ANALYSIS OF MODERN OVERTOURISM MANAGEMENT STRATEGIES

The purpose of the research is to carry out an overview of modern definitions of the concept of overtourism (excessive tourism); describe the main areas of balanced management of tourist activities; reveal the most common approaches to the management of overtourism in destinations; to develop a set of measures aimed at solving the problems of overturism. Method. To solve the main tasks of the research, an analysis of available literary sources (first of all, scientific periodicals in open access) of domestic and foreign authors who studied this issue was carried out. Based on the analyzed data using methods of comparison and generalization, key measures to prevent overtourism and combat its consequences in destinations are outlined. A synthesis of the mentioned measures was carried out and a circle of modern strategies of overtourism management was outlined. The results. The essence and main definitions of the concept of "overtourism" (excessive tourism) by domestic and foreign scientists are described; the evolution of managerial influence on the tourism industry is analyzed; the main measures in the field of tourism management and overtourism implemented by central and local authorities are summarized; key strategies for balanced tourism management in destinations are described. Scientific novelty. An overview of modern interpretations of the concept of "overtourism" was carried out. The main administrative and management measures implemented by central and local authorities in order to effectively manage tourism and prevent the negative consequences of overtourism are summarized. The foreign experience of overtourism management in the most overcrowded destinations with tourists is presented in the form of a number of strategies. The key features of each of the strategies and the tools for their implementation are revealed. Practical significance. The article specifies the essence of the concept of overtourism, and also provides a range of tools that can be used to effectively prevent the occurrence of excessive tourism and combat its consequences. Optimization of tourism management on the basis of balanced development will allow to rationalize tourist consumption in destinations overloaded with tourists, to make the transition from overtourism to sustainable tourism. The results of the research can be used by tourism administrations of state authorities, business entities, and other parties interested in the development of tourism.