THE PROBLEM OF USAGE OF ELEMENTS OF NATURAL RESERVE AND MUSEUM HERITAGE IN TOURISM (ON THE EXAMPLE OF IVANO-FRANKIVSK REGION)

In terms of pandemics, tourism gained a huge loss. However, the background for a qualitatively new restoration of the branch has appeared. One of the actual scientific and practical problems is an estimation of the condition of usage of elements of natural and historical-cultural heritage in tourism in terms of probable growth of domestic tourism during quarantine. In the article was analyzed the potential of natural heritage and museums as elements of the historical-cultural heritage of the Ivano-Frankivsk region in the context of their usage in tourism and dynamics of tourism visits of these objects which testify about the existence of the number of barriers of growth. As of 26.01.2020 region`s natural reserve fund counts of 482 territories and objects of the total area of 218,9 thousand hectares which is 15.7% of the total region`s area. It can be stated that the Ivano-Frankivsk region is a popular tourist destination due to the tourist visits of the territories of the national parks. On the background of national parks visit increase, the problem of the statistic visits data collection and low park`s service commercialization because of an absence of fee collection mechanism on the whole park`s territory. Was observed uneven distribution of tourist flow in national parks. Various institutional affiliations of the natural reserve establishments and the absence of tourism branch specialists in establishments, and the fact that tourism is only one of the different branches of these establishments complicates the organization of tourism activities. The level of national park`s promotion as tourism destinations stays low. None of the nature reserves of the region has a marketing strategy to promote them in the tourism market, so the level of advertising activity of the parks is reduced to printing booklets. Park sites focus the attention of park visitors, mainly on the results of their activities, and little attention is paid to tourist information. Most sites do not have a comprehensive section for tourists with the full range of tourist services and the possibilities of the park to provide them. Excursion activities are one of the main activities of museums as elements of cultural heritage. Every year the museums of Ivano-Frankivsk region are visited by more than 400 thousand people, however, there is a negative dynamics of attendance, the vast majority of visitors (in 2017 – 277, 5 thousand people) are local students, ie not tourists. The decrease in attendance may be due to an increase in the number of non-state and other public museums, which are mainly collections of private collections (more than 210 in the region), as well as the emergence of other tourist attractions of this type. The problems of tourist use of museums as tourist objects of cultural heritage are the low promotional activity of museums, the lack of additional services for tourists and outdated, of little interest to the average tourist exhibitions, the lack of additional hospitality infrastructure. Improving museum expositions, updating existing ones and creating modern expositions – providing material and technical equipment (premises, music, multimedia centers, purchase of modern office equipment) will increase the attractiveness of museums as tourist attractions. Lack of marketing strategies, experience of cooperation with all stakeholders of the tourist process also significantly slow down the development of tourism based on the use of elements of natural and historical and cultural heritage of the studied region. Promotion of museum services in the market of tourist services – creation of an informative catalog about museums, which is periodically updated, distribution of information publications, booklets, holding various events that will promote museums, such as exhibitions, celebrations, coverage of museums in the media, organization of a series films for television, creation of museum websites and targeted advertising, involvement of educational institutions, tourism specialists in the promotion of museums. The measures proposed by the authors for more effective use of elements of natural and historical and cultural heritage in tourism can be successfully applied in other tourist destinations of environmental nature and museum institutions of the country. Keywords: nature reserves, elements of museum heritage, tourism, tourist destinations.