The development of carnival tourism is constantly gaining momentum, because domestic and foreign consumers are no longer interested in visiting familiar sights or a traditional beach vacation devoid of vivid impressions. Therefore, the appearance and development of carnival tourism services on the international market led to an increase in demand among consumers for this rather new direction in the specified industry. At the same time, carnival research is still at an early stage of development, and needs more detailed study by tourism operators and tourism researchers.The object of the study is the peculiarities, problems and prospects of the development of carnival tourism in Ukraine. The purpose of the work is the analysis and prospects for the development of carnival tourism, as well as the study of the feasibility of introducing carnival tourism on the territory of Ukraine. The realization of this goal is carried out by solving the following tasks: to consider the theoretical aspects of the research of carnival tourism; to assess the prospects for the development of carnival tourism in Ukraine using the questionnaire method; justify the problems of the development of this type of tourism and propose ways to solve them.In the course of writing the chapter, various research methods were used: the method of comparative analysis and a comprehensive approach – to generalize the theoretical foundations of the development of carnival tourism, the method of systematic analysis – to study the modern problems of the development of carnival tourism, statistical and visual-graphic methods – to reflect the trends of the development of carnival tourism. The following methods were also used: modeling; observation; synthesis; generalization. The scientific novelty of the work consists in obtaining new theoretical provisions for solving problems, as well as in a detailed outline of the prospects for the development of carnival tourism in Ukraine and the world.The theoretical and practical significance of the work is that the conclusions formulated as a result of the research can be used for further research on carnival tourism both in the countries of the world and in Ukraine and in its individual regions, regions or cities, in particular, regarding the development of a tourism development strategy, marketing research in the field of carnival movement, as well as in one’s own professional activity. In addition, the work can serve as additional material, reference and methodical auxiliary source for students, graduate students, teachers, as well as specialists working in the field of tourism.
Purpose: to develop a methodology for clustering EU countries on key indicators of the level of tourism development, which will allow for an integrated assessment and comparative analysis of the level of tourism development in selected territorial clusters. Methodology: In this study, two methods were used to determine the level of tourism development in the 27 countries of the enlarged European Union − tree (hierarchical) clustering on the principle of «most distant neighbor» and clustering on the method of K-means. The indicators that, in our opinion, most fully characterize the various parameters of tourism development are the number of world arrivals (thousands of people) and the costs of international tourists within the country (million dollars). Results: Cluster analysis by the method of «tree» clustering on the principle of «most distant neighbor» identified 6 typical clusters by level of tourism development. This hypothesis was not confirmed by verification using another qualimetric method of analysis − clustering by the method of K-means. At the same time, the typical composition of clusters obtained as a result of elaboration of two methods was revealed. We can talk about clusters with a particularly high level of tourism development (in different variations, here are France, Spain, Italy), with a high level of development (Germany, traditionally allocated to a separate monocluster, as well as a separate cluster − Austria, Greece, Netherlands, Portugal, Poland), with medium and low level of development (there is either one numerical cluster with 17 countries, or 2 clusters with relatively lower and higher rates). Practical importance: In our opinion, the study of the main trends of segmentation of the regional competitive tourist space (in our case − the enlarged European Union) is relevant because it provides an opportunity to predict and identify causes or impulses to positive or negative dynamics «post-pandemic» tourism policy.
Since the tourism sphere is the most dynamic branch of the world economy, it is constantly developing, theoretical approaches to the understanding of tourist concepts change accordingly, new scientific categories appear that define new tourist trends or mark new types of tourist services. That is why it is important to review the existing theoretical foundations of the study of the essence of the concept of the tourist market, its types and its structure in terms of their relevance and correspondence to the realities of the time. Such studies are essential for obtaining objective information about market processes. The study of various aspects of the market of tourist services and their features in the transformational economy was reflected in the works of Ukrainian and foreign scientists. However, there is no single approach to the interpretation of the concept of "tourist market", which is due to both the relative novelty of the concept (the first attempts to interpret the concept were formed only in the 70s of the XX century), and the very different approaches of scientists. In order to compare various definitions of the concept of the tourist market, the main points of view of domestic and foreign scientists are presented in chronological order. Several variants of the classification of tourist markets are described, in particular by Malska M. P., who classifies tourist markets by territorial affiliation, a sign of relation to the national territory, a sign of the direction of movement, the degree of concentration of production and sales, the ratio between demand and supply, and Lyubitseva O. O. according to such characteristics as the level of socio-economic development, the formation of market structures, the level of development of the tourism industry, participation in the world tourism process, the nature of export-import tourism relations. The tourist market is extensive and internally complex, which actualizes the problem of researching its internal structure. It is noted that it is expedient to divide the general tourist market into sub-markets of tourist goods, tourist services, and the market of conditions and facilities for tourism.
Carnival tourism has become a phenomenon of the XXI century. From an occupation available to a narrow circle of people at the beginning of the century, it has become a mass hobby for millions of people on our planet due to the fact that the desire to travel is combined with the availability of tourist destinations and improving the financial situation of travelers. The emergence and development in the international market of tourist services of such a type of tourism as carnival tourism, led to an increase in consumer demand for this fairly new direction in this area. However, the study of carnivals is still at an early stage of development and needs to be studied in more detail by tour operators. Currently, the question of analyzing its problems and prospects for development is relevant, because such an approach will help raise the economic level of countries, the development of domestic tourism and the growth of tourist flows. That is why the purpose of the article is to study the potential for the development of carnival tourism in America. The realization of this goal is carried out by solving the following tasks: to consider the theoretical aspects of the research of carnival tourism; to analyze the peculiarities of carnivals in different countries of North, South, Latin America and the Caribbean; describe trends in the development of American carnival tourism; describe the types of diversity of America's carnivals; to assess the prospects for the development of carnival tourism in the region. The history of the emergence and further development of the American carnival as a tourist product is analyzed. The characterization of the development of carnival tourism in the American region is carried out, in particular, the most famous carnivals are described - the New Orleans carnival, the Brazilian carnival in Rio de Janeiro, the carnival in Trinidad and Tobago. The resource potential was studied and a comprehensive analysis of the species diversity of carnival tourism was carried out. An assessment of the prospects for the development of carnival tourism in America was carried out, the problems of the development of this type of tourism were substantiated, and the ways to solve them were given.
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