MODERNIZATION OF REGIONAL TOURIST SYSTEMS BASED ON SUSTAINABLE DEVELOPMENT

The article summarizes existing and justified new scientific approaches to developing regional tourism systems in conditions of instability based on sustainability. According to the results of the analysis of modern scientific approaches, it was noted that the regional tourism system is a complex and dynamic system that includes a complex of components that interact to support the development of tourism in a separate region. The main features of the regional tourism system are tourist demand (tourist flows), tourist attractions, infrastructure, and tourist services, management and marketing of destinations, local communities, tourism education, and science. It has been established that several factors must be taken into account in order to modernize the regional tourism system in conditions of instability: focus on long-term economic and social benefits from tourism rather than short-term goals, develop tourism products and services unique to the region, invest in infrastructure and facilities necessary to support the sustainable development of tourism, to ensure the appropriate level of provision of transport services, accommodation services, and recreational facilities. According to the results of the analysis of world experience, eight main principles of sustainable development of tourism at the regional level are highlighted: regional planning and management, economic development, environmental protection, social and cultural sustainability, access and equality, capacity development, long-term vision, control, and evaluation. The role of local communities in the sustainable development of regional tourism systems is emphasized. The following ways of involving territorial communities in the sustainable development of tourism are proposed: consultations and public activity, community-oriented tourism, distribution of benefits, preservation of cultural heritage, education, and science. In the conditions of the spread of the information society, the importance of marketing tools in regional tourism policy is increasing. The following marketing tools are singled out that can be used to modernize regional tourism systems based on sustainability: branding of destinations, promotion of responsible tourism, green certification, and labeling, innovations in the development and design of advertising of ecological tourism products and services, involvement of stakeholders, digital marketing. It was concluded that the modernization of regional tourism systems in conditions of instability requires the formation of a long-term perspective that balances the economic, social, and ecological aspects of tourism.