STRATEGIC MARKETING IN THE BASIS OF THE DEVELOPMENT OF RECREATIONAL FOREST USE IN THE CARPATHIAN REGION

Abstract

Tourism and recreation play an important role in the socio-economic sphere of the Carpathian region. The essence and main directions of tourism and recreation development are described, among which it is worth highlighting the expansion of travel programs, improvement of tourist infrastructure, ecological tourism and development of digital technologies. The prospects for the development of ecological, green and rural tourism in the Carpathian region are studied, their comparative characteristics are carried out, which confirms the expediency of implementing such types of tourism to improve the ecological and socio-economic situation in the region, in particular the creation of new jobs for the local population and improvement of the tourist infrastructure of the area. For the development of tourism and recreation in the Carpathian region, a model for implementing a marketing strategy is proposed and a SWOT analysis of the state and trends in the development of the tourism and recreation sector is conducted. The analytic hierarchy process (AHP) is applied and the problem of multi-criteria optimization is solved. During the research, five criteria (educational, economic, social, scientific, technical) and four alternatives (creation of a special fund for the maintenance of nature conservation sites, creation of an electronic resource with information about nature  conservation sites, raising environmental awareness of citizens, basic strategy - development of recreational forest use) were proposed, of which the economic criterion and the alternative of creating a special fund for the maintenance of nature conservation sites were preferred. The implementation of a marketing development strategy for the Carpathian region - the creation of a special fund for the preservation and maintenance of nature conservation sites, that have high scientific and recreational value was recommended.