INNOVATIVE PARADIGM OF SUSTAINABLE TOURISM DEVELOPMENT MANAGEMENT IN NATURAL PROTECTED AREAS

Abstract

The article investigates the formation of a competitive socio-economic system of tourism in natural protected areas with the use of innovative management approaches. An important aspect of the management model transformation is the rapid information technology development, which creates conditions for the effective implementation of new management directions. Increasing the competence of management personnel through educational programmes on environmental management, digital transformation and international quality standards contributes to the sustainable tourism development, where the interests of local communities and tourists are harmonized with the conservation of natural resources. The operation of tourism enterprises within natural protected areas is characterized by the complexity of interaction with the external environment and high risks associated with changes in ownership or the organizational and legal status of the territories. This requires managerial flexibility, the ability to quickly adjust development strategies and the improvement of organizational and production mechanisms to maintain competitive status. The proposed management model is based on the fundamental provisions of the systemic paradigm, which integrates internal and external relations to achieve socio-economic results. The innovative paradigm of tourism management is seen as a guide to solving conceptual issues, in particular, the management of external relations, organizational behaviour and economic processes. This ensures the viability and sustainable development of tourism enterprises in changing market conditions, contributing to the evolution of tourism from mass to environmentally sustainable. Particular attention is paid to the need to involve local communities in management processes through mechanisms of public discussions and hearings. This helps to legitimize the use of natural resources, harmonies the interests of businesses and communities and create new integrated tourism products. Successful implementation of sustainable development ideas requires partnership cooperation between tourism enterprises, authorities and local residents, which creates the basis for the long-term tourism development in Ukraine’s natural protected areas.