PROBLEMS AND PROSPECTS OF DEVELOPMENT OF RECREATION AND TOURISM POTENTIAL OF REGIONS IN THE CONDITIONS OF MODERN CHALLENGES

The article examines the main theoretical aspects of managing the development of the recreational and tourism potential of the Ukraine’s regions in the conditions of current challenges. The importance of the following directions of potential development in the context of sustainable development is noted. The content of the concept of “recreational and tourism potential” is specified. The expediency of its research in the context of a systemic approach as a complex dynamic system is substantiated. Based on the synergy of the structural components, the system characteristics of the recreational and tourism potential are determined. The importance of state support, the use of administrative tools for the development of recreation and tourism potential based on taking into account the interests of local and regional organizations and institutions in the field of tourism, as well as the use of a cluster approach in the management of recreation and tourism potential is substantiated. The method of comprehensive assessment of the potential in the context of determining the prerequisites for the formation of a tourism and recreational cluster based on the calculation of an integral indicator is proposed.