STRATEGIC MANAGEMENT OF THE DEVELOPMENT OF THE TOURISM AND RECREATIONAL POTENTIAL OF THE REGION

The purpose of the research is to develop an author’s approach to the strategic management of the development of the tourist and recreational potential of the region, aimed at increasing its economic efficiency. Scientific approaches and methods were used: systemic, strategic, analysis of literary sources, SWOT analysis, modeling and expert assessments. The main results of the research include the author’s definition of key concepts, structure, components and assessment of tourist and recreational potential in the context of its strategic development. The proposed approach makes it possible to integrate the efforts of all participants in the strategic management of the development of the tourism and recreational potential of the region.