Innovations in the organization of ecological (green) tourism: regional peculiarities

Purpose. To search for new, systematic approaches to the development of ecological tourism in Ukraine, based on strategies of sustainability, innovation and integration with the local socio-economic context. Methods. The comparison was made on the basis of a retrospective analysis of literature, stock and Internet resources on the organization of ecological tourism. Distances were measured using the Google Maps mapping service. Results. The study has revealed characteristic regional differences in approaches to the organization of ecological tourism in three regions of Ukraine, namely: in Zakarpattia it is a combination of health improvement and cultural heritage, in Lviv region - outdoor activities with ethnic elements, in Kharkiv region - eco-practices with elements of rural life. A new information form for green tourism is proposed - a matrix of tourist accessibility, which is a form of visualization of the distances between key settlements and tourist locations in the region. Firstly, it visualizes transport accessibility: a tourist can easily find out how quickly it is possible to get from a particular estate to the chosen object. Secondly, it helps to plan routes efficiently - you can build both shortest routes and thematic routes based on objects of the same type (for example, castles, waterfalls, farms, etc.). Thirdly, the matrix supports an informed choice of a farmstead: a tourist chooses the one that is closest to the desired locations.Initial versions of the matrix and sets of radial diagrams have been developed for three model regions of Ukraine (Transkarpattia, Lviv, and Kharkiv). Conclusions. The matrix, as a proposed innovative tool for green (ecological) tourism, has a wide range of functionalities. The implementation of the proposed initiatives will ensure the effective use of natural and cultural resources, create new jobs and increase the competitiveness of Ukrainian regions in the tourism market, both domestic and international.