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The article focuses on the negative aspects of volunteer activities in wartime conditions, specifically addressing physical exhaustion, psychological burnout, and existential frustration for the individuals involved. The increase in the number of volunteers, especially those working outside of organization. The authors analyze the existing rehabilitation programs for volunteers in Ukraine. Examining forms of psychological support indicate that only 9% of Ukrainians have received psychological assistance. Additionally, the authors explore various recreational forms such as camps, retreats, pilgrimages, and self-organized journeys. Practice shows that such forms of rehabilitation are effective for the physical and psychological well-being of volunteers. Combining a tourist journey or camp experience with the guidance of a psychologist (or spiritual leader, or someone with a high level of empathy and relevant life experience) contributes to overcoming not only burnout but also existential frustration. Radical changes in this direction in Ukraine are possible with the establishment of a system of consistent interaction among volunteers, organizations, local authorities. This system should be aimed at preparation, support, assistance, supervision at various levels of activity, knowledge exchange, the possibility of changing realm of action, as well as the rehabilitation of volunteers. Therefore, it is important to encourage the authorities at all levels to recognize the importance not only of the volunteer movement but also of systematic support for volunteers, especially when they are going through personal crises. Furthermore, it is necessary to systematically investigate the needs for the rehabilitation of volunteers (especially those who have discontinued their volunteer activities). Developing and implementing rehabilitation programs for volunteers residing in regions affected by war is crucial. [ABSTRACT FROM AUTHOR]

This article thoroughly examines the primary technologies for effectively implementing innovative activities in enterprises and regions directly or indirectly involved in the development of tourism and hospitality. Future innovators will benefit from further exploring the topics provided in the proposed material. Innovations in social-cultural services and tourism, based on the analysis of domestic and international research, as well as the peculiarities of using VR and AR technologies, are elucidated. The features of innovative processes and their evolutionary changes in relevant fields are highlighted. The functions and management of innovation activity in the tourism and hospitality sector, the principles of sustainable tourism development, and methods for evaluating innovation effectiveness are investigated. Additionally, the impact of scientific and technological progress in related industries on innovations in the tourism sector is analyzed. The materials provided comprehensively illuminate the theoretical foundations and practical tools for the functioning of the tourism industry, taking into account national and global experiences. Due to the significant importance of information technology application in tourism and hospitality sectors and the lack of studies reviewing recent events in this field, this work aims to analyze the use of IT technologies published in leading tourism and hospitality journals. It analyzes current trends in the implementation of these innovative technologies in the hotel industry and tourism business. The main advantages and challenges faced by enterprises when applying virtual and augmented reality are highlighted. Special attention is given to the impact of these technologies on enhancing customer experience, improving marketing strategies, and optimizing operational processes. The research results demonstrate that the use of virtual and augmented reality opens new opportunities for the development and competitiveness of enterprises in the service sector. This analysis will be beneficial for researchers to better understand the latest trends in IT application in tourism and hospitality from various perspectives. [ABSTRACT FROM AUTHOR]

The article is devoted to improving the vectors of strategic development of the tourism and hospitality industry in armed conflicts and post-conflict recovery and optimizing possible measures to coordinate the activities of major players in the tourism and hospitality industry to justify trends in further postwar recovery. The negative consequences of the armed conflicts in the sphere of tourism and hospitality are systematized, the main obstacles to the development of inbound tourism in modern realities are identified, the state and features of tourism in Ukraine in military and postwar realities are studied. It is noted that the development of tourism in Ukraine was negatively affected by the events of 2014, which in 2022 due to full-scale invasion had a very negative impact on the tourism business and hospitality industry, which requires the development and implementation of anti-crisis measures by Ukraine. Currently, domestic tourist flows in Ukraine are expected to decrease, and the reason for this is the decline in the purchasing power of citizens due to the military conflict and the impact on the economy and social sphere of the country. Emphasis is placed on the fact that there are many countries in the world when, after large-scale hostilities, the tourism industry was rapidly recovering and developing. The experience of post-war restoration of tourism in the countries affected by the wars: Croatia, Cyprus, Georgia, Israel is analyzed and the use of these countries experience in the restoration of tourism in Ukraine is proposed. It is noted that the tourism industry and the hospitality industry should be the locomotive of the postwar economic recovery of Ukraine. The fact is emphasized that a fundamental renewal of Ukraine's tourism branding is needed, which will be based on the safety and protection of tourists, as well as the formation of the image of a safe country. [ABSTRACT FROM AUTHOR]

The results of Covid-19 pandemic on the tourism in Ukraine are reviewed in the article. Restrictions of state borders crossing dealt the most damage for tourist companies aimed at foreign market, by reducing the outgoing flow of tourists. It is stated that internal tourist market was in crisis state even before the pandemic which was mainly caused by insufficient and outdated infrastructure, tourist market being mostly in shadow, low quality transport, etc. New opportunities that Covid-19 pandemic might open for Ukrainian tourism are highlighted in the article, such as: development of countryside tourism, modernization of available touristic infrastructure within state programs, use of online education, productional and pre-graduate student practice for free advertising of recreational locations. Objective of this article is the complex analysis of Covid-19 pandemic influence on the development of tourism in Ukraine, definition of main dangers and opportunities for tourism industry and formulating strategic priorities for activation of domestic tourism. The article uses common scientific research methods, such as: synthesis analysis; statistical analysis and comparison while exploring trends of tourism development in Ukraine during Covid-19 pandemic; generalization - while developing recommendations for inner tourism and infrastructure activation. Four priority targets of tourism development in Ukraine have been proposed: 1) development of hospitality infrastructure in seashore and Carpathian region by using state investment, discount loans provided by state banks within "Build your own" program for small business, development of state-private partnership; 2) development of countryside tourism by crowdfunding and state-private partnership; 3) restoration of historical and architectural sights by state programs like "Great Construction"; 4) use of online education and student practice for free advertising of touristic locations. [ABSTRACT FROM AUTHOR]

The directions and prospects of using information technology in the hospitality industry, as well as the main problems that accompany the work of a hotel business marketer, are considered in the article. One of the main ones is the emergence of new digital marketing tools that make it possible to obtain new information about customers, but these technologies are usually used only by large hotel companies. Tourism is an important sector that contributes to the development of the country's economy. To gain a larger share of this competitive sector, it is necessary to create more profitable new tourism markets and develop appropriate marketing strategies. A separate block considers the technology of tourism promotion in social networks, methods of promotion on the example of tour operators and travel agents, the effectiveness of advertising on social networks, its prospects in the future. The competition of the tourist market is growing every day and requires the development of new promotion strategies, one of which is the use of SMM in the tourism business. Travel companies that already work on social platforms not only have regular customers, but also acquire new ones. Social networks allow you to respond quickly to what is happening among the target audience. In addition, SMM is a set of practical tools for promoting and selling travel products and services, which open up new opportunities for advertising campaigns due to the fact that people spend most of their time on the Internet, in particular on social networks. The use of information technology and methodologies is one of the most pressing issues in the field of tourism. Competition for potential tourists takes place in the information space both at the national level and at the level of individual businesses. Issues of brand awareness and consumer loyalty - are solved in traditional and innovative ways, especially through Internet marketing and social networks. For example, Ukrainian companies actively use information technology and reservation systems, are full members of the global network. However, due to lack of experience and financial resources, it is often impossible to compare with foreign companies and brands in the use of Internet marketing and promotion. [ABSTRACT FROM AUTHOR]

Tourism is an important sector that contributes to the development of the country's economy. To gain a larger share of this competitive sector, it is necessary to create more profitable new tourism markets and develop appropriate marketing strategies. This study examines the term niche marketing and niche market definition. The relationship between the marketing niche and other marketing methods is noted and its advantages and disadvantages are outlined. In addition, the application of the niche market in the tourism industry is indicated and the reasons for increasing the practice of marketing niches as a marketing strategy are identified. This study aims to present a concise status of niche marketing and thus create a basis for marketers and researchers. In the modern world community, the tourism industry occupies a very important economic niche. Over the past twenty years, many Western countries have replenished their wealth through the development of this industry. In Ukraine, tourism is not perceived as an independent and equal segment of the economy. The tourism industry is experiencing a period of formation both in the theoretical sense (as a scientific field) and in practice. One of the most important stages of tourism development is the marketing component: research, strategy and planning, but in the field of tourism these stages are given little attention. This fact is a very significant problem, as the growth in demand for tourism services is extensive, and companies selling tourism services have not been adapted to this. Enterprises in the field of tourism are engaged in the development of a new product, programs of various tours, pricing, improving the quality of the tourist product, as well as developments in the sale of such a product and the implementation of local and national marketing concepts. The main and specific role in the support and development of tourism at the international and national levels is played by the state. The experience of different countries shows that the success of tourism development directly depends on how the industry is perceived at the state level, how much it enjoys state support. In a number of countries, state programs have been developed to stimulate inbound tourism, which provide tax benefits, simplification of the customs regime, creating favorable conditions for investment in tourism, increasing budget allocations for infrastructure development, advertising in foreign markets, training of qualified personnel. [ABSTRACT FROM AUTHOR]

The purpose of this research is to analyze and assess trends of the tourism industry in the world, and in Europe in particular and study the impact of the crisis caused by the COVID-19 virus on the functioning of tourism and hospitality agencies and firms. The materials of official statistical data of Eurostat, OECD countries, UNWTO, reports of the Tourism and Resorts State Agency of Ukraine and State Border Guard Service of Ukraine were used. During the research it was found that globalization challenges, opportunities and threats associated with it are changing the way businesses operate, especially those working in the tourism, hotel and restaurant business. The instability of the world social and political situation, economic crises and slow recovery affect the distribution, production of goods and services, access to the necessary resources. Global development of the tourism sector during 2010-2019 and its impact on GDP of some countries is presented in the article. The characteristic of the tendency of change of the share of GDP formed in the field of tourism in the world from 2000 to 2019 and the list of the countries with the largest share of tourist incomes in GDP in 2019 are given in the article. An analysis of the tourism business at the beginning of 2020 and the impact of the COVID-19 coronavirus on its functioning are presented. It was found that in the first quarter of 2020 there was a decrease in international world tourist flows by 22%, the number of tourist flows in March of 2020 decreased by 57%. This has led to a loss of about $ 80 billion in tourism. The tourism industry has faced an unprecedented conflict of threats: on the one hand - fear for human health and life, and on the other - economic losses from quarantine measures, which lead to the impoverishment of individuals and entire nations. The situation is complicated by the fact that investment problems of leading industries have to be solved in a crisis conditions, when the freezing of funds for specific projects has a very negative impact on the efficiency of the entire economic system and, consequently, nation's welfare. Proposals for anti-crisis management of tourist infrastructure facilities are given. [ABSTRACT FROM AUTHOR]

The analysis of tourism development in Ukraine has been carried out and the main environmental factors affecting the formation of tourism business systems have been identified. The feasibility of developing such systems using a value-based approach has been substantiated. The essence and principles of the value-oriented approach to management have been examined and its key tasks have been identified in the context of the component of the consumer value of tourism products for different target markets. It has been argued that to reduce the risks of ineffective partnerships, it is necessary to expand the functional tasks of marketing in the field of partnership management. Based on the concept of maximizing the consumer value of the grocery basket and minimizing the risks of ineffective partnership, the main areas of marketing interaction of partners have been identified in the context of competitive strategies of the tourism business system. [ABSTRACT FROM AUTHOR]

Development and current state of the tourism industry in Ukraine and Ternopil region in particular is investigated in the article. The change in the number of citizens who visited Ukraine in the period of 2014-2015 has been studied. It was found that the total number of tourists served by tourism stakeholders in Ukraine (2,1 million) the largest number of touristscitizens of Ukraine accounts for those that have traveled abroad – 1,6 million people. The features of tourism industry abroad have been determined. The analysis of the dynamics of the number of nature reserves and national parks in the Ternopil region for the period of 2000-2014 has been given. It was found that the number of tourists in the region has decreased significantly from 36,798 people in 2005 up to 9066 people in 2014. The basic causes of the negative phenomena and problems in the development of the tourism industry as a complex economic system are revealed. Recommendations for priority measures to ensure the development of the tourist market of Ukraine and Ternopil region in particular are suggested in the article. [ABSTRACT FROM AUTHOR]

The economy of Ukraine that aimed at active integration into the world economy, the tourism industry is becoming a determinant of social-economic development, but the pace of change remains unsatisfactory, as it is evidenced the lowest position in the world rankings tourist market. Based on the analysis of the dynamics of statistics: the share of tourism in GDP, and generated direct employment, tourism investments in capital, the volume of budget financing of tourism the role and place of tourism in the national economy are investigated. The state's role in the organization and development of tourism in different countries is given and singled out three types of models of state regulation of this important component of the national economy. The basic directions of reforming the system of state regulation of Ukraine's tourist industry - institutional, legal and strategic support are showed. Ways of improvement of the current governance model of tourism in Ukraine are singled out. [ABSTRACT FROM AUTHOR]

The article presents a theoretical synthesis and proposed a new solution to a scientific problem, which is based on application the formation mechanism of competitiveness in the domestic tourism industry through he introduction of tourism clusterization, innovation and marketing development model, promotion of the Ukrainian tourist product on the world tourism market. The purpose of this research is to draw attention to the need for Ukrainian society to the necessity of development and national implementation of measures for improving the image of Ukraine by promotion tourism potential and create brand Ukraine as a tourism state. In the paper the author tried to make the introduction of modern dynamic mechanism maintain the competitiveness of tourism, that are based on innovation and marketing approaches to management. The main task was the study of organizational-economic mechanism of improvement of the national tourism market and its convergence with the world one. [ABSTRACT FROM AUTHOR]