STRATEGIES FOR REGULATING OVERTOURISM IN THE DEVELOPMENT OF MATURE TOURIST DESTINATIONS

Abstract

The uncontrolled growth of the number of tourists, which continues in some tourist destinations and the uneven distribution of demand on tourist flows, leads to negative consequences and creates the problem of excessive tourism, which is gaining more and more importance on a global scale. The purpose of the research is the analysis of a set of measures that takes into account the interests of all subjects of the tourism industry and preserves historical, cultural and natural monuments that constitute the heritage of world society. The importance and necessity of maintaining tourist attractiveness in conditions of negative manifestation of overtourism is emphasized. The work examines various approaches to understanding the essence of overture, its consequences and future prospects, as well as directions for solving the specified problem. It is emphasized that the main indicator in the assessment of overtourism is the indicator of the carrying capacity (permissible load) of the destination, the study of which is currently shifting towards the psychological component - the perceived load. The optimal model has been determined, which makes it possible, using a set of its specific parameters, to analyze the situation in the tourist destination and to forecast in the future with the aim of creating a mechanism for implementing the strategy of management bodies to prevent or overcome the problems of the development of the territory. allowed to generalize and systematize potentially. A set of strategies and measures aimed at reducing and further preventing excessive tourism in European cities is considered. Strategies implemented by well-known tourist destinations to overcome excessive tourism are highlighted. It is noted that the local authorities of tourist destinations and representatives of the global tourism industry must recognize that there is a certain compromise regarding the limitation to the growth of the number of tourists arriving, and the importance of the well-being of local residents over the needs of the global tourism chain is much higher. Without competent strategic planning and forecasting of tourism development in destinations, achieving this compromise is impossible. The study also shows the importance of policy and regulation in the context of the concept of overtourism.