ECOSOCIAL TECHNOLOGIES AS A TOOL FOR SUSTAINABLE TOURISM DEVELOPMENT OF NATURAL PROTECTED AREAS
Abstract
The article is devoted to the substantiation of the theoretical and methodological principles of integrating eco-social technologies into the system of sustainable tourism development management in natural protected areas. The relevance of the study is due to the fundamental contradiction between the growing demand for nature-oriented tourist products and the need to preserve the ecological, biological and socio-cultural integrity of tourist ecosystems. It is estab-lished that the transition from a product-oriented to a service-oriented concept of tourism development in the context of service-dominant logic necessitates the formation of fundamentally new management approaches capable of harmonizing the tourism needs of society with the imperatives of preserving natural protected areas. Eco-social technologies are considered as a system-forming element of sustainable tourism development, encompassing green technologies of nature consumption, assistive technologies, eco-social innovations and technologies for the rehabilitation of the natural envi-ronment. A participatory approach to the joint creation of ecosystem value is substantiated, in which the tourist acts as both an active consumer and a determinant of the value of the tourist product. A cognitive model of the inclusion of eco-social technologies in the development of tourism in natural protected areas is proposed, which reflects the cause-and-effect relationships between the key factors of this process at the micro-, meso- and macro-levels of management. Five types of cognitive reactions of tourism entities to the introduction of eco-social technologies are identified: skeptical attitude, limited understanding, formal acceptance, positive perception and innovative thinking. The feasibility of using social marketing tools as a democratic management approach to the formation of a pro-ecological behavioral model of tourist consumption is proven. Prospects for further research are associated with the empirical verification of the pro-posed model and the development of quantitative tools for assessing the effectiveness of the introduction of eco-social technologies in natural protected areas of Ukraine.
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