EVENT TOURISM AS A POTENTIAL FOR IMPROVING THE EFFICIENCY OF RECREATIONAL AND RESORT COMPLEXES

The purpose of the article is to study event tourism as a potential for improving the efficiency of recreational and health resorts. The research methodology involved the use of general scientific methods (analysis, synthesis, specification, classification) and special (system-structural research, economic analysis). The scientific novelty of the obtained results lies in the concretization of the concept of «event tourism», which is considered a special type of tourism, which has inexhaustible potential and successfully combines with other types of tourism and helps to improve the recreation and health resorts. Conclusions. It has been established that any event is based on an idea that attracts tourists and is a determining factor in their choice among other tours. It is determined that it is better to build health and medical complexes near the existing regional event events that may be of interest to customers. It is established that it is important to create new events and advertise them. This will guarantee an increase in the number of tourists to health resorts who want to improve their health. The combination of events with health improvement will be useful, interesting and informative, and it will raise the mood of tourists, the level of their satisfaction, which will contribute to the choice of the institution from among others. Key words: event tourism, medical tourism, medical and health tourism, resort and health complex, tourist product.