SMALL TOWN AS A TOURIST DESTINATION: RESOURCES AND DEVELOPMENT PROSPECTS

Abstract

Relevance of the research: Tourism can be a significant driver of economic and sociocultural development for a small city, and there are many successful examples of this. However, in practice, most small towns in Zakarpattia do not fully realize their potential. This creates a need for a systematic study of the available resources and organizational approaches to developing tourist destinations in the region. Subject of the research: The tourist resources of the city of Berehove and the organizational mechanisms for their effective use to create an attractive tourist destination. The purpose of the study: To analyze the challenges of utilizing the tourism potential of Berehove and to propose practical solutions that will help make the city more attractive to tourists. Methodology: A comprehensive scientific approach that combines statistical analysis, a comparative review of tourist resources, infrastructure observation, and expert surveys of representatives from government, business, and public organizations. Research findings: The study found that Berehove has most of the components necessary for its development as a tourist destination, including tourism potential, tourism infrastructure entities, demand for local tourism products, and adequate general and specific recreational and tourism infrastructure. It was determined that the existing potential is not fully utilized due to low coordination among government, business, and the community, a lack of strategic planning, and limited promotion. Practical implications: Specific recommendations were developed for integrating resources and enhancing the city’s attractiveness, including: implementing a position for a tourism specialist, uniting the efforts of all stakeholders, forming the territory’s image, and developing a brand. Conclusions: The effective development of Berehove as a tourist destination is only possible with a comprehensive approach, strategic planning, and active cooperation among the community, businesses, and the government. Prospects for further research: The possible creation of models for evaluating the effectiveness of tourism strategies, the implementation of innovative marketing tools, and the assessment of their impact on the economy and social life of small towns.