CRISIS PHENOMENA AND SAFETY FACTORS IN THE TOURISM INDUSTRY OF UKRAINE

Abstract

Objective. The objective of the article is to substantiate the impact of crisis phenomena on the tourism industry of Ukraine and the need to develop anti-crisis strategies that would minimize the impact of global threats on the development of Ukraine’s tourism industry and promote their development in the post-crisis period. Methods. The theoretical and methodological basis of the study is the provisions of modern economic theory, management theory, and scientific works of domestic and foreign scientists in the field of marketing. The methods used to ensure its logical essence are the following: the dialectical method of scientific knowledge, the method of system-structural analysis, the method of modeling complex systems. The solution of the tasks set in the article is carried out with the help of the following general and special research methods: analysis and synthesis, systematization and generalization, dialectical approach. Results. The authors consider the impact of the crisis on the structure and volume of tourist flows in Ukraine. It is concluded that their negative impact on the functioning of tourism (we are talking about the annexation of Crimea, the COVID-19 pandemic, the Russian invasion of Ukraine). It is noted that in times of crisis it is important to develop ways to minimize the impact of crisis phenomena by means of introduction of anti-crisis strategies for tourism in Ukraine, which will take into account external and internal negative factors, outlined measures, the implementation of which will overcome the existing negative trends and consequences of the crisis in the tourism industry. It is concluded that in the crisis period there is a complete reformatting of our usual systems, the formation of new social and economic strategies, which should be based on the principle of using the intellectual and creative potential of the human personality. The importance of combining tourism and culture is substantiated, as they are a source of identity in the context of globalization and crisis. The safety factors of minimizing the impact of crisis phenomena in the tourism industry of Ukraine are indicated.