Purpose: Development of a model of management of tourist services, which would allow to effectively counteract the negative consequences of overtourism and ensure the sustainable development of the tourism industry.
Design/Method/Approach: An analytical method was used - the use of statistical data, scientific publications, official reports of tourist organizations to analyze the current state of the tourist market and identify the main problems related to overtourism. A case study method for conducting a detailed analysis of specific examples of tourist areas that have been negatively affected by overtourism and evaluating the measures taken.
Findings: It is proposed to consider overtourism as a complex problem caused by the uncontrolled growth of the number of travelers in popular territories, which leads to the deterioration of the quality of life of residents and tourist dissatisfaction, the destruction of cultural and natural heritage, environmental damage, infrastructure problems, deterioration. The definition of tourismophobia as an extreme manifestation of overtourism is substantiated; a conceptual model of their relationship is proposed; global approaches to the assessment and prevention of overtourism are generalized to improve the management of tourist services in conditions of excessive tourism. Strategies for regulating overtourism at various stages of the life cycle of tourist destinations have been formed - a strategy for stimulating the development of tourism, a strategy for preventive response, a strategy for limiting tourist activity; a mechanism for managing tourist services based on strategies to overcome overtourism in mature tourist destinations was formed and substantiated; a set of measures to prevent overtourism in tourist areas is proposed.
Theoretical Implications: The theoretical significance of the research results lies in clarifying and supplementing the understanding of the essence of overtourism and tourismophobia, the accumulation of scientific knowledge in the field of studying the consequences of overtourism for the host territories.
Practical Implications: The practical significance of the study lies in the modernization of the system of assessment and prevention of overtourism in mature tourist destinations. According to the results of the developed mechanism of regulation of tourist services, taking into account the strategies for overcoming overtourism, it is possible to respond preventively to the main risks of overtourism problems. The author's proposed structural models of the impact of tourism on the population and perception of the destination by visitors, a set of measures to prevent overtourism can be used as a tool for planning the development of tourism.
Originality/Value: The conceptual and terminological apparatus of overtourism is specified, the aspects of its negative impact on destinations are determined, and the world experience of assessing the impact of overtourism on the host territory is summarized. Strategies for regulating overtourism at various stages of the life cycle of tourist destinations have been formed and, on this basis, proposals for the development and improvement of the mechanism for managing tourist services to prevent overtourism have been formulated.
Research Limitations/Future Research: The problem of overtourism has turned from local to global in recent years. To solve it, further research and the formation of a set of measures are necessary, which takes into account the interests of all subjects of the tourism and entertainment industry, and will also allow to preserve historical, cultural and natural monuments that constitute the heritage of the entire world society.
Paper Type: Conceptual
JEL Classification: F20, L14, R58
