The article deals with an approach to form innovative marketing strategies to provide ecological safety due to its ecological orientation position. The approach to choose an optimal innovative marketing strategy to provide ecological safety, based on the index of ecological safety rate evaluation, is proposed. A set of marketing tools to provide ecological safety at regional and global levels are suggested.

With the spread of the COVID-19 pandemic, the tourism industry faced a crisis that could be the worst in history. In recent years, the tourism industry has been one of the fastest-growing industries, sometimes faster than the world economy as a whole. 2019 has brought unprecedented changes to the world order, affecting all socio-ecological and economic ties. What are the consequences of and will have global tourism in connection with the spread of the COVID-19 pandemic, which countries and regions of the world will suffer the greatest losses, what threatens and what are the benefits of the tourism crisis that will bring a "new order" to the tourism industry, what innovative management anti-crisis measures should be applied by world governments and non-governmental organizations to overcome the unprecedented tourism crisis - all these issues remain acute and have identified the research topic. The paper examines the methodological developments and recommendations for overcoming the tourism crisis in Europe caused by the pandemic virus COVID-19, namely, the article identifies the basics and consequences of the pandemic impact on market capital on the example of tourism in Europe and the world, shows that the global tourism industry is one of the main factors in the formation of market capital, studied market capital as a component of intellectual capital on the example of tourism in the EU, outlined the prospects for global tourism, developed a system of measures to overcome the global crisis through tourism SWOT-analysis. Namely: enhanced multilateral cooperation and strong support are important for the resumption of tourism; the speed of adaptation of governments at all levels and the private sector involved in the tourism sector and the ability to respond quickly and adapt to the crisis; providing targeted and affordable government support as quickly and efficiently as possible for vulnerable tourism enterprises, workers and tourists; ensuring policy clarity and taking measures to limit uncertainty; invention and development of more sustainable and sustainable (socio-ecological-economic) models of tourism; development of tourism education and legislation.

The article is devoted to defining the essence of facility-tourism as a promising area within the tourism industry, which can potentially increase the attractiveness of Ukraine for foreign tourists and become a powerful competitive center in the redistribution of international tourist flows. The need to improve existing approaches to understanding industrial tourism (common term) has been demonstrated because it does not take into account the full range of opportunities associated with visiting abandoned cities, towns and buildings, existing and abandoned machines and industrial facilities, land and underground. engineering structures, exclusion zones and other objects of anthropogenic activity. The article proves that having an extraordinary technological, industrial, engineering potential, Ukraine can create hundreds of additional facilities that will have not only practical significance, but also financial and economic effect. In addition, the launch of facility-tourism in Ukraine will create additional opportunities for the development of related areas of services - hotel and restaurant business, museums, transport, etc., and will be the basis for creating new jobs, which is certainly important for modern Ukraine. Special attention in the article to the define the prospects and place of international facility-tourism in the tourism industry of Ukraine. The method of testing hypotheses proved that its initiation will certainly have a positive effect. The authors also paid attention to the development of the industry during the pandemic. It was proved that this type of tourism can fully work even in conditions of quarantine restrictions due to the possibility of organizing facility tours for small groups of foreign nationals.

The article presents the results of a study of the prospects for the development of rural tourism in the Sumy region as one of the current areas of tourism business. The purpose of the study is to determine the chances of Sumy region to provide rural tourism services; study of the target audience of households receiving tourists in rural areas; determining the motives of potential customers that prompted them to choose a place of rest; finding out exactly what services tourists would like to receive during their stay in the estates. The main method of obtaining data and knowledge is to survey the target audience using questionnaires. It is determined that the development of rural tourism can be a factor in creating a positive image of rural areas and attract more investment. Rural areas have a rich cultural and natural heritage around the world. Thus, its diversity can be a huge asset for those who want to develop in rural tourism. We analyzed the attitude of respondents to this type of tourist services and identified the directions of their development in Sumy region. The survey of respondents was conducted to study their attitude to such types of tourism as route-cognitive; sanatorium and health; ethnographic; sports; ecological. It is determined with whom respondents most often go on vacation; what consumers, first of all, pay attention to when choosing a vacation; whether there were respondents in Sumy region (if so, how often). The study analyzed which services from the household customers would like to receive during a holiday in the village. Among such services are accommodation; food; excursions to various protected areas of Sumy region, to music and art festivals; horseback riding; bicycle and boat rental; fishing; hunting; collection of berries, mushrooms, herbs; farming; cattle care; folk crafts, etc. The obtained results can be used for the development of municipal and state programs related to the infrastructure of tourist services in rural areas.

The current state of spatial and territorial development of recreational nature management in Ukraine is characterized by the fact that the country has significant natural resource potential, unique recreational resources, as well as a valuable natural reserve fund. This proves that the possibility for further development and forestland use for recreational purposes, and the formation of spatial-territorial recreational systems with the involvement of forestlands can be widely developed. At the same time, this is a prerequisite for the active development of market relations in the field of recreational and tourist management, since the diversity and uniqueness of forest resource potential creates the opportunity to gain competitive advantages in using separate recreational resources that will provide high demand and prices for them. From these perspectives, the purpose of the paper is to deepen economic assessment of recreational forest resource potential for ensuring the formation of territorial forest resource assets (natural capital) in the context of strategic guidelines for sustainable forestry spatial development. The main principles of formation of the territorial and recreational forest resource potential (capital) have been considered in this paper. Also, it should be taken into account that, at present, the methods of economic (cost) estimation of certain types of natural resources, which are involved in economic activity and recreational activities, are well-developed and widely used. Therefore it should be noted that the problem of an integrated system assessment of territorial forest resource capital is relevant for the recreational use of forest lands, since it is necessary to evaluate, as far as possible, and more fully, all of its components, for the effective decision-making in the management mechanism. The scheme of the system assessment of the territorial and recreational forest potential (TRFP) has been developed and represented. The main objectives of ecosystem management of forest areas in the context of providing balanced recreational forestland management have been determined. It was concluded that comprehensive and system assessment of recreational forest resource capital based on the application of the natural capital methodology and the concept of total economic value (value) should become an effective lever in the market-oriented mechanism of forest management in the spatial and territorial format. The article identifies theoretical and conceptual guidelines for system assessment of territorial forest capital in the context of spatial development strategies.