| Annotation: | Methods. The research results were obtained by applying the following methods: abstraction – to determine the essence and place of excursions in the structure of the tourist product; analysis – when evaluating the activities of economic entities engaged in excursion activities and determining the directions of their development; grouping – to systematize non-traditional excursion formats focused on the active participation of tourists, interactivity and the use of digital technologies; generalization – when determining the challenges and prospects for integrating innovations into the field of excursion activities. Results. The need to introduce innovative approaches to excursion activities, including digitalization, interactive and virtual formats, is substantiated, which is especially relevant in the context of the pandemic and military events. Innovations increase the attractiveness of the tourist product, optimize the management of tourist flows and ensure sustainable development of territories. Their role in the intersectoral integration of tourism with culture, education, creative industries and the IT sector is determined. The importance of non-traditional excursion formats focused on the active participation of tourists and the use of digital technologies is emphasized. Key challenges and prospects for integrating innovations into the field of excursion activities are identified. Novelty. Prospects for the development of excursion activities in Ukraine in the context of innovative development of the tourism industry are established through a comprehensive analysis of key factors, including the use of digital technologies, interactive and virtual excursion formats, as well as the introduction of non-traditional approaches focused on the active participation of tourists. The role of innovations in increasing the attractiveness of tourism products, optimizing the management of tourist flows and forming competitive destinations is highlighted. The importance of intersectoral integration of tourism with cultural, educational and creative spheres is emphasized to create a synergistic effect and ensure sustainable development of regions. Practical value. The results of the study can serve as the basis for developing strategic programs for introducing innovations in excursion activities, digitalization of tourist services and creation of interactive and virtual excursion formats. They will contribute to increasing the competitiveness of tourist destinations, optimizing the management of tourist flows and integrating tourism with the cultural, educational and creative spheres, which will ensure the comprehensive development of regions. |
| Literature: | - 1. Bahrii, M.V., Kushnir, L.P., & Terletska, O.V. (2024). Transformatsiia rynku ekskursiinykh posluh Ukrainy v period voiennoho stanu (na prykladi Lvova). Ekonomika ta suspilstvo, (63). DOI: https://doi.org/10.32782/2524-0072/2024-63-133.
- 2. Biletskyi, M., & Kotyk, L. (2020). Terytorialni vidminnosti rozvytku ekskursiinoho turyzmu v Ukraini. Suchasni vektory rozvytku turyzmu: tendentsii ta perspektyvy krain Yevropeiskoho rehionu: mizhnarodna monohrafiia. Ternopil. (pp. 38-74).
- 3. Zahorianska, O.L. (2020). Ekskursiina diialnist yak perspektyvnyi napriam rozvytku turystychnoi haluzi Visnyk Khmelnytskoho natsionalnoho universytetu, 3(282), 72-76. https://www.doi.org/10.31891/2307-5740-2020-282-3-13.
- 4. Kishchuk, A.R., & Zihunova, I.S. (2020). Innovatsii v ekskursiinii diialnosti. Proceedings from MIIM ’22: IV Mizhnarodna naukovo-praktychna konferentsiia «Industriia turyzmu ta hostynnosti: dosvid, problemy, perspektyvy». (m. Sumy, 8-9 chervnia 2022). Yu.O. Lyannoy, O.Yu. Kudrina, O.M. Semenikhina «et. al.». MON Ukrayiny, Sumskyy derzhavnyi pedahohichnyi universytet imeni A.S. Makarenka. Sumy: FOP Tsioma S.P. (pp. 25-30). URL: https://repository.sspu.edu.ua/handle/123456789/15488
- 5. Krukovska, O.V., Batrak, M.M. (2024). Innovatsiini tekhnolohii yak faktor pidvyshchennia konkurentospromozhnosti turystychnykh pidpryiemstv. Zdobutky ekonomiky: perspektyvy ta innovatsiyi, (13). https://doi.org/10.5281/zenodo.14603791.
- 6. Lysyuk, T., Tereshchuk, O., Demchuk, O. (2021). Ekskursiina diialnist u Volynskii oblasti v umovakh pandemii. Tavriyskyi naukovyi visnyk. Seriia: Ekonomika. (7), 73-80. https://doi.org/10.32851/2708-0366/2021.7.9.
- 7. Oliynyk, V. (2024). Suchasnyi stan ta perspektyvy rozvytku ekskursiinoho turyzmu. Naukovyy visnyk Chernivetsʹkoho universytetu: Heohrafiya. (845), 5-11. https://doi.org/10.31861/geo.2023.845.5-11.
- 8. Tsymbalyuk, A.M., & Zigunova, I.S. (2021). Virtualni ekskursii yak innovatsiina forma ekskursiinoi diialnosti v period pandemii. Industriia turyzmu ta hostynnosti: dosvid, problemy, perspektyvy. Sumy. (pp. 22-26).
- 9. Turystychnyi barometr Ukrainy 2021-2022. Natsionalna turystychna orhanizatsiia Ukrainy. Retrieved from https://drive.google.com/file/d/1yPpcusyi2Ev7R3cQP2gb97RyG1wyLiaM/view.
- 10. Bursuk, I. Top 9 Travel Trends & Innovations in 2025. URL: https://www.startus-insights.com/innovators-guide/travel-trends-innovation/
- 11. Ilieva, L., Petrova, M., & Todorova, L. (2023). Application of technological innovations in the tourism industry. Proceedings from MIIM ’23: International Conference on Sustainable, Circular Management and Environmental Engineering. Vol. 408. https://doi.org/10.1051/e3sconf/202340801003/
- 12. Ismailov, T., Ilieva, L., Todorova, L., & Marinov, M. (2024). Implementing Innovations That Provide Sustainable Solutions in the Tourism Sector. Revista De Gestão - RGSA, 18(11), e09246. https://doi.org/10.24857/rgsa.v18n11-006.
- 13. Starynets, O., Shestel, O., & Matviichuk, L. (2023). New trends in the formation of excursions in Ukraine. Innovatsii ta tekhnolohii v sferi posluh i kharchuvannia, 3(9), 66-70. DOI: https://doi.org/10.32782/2708-4949.3(9).2023.11.
- 14. Zvaigzne, A., Mietule, I., Kotane, I., & Sprudzane, S. (2023). Digital innovations in tourism: the perceptions of stakeholders. Worldwide Hospitality and Tourism Themes, Vol.15, pp. 528-537. DOI:10.1108/WHATT-06-2023-0080/
- 15. WTA. The Report on World Tourism Innovation Development (2021-2022). 2023. Tourism Research Center: Chinese Academy of Social Sciences.
|
Archive