TOURISM BETWEEN ENVIRONMENTAL CONSTRAINTS AND INNOVATION: RISKS OF EXCESSIVE REGULATION

Abstract

The article examines the ambivalent nature of environmental regulation in the context of innovative development of the tourism sector. It emphasises that innovative tourism, in particular ecotourism, sustainable tourism and smart tourism, is developing at the intersection of sustainable development, economic feasibility and environmental safety. At the same time, it is environmental policy that often becomes both a stimulus and a barrier to the introduction of new practices. Excessive regulation ensures control over the use of natural resources, but at the same time slows down modernisation processes, complicates the introduction of green technologies and reduces investment activity. In Central and Eastern European countries, tourism businesses face excessive licensing procedures, which delays the launch of innovative projects. In the Ukrainian context, the situation is complicated by the fragmented legislative framework and the duplication of control functions by various authorities, which creates a significant administrative burden on business. The concept of "environmental protectionism" is of particular interest in this context, given its manifestation in the form of strict restrictions on economic activity in tourist-attractive regions. These restrictions encompass the regulation of construction, landscape modification and the control of recreational load. Scientific debate emphasises the need to move from a repressive regulatory approach to adaptive management based on the integration of scientific data, public participation and partnerships with business. Some studies show that a predictable and flexible regulatory environment can stimulate innovative solutions in tourism, while excessive regulation creates "institutional traps" and stifles initiative. The issue of conflict between the strategic goals of economic, social and environmental interests of different stakeholder groups is considered. On the one hand, businesses seek to maximise tourist flows, while on the other, environmental organisations advocate for the limitation of recreational pressure on ecosystems. This discordance engenders a convoluted process in the implementation of innovations that have the potential to align interests. European experience demonstrates that, in a number of cases, excessive regulation can reduce investment attractiveness and hinder the development of smart solutions, eco-glamping, or interactive routes. Consequently, it has been demonstrated that the primary challenge confronting contemporary tourism policy is to ascertain the optimal equilibrium between environmental constraints and innovative development. Proposals for achieving this objective have been put forward, including the digitisation of licensing procedures, the introduction of risk-based approaches to control, and the expansion of partnership programmes between businesses and hromadas (communities). Such mechanisms have the potential to ensure environmental protection while concurrently catalysing innovative advancements in the tourism sector.