Tourism and Hospitality Industry in Central and Eastern Europe

IMPERATIVES OF THE DEVELOPMENT OF THE TOURIST COMPLEX IN THE CONDITIONS OF WAR

2025-05-06T08:39:00+03:00

The article focuses on issues of organization and implementation of the country's tourist complex development policy. The issues of the state policy of managing the development of tourist complexes are being updated, as a promising form of formation of a complete complex of entities on the territory of the country, which provide the main and auxiliary functions of tourist service and satisfy the needs of the population in tourist and related services. The purpose of the article is to generalize the problems and determine the imperatives for the development of the country's tourist complex in the conditions of war. It has been proven that the regions of the Carpathian region of Ukraine are territories with a high level of tourist potential, as well as good prerequisites for the functioning and development of the tourist complex. The natural-resource and historical-cultural potential of the regions of the region in combination with a favorable geographical position serves as a convincing argument in favor of the conclusion that there are direct prerequisites for the development of a tourist complex here. However, despite the existing positive preconditions, first the COVID-19 pandemic, and then the full-scale war weakened the opportunities for the development of tourism in the region, in particular, led to a mass outflow of the population abroad, a decrease in the level of income and, thus, a narrowing of the capacity of the domestic market, in particular tourism, a decrease number of active travel agencies, tour operators, temporary accommodation facilities, deterioration of health facilities, treatment facilities and sanatorium-resort potential. It is shown that in order to ensure a higher level of state policy management and the course of tourism development processes, the Strategy for the Development of the Tourist Complex of the Carpathian Region of Ukraine should be adopted and implemented, the goal of which is the managed strategically balanced development of tourism as a complex, the realization of its potential in the economy, the growth of the quality of life of the population of the regions of the region, The strategic goals of state policy should include: the formation and popularization of a common tourist product; achievement of a unified vision of modernization of the tourist complex of the region; impact on increasing the resource potential of the tourist complex and the region; contribution to the realization of the potential of socio-economic development of the region; smart diversification. Convergence of the provisions of strategic planning of the development of the tourist complex of the region with the operational goals of strategies of regional progress and tourism development programs in the regions of the region is of great importance. It is argued that the planning and implementation of the state policy for the development of the tourist complex of the Carpathian region of Ukraine should take place on the basis of the appropriate organizational and economic mechanism, which consists of a management subsystem and interconnected organizational and economic blocks, which contain measures that must be implemented in stages.

SOCIO-PSYCHOLOGICAL HAZARDS IN THE BAR-PROFESSIONALS’ JOB IN THE MODERN CONDITIONS

2025-05-06T08:38:57+03:00

The culture of consumption largely determines the priority areas of economic development for a country or region. This trend is especially relevant for the service sector as well as for small and medium-sized businesses. The bar business is a fairly young niche in the Ukrainian economy. It actively develops overcoming historical prejudices regarding the marginality of these catering establishments. This paper examined the socio-psychological risks that arise in front of specialized bars and restaurant employees. Our aim in the presented study was to analyze potential threats of socio-psychological hazards in the specialized bar employees' job and to find possible ways to overcome and prevent stressful situations to maintain the resourcefulness of the specialized bar employees. Workers of bars and restaurants function in a system of "person-person" relationships that requires significant psycho-emotional costs the so-called emotional labor which bar employees call one of the most difficult in their work. Bar workers also call the sexualization of their job a significant danger, which greatly increases stress and accelerates their professional burnout. Job satisfaction is largely determined by the ratio of professional and corporate stress to the benefits due to the occupation. The "person-person" coordinate system is unpredictable and therefore has increased stress that negatively correlates with the resourcefulness of personnel and employee satisfaction with job. Stress is an integral part of socio-economic professions but it can be controlled in a downward direction by implementing effective thoughtful management (developing active protocols for overcoming conflict or unpredictable situations) and conducting educational and training courses for personnel to form the psychological stress resistance of the employee, primarily in the workplace. A healthy corporate atmosphere, successful marketing and administrative management at all levels, as well as attention to the employees' needs and knowledge, allow us to create an effective mechanism for a successful specialized bar establishment that can transform from an economic niche into a national brand.

THEORETICAL ASPECTS OF THE QUALITY MANAGEMENT SYSTEM OF TOURIST SERVICES

2025-05-06T08:38:54+03:00

The article examines the theoretical aspects of the quality management system of tourism services. Authors have processed theoretical studies in this area and proved that despite the considerable interest in assessing the quality of tourism services, the current literature lacks a comprehensive understanding of quality and its relationship with new management practices in the field of quality management. It is noted that the quality of tourism services is one of the most important factors in the competitiveness and sustainable development of the tourism industry. The study examines the key models and standards of quality management applied at the international, European and national levels, as well as their role in increasing customer satisfaction and ensuring sustainable development of tourism. Particular attention is paid to the analysis of international standards such as ISO, as well as European certification systems, including Blue Flag, EFQM, Hotelstars Union and others. The methods of assessing the quality of tourist services, in particular SERVQUAL, SERVPERF, HOLSAT, AIRQUAL, which allow measuring the level of perception and satisfaction of tourists, are separately considered. The key differences between quality assessment systems and methods of its analysis are identified, which provide an integrated approach to improving service standards. National quality management systems for tourism services, in particular, DSTU standards, as well as practices of their implementation in Ukraine, are studied. The role of governmental and non-governmental organizations in the process of certification and evaluation of tourism services is highlighted. Emphasis is placed on the need to introduce innovative technologies, such as artificial intelligence, virtual reality and automated feedback analysis systems, which contribute to improving the quality of service. The conclusions state that effective quality management of tourism services requires an integrated approach that combines standardization, technological innovation, and customer focus. Further research is recommended to be directed to the adaptation and improvement of national certification systems for tourism services, taking into account international experience and sustainable development requirements.

TOURISM INFRASTRUCTURE AS A DRIVER OF ECONOMIC DEVELOPMENT AND INVESTMENT ATTRACTIVENESS

2025-05-06T08:38:50+03:00

The article summarizes methodological approaches to the study of tourism infrastructure, in particular its main and additional components, and also formulates its definition, having previously established the functional features, properties and composition of elements. The factors influencing the development of tourism infrastructure are analyzed, in particular factors related to the need to provide services of appropriate quality, and factors determined by the level of consumer purchasing power. The indirect impact of tourism infrastructure on the development of the tourism industry is studied, in particular its impact on the structure and composition of tourism resources, the standard of living of the population and its income, travel safety, as well as changes in the policy, legislative and regulatory environment. One of the key challenges in the development of tourism infrastructure is the need for significant capital investments that do not provide a quick return on investment, making it difficult to find sources of financing, especially when it comes to the restoration or reconstruction of tourist facilities. At the same time, infrastructure provision determines the possibilities of access to tourist locations, transport mobility, quality of communication and service services, which directly affects the tourist flow. The level of investment in tourist infrastructure in the pre-war period is assessed and possible sources of financing for its restoration and development in war and post-war times are substantiated. Tourist infrastructure is an integral part of the sustainable development of the tourism industry, forming the basis for its economic growth, increasing investment attractiveness and ensuring long-term development of tourist areas. The development of tourist infrastructure should be balanced and correspond to the specifics of the tourist resources of a particular region. An important aspect is strategic planning of infrastructure, including the creation of modern transport hubs, digital booking systems, communication technologies, as well as the development of related services, such as financial support, logistics and retail trade.

FEATURES OF INTERNAL AND EXTERNAL COMMUNICATION IN THE CONTEXT OF GREEN TOURISM DEVELOPMENT

2025-05-06T08:38:45+03:00

The article considers the complex issue of the influence of internal and external communication on the development of green tourism as a sphere that ensures the preservation of natural resources, cultural heritage and sustainable socio-economic development of regions. The relevance of the topic is due to the growing demand for environmentally friendly types of recreation and the search for authentic tourist products that are highly valued both in the domestic and international markets. Internal communication is interpreted as a process of coordinating interests and actions between local communities, owners of tourist facilities, farmers and authorities, which is the key to creating a unified strategy for offering tourist services. External communication, on the other hand, focuses on creating an attractive image of the destination in the mass media and promoting information about the benefits of green tourism among the target audience, including international tourists. The article also highlights the essential features of communications work in the context of green tourism, including the relationship between communities and tourism operators, coordination of activities and unification of standards, formation of a territory brand and motivation of the local population. Particular attention is paid to such forms of communication as internal meetings, newsletters, press releases, public presentations and active interaction in social networks. All this contributes to the effective dissemination of information, attracting new tourists and partners, as well as creating a positive image of regions that seek to increase their competitiveness in the market of sustainable tourism. The main contribution of the study is to highlight the theoretical and practical principles of communication support for green tourism, which is an important tool for improving the socio-economic situation in rural and mountainous areas. The results of the work provide grounds to argue that a targeted communication policy can not only ensure the sustainable development of the tourism sector, but also contribute to the preservation of cultural heritage and biological diversity of the relevant territories.

IMPLEMENTATION OF PRIORITIES OF ECOLOGIZATION OF LAND USE IN THE POST-WAR PERIOD

2025-05-06T08:38:43+03:00

The article expresses the opinion that the transition to achieving the priorities of greening land use today has enormous weight. Therefore, scientific substantiation and generalization of the aspects of greening of land use in the post-war period, which led to the choice of the research topic. The study identified the most negative consequences caused by war, namely garbage pollution, significant amounts of waste from production and consumption, destruction of power grids, bacterial contamination, massive deforestation, fires, land mines, cluster munitions, other explosive objects, disruption of production chains and supply of agricultural products, massive destruction of infrastructure facilities. Possible measures contributing to the reduction of the negative impact on the environment and the economy are highlighted, such as the involvement of product manufacturers in the collection for the processing of their packaging, safe handling of waste, the transition of the energy industry to more sustainable types of electricity generation, conducting ecological production, timely disinfection of centers of bacteriological pollution, preservation of natural forests, processing of wood raw materials and use of forest waste, development of local supply chains, resource-saving production, attraction of donor and sponsor funds, sustainable use of waste. Such priorities of land use greening as the creation of technical means and the adoption of technological solutions capable of contributing to the development of ecological production systems are proposed for implementation; availability of grant and credit support from external parties; use of resource-saving technologies in work; development of the market for the use of biogenerated resources; recovery of resources due to available technologies; increasing the ecological and economic efficiency of production; attraction of financing sources from abroad and foreign investments; transition to the concept of balanced development; greening of production and consumption processes. Their observance will allow in the post-war period to achieve sustainable land use, while forming the ecological consciousness of landowners and land users.

INNOVATIVE PARADIGM OF SUSTAINABLE TOURISM DEVELOPMENT MANAGEMENT IN NATURAL PROTECTED AREAS

2025-05-06T08:38:39+03:00

The article investigates the formation of a competitive socio-economic system of tourism in natural protected areas with the use of innovative management approaches. An important aspect of the management model transformation is the rapid information technology development, which creates conditions for the effective implementation of new management directions. Increasing the competence of management personnel through educational programmes on environmental management, digital transformation and international quality standards contributes to the sustainable tourism development, where the interests of local communities and tourists are harmonized with the conservation of natural resources. The operation of tourism enterprises within natural protected areas is characterized by the complexity of interaction with the external environment and high risks associated with changes in ownership or the organizational and legal status of the territories. This requires managerial flexibility, the ability to quickly adjust development strategies and the improvement of organizational and production mechanisms to maintain competitive status. The proposed management model is based on the fundamental provisions of the systemic paradigm, which integrates internal and external relations to achieve socio-economic results. The innovative paradigm of tourism management is seen as a guide to solving conceptual issues, in particular, the management of external relations, organizational behaviour and economic processes. This ensures the viability and sustainable development of tourism enterprises in changing market conditions, contributing to the evolution of tourism from mass to environmentally sustainable. Particular attention is paid to the need to involve local communities in management processes through mechanisms of public discussions and hearings. This helps to legitimize the use of natural resources, harmonies the interests of businesses and communities and create new integrated tourism products. Successful implementation of sustainable development ideas requires partnership cooperation between tourism enterprises, authorities and local residents, which creates the basis for the long-term tourism development in Ukraine’s natural protected areas.

STIMULATION OF RECREATIONAL ACTIVITIES AS A FACTOR OF DIVERSIFICATION AND ENSURING THE SUSTAINABILITY OF TOURISM ENTITIES IN WAR CONDITIONS

2025-05-06T08:40:04+03:00

The subject of the study was the processes of formation and implementation of the public-private policy for the development of recreational activities of domestic tourist enterprises. Problematic aspects of the functioning and developing of tourism entities in Ukraine in the conditions of a full-scale war are shown, which led to an increase in the risks of travel and recreation, loss of inbound tourism, a decrease in the purchasing power of the population, respectively, a narrowing of the domestic market and a decrease in the level of demand for tourist services. It is argued that in such conditions, an effective tool for maintaining the sustainability of economic entities is the diversification of their economic and marketing activities. One of the vectors of appropriate diversification is the development of excursion activities of enterprises as a sphere where the free time of a tourist / consumer of services / vacationer is used for the purpose of recreation, treatment, recovery, cultural enrichment, etc. The purpose of the study is to substantiate the tools of state and private policy for stimulating recreational activities as a factor of diversification and strengthening the financial and economic stability of domestic tourism entities in the conditions of war. It is substantiated that for the respective purposes, both the state and the top management of economic entities should implement a number of proactive measures. From the point of view of business, this is the initiation of a separate direction of the formation of tourist services related to recreational activities, as well as the implementation of marketing activities aimed at their promotion. From the position of relevant state administration bodies, it is necessary to ensure the improvement of the organizational and motivational component of business for the initiation and activation of activities in the field of recreation. The block of the first toolkit provides for organizational and institutional support and assistance for tourism business entities that are ready to open new facilities/directions that involve the provision of recreation services. The block of the second toolkit is measures of an economic nature that will promote private investment in this type of project, as well as improving the economic capabilities of all types of accommodation facilities, as well as private estates in terms of creating new facilities for providing recreation services.

MARKETING OPPORTUNITIES OF RESTAURANT BUSINESS AUTOMATION SYSTEMS

2025-05-06T08:38:34+03:00

The article examines the features of restaurant business automation systems in Ukraine. General scientific methods were used to achieve the study's goal: comparative, search, analysis, and synthesis. The publication contains information about information systems available on the market that contribute to the automation of the restaurant business, with a particular emphasis on the marketing functions of the software. The main problems in the use of automation systems by restaurant enterprises are: the unavailability of certain foreign programs and the use of russian software. A positive point is the development and distribution of software for the restaurant business from a national manufacturer. A comparative analysis of popular automation systems, namely "Poster" and "Servio", showed that the main marketing functions of the programs are: - customer base management (delivery customers, corporate customers, regular visitors); - loyalty system installation and automation; - customer grouping options to differentiate the discount system; - allocation of goods as exceptions that are not covered by the discount system, if any; - automation of promotional programs; - newsletter settings. Was have expanded the possibilities for implementing marketing tasks by individual digital platforms, in particular the services of the “Choice” system. Its key functions are access to creating a convenient electronic menu or website using certain templates, the ability to manage aggregators ("Glovo", "Bolt Food", delivery and takeaway site, online menu with ordering to the table), etc. Auxiliary platforms for the digitalization of the restaurant business and the provision of marketing functions were implemented by Monobank, which also allows the development of an electronic menu using a template. The findings of this article have the potential to be used in the preparation of educational materials for specialists in the specialty "Hotel and Restaurant Business". Also, a comparative analysis of programs has been developed and the conclusions are relevant for the organizational, management, and communication departments of restaurant business enterprises.

LOCAL CUISINE AS A GASTRONOMIC BRAND OF TOURIST DESTINATIONS

2025-06-24T12:50:53+03:00

The article, based on the analysis of scientific literature and publications by practicing specialists, reveals the content of local cuisine, identifies the factors that determine its formation and development. Thus, it is stated that a distinctive feature of local cuisine is that it reflects the specifics of a particular region, taking into account its climatic conditions, resources and cultural heritage. Accordingly, when popularizing local cuisine, it is important not only to use local products and adhere to the recipe, but also to know in depth the history of the origin of these dishes. Noting the growth of demand for local cuisine, the emergence and development of the mentioned trend are substantiated. Thus, it is proven that the popularity of local cuisine is based on the deep desire of people to feel a connection with the place where they live or are at a particular moment, and to enjoy the authentic tastes of the region. In the case of Ukraine, the growth in demand for local cuisine is also significantly caused by Russia's full-scale war against our state. Thus, the Russian-Ukrainian war became a kind of catalyst for the development and self-awareness of the Ukrainian nation, and led to the growth of Ukrainians' interest in their history and culture, an integral part of which is cuisine. Attention is focused on products with geographical indications (there are currently 48 of these in Ukraine), dishes and ingredients included in the National List of Intangible Cultural Heritage of Ukraine (currently 93 positions) and regional lists of elements of intangible cultural heritage, as well as restaurant establishments specializing in local cuisine in the cities of Ukraine. The latter are currently most numerous in Lviv, Kyiv, Odessa, and a few in Khmelnytskyi and Vinnytsia. The place of local cuisine in the formation of the brand of tourist destinations and their popularization is determined. Taking into account the publications of predecessors, the prospects for the growth of the role of local cuisine in promoting the brand of destinations on the national and international tourist market are stated.