DEVELOPMENT AND RECOVERY MANAGEMENT OF TOURIST DESTINATIONS USING THE EXAMPLE OF KYIV CITY: OVERCOMING CONSEQUENCES OF THE NEGATIVE IMPACTS

Abstract

The development of tourism at the destination level is closely linked to its attractiveness, which determines the prospects and opportunities for attracting tourist flows. New trends in the development of modern tourism as a socio-economic, cultural, and communicative institution require regional tourism entities to take appropriate practical measures. Increasing tourist flows requires the creation of an appropriate infrastructure, including the expansion of the network of accommodation facilities, the development of transport links and other services necessary to meet the needs of tourists. Political instability and the lack of a comprehensive, systematic model of tourism management have led to the decline of this sector in Ukraine. The relevance of this topic is driven by the need to develop strategies and management measures to ensure the attractiveness of urban destinations for tourists and to restore the tourism sector in line with international management models and examples of major urban tourist destinations. The main purpose of this study is to analyze the aspects of management, development, and recovery of a tourist destination on the example of Kyiv as part of Ukraine’s economic system in the context of a pandemic and war. The study uses systemic analysis, structural and functional approaches, as well as comparison methods. The study examines the problems associated with a decrease in tourist flow and loss of revenue in the tourism industry due to ineffective management of the tourist destination (pandemic and military operations in the country) and insufficiently developed infrastructure. This made it possible to formulate recommendations for solving problems, namely: improving transport infrastructure and creating and maintaining tourist infrastructure, such as hotels, restaurants and other facilities that will form an open state tourism policy. The concept of spatial-economic management and practical functionality of tourist destinations on the example of Kyiv is developed, provided that modern technologies, approaches, and methods of tourist destinations formation are used, which are components of the model of management of tourist areas development. The results of the study can be used to manage tourist destinations at the international and regional levels.