Problems of the development of cultural tourism in the Carpathian region: the vision of consumers and service providers

Tourism development in Ukraine has improved in terms of tourist flows, both as a diversification of tourism demand and tourism products in the last decades. Cultural tourism is a promising direction of tourist activity and occupies a leading position in the modern global tourist management system. The object of research is cultural tourism within the tourist destination of the Ivano-Frankivsk region. Regarding this, the authors revisit the phenomenon of cultural tourism in the country, in order to identify cultural tourism potential through cultural consumption among tourists, applying a special tourism survey. The purpose of this research is to identify the main problems of the development of cultural tourism in the Carpathian region from the point of view of demand and supply of cultural tourism programs based on the results of a comprehensive sociological study on the evaluation of tourist objects and the possibility of their inclusion in the cross-border tourist product “Carpathian Cultural Route”. The results of the survey demonstrated responses from 264 consumers of cultural tourism, which is 2,5% of the number of tourists (general population), and 140 respondents – employees of cultural institutions (objects of cultural tourism), the calculated sample of which was 28% of providers of cultural tourism services. The estimated sample was 28% of cultural tourism service providers. Among the positive aspects of the visit, tourists noted the price policy of institutions acceptable to them, the high level of authenticity and historical and cultural value of objects, the appropriate quality of service, and emotional comfort when visiting cultural and historical objects. According to consumers, the main problems of the development of cultural tourism are the low level of infrastructure support of objects and tourist destinations in general, the limited range of additional services, and limited information about the object. The authors emphasize the importance of developing culturally coherent policies to increase the competitiveness of tourist destinations. The most significant problems of the development of cultural tourism from the point of view of employees of tourist objects of cultural tourism are low level of infrastructure development of cultural tourist objects and tourist destinations in general, insufficient financing of institutions, low level of monetization of objects, low level of tourist and cultural activities in a tourist destination, insufficient advertising of the tourist object, imperfection of state tools for regulating tourist activity within cultural objects, low qualification of employees. Scientific developments on this topic will foster the application of innovative approaches towards the differentiation of cultural tourism objects, which, as a consequence, will help to target potential consumers and improve cultural tourism programs.


Introduction
Experts of the World Tourism Organization have identified the five most promising types of tourism in the 21st century, among which cultural tourism occupies an important place.Recently, the UNWTO confirmed [1] that cultural tourism is the main element of international tourism consumption, accounting for more than 39% of tourism incomes.
Cultural tourism research is developing rapidly, particularly in areas such as cultural consumption, cultural motives, heritage conservation, the economics of cultural tourism, anthropology, and relations with the creative economy.Major research trends include a shift from tangible to intangible heritage as a tourism resource, greater attention to indigenous and other minority groups, and a geographic expansion of cultural tourism research [2].In the allocation of cultural tourism as a specific sector in the tourism system, a combination of the characteristics of tourist demand in cultural tourism is considered, which consists in acquiring new experiences and impressions to ensure cultural needs and the characteristics of offersspecial tourist resources that are involved in the process of satisfying demand in the field of cultural tourism [3].
Cultural is recognized as one of the main resources used to counteract seasonality in tourist destinations, being by its very nature non-seasonal.Promoting cultural tourism is just one component for effectively counteracting seasonality [4].Research on the demand for cultural tourism, as a rule, shows the differentiation of the market.The study of the demand for cultural tourism, as a rule, indicates the differentiation of the market.Thus, the authors substantiate the importance of studying the demand for cultural tourism on the example of a number of Asian countries.Location-based social media data provides information on the observed behavior of tourists, which is considered more progressive than traditional surveys that collect spoken responses from tourists.Scientists also classify cultural tourism attractions on the basis of tourists' preferences revealed by their travel trajectories [5].
The theoretical and methodological aspects of the development of tourism are highlighted [6], the thesis that cultural tourism is a means of forming national identity, that is, it fulfills an important humanitarian and state-building mission, is a means of education and enlightenment, is substantiated.Community Cultural Development methods can enhance community capacity and the sustainability of tourism by increasing residents' effective participation in decisionmaking, encouraging locals' partnership in, and ownership of, tourism projects, and providing space for negotiating the tourist gaze in guest-host relationships [7].Also, World cultural heritage is of great significance in promoting the sustainable development of cities, and history culture is very important to achieve the goal of sustainable development [8].Regional studies of cultural tourism relate to the resource base, the search for potentially attractive tourist locations that have cultural value and will contribute to the creation of a positive image of the tourist destination, directions for future actions, ideas, and projects that will help realize the strategic vision of the development of cultural tourism [9][10][11][12].The scientific developments of Ukrainian scientists in the field of cultural tourism relate mainly to the methodologies of the organization of cultural tourism and the justification of the development of cultural tourism at the regional level.Modern trends in the development of cultural tourism in Ukraine were analyzed using the example of Lviv and Kamianets-Podilski as the most popular tourist destination in Ukraine [13].However, the scientific publications do not cover issues related to the analysis of the problems of the development of cultural tourism in Ukraine through the prism of demand and supply in the market of tourist services.
The purpose of the research is to outline the main problems of the development of cultural tourism in the Carpathian region from the point of view of demand and supply of cultural tourism programs based on the results of comprehensive sociological research on the evaluation of tourist objects and the possibility of their inclusion in the cross-border tourist product "Carpathian Cultural Route".
The task of the research is to analyze the results of the research on the demand for cultural tourism through surveys of tourists who visit cultural tourism objects and tourist objects of cultural tourism (tourist offer of cultural tourism) by surveying the management staff of institutions regarding the problems of the development of tourist objects of cultural tourism.
The subject of research is the development of cultural tourism through the prism of the analysis of demand and supply in the market of cultural tourism in the Ivano-Frankivsk region.
The object of research is cultural tourism within the tourist destination of the Ivano-Frankivsk region.The scientific novelty of the research consists in substantiating the problems and prospects of the development of cultural tourism based on the analysis of the results of consumer research on cultural tourism service providers on the example of the development of cultural tourism in the Ivano-Frankivsk region.

Materials and methods
Cultural tourism deals with the main components of natural and cultural heritage.These are special cultural landscapes, and architectural monuments, and museums of various types, and historical cities and settlements, and archaeological excavations, and crafts, and holidays, and also national cuisine.
National cultures are a powerful motivator of tourism.The Ukrainian Cultural Foundation considers cultural tourism as a powerful tool not only for spreading information about the country's cultural heritage, preserving it to maintain a high level of attractiveness, but also as a good tool for its monetization and increasing its role in the socio-economic development of communities [14].Scientists confirm that cultural tourism should be considered as a powerful factor in the development of countries and regions.For example, the cultural and tourism policies of 101 countries of the world were analyzed countries and found that countries that significantly support cultural heritage have more significant success in tourism, especially inbound tourism [15].The interaction of tourism and cultural heritage can become a factor in increasing the competitiveness of countries in the tourism market.Scientists offer a cultural explanation of the competitiveness of travel and tourism of countries by studying the relationship between the competitiveness of tourist destinations and interest in the national culture of the countries of tourist arrivals [16].Direct correlations were revealed by analyzing data from 73 countries.The authors emphasize the importance of developing culturally coherent policies to increase the competitiveness of tourist destinations [17].The introduction of innovations in the field of cultural tourism is also an urgent scientific problem.Heritage tourism destinations are facing the challenge of realizing innovative development based on cultural inheritance conservation [18].Specifically, the article analyzes the effect of two contingent environmental factors, namely competitive intensity and technological dynamism, on the relationship between innovation capability and pioneering orientation in hospitality and tourism firms.The results show that innovation capability is a key antecedent of pioneering orientation in hospitality and tourism firms [19].Technologies that require visitors' active participation afford opportunities for verbal and physical interactions with other visitors.By contrast, passive technologies, providing recreational and artistic content to visitors without them having to interact with the technology, tend to preclude social interactions [20].
The original, preserved authentic material and immaterial culture of certain ethnographic regions, for example, Hutsulshchyna, Pokuttya, Boykivshchyna became a magnet for many visitors from Ukraine and foreign tourists.However, the number of tourist arrivals, in accordance with the available cultural tourism attractions, can be much higher, because cultural and educational is the main motivation for visits to the Ivano-Frankivsk region [21].Different types of tourism are developing in the region, and accordingly, a network of enterprises serving the tourism sphere [22].But it is necessary to take into account that the development of tourist activity should be regulated taking into account the prevention of overtourism and damage to the environment.The result of uncontrolled infrastructure development, the growth of mass unregulated visits to famous cultural and natural complexes can have a negative impact on destinations, as well as on the local socio-cultural environment [23][24][25].To identify problems and ways to improve cultural tourism, the opinion of providers of cultural tourism services (cultural institutions) and consumers of these tourist services is important, which is the basis for developing development strategies and conducting an active promotional policy of cultural objects.For this purpose, a comprehensive study was conducted, part of which was a survey of tourism entities that provide cultural tourism services and visitors to cultural tourism objects.
Questionnaire survey (questionnaire) is the most popular method of quantitative sociological research.Questionnaire surveys for sociological marketing research are most in demand today.You can get information with the help of a survey, which is not always reflected in documentary sources or available for observation.Therefore, a field survey was chosen as the main research method.This approach refers to a methodological procedure that collects data from a selected group of respondents in the areas where the respondents are currently located, namely at the workplace and during customer visits to the objects.In this way, responses were received from consumers and providers of cultural tourism services.This method is effective in cases where the source of information is directly the participant-carrier of information (in our case, the management of institutions and visitors of objects).This method is still the only one available in this case due to the lack of other systematic statistical data of this kind, despite the criticism [26].
A sample of 2,5% of respondents from the general population is sufficient to obtain representative information.The volume of the general population is determined by the authors according to the number of cultural institutions in the research region and is about 500 institutions, which include, in addition to cultural and historical objects with protection status (including local ones) and other institutions, for example, private tourist attractions and museums, that is, institutions that actually provide cultural tourism services.From the compiled database of establishments, those that are most popular and those located along and near the cross-border highways Lviv-Rohatyn-Ivano-Frankivsk-Yaremche-Rakhiv-Solotvyno and Lviv-Halych-Ivano-Frankivsk-Kolomiya-Kosiv-Verkhovyna.Questionnaires were offered to 154 respondents-cultural institutions, information was received from 140 objects.The calculated sample was 28%, which allows us to assert the representativeness of the survey within the studied region.
Two hundred and sixty-four people took part in the questionnaire.The sample for which the study was conducted included persons representing the adult population (over 18 years old) by gender, age, and education.
This number of respondents was 2,5% of the number of tourists (general population) who were served by travel agents and tour operators in the Ivano-Frankivsk region in 2020 [27].The respondents filled out the questionnaire immediately on the spot, which guaranteed their complete return and, in addition, the researcher was able to be present when filling out the questionnaires, helping the respondents by clarifying certain questions.
Questionnaires with a small number of questions to the respondents were formed in order to get answers more guaranteed.These are structured questions about the main characteristics of the institution, its activities, outlined problems and prospects for their development.Sample field surveys were conducted during the "low" tourist season -September -November -2021 in the objects of visits -tourist objects of cultural tourism and visitors of these institutions.

Results
The survey of consumers of cultural tourism services showed a number of positive and negative impressions made on them by tourist objects of cultural tourism, features of tourist services in them and within tourist destinations.Tourists noted the acceptable for them price policy of institutions among the positive aspects of the visit.53,8% of tourists indicated a high rating of "excellent", 31,8% -"good", 8% -"satisfactorily", and 5,3% of respondents didn't answer the question (figure 1).62,9% of respondents gave the answer "excellent" regarding the assessment of the authenticity (uniqueness) of cultural and historical objects, 25,8% -"good", 7,6% -"satisfactorily", 1,1% -"badly", 2,6% -no answer (figure 2).According to the state of preservation of tourist objects as a cultural and historical value, 65,2% of surveyed tourists rated it as "excellent", 23,5% -"good", 8,3% -"satisfactorily", 2,2% -didn't indicate the answer to the question and less than 1% -"badly" (figure 3).
Respondents quite positively assessed the availability of information when visiting cultural and historical objects: 35.2% of respondents rated it as "excellent", 29.2% -"good", 24.2% -"satisfactorily", 5.7% -provided no answers, 5.7% -of surveyed tourists were dissatisfied with information accessibility to tourist facilities (figure 7).
Natural objects (mountains, waterfalls), the historical value of cultural heritage objects, and architectural monuments of the research area made the most positive impression on visitors (figure 10).
Tourists faced a number of problems when visiting cultural and historical objects of the Carpathian region, among which the most significant are: 1. Low level of infrastructural support of objects and tourist destinations in general.The majority of respondents (15%) indicated that a significant drawback is the poor condition of the roads, which makes it difficult for vehicles to move.The surveyed  tourists noted those services determined by the development of infrastructure and the lack of which causes the greatest discomfort, among them: limited access to the Internet (9,5%), lack of food establishments (8,5%), insufficiently developed transport connections (10,9% ), littered territory (6,3%), inaccessible mobile communication (5,1%).The discrepancy between the price and the quality of services (3,2%), unfriendly service staff (1,7%) and the danger of some historical objects (ruins) (1%) was also noted (figure 11).2. Limited range of additional services.A significant part of the surveyed tourists (13,8%) indicated the limited range of services at the object, 11,7% -the absence of cultural and entertainment institutions.3. Limited information about the object.13.3% of respondents indicated limited information about the object, despite the rather high level of information availability on the cultural object.Almost a quarter of respondents (24.3%) received information about interesting tourist locations from acquaintances, 12.8% -obtained information from social networks, 10.3% -a previous visit, 8.5% -information provided to tourists in travel agencies  , 5.2% -other (banners, YouTube), 2.7% of respondents use books, guidebooks, magazines, booklets to obtain information about recreation opportunities, 2.4% -tourist information centers, 2.4% -mass media and 0.6% -exhibitions and fairs.
Only 27% of the respondents from the total sample of those interviewed left comments and expressed suggestions for improving the attendance of cultural and historical objects in the research territory during the sociological research.This is very valuable information that can be used in the work of cultural objects to improve their activities.Although the suggestions were expressed by a small number of respondents, we can say that the advice was given by consumers who have experience in tourist trips, who support the development of culture and tourism and can formulate their vision of problems and ways to solve them.Respondents noted the following directions for improving recreation: improving infrastructure (22,2%) and beautification of the territory (18,5%), attracting sponsors for the restoration of cultural heritage (11,1%), restoration of cultural and historical objects (11,1%), information provision (7,4%), public toilets (3,7%), cultural and entertainment events (3,7%) (figure 12).
During the survey of employees of cultural tourism facilities, a number of problems were outlined, which the respondents noted as barriers to the development of tourism activities.Among the institutions most mentioned by employees are: 1. Low level of infrastructure development of the cultural tourist object and the tourist destination in general.The level of development of tourist infrastructure, which is the basis of tourist activity, was assessed by 63,2% of respondents as underdeveloped and indicated this factor as a significant barrier in the development of a tourist cultural object.
A detailed analysis of the infrastructure will be provided in our next publications.2. Insufficient financing of institutions.59,6% of respondents pointed to the insufficient amount of finance for the development of tourist objects.More than 78,6% of respondents indicated the need for two or more sources of financing.75,9% of respondents noted that their own funds earned in the process of tourist activity are a source of income.Respondents also see a solution to the problem of underfunding in participation in grant programs (14,8%).On the other hand, the survey of consumers showed that they are ready to spend additional funds within the framework of visiting cultural objects.Almost a quarter of respondents (24.7%) are ready to spend additional money on souvenirs, 18.5% of respondents -on entrance tickets to museums, 12.6% of respondents -on organized excursions, 9.5% -on festivals, 7.2% -master classes, 7% -entertainment events.Only 2% to 5% of tourists spend additional money on concerts, performances, shopping, SPA and donations in churches (figure 13).3. Low level of monetization of objects.The problems of financing the activities of the objects and the low level of their monetization are related to each other.The low price for visiting the objects (free visiting in 52,2% of the objects), and the lack of excursion programs (17,6% of respondents) prevent the development of the object as a tourist attraction.52,2% of respondents also agree with the thesis about the insufficient number of attractions within the objects, which makes it impossible to diversify tourist services and increase income.4. Low level of tourist and cultural activities in the tourist destination.50,7% of respondents -tourist objects point to the insufficient number of cultural events that are held in tourist destinations, three quarters -to the readiness to join these events.Publicprivate partnerships in this area, combining the efforts of cultural and tourism institutions can be the key to revitalizing both tourism and culture.84.6% of respondents are ready to take part in the developed tourist programs for the activation of tourist activities at cultural tourism objects (figure 14).
Figure 14.Readiness of respondents to participate in tourist programs.
5. Insufficient advertising of the tourist object.26,5% of respondents agree with the thesis about insufficient advertising of the cultural object.6. Imperfect state tools for regulating tourist activity within cultural objects.
Imperfect legislation and high tax pressure in this field were indicated by 16,1% and 11% of respondents, respectively, as a problem in the development of tourism.This answer was mainly given by private craft traditional productions, private museums, and museums that do not belong to the Ministry of Culture of Ukraine.7. Low qualification of employees.8,8% and 8,1% of respondents indicated the low qualification of employees and the low quality of services as a barrier to the development of tourist objects.However, the respondents, in general, are open to gaining new experience and knowledge about tourist activities at the objects of historical and cultural heritage: 73,5% of respondents are ready to participate in training within the framework of projects of this direction, 11,8% did not answer this question, 13,2% of respondents were undecided on this issue, 1,5% of respondents answered this question negatively (figure 15).
In general, 72% of respondents clearly outlined the ways to solve the problems of the development of cultural objects as tourists.However, 28% of respondents did not formulate their own problems, which became barriers to development and obviously do not work on their solution (figure 16).

Conclusions
Ukraine is attracting increased interest in the world.Our country has become a symbol of courage and stability.Ukraine was considered "terra incognita" in past years from a tourist point of view, so experts predict an increase in tourist visits after the war.The analysis of literary sources on cultural tourism revealed a certain lack of coverage of the problems of the development of cultural tourism from the point of view of the consumer and the service provider.Studying the problems of cultural tourism development through the prism of supply and demand is the most informative and reliable way, according to the authors, which allows taking into account the opinions of producers and consumers of cultural tourism services.
From the point of view of applying a group of research methods, according to the authors of the article, obtaining voluntary information from persons who are involved in the work of a tourist object of cultural tourism is the most accurate, as it includes an expert assessment of persons who have certain qualifications, experience and are constantly present on the object.Obtaining information from tourists visiting cultural objects allows you to reach the consumers of cultural tourism, that is, its target audience.Elaboration of the results of the survey of consumers and providers of cultural tourism services made it possible to identify the problems that were noted by two groups of respondents.Among the most relevant are the unsatisfactory state of roads and tourist infrastructure in general, the low level of dissemination of information about cultural tourism objects, the lack of additional services at the cultural tourism object, etc.The research of a wide range of problems of demand and supply in cultural tourism will allow for the improvement of cultural tourism programs, identify its target audience, offer ways to improve the resource potential of cultural tourism, etc.The scientific developments of this subject should contribute to the application of innovative approaches to the differentiation of cultural tourism attractions, which helps to orientate potential tourists.

Figure 1 .
Figure 1.Distribution of respondents' answers regarding price policy when visiting cultural and historical objects.

Figure 2 .
Figure 2. Assessment of the authenticity of cultural and historical objects.

Figure 3 .
Figure 3. Assessment of the cultural and historical value of tourist objects.

Figure 4 .
Figure 4. Assessment of the quality of service when visiting cultural and historical objects.

7 Figure 5 .
Figure 5. Assessment of emotional comfort when visiting cultural and historical objects.

Figure 6 .
Figure 6.Assessment of the recreational infrastructure of the territory where cultural and historical objects are located.

Figure 7 .
Figure 7. Assessment of information availability when visiting cultural and historical objects.

Figure 8 .
Figure 8. Assessment of territorial accessibility when visiting cultural and historical objects.

Figure 9 .
Figure 9. Assessment of the attractiveness of cultural and historical objects.

Figure 10 .
Figure 10.Top 10 answers of the respondents to the question "What did you like most about the object of the visit?"

Figure 11 .
Figure 11.Distribution of respondents' answers to the question "What problems did you encounter when visiting a cultural and historical object?"

Figure 12 .
Figure 12.Distribution of respondents' answers regarding improvement of recreation in Ivano-Frankivsk and Transcarpathian regions.

Figure 13 .
Figure 13.Potential expenses of tourists at cultural tourism objects.

Figure 15 .
Figure 15.Readiness of respondents to participate in training as part of projects.

Figure 16 .
Figure 16.Distribution of respondents' answers regarding the question "Are you aware of ways to solve your problems in the development of tourist objects?"