Strategy for the Post-war Recovery of Ukraine's Hospitality and Tourism Industry

Abstract

The full-scale war in Ukraine has significantly affected the business environment. The hotel and tourism industry operates in conditions of high instability, significant variability and unpredictability of the environment. The war has dealt a devastating blow to business, about 23% of hotel enterprises have completely stopped working and 54% are working partially, of which 41% remain unprofitable, which indicates their financial instability in the services market. Tourism, as one of the sectors of the global economy, has suffered the most from the war. In such conditions, it is necessary to adapt, try to find new approaches to increasing the attractiveness, accessibility and quality of its services or create completely new standards of doing business.

Purpose. The purpose of the study is to analyze and assess the impact of the war on the hospitality and tourism industry in Ukraine and develop a comprehensive strategy for post-war recovery and development of the service sector.

Methods. The methodological basis of the study is a comprehensive approach that integrates elements of critical empiricism. Quantitative methods are used to analyze available data on the hotel industry, tourist flows, economic indicators and structural changes in the hospitality industry. It includes statistical analysis and modeling. Qualitative analysis allows you to interpret the data obtained, identify the root causes of the identified trends and changes, as well as explore the impact of socio-economic and cultural factors on the development of the industry. In addition, the advantages and disadvantages of strategic models for the development and recovery of the hospitality and tourism industry were identified using the SWOT analysis method.

Results. The proposed concept of the strategy for the restoration of the hospitality and tourism industry of Ukraine assumes a comprehensive approach and includes several key components that form its structure and content. These components help to understand how the restoration and development process should be organized to ensure efficiency and sustainability. The SWOT analysis conducted to determine an effective model for the strategic development and restoration of the hospitality and tourism industry made it possible to identify their strengths and limitations. Taken together, the models — rapid response, sustainable recovery, innovative development and integrated model — provide a comprehensive framework for addressing the various challenges that the hospitality and tourism industry will face in the post-war period, each of which focuses on rapid implementation, sustainability, innovation and cooperation. It is determined that an integrated model of cooperation is key in this comprehensive strategy, which emphasizes the importance of strong partnerships between state institutions, the private sector and international organizations to attract significant investments and promote the global reintegration of the tourism sector of Ukraine. To assess the relationship between the identified strengths and weaknesses and opportunities and threats, the expert assessment method was applied and an expert assessment radar was constructed for all SWOT analysis categories.

Conclusions. The analysis emphasizes that for the effective recovery and development of the hospitality and tourism industry, a comprehensive approach is needed, which includes a detailed assessment of the losses caused by previous crises and the development of comprehensive strategies for future growth. The proposed development strategies focus on creating a sustainable business model capable of adapting to the changing conditions and rules of the post-war market environment, which are based on innovations in management and service quality, as well as on the introduction of new technologies to increase competitiveness and create sustainable development of the hospitality and tourism industry.