SALT EXTRACTION WITHIN THE FRAMEWORK OF THE REGIONAL TOURISM IMAGE

The scientific search is devoted to the issue of the study of the role of salt and the traditions of salt production in the system of tourism and recreation potential of the region using the example of the Drohobych saltworks. Considering the increased attention to the development of domestic tourism, it is timely and very relevant to study and search for new opportunities and potential resources to attract tourism products to diversify the tourism offer in the Ukrainian market of services. Successful cases of tourist destinations in Poland (Wielichka and Bochnia mines), where salt mining plays a key role, are examined for the potential implementation of similar experiences in Ukraine. Popularization of salt mines primarily among domestic tourists demonstrates successful approaches to the transformation of historical industrial objects into tourist attractions. We believe that in the context of the "economy of impressions" in this aspect, intangible assets ‒ image, reputation, brand of tourist destination are of exceptional importance. The key factors of competitiveness of the Drohobych saltworks in the context of the region's touristic image have been outlined. Based on these factors, recommendations have been formulated to optimize the use of the potential of the studied object. The goal is to integrate it into the tourist product and diversify the touristic offerings in the services market of the region. The authentic technology of salt extraction today is proposed to be included in the list of intangible heritage of Ukraine, and subsequently UNESCO. This is the only enterprise in Europe where salt is produced using the millennia-old method of boiling natural brine. This extraction method provides grounds to consider Drohobych salt as one of the highest quality salts not only in Ukraine. From an environmental standpoint, even salt extraction from seawater cannot be deemed sufficiently eco-friendly, as seawater is already "contaminated" with polyethylene micro-particles at the initial stage of salt production. The salt industry in Drohobych preserves its traditions but faces numerous challenges, particularly economic difficulties and the need for modernization. According to official data, the enterprise's facilities are worn out by 85–90%. Today, local authorities have an understanding of further steps to popularize this tourist site and the traditions of salt production in the city, its promotion in the domestic market of tourist services. In the future, the saltworks should be considered not only as a cultural or tourist site, but also a business project that can bring dividends. In particular, the revitalization project should include not only the restoration of the exposition elements of the salt factory, but also the creation of a recreational space where visitors will have the opportunity to improve their health and relax. We record the positive practice of promoting salt and the salt factory itself ‒ open-call art project, which resulted in the installation "If you need to break the glass," dedicated to Drohobych salt, which is line with the brand-forming slogan of Drohobych ‒ "Drohobych ‒ all the salt in it". We have formulated recommendations that are comprehensive and pertain to the multidimensional utilization of the potential of the studied object. In particular, these include the promotion of salt through gastronomy, marketing and branding, the application of myth-design technologies, infrastructure development, and the organization of events, among other strategies. Key words: regional competitiveness, destination brand, tourist destination, Wieliczka and Bochnia salt mines, Drohobych saltworks.