FORMATION OF ANTI-CRISIS INVESTMENT POLICY WITHIN MANAGING CHANGE IN THE FIELD OF WELLNESS AND RECREATION IN THE COVID-19 PANDEMIC PERIOD

Abstract

Topicality. Combined with the need to improve the health and efficiency of people who were infected with coronavirus, wellness recreation is one of the important strategic directions of change management in the context of normalization of the economy and all sustainable development processes in the pandemic and post-pandemic period. And accordingly, the sphere of wellness and recreation, especially given its state in Ukraine, needs to establish a systemic anti-crisis investment policy.Aim and tasks. The purpose of the article is to substantiate the prerequisites and factors for the formation of anti-crisis investment policy in the management of changes in the field of wellness and recreation in the conditions of COVID-19 pandemic in Ukraine.Research results. In the article the prerequisites for managing changes in the field of wellness and recreation during the pandemic period are analyzed and summarized, namely: during 2020 in the world and in Ukraine the volume of investments in the creation of new jobs in the fields of hospitality, tourism and recreation is reduced; during 2020-2021 there are no significant positive changes in the increase or redistribution of investment in recreation or health care in Ukraine, especially in those regions that have a greater number of coronavirus infected; in the field of international tourism, which has a direct impact on the formation of the domestic market of recreational services, further decline is observed in the number of Ukrainians traveling abroad and a gradual stabilization of domestic travel in Ukraine.Conclusion. In the article conceptual principles of managing change in the field of wellness and recreation in the context of the COVID-19 pandemic are formulated, within the anti-crisis investment policy, which provides for the development of appropriate programs, the implementation of which requires a set of organizational and economic measures aimed at creating a favorable investment climate, structural transformation and improving economic, social and environmental indicators of wellness and recreation effectiveness in the conditions of coronavirus pandemic.