GENDER JUSTICE AS A GUARANTEE OF EFFECTIVE DEVELOPMENT OF THE TOURISM AND RECREATION SECTOR IN THE CONDITIONS OF AN INCLUSIVE SOCIETY

Abstract

Taking into consideration the need to guarantee equal rights and opportunities for women and men, the issue of theoretical and methodological generalization and consolidation into a single system of practical actions for the implementation of the principle of gender justice in tourism and recreation activities as a prerequisite for more complete consideration of the motives of women’s and men’s tourist behavior and effective satisfaction of their recreational needs is relevant. The purpose of the study is to substantiate the directions of transformation of the tourism and recreation sector in accordance with the requirements of achieving gender justice and ensuring effective gender development in the context of the guidelines of European integration and the development of an inclusive society. Abstract and logical methods, comparative analysis and grouping, analysis and synthesis, induction and deduction have been used in the study. The prerequisites and general directions for implementing the principle of gender justice in the sphere of tourism and recreation in the context of building an inclusive society in Ukraine have been substantiated in the article. The logic of the emergence of gender-transformational tourism has been clarified based on the basic principles of gender theory, social tourism and sustainable development. The roles played by subjects and stakeholders of tourism and recreation activities have been considered from the point of view of their gender balance. The reasons for the emergence of gender asymmetry in the motives of tourist behavior, the organization of leisure practices and the satisfaction of recreational needs have been analyzed. Measures to overcome gender stereotypes, transition to the concept of gender-transformational tourism, and ensure gender sensitivity of tourism policy have been proposed. The practical significance of the study lies in outlining the directions for increasing the efficiency of the functioning of the tourism and recreation sector through the use of gender analytics to more accurately identify tourism and recreational needs and the level of their satisfaction among women and men, the use of gender-sensitive impression marketing, the formation of gender culture and gender competence among tourism industry workers.