MANAGEMENT OF INNOVATIVE DEVELOPMENT OF THE TOURIST AND RECREATIONAL SPHERE UNDER MODERN CHALLENGES

Abstract

Introduction. Under the conditions of wartime, digital transformation and dynamic changes in consumer preferences, the tourist and recreational sphere of Ukraine requires rethinking approaches to the management of innovative development. Purpose. The purpose of the article is to substantiate theoretical and methodological approaches to managing the innovative development of the tourist and recreational sphere under modern challenges, and to develop practical recommendations for increasing the competitiveness of tourist destinations.

Materials and methods. The study uses methods of strategic analysis (SWOT), systematisation and generalisation of scientific approaches to the classification of innovations in tourism, comparative and structural-functional analysis, and the NPS marketing research method.

Results. Modern challenges for the tourist and recreational industry and corresponding innovative responses have been systematised. Types of innovations in the tourist and recreational sphere have been classified. A mechanism for managing innovative development based on the platform economy and cluster approach is proposed. Stages of innovation implementation and a system of indicators for evaluating their effectiveness are determined. The role of Destination Management Organisations (DMOs) as a key coordination instrument for the innovative development of tourist and recreational territories under decentralisation has been substantiated. Prospects. Further research should focus on developing quantitative models for assessing the effectiveness of innovative management mechanisms for tourist and recreational systems in the context of post-war recovery and European integration. Special attention should be given to the diffusion of digital innovations within regional tourism clusters and the adaptation of EU best practices to Ukrainian conditions.