THE ROLE OF TOURISM ENTERPRISES IN THE CONTEXT OF PRESERVING THE HISTORICAL HERITAGE OF TOURIST SITES

Abstract

The modern development of the tourism industry requires a new approach to managing tourism enterprises, especially in regions where historical heritage is a key resource. Unique cultural and historical sites are becoming not only a magnet for tourists but also a significant factor in the economic growth of these areas. However, the increase in tourist flows is often accompanied by a negative impact on the condition of heritage sites, highlighting the need to find a balance between the commercial activities of enterprises and the preservation of historical authenticity. In this context, tourism enterprises have the potential to become not only consumers of cultural resources but also active participants in their preservation and promotion.

The aim of this study is to objectify the role of tourism enterprises in the process of preserving the historical heritage of tourist sites.

Russia's military aggression has driven a transformation in the demand for tourism services, shifting the focus towards the development of domestic tourism, which, in turn, has spurred the growth of Ukraine's tourism infrastructure. For the first time in the history of the tourism industry, the villages of Urich and Vorokhta, located in the Lviv and Ivano-Frankivsk regions, were included in the United Nations World Tourism Organization's "The Best Tourism Villages" list. Additionally, OKKO Group has begun implementing a large-scale recreational project in the Lviv Carpathians — the GORO Mountain Resort, an international-level, year-round mountain resort.

Modern cultural and historical heritage is increasingly becoming the foundation for the development of various forms of educational tourism. While in the past century, its role was mainly focused on educational tasks, such as fostering national consciousness and strengthening patriotism, today it has transformed into an important recreational resource. This significantly increases its value not only in the economic sphere but also in environmental and health-related aspects, contributing to the comprehensive development of regions and expanding tourism opportunities.

Thus, tourism enterprises play a key role in preserving and promoting the historical heritage of tourist sites.