THE IMPACT OF DOMESTIC TOURISM ON THE DEVELOPMENT OF THE HOTEL BUSINESS IN UKRAINE

Abstract

Introduction. In times of active socio-economic dynamics and transformation of behavioral patterns of the consumer audience, the direction of domestic tourism is gaining strategic importance in the context of the development of the hotel and restaurant sector (HoReCa) of Ukraine. At the same time, the industry needs to update approaches in the vectorial integration of digital solutions and adaptation to the security challenges of today. Additional challenges are caused by the uneven development of HoReCa in Ukraine, the lack of state stimulation of the development of domestic tourism, its minimal integration into tourism value chains, and the obsolescence of information and communication strategies.

Purpose. The purpose of the study is to reveal the role of domestic tourism in the sustainable growth of the hotel business in Ukraine, with the identification of key vectors for activating its development in modern conditions.

Materials and methods. A number of methods were used in the research process, in particular, content analysis of scientific works in the field - to identify the main trends in the development of domestic tourism; SWOT analysis - to identify weaknesses and strengths, opportunities and threats in the context of the studied impact; comparative analysis of existing practices - in order to find ways to adapt them to the realities of Ukraine and develop practical tools to stimulate the development of domestic tourism.

Results. The article analyzes the specifics of the development of domestic tourism in Ukraine during the war and the dynamics of its impact on the HoReCa sector as a whole and the hotel business in particular. Key obstacles and barriers are identified. The stimulation of innovation and digital development are identified as essential conditions for a successful upgrade of business in the hospitality and tourism sector. The possibilities of expanding marketing strategies against the background of the actualization of the smart tourism phenomenon are considered. The study proves the need to integrate modern digital innovations for more effective development of collaboration between domestic tourism and the hotel business by expanding the audience and creating a unique experience for the sustainable development of the industry. The conclusions of the article confirm the significance of the impact of domestic tourism as a driving force for the development of the hospitality sector, in particular, small and medium-sized businesses, as well as creating added value on a regional scale.

Discussion. In further scientific research, it is proposed to focus on developing practical tools to support the sustainability and competitiveness of domestic tourism in Ukraine during the war and post-war recovery, including through the promotion of local destinations and digitalization of services, the formation of tourism clusters, and improving the competencies of HoReCa staff.