to open data, information sources; the private sector - to take the necessary measures for the current organization and management of the destination route. It should also be borne in mind that for the imple- mentation of this direction guides with advanced skills are required as well as the issues of certification of this activity to be resolved. The implementation of the pro- position requires the following steps: a) creating of an appropriate auxiliary structure with the necessary tech- nical equipment - to maintain and up-to-date online plat- O. Lyakh 68 Економічний вісник Донбасу № 4(50), 2017 form for personalized travel services; b) brand develop- ment of the routes and their promotion; c) collecting market data on demand for routes, analysing them; e) development of route content, with relevant data and auxiliary materials; and f) selecting and training of per- sonnel for the implementation of the routes. 6. Combining the history of the destinations and its cuisine to diversify the tourist routes. Development of cooperative tourism projects for communication of lo- calities, history and gastronomy. The idea of the pro- posal is to develop a gastronomic tourism strategy that will influence the development of tourism in the regions. The main goals of such a strategy are: the association of the history of the area with its specific cuisine or the ac- cumulation of different cuisines (Ukrainian and national minorities); promotion of local dishes related to local legends, recipes, etc., and the combination of the above with famous cooks, local events, etc.; organization of gastronomic competitions in the cities of the region with the corresponding scheme of rewarding participants; de- velopment of new and modernization of existing tourist destinations related to agro-food chains of value crea- tion. Various stakeholder groups, including regional au- thorities / local authorities, representatives of the hotel and restaurant business, producers of local food and wine and alcoholic beverages, research centres (in the field of history, anthropology, gastronomy), local higher education institutions and vocational training centres should participate in the development and implementa- tion of such a strategy. It would be appropriate to estab- lish a regional agreement on the food and beverages quality and price policy of all actors in the agro-food chains to create value in the tourism sector, as well as to strengthen cooperation with neighbouring regions and increase citizens' participation in the creation of co-op- erative projects for gastronomic tourism. Establishment of regional culinary centres, the main task of which will be to increase the knowledge of tourists and inhabitants about the possibilities of local cuisine, may become a specific organizational measure for the implementation of the above-mentioned strategy. 7. Improvement of supply chain management sys- tem within tourist and recreational clusters. Due to the lack of a well-established logistics and information sys- tem of the TRS in the regions of Ukraine, the promotion of regional tourism products is carried out in a disinte- grated communicative environment. Clusters, the crea- tion of which requires modern information provision and management mechanisms throughout the supply chain, as part of the creation of the value of a tourism product, is an important mechanism for the accumula- tion of tourist resources and their efficient use. This pro- posal concerns the necessary measures to ensure the sus- tainability of supply chains of tourist and recreational clusters that have developed or are being formed in the regions of the country. The management of the chain of tourist services within the framework of regional tourist and recrea- tional clusters involves the integration of the following key business processes: management of relations with consumers through the regional system of integrated marketing communications; informational service for tourists; management of orders execution; support of tourism products formation; monitoring and control of compliance with social and environmental standards in the process of providing tourist and recreational services and assessing the sustainability of the development of a tourist and recreational cluster based on a clear system of measurement the economic, social and environmental performance of the cluster; monitoring of risk factors in the activities of participants of the regional tourist-rec- reational cluster, development and support of imple- mentation of preventive measures. The current practice of creating and operating tou- rist and recreational clusters in the regions of Ukraine confirms the feasibility of introducing a management system aimed at ensuring the sustainability of supply chains in the activities of similar clusters in all regions. At the same time, experience in the formation of such systems in the country is absent, besides, there is a lack of necessary specialists who have knowledge and skills in the development and implementation of such control systems. Therefore, for the implementation of this pro- posal, it is necessary: - to study, generalize and disseminate best foreign experience in the management of sustainable supply chains within touristic and recreational clusters, in par- ticular in the European Union; - to develop appropriate materials on the manage- ment of sustainable supply chains within the framework of tourist and recreational clusters and to provide open access to them via the Internet; - to conduct a series of appropriate training in the regions for representatives of existing tourist and recre- ational clusters and specialists of regional governments and local self-governments which are responsible for the development of the TRS in the territories subordinated to it; - to develop and include in regional universities the curricula on the supply chains management in the tourist and recreation cluster. 8. To introduce a system of development of re- gional strategies of smart specialization in the regions with the potential for development of tourism and recre- ational activities. The central element of the concept of smart specialization, which distinguishes it from the tra- ditional schemes of innovation and industrial policy, is focusing on "entrepreneurial self-identification," which is a process by which entrepreneurs understand, what a particular product, service, or type of activity, can be produced or carried out on the territory with some com- petitive advantages and, possibly, at a lower cost, than in other regions. This process identifies priority areas of O. Lyakh 69 Економічний вісник Донбасу № 4(50), 2017 activity in which the regions can specialize, in particu- lar, measures to improve tourist and recreational infra- structure at the regional and national levels. Such stra- tegies for smart specialization have been developed for the TRS in a number of European regions, in particular: Algarve (Portugal), Andalusia (Spain), Kujawsko-Po- morskie (Poland), Rhône-Alpes (France), Sicily (Italy), East Macedonia and Thrace (Greece) and others. The European Commission in 2011 created a Plat- form to support the development of a strategy for smart specialization (S3Platform). This platform aims to help regions and states registered on it to design, implement and evaluate regional strategies for smart specialization, as well as assist regional representatives in identifying high value-added activities that offer the best chance to strengthen their competitiveness. Registration on the P3 platform is open to the regional and national authorities of the EU Member States, candidate countries for acces- sion and the European Union's neighbours. Since 2014, the European Commission has established that Euro- pean regions can receive funding from the EU Regional Development Fund only if there is a regional strategy for smart specialization registered with the S3 Platform (see: [61; 62]). Studying the experience of the above-mentioned regions regarding the development of regional strategies for smart specialization with an orientation towards the TRS, as well as the registration of the respective Ukrain- ian regions on the European Platform to support the de- velopment of a strategy for smart specialization, will promote the dissemination of this tool in the practice of strategic management of tourism and recreation sector development in the Ukrainian regions. This will allow the regions to turn to European funds for funding in or- der to implement specific measures for the development of sustainable tourism and appropriate environmental measures. In addition, the presence of such a strategy in the region is considered as an articulated statement by local authorities and the business communities about the readiness to attract investment in the development of the TRS and provide appropriate preferences for private in- vestors, including foreign ones. Conclusions. For emerging economies as the Ukrainian one, the tourism and recreation sector repre- sents increasingly essential opportunities for economic activity and employment diversification, and can show a strong capacity to compensate for weaker export re- venues and taxes collected from stagnated traditional basic industries. However, the sector is still underdeve- loped as jobs creator, investment attractor and innova- tion promoter in Ukraine. The following suggestions aimed on sustainable tourism and recreation sector development in the Ukrainian regions are proposed in the paper: to improve management and coordination of the development, pro- motion and implementation of tourism products at the regional level by establishing appropriate regional cen- tres with relevant competences; to design measures on season expansion for under-utilized regional tourism and recreation sector assets; to develop ecotourism and implement measurement of environmental conse- quences of TRS activities in a region; to linking local cultural assets with innovative digital tools / programs and creating new business models of tourism, fostering application of ICT for thematic routes and creating an online platform to support personalized travel services; to diversify the tourist routes by promoting new tourists products combined the history of the destinations and its cuisine; to improvement of supply chain management system within tourist and recreational clusters; to intro- duce a system of development of regional strategies of smart specialization in the regions with the potential for development of tourism and recreational activities. Topics for further investigating and discussing. The proposals contained in the paper are focused mainly on the regional and local level. Some researchers of this topic emphasize the priority of the central authorities re- garding the development and implementation of a stra- tegy and policy to support the development of the tou- rism and recreation sector. The author is in favour of the position that in the current conditions, a partnership between business and authorities at the local and re- gional levels has to play a crucial role in doing that while central authority has to create the appropriate institu- tional framework. Several topics are of great importance for further investigating of sustainable tourism and rec- reation issues. 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Gianelle, C., Kyriakou, D., Cohen C., and Przeor, M. (eds) (2016). Implementing Smart Specialisation: A Handbook. – Brussels: European Commission. – 119 p. – DOI: https://doi.org/10.2791/ 53569. Лях О. В. Формування сучасного сталого сектору туризму і рекреації в Україні У статті розглядається концепція сталого ту- ризму на основі обзору літературних джерел, що відображають результати поточних досліджень за даною тематикою. Динаміка розвитку світового O. Lyakh 73 Економічний вісник Донбасу № 4(50), 2017 сектору туризму та рекреації (ТРС) та тенденції його оцифрування досліджуються на основі вивчення на- явних емпіричних даних та аналітичних звітів. Ана- ліз ситуації в ТРС України, існуючі проблеми та ви- явлення шляхів їх подолання, а також забезпечення сталого розвитку сектору, з урахуванням досвіду країн Європейського Союзу, дозволили запропону- вати ряд відповідних заходів для забезпечення ста- лого розвитку туризму та рекреації на регіональ- ному та місцевому рівнях. Ключові слова: туризм, рекреація, сектор, стій- кий розвиток, регіональний розвиток, інновації в ту- ризмі, оцифрування, розумна спеціалізація. Лях А. В. Формирование современного устойчивого сектора туризма и рекреации в Украине В статье рассматривается концепция устойчи- вого туризма на основе обзора литературных источ- ников, отражающих результаты текущих исследова- ний по данной теме. Динамика развития мирового сектора туризма и рекреации (ТРС) и тенденции его оцифровки исследуются на основе изучения име- ющихся эмпирических данных и аналитических от- четов. Анализ ситуации в ТРС Украины, существу- ющие проблемы и выявление путей их преодоления, а также обеспечения устойчивого развития сектора, с учетом опыта стран Европейского Союза, позво- лили предложить ряд соответствующих мер для обеспечения устойчивого развития туризма и рекре- ации на региональном и местном уровнях. Ключевые слова: туризм, рекреация, сектор, устойчивое развитие, региональное развитие, инно- вации в туризме, оцифровка, разумная специализа- ция. Lyakh O. Formation of the modern sustainable sector of tourism and recreation in Ukraine In the paper, the concept of sustainable tourism is explored through a literature review of current research on this topic. The dynamics of the global sector of tour- ism and recreation (TRS) development and trends of its digitising are investigated based on a study of available empirical data and analytical reports. Analysis of the sit- uation with the TRS in Ukraine, existing problems and identification of ways to overcome them and ensure sus- tainable development of the sector, taking into account the experience of the European Union countries, made it possible to propose a number of appropriate measures for providing of the sustainable tourism and recreation sector development on regional and local levels. Keywords: tourism, recreation, sector, sustainable development, regional development, innovations in tourism, digitization, smart specialization. Received by the editors: 15.12.2017 and final form 22.12.2017

Formation of the modern sustainable sector of tourism and recreation in Ukraine

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