IMPROVING THE QUALITY OF RECREATION AND TOURIST SERVICES OF THE LVIV REGION

Introduction. The article is devoted to the topical issue of increasing the competitiveness of the tourism industry of the Lviv region through the improvement of the quality of recreational and tourist services. Purpose. The purpose of the study is a comprehensive assessment of the current state of recreational and tourist services in the Lviv region, the identification of the main problems and limitations, as well as the development of practical recommendations for improving the quality of tourist services. Materials and methods. The authors of this article used the following methods:1) analysis of literary sources: systematization of theoretical principles of quality management in the tourism sphere; 2) analysis of the survey conducted to find out the main trends of recreational and tourist services in the Lviv region; 3) statistical analysis: processing of received data using statistical methods to identify patterns and trends. In the process of carrying out the research, the following scientific methods were used: theoretical generalization and grouping (to characterize the components of the current state of the tourism industry in Lviv region, components of service quality management); formalization, analysis and synthesis (to build ways to improve the quality of recreational and tourist services); logical generalization of results (formulation of conclusions). Results. The scientific article outlines the main elements that can be used to improve the quality of recreational and tourist services in the Lviv region. Discussion. In further scientific research, it is proposed to focus attention on the system of monitoring and evaluation of results regarding the newly introduced changes in improving the quality of tourist services in the Lviv region. This will enable improved metrics to track the success of the recommendations, periodic reviews to assess progress and make necessary adjustments.