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

Abstract

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.