WAYS OF THE TOURISM POTENTIAL ACTIVATION IN THE REGION (TRANSCARPATHIAN REGION)

The aim of the article is to justify priority of tourism development in regions of Ukraine, including the Transcarpathian region as an important source of social and economic growth and factor of the international image increase of the country. To achieve the objectives, the following general scientific methods have been used: analysis and synthesis; structural and logical; statistics and economic-mathematical. The systemic obstacles to the use of tourism potential of Ukraine's regions, including the Transcarpathian region have been outlined. Factors, mechanisms and ways to increase efficiency of the tourism potential of the regions of Ukraine have been justified. The measures aimed at improving the strategic programming, improving the financial security of tourism and recreational areas have been suggested, economic incentives for the development of tourism and recreation and creating an attractive investment environment for infrastructure and investment projects in tourism and recreation of regions in Ukraine have been outlined. Scientific novelty of the results is to systematize the factors that influence the development of tourism in the region, including: incentives, which are divided into external (demographic, social, economic, government regulation, technological, intensive development of the European integration processes) and internal, which are subdivided into extensive (increase in number of employees, increase of material resources, construction of new facilities) and intensive (staff training, development of professional qualification structure, technical improvement of material resources) and constraints (political and financial instability, unemployment, negative environmental situation , criminal situation,negative trends in the market of tourist services). The practical significance of the results is the theoretical and practical bases of formation mechanisms and development strategy of tourism in the region. It has been determined that the main tasks which will ensure sustainable development are: ensuring the balance of economic, environmental and social factors of development; balance of the tourists and the local population interests; equitable distribution of income from tourism between all members of the local community, including all segments of the population. Further research of rural green tourism in Transcarpathian region and its impact on the region's economy is promising.