КОНЦЕПТУАЛЬНІ ЗАСАДИ РОЗВИТКУ ТУРИСТИЧНОЇ ІНДУСТРІЇ В УМОВАХ ТРАНСФОРМАЦІЇ СОЦІАЛЬНО-ЕКОНОМІЧНОЇ СИСТЕМИ УКРАЇНИ

Abstract

The development of the tourism industry in the context of the transformation of the socio-economic system of Ukraine requires clearly defined conceptual frameworks aimed at adapting to new conditions and ensuring sustainable development of the industry. The purpose of the study is to define these conceptual foundations and to identify the key trends in the development of the tourism industry in the context of war and martial law in Ukraine. It is found that the tourism industry is beginning to revive after a sharp decline due to the war. The evidence reflected the trends in the recovery of the tourism business and its impact on the country's economy in the context of post-warrecovery. It is determined that for the successful development and recovery of the industry in times of crisis, it is necessary to adhere to the principles of sustainability and resilience, adaptability, integration, social responsibility, innovation, environmental balance and international cooperation. The study also identified current development trends, which include the growth of domestic tourism, improved security and adaptation of tourism services, active government support, the introduction of innovations and digital technologies, the development of social responsibility and volunteer programmes, as well as increased regional cooperation and international assistance. The study results showed that Ukraine's tourism industry is adapting to the war and the transformation of the socio-economic system by reorienting itself to the domestic market and ensuring the safety of tourists. The state and private companies are actively implementing innovations, digital technologies, support programmes and socially responsible initiatives to stimulate the development of the industry. Further research could focus on a more detailed study of individual factors influencing the macroeconomic environment of the Ukrainian tourism industry and their interaction