Introduction. In the modern scientific discourse, there is a growing scientific interest in the conceptualisation of cultural practices, and the importance of researching the phenomenon of established (traditional) and innovative cultural practices in various spheres of public life is emphasised. This article aims to study cultural practices as cultural phenomena of people’s socio-cultural existence and key factors in managing socio-cultural activities. Purpose and methods. The purpose of the article is to provide the general scientific methods of formal logic (deduction, induction, analogy, synthesis), the method of analysing the opinions of scientists from different countries on several aspects of the problem under discussion, as well as the socio-cultural method to define cultural practices as a socio-cultural phenomenon. Results. It is noted that the concept of ‘cultural practices’ is a theoretical reflection of the foundation of the socio-cultural existence of humankind. The author’s definition of ‘cultural practices’ is proposed as an integral system of interactions and communications between individual and collective social actors, a specific field of cultural events that reproduce and produce social (cultural) reality in the private and public spheres. The article analyses some features of cultural practices of Ukrainian citizens based on the data of sociological studies conducted by the Institute of Sociology of the National Academy of Sciences of Ukraine in 1992-2024 and a comprehensive sociological study on the topic: ‘Cultural Practices of the Ukrainian Population in the Context of War’, conducted with the financial support of the Ukrainian Cultural Foundation in 2023. The scientific novelty of the article lies in its identification of the specific features of cultural practices in the dimension of cultural and leisure practices and cultural consumption practices in the context of the management of socio-cultural activities. The authors emphasise the need for further development of conceptual and methodological approaches to studying cultural practices in the dimension of cultural and leisure practices and cultural consumption practices in traditional and innovative (immersive) forms in the context of management of socio-cultural activities.

Introduction. The armed conflict in Ukraine calls into question the achievements in sustainable development, environmental safety and international cooperation of European countries. Educational institutions are responsible for promoting sustainable development in all areas of their activities and society. Given Ukraine’s aspirations to integrate European standards of quality of life and implement the principles of sustainable development, it is of particular importance to study the long-term and successful experience of the European Union with its further adaptation to the national economic context. The purpose of the article is to identify sustainable development marketing initiatives in higher education institutions of Ukraine. The methodological basis of the study is the analytical and empirical principles, which involve synthesis, modelling, historical and logical analysis methods. The methodology is based on an empirical review of scientific developments on marketing issues and cultural initiatives for sustainable development. The results of the study confirm the hypothesis that marketing of an educational institution has a positive impact on sustainable development in the country. The scientific novelty of the research results is that this study contributes to the growth of the sustainability discourse in the academic community and provides practical recommendations for educational institutions seeking to improve their marketing strategies in line with environmental and social responsibility goals. This article contributes to the literature by expanding the understanding of sustainability marketing in higher education and providing practical recommendations for Ukrainian higher education institutions seeking to improve their marketing strategies in line with sustainability principles. The study highlights the link between sustainable marketing, student perceptions and the performance of higher education institutions. It aims to promote positive changes towards a more sustainable future in public higher education institutions.

Introduction. At the present stage, the issue of updating marketing concepts to promote cultural heritage is considered relevant and of practical importance. Strategies for developing tourist regions currently require innovative upgrades in line with the demands of modern society. Purpose and methods. The article aims to analyse universal patterns of promoting intangible cultural heritage in the marketing strategies system for tourist regions. The research methodology comprises analytical and synthetic methods, systematisation, generalisation and abstraction. Results. The research examines key forms of intangible cultural heritage: norms and values, cultural traditions and beliefs, and traditional activities endowed with significant meaning and essence. It is argued that current practices in managing the promotion of cultural and spiritual heritage require a rethinking of approaches to implementing marketing strategies. The study identifies the characteristics of modern methods for developing tourist regions based on corporate social responsibility, digital innovations, and information and communication technologies. Conclusions and discussion. The article substantiates the need to optimise marketing in the context of the sustainable development of cultural regions. Universal patterns of promoting intangible cultural heritage within promotion strategies are identified. The importance of implementing public-private partnership projects and encouraging public involvement in managing the tourism potential of destinations is substantiated. Effective marketing solutions for developing tourist regions based on the promotion of the cultural heritage of past generations, with potential practical significance, are proposed.

Introduction. The full-scale Russian invasion of Ukraine in 2022 has resulted in devastating damage to infrastructure, the economy, and human capital. Alongside these visible effects, the war has inflicted profound psychological trauma, including heightened anxiety, chronic stress, and post- traumatic stress disorder (PTSD), which are expected to have long-term consequences for Ukraine’s recovery. In this context, tourism is examined as a tool for dual recovery – economic revitalisation and mental health restoration. Objective and Methods. The purpose of the paper is to investigate how the tourism sector can contribute to the recovery of Ukrainian communities during and after the war. The methodological foundation is based on Growth Pole Theory and the Tourism-Led Growth Hypothesis (TLGH). The study employs a mixed-methods approach, including analysis of global post-conflict tourism case studies, comparative tourism investment assessments, and content analysis of Ukrainian policies on community recovery. Results. The findings demonstrate that tourism development contributes to economic regeneration through infrastructure enhancement, job creation, and support for local entrepreneurship. Simultaneously, tourism plays a vital role in supporting the psychological well- being of war-affected populations by enhancing resilience and reducing PTSD symptoms, anxiety, depression, sleep disorders, and aggressive behaviour. Developed Complex Model of the Impact of Tourism on Community Recovery after Traumatic Events illustrates the integration of economic and mental health benefits leveraged by tourism and impacting human capital development. The paper presents a comprehensive conceptual model of tourism’s impact on community recovery. Conclusions. Tourism can serve as a strategic instrument for Ukraine’s integrated recovery. Tourism simultaneously fosters economic development and mental resilience and offers immediate and long-term benefits. The paper recommends targeted initiatives to develop therapeutic, nature-based, and memorial tourism programs as part of Ukraine’s reconstruction strategy.

Introduction. The article explores the specifics of integrating augmented reality elements into hotel management and their sociocultural influence on the customer experience. Purpose and methods. The aim of the study is to analyse how the use of augmented reality technologies is transforming management practices in the hospitality industry by improving the quality of customer service and promoting service personalisation. The study employed general scientific methods of cognition: analysis and synthesis, induction and deduction, systematisation, comparison, generalisation, forecasting and modelling methods. Results. The findings show that augmented reality (AR) is developing rapidly in the context of digitalisation, significantly reshaping the customer experience. As of 2025, the global AR market has surpassed 50 billion USD, with around 31 billion USD attributed to the hospitality sector. In hotels, AR technology is actively used to enhance navigation, provide information on tourist attractions, offer virtual room tours, translate menus, and implement interactive 3D interfaces. It has been concluded that these innovations contribute to a higher level of service personalisation, increased customer satisfaction, and engagement, creating a new type of customer-centric environment. Conclusions. The scientific novelty of the study lies in the systematic justification of how hotel management is adapting to the introduction of AR technologies by transforming management models, functions, and processes. At the same time, the research identifies challenges management faces, including the need to consider privacy issues, technical accessibility of services, and the ethics of marketing strategies. The practical significance of the study is reflected in identifying strategic approaches for adapting hotel management to the conditions of digital transformation through the use of AR technologies.

Introduction. The article explores the sociocultural contradictions accompanying the development of the consumer market of regional restaurant services in Ukraine. The purpose of the research is to identify the specific features shaping the consumption market of restaurant services across Ukrainian regions and to outline the key social and cultural contradictions that influence the formation of the typical consumer. The study employed general scientific methods of cognition: analysis, synthesis, generalisation, comparison, observation and a systems approach. The results demonstrate that conflicting interactions between rising consumer expectations, limited economic capabilities of businesses, and the realities of the cultural environment mark the development of the regional restaurant market. Emphasis is placed on the fact that the modern consumer seeks high-quality gastronomy and emotionally engaging cultural leisure that includes service, atmosphere, and personalised communication. In response to these shifts, there is an increasing demand for highly skilled staff capable of delivering the expected level of interaction. However, there is a noted shortage of trained professionals who can effectively operate under the communicative and psychological pressures of the restaurant industry. One of the critical sociocultural contradictions is the conflict between the drive to fully satisfy the customer and the need to maintain decent working conditions for staff. Excessive customer orientation, which often borders on indulging toxic behaviour, leads to a deterioration of the moral and psychological climate in teams, increased employee burnout, and disruptions in internal communication ethics. The study also examines the impact of the commercialisation of consumer relations on the expectations for individualised services, particularly in the context of dietary restrictions, ethical stances, and healthy lifestyles, which are not always compatible with the capabilities of a typical restaurant operation. Conclusions. Restaurateurs are forced to strike a balance between economic feasibility, cultural relevance, and the expectations of a new type of consumer – one who is informed, emotionally engaged, but often financially constrained. The practical value of the study lies in identifying problematic areas of sociocultural interaction within the restaurant industry, which may serve as a foundation for developing more effective management strategies in the hospitality sector.

Introduction. In modern conditions, quality management systems are actively used as an effective economic management tool. It complies with the requirements and recommendations in the ISO 9000 series of international standards and serves as a cross-cutting structural element of the overall enterprise management system. It is based on a process approach, which is implemented through planning, provision, control and continuous improvement of quality in order to achieve strategic objectives. Purpose and methods. The purpose of the study is to analyse methodological approaches to the quality management system, study the current state of its implementation and regulatory and legal support based on the ISO 9000 series of standards in Ukraine, focusing on quality management of service and production activities of restaurant businesses. The research process used methods of logical generalisation, a systematic approach, and systemic-structural and functional analysis. Results. The article investigates methodological approaches to quality management of products and services in the restaurant business based on the international standards ISO 9000 series. Based on the research results, a thorough analysis of the current regulatory framework for quality management systems in accordance with international standards ISO 9000 series in Ukraine was conducted, which became the methodological basis for the research. The theoretical foundations and practical aspects of the formation of quality management and the patterns of development of key concepts, particularly TQM, which, combined with the requirements of ISO 9000, contributed to the formation of integrated quality management systems, were analysed. The quality management system as an economic tool for ensuring the efficiency of enterprises was analysed, and the process aspect of its implementation was revealed. The main reasons for implementing a quality management system in restaurant businesses are identified. Conclusions. The ISO 9000 series of international standards form a coherent system focused on effective quality management based on key management principles. The basis for the quality management system's functioning is implementing preventive measures to prevent non-conformities in restaurant businesses' service and production processes. Compliance with ISO 9000 requirements allows companies to demonstrate their ability to provide products and services that meet consumer expectations and mandatory regulatory requirements.

Introduction. The article examines the challenges and specifics of forming a marketing strategy for promoting fashion brands in the modern business environment. The focus is on strategic marketing tools and digital communications that shape brand positioning within creative industries. The purpose of the study is to examine the peculiarities of forming and implementing a fashion brand promotion strategy using the example of the activities of EYE COMMS LLC. The research methodology is based on a combination of theoretical analysis, case studies and content analysis of marketing campaigns. As a result, it was found that Ukrainian fashion brands are increasingly using value-based communication, digital platforms and narratives with elements of national identity to adapt to crisis conditions and global trends. Based on the practices of EYE COMMS LLC, practical approaches to branding, cultural integration and interaction with the target audience have been identified. The conclusions indicate that strategic flexibility, combining cultural code and innovative tools, significantly increases brand awareness and consumer loyalty. The scientific novelty lies in the synthesis of theoretical approaches and practical experience of a Ukrainian creative agency operating in wartime, with the subsequent formation of an applied model for sustainable fashion brand development.

Introduction. The relevance of the analysis of paradigmatic transformations in the structure of art management is stipulated by the socio-cultural situation novelty that appeared under the influence of globalisation, deep medialisation and metamodern situations, and has become a cause of the new means of communication and ethical parameters of management in the sphere of art and culture. Purpose and methods. The purpose of the article is to reveal the culturological dimension of art management on the stage of the paradigm functioning transformation of the art sphere in the epoch of metamodernity and post-information society. In the work, a set of approaches and methods has been used, particularly the socio-cultural approach, ethical-axiological and integrative approaches, as well as such theoretical and empirical methods as structural-functional and terminological analysis, generalisation, classification, document analysis, comparison, and specification. Results. It has been found that the cultural dimension of art management reveals a view of it as a tool for management and regulation in the context of changing ethical-axiological foundations of the industry, which is confirmed by modern socio-cultural practices and the situation in the art market. Conclusions. Art-sphere represents ideas and values of the contemporary post-industrial and metamodernity paradigm of the society development, including actions to ensure the management of the artistic process, development and implementation of strategies, demand generation and sales promotion, application of technologies and communication methods in a modern competitive market environment. To summarise the methodological and cultural analysis of art management, we need to start from the post-nonclassical type of scientific rationality, according to which management is carried out through projects and human-centred models. The main influences are traced at the level of self-developing environments, culture, values, technologies of “assembly” and destruction of development subjects, and the ethics of strategic actors come to the fore. Thanks to this model, mechanisms and technologies, the managerial culture of the art manager is also changing.

Introduction. The relevance of the research topic is due to the problems caused by the globalisation of society. The modern creative industry is going through a new digitalisation stage, transforming its content, organisational and stylistic components. Purpose and methods. The purpose of the article is to analyse the problems and prospects of using blockchain technology in the creative industry of Ukraine. The methodological basis of the study is a systemic-functional, dynamic, comprehensive principle that includes methods of analysis and synthesis, modelling, historical and logical methods, and statistical analysis. Results. The article reveals the specifics of managing socio-cultural projects using blockchain and identifies the positive and negative results of its application. The scientific novelty of the research results is to reveal the socio-cultural essence of managing socio-cultural projects by using blockchain, identifying its positive features, negative consequences and threats to the artist and the user. Conclusions. The author analyses the legislative framework for the use of digital tools in the creative industry, in particular, the Law of Ukraine ‘On Culture’, the Law of Ukraine ‘On Virtual Assets’, the Law of Ukraine ‘On Amendments to the Tax Code of Ukraine and Other Legislative Acts of Ukraine Regarding the Regulation of the Turnover of Virtual Assets in Ukraine’, and assesses the legal regulation of blockchain technologies in the field of socio-cultural activities. The author assesses the level of blockchain development in the creative industry of Ukraine in the context of the war, and considers financial aspects, including the urgent need for investment and state support for blockchain-related projects.