THE NEW TRENDS OF THE INTERNATIONAL TOURISM DEVELOPMENT: OVERTOURISM AND UNDERTOURISM

The tourism industry is economically significant for any world economy. However, it should be understood that along with the positive consequences, it can be the reason for the quality degradation of the population of the main tourist locations, the reason for the sharp increase in real estate rental prices, the destruction of the infrastructure and the damage to the ecosystem, etc. Research analysis. This problem is highlighted in the scientific works of Ukrainian and foreign scientists. However, the search for ways to prevent the oversaturation of tourist destinations and its negative impact on the environment is still topical issue. In published works, insufficient attention is paid to such a phenomenon as "undertourism" and the concept of sustainable tourism. The purpose of the study is to study the causes of negative consequences in the implementation of tourist activities and to find some ways to prevent negative effects on tourist destinations. In order to achieve the set goal, it is planned to solve the following tasks: to find out the factors causing overtourism and the genesis of this phenomenon; to determine which tools are effective for overcoming the negative consequences of excessive tourism during the implementation of the concept of sustainable development of cities; to investigate the phenomenon of adventure tourism in the modern system of international tourism; to search for effective solutions to improve tourist activity, solving issues of environmentalization of tourist activity in order to create conditions for the implementation of the concept of sustainable development. The research methodology is based on the use of methods of systematic analysis and synthesis, which allow to determine quantitatively and qualitatively the main trends and the negative impact of overtourism on the quality and well-being of tourist destinations. The results of the study allow us to determine the most priority areas of development and to apply the successful experience of overcoming the overtourism of cities and tourist destinations in the future. However, the issue requires further study and the issue of investment research and implementation of such projects in modern Ukrainian realities.