Tourism and Hospitality Industry in Central and Eastern Europe

ORGANIZATIONAL IDENTIFICATION OF EMPLOYEES AS A FACTOR OF POSITIVE INFLUENCE ON THE IMAGE OF TOURISM COMPANIES

Mariia Aldoshyna — 2026-03-19

The article substantiates the importance of identifying employees in the tourism industry in the context of shaping the overall image of companies. It presents the relationship between internal and external image, which is formed on the basis of customer-oriented and personnel marketing tools. The concept of organizational identity is analyzed within the framework of interdisciplinary categories of social identity and HR branding. Specific features of tourism companies as employers, threats, and difficulties in forming a positive image in the labor market are identified. For travel companies, where service quality is largely determined by the behavior and professionalism of employees, staff identification with the organization is of particular importance. A list of stakeholders who can be identified as «brand ambassadors» is presented: managers (owners), employees, former employees, potential employees (job seekers in the labor market), recruiters. Each of these categories affects the external and internal image of tourism companies and requires special attention from the point of view of reputation management. A list of key factors that most influence the image of companies as employers in the tourism sector has been studied, and the impact of these factors on the organizational identification of actual employees has been determined. A list of tools for shaping employee identification by category is provided. A comprehensive approach to shaping organizational identity is based on an analysis of previous factors influencing the image of tourism companies. The categories formed reflect the main areas of managerial influence on staff. The positive behavioral consequences that are formed in employees of tourism companies as a result of high organizational identification are indicated. These advantages include: increased employee loyalty, dissemination of positive content outside the work environment, reduced absenteeism, high level of customer-oriented service, and the formation of psychological capital. It was concluded that the identification of tourism company personnel has a two-way connection with the overall image through the formation of a unified style of personnel behavior that goes beyond formal job responsibilities.

STRATEGIC APPROACHES TO IMPROVING THE QUALITY OF SERVICE FOR TOURISM AND HOTEL AND RESTAURANT BUSINESSES

Anastasiia Bezkhlibna — 2026-03-19

The article explores strategic approaches to improving service quality in the tourism and hotel and restaurant business in conditions of military instability, global competition and digital transformation. It is emphasised that after the end of the war, the issue of service quality will become a key factor in the recovery of the industry and the formation of a positive international image of the country. It is argued that the competitiveness of enterprises depends on a comprehensive approach that combines technological innovation, organizational solutions and staff development. The differences between tourism and hotel and restaurant services are revealed, and the author's definitions of these concepts are given. Based on a SWOT analysis of quality service in the tourism business, strengths (personalization, digitalization) and weaknesses (low level of standardization of service quality between different companies, high staff turnover and insufficient level of digital literacy of staff) opportunities (increased demand for environmentally responsible and sustainable services, innovation, new service formats) and threats (cyber risks, changing consumer expectations) are identified. Strategic development priorities are highlighted: digitalization of service, customer centricity, environmental friendliness, staff development, adaptability and reputation management. The flexibility of the organizational model is seen as a key factor in the sustainable development of enterprises during periods of war and post-war transformation. Enterprises are recommended to develop scenario models that provide for crisis management, resource reservation, diversification of markets and cooperation formats, including public-private partnerships. It has been established that modern challenges – military instability, globalization and digitalization – necessitate a comprehensive approach that combines technological solutions, human resource management, customer centricity and environmental standards. It was concluded that strategic service quality management is a critical factor for long-term competitiveness and industry recovery in the post-crisis period.

EVOLUTION OF SPORT ORGANIZATION BRAND MANAGEMENT THEORIES: COMPARATIVE ANALYSIS AND DEVELOPMENT PROSPECTS

Myroslava Bosovska — 2026-03-19

The article highlights the importance of transforming the theoretical basis of sports brand management. Scientometric analysis of this research showed the most dynamic growth of publications associated with the theme “sport brand” (+57% in 2020–2024), which only serves to underline the growing relevance of sports brand management. The purpose of the article is to conduct a comparative analysis of the evolution of brand management theories in sports organizations, to verify the ypothesis concerning the systemic limitations of applying classical branding theories within the sports industry, and to demonstrate the need for adaptive approaches in uncertain conditions when building a sports organization’s brand. The research methodology is grounded in the application of comparative analysis to systematize and further develop scientific approaches to brand management. The study uses literature review, scientometric analysis, and content analysis to identify key trends in the development of branding theory; the historical-logical method to trace the stages in the evolution of brand management theory; a systems-based approach and critical analysis to identify the limitations of classical theories in sports organization management. The article systematizes the key stages in the development of theoretical thought in sports brand management: the marketing stage (the brand as a trademark), the image stage (the brand as an image), the identity stage (the brand as a core characteristic), the capitalization stage (the brand as an asset), the sociocultural stage (the brand as a community), the digital/ecosystem stage (the brand as a platform for interaction), and substantiates the contemporary anti-crisis/geopolitical stage (the brand as a tool of resilience). The results of this analysis confirm the working hypothesis that classical brand management theories have systemic limitations in sports organization management. Thus, this article clearly demonstrates the need for adaptive, hybrid approaches to sports brand management that combine the theoretical foundations of classical branding with strategic vision and flexibility, draw on the methodological principles of sociocultural and digital paradigms, and support the adaptation and capacity of sports organizations to operate under conditions of geopolitical crisis. Special consideration is given to a unique national experience, that demonstrates the transformative potential of a sports brand as a tool for social cohesion and resilience.

INFLUENCE OF NEUROMARKETING TOOLS ON FORMING THE IMAGE OF LVIV AS A TOURIST CENTER

Svitlana Buhil — 2026-03-19

The article carries out a comprehensive study of the role and significance of neuromarketing stimuli in the process of forming and transforming the perception of a tourist destination brand in the context of globalization, the digitalization of the economy, and the significant intensification of competition in the international travel market. The theoretical and methodological expediency of integrating neuromarketing approaches into the strategic management of territories as a tool for targeted influence on the subconscious cognitive reactions of tourism consumers and their stable emotional attitude towards the destination brand is substantiated. Within the scientific search, the main types of neuromarketing stimuli are analyzed in detail, including visual dominants of the architectural space, auditory markers of the urban environment, olfactory triggers, tactile sensations from contact with city textures, and gastronomic components of local cuisine. The complex psychological mechanism of their combined influence on the formation of stable associative links, a high level of consumer trust, loyalty, and the overall holistic image of the tourist area in the long-term perspective is revealed. Particular attention is paid to the empirical component of the study, which is based on the results of the author's sociological survey of tourism consumers on the topic "Neuromarketing as a tool for forming the tourist brand of the city of Lviv." The obtained data allowed identifying the key sensory markers that dominate the minds of modern tourists and critically assessing the effectiveness of existing local branding strategies that use the city's identity to stimulate sales. It has been established that multisensory stimuli play a deterministic role in creating a positive image of Lviv as a unique destination, directly influencing the psychological motivation of choice and the intention to revisit. An altruistic and reasoned conclusion is drawn about the high efficiency of the synergy of neuromarketing tools within a single holistic branding strategy, which allows significantly increasing the emotional attractiveness of the city for various target segments. The author's recommendations are proposed regarding the implementation of a "sensory passport" of the destination, the development of official sound branding, and the active use of immersive VR/AR technologies as the most promising directions for capitalizing on the Lviv brand. It is proved that the systematic management of the city's sensory assets ensures the strengthening of its competitive positions in Central and Eastern Europe and contributes to the stable growth of tourist flows even during crisis periods. The results of the study have practical significance for the development of municipal tourism development programs and marketing plans for private enterprises in the hospitality industry.

SAFETY AND RISK MANAGEMENT IN SPORTS AND EXTREME TOURISM: TOURISM ASPECT

Volodymyr Kovalyshyn — 2026-03-19

Modern approaches to ensuring safety and implementing risk management in the field of sports and extreme tourism are studied. The relevance of the problem is substantiated in view of the growing popularity of active forms of recreation, and the increased level of physical, natural, technical and organizational risks, as well as the need to form an effective safety management system. Domestic and foreign scientific experience in the study of tourism safety is analyzed, the main directions of development of risk-oriented management in conditions of dynamic changes in the external environment are identified. The essence of tourism safety as a systemic category that covers organizational, legal, socio-psychological and technological aspects of tourism activities is revealed. The main groups of risks in sports and extreme tourism are identified, in particular natural and climatic, technical, organizational, medical and informational, and their potential consequences for tourists and tourism enterprises are characterized. Attention is paid to the influence of the human factor, emotional and behavioral characteristics of travel participants on the level of risk and the effectiveness of safety measures. The main methods and strategies of risk management, in particular, avoidance, minimization, transfer and acceptance of risks, are systematized, and the feasibility of using integrated management models, in particular the concept of Enterprise Risk Management, is substantiated. The role of digital technologies, monitoring, forecasting and information support systems in increasing the level of tourism activities safety is analyzed. It is proved that effective risk management in sports and extreme tourism should combine professional training of personnel, modern technical support, regulatory and legal support and the formation of responsible tourism culture. The relationship between the level of safety, competitiveness of tourism enterprises, consumer trust and sustainable development of tourist destinations is substantiated. Promising directions for further scientific research related to the development of adaptive risk management models considering regional characteristics, climate change and global challenges are identified.

KEY ASPECTS OF LAND USE RESTORATION IN THE POST-WAR PERIOD

Оlena Lazarieva — 2026-03-19

The article substantiates the need for post-war restoration of land use, identifies aspects of their revival on the principles of ecological and economic development. The works of scientists on the study of this issue are analyzed. The purpose of the article is to highlight key aspects of land use restoration, which include various measures aimed at the sustainability and balance of the agricultural sector in the post-war period. The experience of post-war land use reconstruction after the end of the wars that took place on their territories in countries such as Great Britain, France, Italy, Germany, Italy, countries of Eastern and Central Europe, Croatia, Bosnia and Herzegovina, and Israel has been analyzed. In the process of research, it was established that the implementation of such innovations in crop and livestock production as unmanned technologies and robotic farms is profitable for the implementation of the policy of land use restoration in the post-war period, which will contribute to their competitiveness and, in general, the revival of economic and institutional development, financial support. Examples of agro-innovations in land management practice are identified. Key aspects of land use restoration are presented, which include such initiatives as the use of innovations, increasing the productivity of bio-resource potential, ensuring sustainable land use, inventorying lands and land massifs, carrying out environmentally friendly and land protection measures, introducing regenerative agriculture technologies, qualified processing of satellite data, analysis of anthropogenic soil changes, development of land management projects for the restoration of territories, development of the processing industry and related industries, introduction of economic incentives, restoration of social initiatives, a full-fledged living environment, as well as comprehensive support for local communities. It is indicated that the proposed key aspects that will ensure the restoration of land uses will contribute to the sustainability of the agricultural sector, as well as the application of an integrated approach to restoration based on the principles of economic, environmental and social efficiency.

ORGANIZATIONAL AND ECONOMIC FOUNDATIONS OF THE INTEGRATION OF TOURISM AND HOTEL BUSINESS AT THE REGIONAL LEVEL

Ruslan Lupak — 2026-03-19

The article substantiates the importance of integrating tourism and the hotel business, the effectiveness of which depends on the formation of the organizational and economic environment. In the field of tourism, the organizational foundations of integration include effective management of tourist flows, the development of a network of information and analytical centers, cluster cooperation, and digital transformation. In turn, the economic foundations of tourism integration are increasing profitability, effective use of tourism and recreational resources, the formation of added value, activation of investments, and increasing the level of employment of the population in the industry. According to these characteristics, such regional features of the organizational integration of tourism into the hotel business have been identified as the creation of interregional clusters and cooperative associations, joint planning of local tourist routes and hotel service packages, creation of digital platforms, organization and promotion of joint events, and the economic features of the regional integration of the industry include the development of local combined service packages, increasing tourist flows and hotel occupancy, attracting investments, and improving the efficiency of management of tourist flows and the hotel industry. In the hotel business, key importance is given to such organizational foundations of integration as the establishment of a hotel management system, unification of service quality standards, expansion of areas of information and communication and technical and technological cooperation, development of service infrastructure, and the economic foundations of integration include high business activity, deepening of digital transformation of business operations, formation of the investment environment, and development of related markets. Accordingly, the organizational foundations of regional integration of the hotel business in the tourism sector are the creation and development of territorial centers for coordinating tourist flows, the initiation and implementation of regional programs for the development of tourist destinations, the introduction of the practice of certification of local tourist and hotel services, the formation of a regional inter-sectoral digital ecosystem. In turn, the economic foundations of integration of the hotel business in the region are the formation of local partner business networks, territorial differentiation of investment flows, modernization and reconstruction of local hotel infrastructure, and the growth of multiplicative economic effects from the development of tourism and the hotel business for related industries in the region.

WAYS OF POST-WAR RECOVERY OF TOURISM IN NATURAL PROTECTED AREAS OF UKRAINE

Yuriy Myronov — 2026-03-19

The article is devoted to the development of conceptual principles for the post-war restoration of tourism in nature reserves of Ukraine in the context of ensuring sustainable development and preservation of ecosystems. The scale of environmental and economic damage caused to the tourism industry as a result of a full-scale invasion is analyzed, in particular, the destruction of tourism infrastructure, degradation of biodiversity and pollution of nature reserves in zones of active hostilities. The need to form a road map for post-war reconstruction based on an integrated approach is substantiated, which involves a detailed analysis of the state of the affected territories, assessment of ecological capacity and determination of the feasibility of restoration or conservation of individual locations. A framework model for anti-crisis management of tourism restoration processes is proposed, which is based on the principles of sustainable development, integration of smart technologies for monitoring environmental indicators and regulating tourist flows, and also provides for the implementation of multimodal transport solutions and an increase in the share of renewable energy sources in the tourism sector. Key factors for the effective post-war revival of the industry are identified, including the creation of a renewed image of Ukraine as a European tourist destination, the development of an information and communication strategy, the formation of a multi-level financial model for attracting investments through the creation of the Fund for Supporting the Post-War Development of the Tourism Industry, the preservation of socio-cultural authenticity and the implementation of digital solutions based on artificial intelligence and big data analytics. Promising directions for the development of tourism in protected areas are outlined, including ecological, sports, medical, business and military tourism, as well as mechanisms for international institutional interaction with such organizations as UN Tourism, UNESCO, and the World Bank to ensure the coordination of recovery processes. A metrological basis for monitoring war damage and a system of inter-sectoral coordination of efforts of state institutions, local governments and business structures for the implementation of an integrated state policy of sustainable tourism in protected areas in the post-war period are proposed.