STRUCTURAL MODERNIZATION OF THE TOURIST BRANCH OF THE REGION BY THE IMPLEMENTATION OF SMART SPECIALIZATIONS

Abstract

The directions of tourism development on the basis of smart specialization are grounded. The analysis of the existing potential of the tourism industry is conducted in order to recognize the optimal directions of introduction of smart specializations.

The prerequisites for the successful introduction of smart specializations in the region, which include: promotion of tourist sites, creating a platform for communication with potential users of tourist services, identifying target audiences, ensuring the safety of tourists, implementing practical training for administrative resources at tourist sites, setting up proper communication with representatives of the united territorial communities in the field of tourism, definition of a clear concept of development of a network of routes of active tourism.

The European experience in the introduction of smart specializations is analyzed. It proves that it is important to consider tourism not as an area in the shadow of the industrial sector, but as an integral part of the regional innovation system and an element of knowledge economy development in the region. The inefficiency in the current conditions of the tourism development strategy, which is based solely on the principles of the use of cultural and natural resources, has been proved.

On the basis of the analysis of the existing conditions of regional development, due to the conducted SWOT-analysis of the tourist industry of the region, the competitive advantages and limitations of the prospective development of the studied area were determined. Priority directions for the introduction of smart specializations are identified, which include the formation of a digital archive of cultural heritage monuments of the region, the development of 3 D routes of historical and architectural monuments, the creation of 3 D models of castles and palaces of the region, the introduction of QR-coding of tourist attractions of the region and more.

It is proved that the conceptual policy of smart specialization is the process of mobilizing the competitive advantages of the tourism industry of the region, priorities and scientific potential. The identified areas of smart specialization of the tourism industry of the region will accelerate the pace of structural modernization of the industry, increase its competitiveness and expand the range of tourism services offered