MODEL OF SUSTAINABLE DEVELOPMENT OF NICHE TOURISM (USING THE EXAMPLE OF TRANSCARPATHIA)

Abstract

The article analyzes the necessity of strategic reorientation of the Zakarpattia tourism market, shifting from uncontrolled mass tourism towards niche (alternative) tourism models. The relevance of the study is driven by the need to find pathways for sustainable tourism development in Zakarpattia, which will allow the region, amid recovery and European integration, to ensure a long-term balance between economic benefit, social equity, and the preservation of cultural and natural resources. Purpose: To develop an integrated strategic model for sustainable tourism development in Zakarpattia, aimed at ensuring the financial stability of the niche product through cooperation among small producers and the preventive protection of local economic and cultural capital. Methodology: The methodology is based on a theoretical and conceptual approach, employing methods of comparison, projection, conceptual, and systemic analysis. Results: A three-tiered, hierarchically structured Model of sustainable tourism development is proposed. This model will enable Zakarpattia to maximize the effective utilization of its existing local economic and cultural capital and avoid the degradation of authenticity. The Model comprises three interconnected levels: the Fundamental, the Product, and the Strategic levels, each prescribing a range of measures. The Fundamental level includes economic protection, normative control, and social justice (equity). The Product level is ensured by clusterization aimed at the development of a joint product and branding. The Strategic level provides for the implementation of mechanisms for sustainable destination management, monitoring, and investment in local population training. Practical implications: The study’s results can be used by local self-government bodies and tourism businesses during the development of a strategic plan for a tourism destination or the formation of a cluster. It is concluded that the region’s future is exclusively linked to sustainable niche tourism. Amidst martial law and the absence of detailed industry standards, the implementation of the Sustainable Tourism Development Model will allow Zakarpattia, by leveraging the experience of other tourism regions, to avoid typical massification errors and guarantee economic benefits for local communities.