Tourism and Hospitality Industry in Central and Eastern Europe

EVALUATING INBOUND TOURISM TRENDS THROUGH LINEAR REGRESSION ANALYSIS

2025-10-26T18:29:46+02:00

The dynamics of tourist flows and forecasts changes in demand using linear regression analysis have been considered in the paper. The period from 2011 to 2022 was taken as a basis. The analysis covers 18 countries that were selected both in terms of traditional popularity among tourists and in terms of growth in interest in lesser-known destinations. The R software environment and the tidyverse, dplyr, ggplot2 and gt libraries were used to process the data, which ensured efficient information processing, graphing and classification of countries by trends. The data was downloaded in CSV format, pre-processed and checked for missing values. Only records with non-zero values for the number of tourists were taken into account for the analysis. Additional variables were also created to classify countries by trends. The linear regression method allows determining the direction and intensity of changes in the number of tourists in each country. The slope coefficient shows the growth, stability or decline in tourist flows. Based on the quartile distribution, categories A, B, C and D were determined, reflecting the level of tourism development and the rate of its growth or decline. The results of the analysis show that due to the significant growth of various types of tourism in rapidly developing countries, most European countries are experiencing a decline in tourist flows, with the greatest losses observed in countries with high dependence on international tourism or geopolitical problems. At the same time, some countries, such as Ireland and Greece, are demonstrating positive trends, indicating successful practices in attracting tourists and opportunities for further research. The results obtained make it possible to identify promising regions for the development of tourism infrastructure and investment, optimise the use of natural resources and reduce the negative impact of tourism on the environment. The article demonstrates that the use of linear regression methods is an effective tool for forecasting demand, planning tourism and supporting the sustainable development of tourist regions, which is important for government agencies, businesses and tourism service operators.

THE ROLE OF ADVERTISING IN PROMOTING TOURISM PRODUCTS

2025-10-26T18:37:27+02:00

The article is devoted to a comprehensive analysis of the role of advertising in promoting tourism products under conditions of growing competition, globalization, and the digital transformation of the economy. Advertising is identified as a crucial tool of marketing communications that combines informational, communicative, motivational, and competitive functions. Particular emphasis is placed on the unique characteristics of tourism products, which are defined by intangibility, seasonality, high emotional involvement, and dependence on cultural, social, and environmental factors. It is shown that the purpose of advertising in tourism is not limited to the dissemination of factual information but also involves the creation of symbolic, narrative, and visual images that generate positive associations among potential clients, reduce the uncertainty of choice, and stimulate demand. The article reviews modern advertising tools such as online advertising, social media promotion, video marketing, influencer campaigns, e-mail marketing, as well as VR and AR technologies that enhance customer engagement. Digitalization is highlighted as a factor that supports the personalization of advertising through the use of Big Data and artificial intelligence algorithms, which make it possible to create tailored offers and optimize budget allocation. It is emphasized that integrated strategies, combining both traditional and innovative channels, are becoming increasingly important in ensuring effective communication with consumers and in responding to sustainability and authenticity demands. The research establishes that advertising in the tourism industry is not only an instrument of information delivery but also a powerful means of shaping values, creating emotional bonds with the brand, and increasing the competitiveness of destinations. Prospects for further research are associated with developing a comprehensive system of advertising strategies for tourism enterprises, focused on digital innovation, sustainable development, and the preservation of cultural identity. Additionally, it is underlined that advertising serves as a driver of long-term competitiveness, enabling tourism businesses to differentiate themselves in a saturated global market and to construct unique value propositions that resonate with diverse consumer audiences.

THE ROLE AND PLACE OF SOCIOSYNEGETICS IN ENSURING OF THE ECONOMIC SECURITY OF THE TOURISM INDUSTRY

2025-10-26T18:40:53+02:00

The role of sociosynergetics as an interdisciplinary approach to ensuring the economic security of Ukraine’s tourism industry in the context of complex socio-economic transformations has been considered in the paper. The target settings of sociosynergetics potential that positively influence the economic security of the tourism industry has been highlighted. The emphasis is placed on the synergistic paradigm of tourism, which takes into account both deterministic and stochastic characteristics of tourism processes. It has been substantiated that sociosynergetics can serve as not only a scientific concept but also as a system of practical actions aimed at increasing the controllability of the functioning and development processes within the tourism industry that is a particularly relevant need under today’s challenging conditions. The mechanisms for forming a positive synergistic effect has been revealed, in particular through the development of culture, the harmonization of the interests of tourists and local communities, and the identification of attractors and weak signals that may indicate the emergence of potential risks. The importance of a predictive approach to tourism destination management, the one that focuses on crises prevention and strategic planning but not only on reaction, has been highlighted. It has been proven that increasing the level of organization and manageability reduces negative synergy and increases the stability of tourist systems. It has been noted that, with regard to the tourism industry, sociosynergetics can be both a scientific direction and a system of practical actions. It has been emphasized that efforts should be made to increase the level of manageability of the processes of functioning and development of the tourism industry in order to ensure conditions for strengthening the positive dominant, which has a favorable effect on the level of its economic security. Conceptual provisions for improving the efficiency of social potential utilization in tourism has been also proposed. The research results can be used to form regional strategies for sustainable tourism development in conditions of crisis challenges.

ECONOMIC AND ECOLOGICAL INSTRUMENTS OF RATIONAL LAND USE IN THE POST-WAR PERIOD

2025-10-26T18:46:49+02:00

The article substantiates the need to introduce such economic and ecological instruments that would contribute to the rational use of land during the post-war restoration of the affected territories. The negative consequences that occur in the land use system during the war period are outlined. The works of scientists on the study of this issue are analyzed. The theoretical and methodological basis of scientific research are the fundamental provisions of the economics of land use, general theoretical provisions of rational land use, domestic and foreign research on land management in the system of rational land use. The purpose of the article is defined, which is to substantiate economic and environmental instruments for rational land use in the post-war period. The possible positive effect of the implementation of such instruments of rational land use as legislative support for rational land use, development of programs for the protection and restoration of land fertility, is highlighted, financial support for measures to rationalize land use, international cooperation in the field of land use, development of cooperation and farming, educational work on rationalizing land use. It is substantiated that rational land use should be aimed at compliance with the norms of legislation in the field of land relations, important legislative acts adopted in the context of the researched issues are analyzed, it is indicated that rational land use should provide for the restoration of fertility and increase in the yield of agricultural crops, the guidelines for rational land use should be aimed at creating new jobs in the agricultural sector of the economy, aimed at timely payment of taxes, which will contribute to filling budgets, should provide for the development of international cooperation in the field of land use, should be oriented towards providing the domestic market with food products, development of rural areas, educational activities on the importance of rationalization of land use should include popularization of the experience of rational land use. Their integrated use in the land use system based on emergent communication will contribute to solving the current problem - ultimately achieving rational land use.

THE CONCEPT OF THE UNIVERSE TOURISM

2025-10-26T18:50:31+02:00

The rapid development of technology in the 21st century has caused large-scale transformations in all spheres of human activity, particularly in tourism, which has gone beyond the traditional understanding and is acquiring the characteristics of a global and even extraterrestrial phenomenon. The article examines the phenomenon of space tourism and justifies the need to introduce a new concept – the Universe tourism. The main focus is on space tourism as a key factor in the transformation of traditional ideas about the scope of tourist travel. The historical preconditions for the emergence of space tourism are analysed, in particular the work of Barron Hilton and Eric Kraft, the first commercial flights and the role of SpaceX, Blue Origin and Virgin Galactic in shaping the new tourism market. Particular attention is paid to the conceptual shift from horizontal travel to vertical travel – into space, which transforms the very geography of tourism and opens up new horizons for humanity. The study characterises the economic, socio-cultural, legal, ethical, environmental and psychological aspects of Universe tourism. The overview effect is considered as a potentially valuable element of the future tourist experience, as well as the challenges of accessibility, social justice and environmental responsibility. Separate attention is paid to the issues of professional training, infrastructure development, insurance and international cooperation. The article formulates a vision of Universe tourism as a complex, multidimensional system that unites terrestrial and extraterrestrial forms of travel into a single humanistic paradigm of sustainable development. Universe tourism embodies a new stage in the development of humanity as a space civilisation, demonstrating the expansion of the boundaries of what is possible through scientific and technological progress and opening up new horizons for travel and exploration in the 21st century. Further research may be aimed at creating a theoretical and methodological basis for integrating this phenomenon into Universe tourism systems, taking into account socio-economic, legal, environmental and technological challenges.

PERSONALIZATION BASED ON ARTIFICIAL INTELLIGENCE AS A CATALYST FOR ENTREPRENEURIAL INNOVATION IN THE HOTEL INDUSTRY

2025-10-26T18:55:04+02:00

The article explores personalization based on artificial intelligence (AI) as a catalyst for entrepreneurial innovations in the hotel industry. It examines current trends in the transformation of hotel services from reactive models of customer care to contextualized and predictive journeys, where guest needs are anticipated before being explicitly expressed. The use of machine learning algorithms, natural language processing systems, embedding representations, and multi-criteria recommendation models enables the creation of personalized services that are integrated into the overall guest experience and enhance its emotional value. Special attention is given to the integration of heterogeneous data sources in real time, including transactional, behavioral, and contextual factors, as well as the application of social robots and digital concierges within hotel spaces. The article emphasizes the ethical and legal dimensions of personalization, including algorithmic transparency, data privacy, and user control over personalization parameters. The literature review demonstrates that current scientific approaches focus not only on technical solutions but also on building long-term trust, customer loyalty, and the economic efficiency of enterprises. At the same time, several research gaps have been identified, including the lack of longitudinal studies, insufficient metrics for evaluating the «contextuality» of the guest experience, and the challenges of scaling innovative systems. The article holds practical value for hotel chains and small businesses, as it proposes a comprehensive approach to AI implementation that integrates technical, ethical, and behavioral aspects. Its conclusions can serve as a foundation for designing digital transformation strategies, enhancing competitiveness, and ensuring sustainable development of hospitality enterprises. AI-based personalization is conceptualized as a powerful driver of business models, capable of generating new revenue streams, optimizing costs, and expanding customer segments. Thus, the article combines scientific and practical perspectives, offering a conceptual framework for entrepreneurial innovations in the hospitality industry.

CRAFTSMANSHIP IS THE BASIS OF THE HOSPITALITY INDUSTRY

2025-10-26T18:59:55+02:00

The essence and key features of the hospitality industry as a complex system combining hotel and restaurant business, tourism and entertainment are highlighted. The stages of its development, the main trends and factors that determine the competitiveness of modern establishments are considered. Particular attention is paid to craft production as one of the leading areas that ensures the uniqueness and authenticity of services, forms new quality standards and meets the growing demands of consumers for naturalness and exclusivity of products. The analysis of the relationship between the hospitality industry and craft production is carried out, in particular in the formation of gastronomic culture and the development of local brands. Using the example of craft cheeses, the features of their production, taste and technological differences from industrial analogues, as well as the role in popularizing gastronomic tourism are considered. The activities of Ukrainian craft cheese factories are analyzed, which, using traditional recipes and local raw materials, contribute to the preservation of cultural heritage and the creation of competitive products on the domestic and international markets. It is noted that the development of craft cheese making has not only economic, but also socio-cultural significance, as it provides employment for the local population, supports the development of farming and forms a positive image of Ukraine as a country with a rich gastronomic tradition. The activities of the Precarpathian dairy farm "Mukko", which is one of the brightest examples of modern craft production in Ukraine, were analyzed. The range of the farm's products was studied, which includes various types of cheeses made from high-quality cow and goat milk obtained from its own livestock. The farm emphasizes the combination of traditional cheesemaking technologies with innovative approaches to improving taste characteristics. A feature of the products is the use of exclusively natural ingredients and additives, which not only emphasize the natural taste of milk, but also form new shades of aroma and texture. This allows you to create cheeses with unique taste properties that meet modern gastronomic trends and the demands of consumers who prefer naturalness, authenticity and high quality products.

MODERN INTERPRETATION OF ANCIENT RECIPES IN THE CONCEPT OF THE “LOCAL FOOD” RESTAURANT: FROM GASTRONOMIC HISTORY TO RESTAURANT BRAND

2025-10-26T19:05:36+02:00

The vision of the article is to characterize the possibilities of creating modern restaurant products, innovatively interpreting traditional recipes of ancient dishes and local food. The formation of the concept of "new Ukrainian cuisine" is noted, the conditions for identifying a dish recipe as ancient are determined. The concept of a "hybrid" restaurant is substantiated as one that optimally combines "tradition" expressed in local dishes - representatives of the region's gastronomy and "modernity" as the chef's innovation. A successful case of a modern restaurant interpretation of recipes for ancient Podillya and Volyn dishes (within the modern Khmelnytskyi region) is presented in the context of implementing the cultural and business mission of authentic cuisine restaurants operating in the “local food” niche (“Pivdenna Brama”, “Restoratsiya Shpigelya”, Khmelnytskyi). The role of the chef (chef brand) as an important partner in efforts to promote local food systems is emphasized. The teaching experience of the founder, brand chef and scientific consultant of restaurants that became the basis for research work, the binary educational project “Regional Cuisine of Podillya” and “Gastronomic Tourism” in higher education institutions that train bachelors in tourism and hotel and restaurant business is noted. The practical achievements of the implementation of the project of thematic gastronomic events-events "Gastroevents of Podil cuisine" as unique platforms for the presentation and tasting of exclusive dishes based on ancient recipes and traditional cooking technologies, revealing the useful and unique properties of local products are described. The dishes-gastronomic brands in the interpretation of the brand of the chef of "Restaurant Shpigel" and "Pivdenna Brama" are characterized by the parameters: name of the dish, basic ingredient and ingredient base, unique local products, idea and interpretation, author of the idea, status of the dish. Examples of traditional dishes and local products of the Khmelnytskyi region presented within the framework of the project "Gastroevents of Podil cuisine" are given. The possibilities of integrating restaurants of local food and authentic cuisine into gastrotours of the Khmelnytskyi region are presented.

SERVICE QUALITY STANDARDS AND THEIR IMPACT ON CUSTOMER SATISFACTION AND LOYALTY IN THE HOSPITALITY INDUSTRY

2025-10-26T19:11:40+02:00

The purpose of this study was to determine the impact of service quality, hotel or restaurant image, and customer-perceived values on customer satisfaction and loyalty to the establishment. Guests have a wide choice of services in different locations, and competition among hospitality establishments is increasing. The article explores and outlines a sequence of service delivery events that are largely interconnected and include service quality, guest satisfaction with these services, which in turn affect consumer loyalty, and appealing to customer loyalty is key to increasing profits and the survival of a hotel in this highly competitive environment. So, the question arises: how exactly does high service quality increase customer satisfaction and loyalty? That is, how does a business's concern for service quality really affect customer satisfaction and loyalty? Separate studies by scientists, business professionals, and consulting companies on this topic are analyzed. It was established that if the quality of service proportionally affects customer satisfaction, then the impact of quality on customer loyalty can have a certain correlation effect, very dependent on the business itself, industry, region of relations, etc. The study adapted an empirical method for analyzing a hotel and restaurant complex using the A. Parasuraman, V.A. Zeithaml, L.L. Berry model and its five main aspects (tangibility, reliability, responsiveness, confidence and empathy), using the SERVQUAL and RATER methods and justifications based on the CSAT, NPS, CES indices. The conducted qualitative research includes 1825 customer reviews of the Avalon Palace hotel and restaurant complex, a new hotel and restaurant complex located in the heart of Ternopil and its business life. The analysis of 25 elements (parameters) that characterize the services provided by this complex confirms that there is no direct correlation between customer satisfaction and their loyalty and provides an opportunity to take timely measures to improve the user experience and reduce customer churn.