The article brings light to the study of the nature reserve fund (NRF) of Zakarpatska oblast as a component of the national heritage of the country. Representativeness is considered to be one of the main principles of spatial formation of the NRF object network. Therefore, to determine the current state and ensure further effective development of the region’s nature reserve fund, it is necessary to analyze its territorial and internal structural indicators. The purpose of the study is to analyze the current status of the region’s nature reserve fund with the reference to the possibility of introduction of the further new management practices. The article is based on information and statistical materials, the provisions of regional programs for the formation of the ecological network and environmental legislation of Ukraine. To solve the assigned tasks, there has been done a comprehensive analysis of statistical reporting data and materials of the NRF Register in Zakarpatska oblast of the Department of Ecology of Natural Resources of Zakarpattia Regional State Administration within the period of 2019, and reporting documents of environmental institutions for the same period. The considered indicator is the territorial distribution of nature reserve areas and region areas by administrative districts (before the formation and implementation of changes to the administrative-territorial structure of the Zakarpatska oblast), which is presented in the form of the division into four groups. The spatial distribution of the territory and the NFR objects do not sufficiently meet the criteria of local representativeness, so their spatial structure needs significant improvement, be specific – the creation of nature reserves, especially in the lowlands of the region. The average density of nature protection objects in the region (36 units / 1000 km2) is almost three times higher than the corresponding indicator in the neighboring Lviv region. The average value of the reserve factor in the region makes 14.17 %. It has been found that the reserve ratio demonstrates geographically the largest disproportion in Zakarpatska oblast. It is the highest indicator in turns of administrative entities in the districts of Mizhhiria, Velyky Bereznyi and Rakhiv. The lowest one is in Svaliava and Berehove districts, respectively. In addition, the reserve ratio compared to the national average indicator and in other European countries has been carried out. The quality of the nature reserve network is determined by the insularity coefficient, which indicates the size of the NRF objects and their stability. Further expansion of the network of nature protection objects in Zakarpatska oblast is possible due to the creation of Latorytsa, Shaian and Uzhok landscape parks. A big assumption can be made that by 2020 it will be possible to create new and expand existing areas of NRF in the region up to 100–120 thousand hectares, which will increase the protected area up to 20–22 %. The key issues of nature reserves to be developed in Zakarpatska oblast are primarily related to the imperfection of the management system. To handle this problem, there is an urgent need to develop a strategy, which will envisage the perception of the NRF as a holistic anthropogenic and natural unit in order to put into practice the environmental, scientific, educational and recreational functions.

Мета публікації -дослідження структури та сучасного стану природно-заповідного фонду (ПЗФ) області як ядра для розвитку екологічного туризму. Закарпатська область характеризується наявністю високого природно-рекреаційного та туристично-курортного потенціалу. В аспекті розвитку природно-заповідної справи в Україні Закарпатська область посідає одне з провідних місць. Станом на 2018 рік в області сформовано мережу в кількості 468 об'єктів і територій природно-заповідного фонду (ПЗФ) загальною площею 204,2 тис. га (14,5 % від площі області). Здійснено оцінювання репрезентативності природно-заповідної мережі Закарпатської області, визначено її якість за індексом інсуляризованості шляхом проведення розрахунків середнього його показника по області. Проаналізовано динаміку природозаповідання в Закарпатській області, охарактеризовано потенціал ПЗФ території для розвитку екологічного туризму. Зокрема, для порівняння проаналізовано частку та співвідношення функціональних зон у національних природних парках Європи та України (на прикладі НПП Закарпатської області).

The article deals with the comprehensive assessment of the tourist and recreational potential of Golovnenskaya UTC of Volyn region. Golovnenskaya UTC hasn’t known as a tourism destination among the Ukrainian tourists very well because of a lack of information about available resource potential, tourist attractions and tourist products of the community. Therefore, there is an urgent necessity to research these aspects. It could become an impulse in the activation the tourist flow, the lever of the formation of a competitive tourist product of regional and local significance. It also gives a great opportunity to increase the investment attractiveness of the territory, to solve partly the issue of employment of the population and essentially fill the budget of community. Based on results of the conducted research the following conclusions have been made: 1. The main natural recreational tourist resources and the components of the historical and cultural heritage, which determined the tourist specialization of the studied community have characterized. An important structure-forming element of the natural resource potential are the forest resources. They could be used for the development of the various forms of ecological tourism. In the community function 11 objects of the natural reserve fund. 2. Golovnenskaya UTC is situated in the historical and ethnographic region of Polissya and attracts the peculiarities of the traditional material and spiritual culture, language and so preserved the ancient relics of the Slavonic culture. 3. The analysis of the current state of tourism infrastructure in separate subsystems has conducted: placement establishments, food establishments, leisure establishments and consumer service, transport infrastructure. It is established that the tourist infrastructure is the weakest component of the tourist and recreational potential. The degree of its formation is quite low and does not provide a proper level of service to tourists. Each of the components of the tourist infrastructure of the community needs a separate, comprehensive, systematic approach to improvement and reform. For a comprehensive assessment of the problems and prospects of the tourism potential studied UTC of the Volyn region in the tourism sector elaborated SWOT-analysis. The main urgent problems in Golovnenskaya UTC are providing the infrastructure improvement and the information management of the main attractive objects of historical and cultural heritage and of the natural reserve fund, which are the most popular among the tourists, the low level of the development of the ecological tourism, the insufficient provision of the information about the tourist and recreational opportunities of the region.

The strategic goal of tourism development in Ukraine is to create a product that is competitive on the world market, able to satisfy the tourist needs of the population of the country as much as possible, to ensure on this basis the complex development of the territories and their socio-economic interests while preserving the economic balance and historical and cultural identity. Our study’s objective was to interpolate the task data to the regional context. In fact, domestic tourism (about 80% of the tourist flow) is one of the trends of tourism development in Ukraine today. According to the Main Department of Statistics in Lviv region, the most visited tourist destinations in this region are the cities of Lviv and Truskavets, which, of course, related with existing there tourist and recreational potential and own brand on the market of tourist services of Ukraine. However, there is a disproportion of the development of the tourism industry within the Lviv region. Such centers as Drohobych, Sambir, Stryi should become important determinants of the tourist face of Lviv region. The research of the tourist identics of the city of Stryi, promotion of its tourist potential is the main aim of our research. The article is devoted to research of regional market of excursion services on the example of town of Stryi. The focus of attention is directed on innovative excursion products as the main drivers of popularization of tourist destination and intensification of domestic tourism. Stryj has a special historical and cultural heritage for the formation of excursion services and their promotion on the domestic market. Among the tourist attractions are allocated: The memorial complex «To fighters for freedom of Ukraine», the museum of Petro Obal, Museum of regional ethnography «Verkhovyna», the Banderas' family museum, the synagogue, the former gymnasium, where Filaret Kolessa and Stepan Bandera have studied, the room-museum of ethnographer and the collector of Olha Bachynska, the city house of culture, the memorial-sculpture complex «Buditeli» (the only monument in Ukraine to three Ukrainian writers Taras Shevchenko, Lesya Ukrainka, Ivan Franko). There are about 15 tour offices in the town, which offer visitors an overview and thematic excursions. Among them are: «Running around», «The Edge of Blue Fire», «The Tour from Eugene Tychenko», «The Trip to the Stryi Market». The most popular thematic excursion is the route «Stryi sacral buildings». Analysis of the market of excursion services in Stryi revealed the absence of innovative products such as costume excursions, quest-tours, interactive excursions, etc. Therefore, for the purpose of diversification of excursion products within the town, positioning it as a cultural and recognizable center of Western Ukraine, the purpose of our research was to develop the author's quest-excursion «Striyko will spread…». In the future it can take its niche in the market of excursion services of the town, expand the tourist product of destination, become one of the tools of formation of image of the territory. Before the development of the author’s quest-tour, a marketing survey was conducted according to the Net Promoter Score (NPS) method concerning the attractiveness of tourist objects and a calculated loyalty index, which allowed to draw a circle of tourist attractions in Stryi, which would be interesting for potential consumers of the given excursion product. That is, the selection of display objects was not random, but scientifically based. At present, the town of Stryi hasn't its own tourist brand, which would allow to identify it among dicker of tourist centers of the western region. Thus, we have proposed a system of measures to promote the tourist potential of the investigated destiation. Keywords: innovations, tourist destination, territory image, Net Promoter Score method, quest-excursion.

А. В. Мельник, к. геогр. н., доцент, доцент Інституту природничих наук і туризму, Івано-Франківський національний технічний університет нафти і газу ORCID ID: https://orcid.org/0000-0002-6906-6396 Н. В. Мельник, к. геогр. н., доцент, доцент кафедри туризму, ДВНЗ "Ужгородський національний університет" ORCID ID: https://orcid.org/0000-0002-2077-595X Р. Є. Качаровський, магістр географії, інженер ІІ категорії навчальної лабораторії краєзнавчих атласів, Волинський національний університет імені Лесі Українки ORCID ID: https://orcid.org/0000-0002-6096-4800 О. В. Селезньова, к. е. н., доцент, доцент кафедри національної економіки, маркетингу та міжнародних економічних відносин, Класичний приватний університет ORCID ID: