Principles of assessment and integration of historical and cultural heritage Chernivtsi region into a receptive tourist product

The current state of attraction of attractive historical and cultural heritage in the tourism sphere of the region is studied. The paper offers and presents an informative evaluation of the attractiveness of the historical and cultural heritage of the Chernivtsi region as a tourist resource. The dynamics of the development of the main attractions of the region and their presentation in receptive market offers are analyzed. The attractiveness of the territory of Chernivtsi region was determined based on cognitive and receptive characteristics. It should be noted that the historical and cultural tourist resources evaluated by the method of attractiveness provide an opportunity to understand the level of quality of the historical and cultural heritage. This situation suggests that the evaluation results should be used mainly for the development of the cognitive potential of tourism. The volume of visits to the main attraction of the region allows us to assume that the potential of the receptive tourist product today is approximately 100 000 visitors per year. tourists per year. Of course, the combination of the high cognitive value of the historical and cultural heritage with the natural resources of the region strengthens the prospects for the development of all types of tourism. But the limitation in this situation is the low infrastructure provision of the city. Chernivtsi hotels with a capacity of 100 beds or more. Although the number of accommodation facilities is sufficient, their capacity does not allow large groups to be accommodated in one place, which leads tour operators and agencies to search for alternatives. Such a problem is covered by the city. Yaremche and Kamianets-Podilskyi, forming from the city Chernivtsi is a transit tourist destination, and its heritage can be recognized by the residual principle. The lack of large hotels with classic TWIN double rooms deprives the city of large organized groups and corporate tourists, which results in limited receptive offers from tourism enterprises. The potential for adapting the market to a receptive tourist exists within the unique historical and cultural heritage. The city of Chernivtsi is a real reserve of Austrian architecture in Ukraine, which should be attracted to the wider opportunities of the tourist market. Maybe then local tour operators will be able to offer a more durable tourist product based on historical and cultural heritage. Keywords: historical and cultural heritage, tourist resources; receptive tour product, coefficient of cognitive value; market attractiveness.