Methods for assessing the balanced development of entrepreneurship in the field of cultural tourism

The aim of this article was to analyse modern approaches to tourist zoning in Ukraine and assess the balanced development of cultural tourism in regions, considering economic, social, and ecological factors. Methods for evaluating the development of cultural tourism were identified, problems hindering were highlighted, recommendations for ensuring the sustainable development of the tourism sector under wartime conditions were formulated. It was defined the main approaches to evaluating the balanced development of cultural tourism, which involved the preservation and popularisation of cultural heritage. Also, it included the restoration of architectural monuments and the organisation of cultural festivals. One of the elements of the studied approaches was the development of tourist routes aimed at improving transportation accessibility to cultural sites and using digital technologies. It was emphasised the importance of adhering to sustainable development through monitoring the ecological impact on cultural and natural sites, using resource-saving technologies, ensuring social responsibility in tourism. The importance of integrating cultural heritage into regional sustainable development initiatives was stressed. Cultural tourism was a significant component of regional sustainable development, contributing to economic growth, the preservation of cultural heritage, and the formation of a positive image of regions. Successful cultural tourism development required a systematic approach that involved interaction among local communities, authorities, tourism companies, and stakeholders. The analysis of regional tourism development indicators pointed to several key problems hindering growth, such as insufficiently developed tourism infrastructure, the low priority of tourism, the absence of comprehensive development programs in most regions, and the underestimation of territorial resources. The number of tourism entities, the quantity and quality of areas with tourism infrastructure, the volume of visitor flows, and the accessibility of natural, recreational, cultural, and historical resources became key indicators for determining the level of tourism development. The results of the study can be useful for management bodies and tourism companies in developing effective strategies for cultural tourism development, aiming for a balance between economic growth, cultural heritage preservation, and meeting local community needs