РОЗВИТОК ТУРИСТИЧНОГО БІЗНЕСУ В РЕГІОНІ В УМОВАХ ВІЙНИ

Abstract

The article examines the main functions of tourism business development in the Sumy region under martial law. The directions for the restoration and development of tourism in the post-war period have been clarified. It was analyzed which types of tourism were promising for the region and how tourism changed after the start of the war. The problems encountered by tourism business enterprises and the factors hindering the development of tourism in the community were studied. It has been established that the prospects for the development of tourism in the Sumy region are primarily related to the improvement of the tourism management mechanism at all levels; restoration of the functioning of tourist locations; modernization of tourist facilities at the expense of grant funds; the formation of a new heritage - the creation of museums, memorials, expositions, memorial sites; development of memory routes, opening of new interesting attractions. In the process of research, it is important to develop proposals for promotion effectiveness of tourism management at the regional level in the post-war period. In order to form practical recommendations for the strategic recovery of the tourism industry and the improvement of the mechanisms of economic sectors, taking into account the challenges of wartime, a comprehensive study of the problem faced by tourist Sumy region during the war. The theoretical and applied analysis of the current state of the tourism industry in Ukraine was carried out using logical, analytical and system-structural search methods. The study is based on the data of a sociological survey conducted as part of the Estonian-Ukrainian research project Development of Ukrainian border communities and tourism business in the conditions of war and strategies for the future". The research results made it possible to develop ways of post-war reconstruction of the tourism industry. First of all, attention should be paid to the development of security for the resumption of tourist trips. It is necessary to hold a number of lectures with travel companies on travel safety. It is also necessary to develop a tourism development program for the Sumy region with specific defined tasks. Prospective directions are: establishment of cooperation with public organizations, charitable funds and potential investors regarding the implementation of joint initiatives and grant projects for the restoration of tourism; activation of community participation in international tourism projects; strengthening the exchange of information with the regions of Ukraine and other countries The results of the research can be used in the formation of the tourism development strategy and the design of regional target programs in the wartime period.