ASSESSING THE COMFORT OF THE URBAN ENVIRONMENT AS A FACTOR IN THE ATTRACTIVENESS OF TERRITORY AND INCREASING ITS COMPETITIVENESS IN THE REGIONAL TOURISM SERVICES MARKET

In conditions of rapid urbanization and increasing competition between cities, the formation of a socio-psychological comfortable urban environment is becoming a key factor in sustainable development and territorial attractiveness. It is especially relevant to study the potential of the urban environment from a tourism perspective. The study proposes a multi-criteria model for assessing the comfort of the urban environment with an emphasis on its perception by residents and tourists. The methodology was based on a theoretical analysis of scientific sources, focused interviews with representatives of municipalities, and an expert survey. In the first stage, general and partial criteria were identified that were significant for assessing tourist attractiveness in terms of comfort. Among the most important factors are visual attractiveness, accessibility and quality of urban infrastructure, availability of recreational areas, and the comfort of the pedestrian environment and social spaces. The paper substantiates the need to consider objective indicators and subjective perceptions of the urban environment. The results enabled the development of a two-level assessment model suitable for diagnosing and informing strategic planning of urban policy. The findings can be helpful to local governments and specialists in urban studies, as well as for the development of tourism strategies.