DEVELOPMENT OF THE TOURIST SERVICES MARKET FROM A GEO-ECONOMIC PERSPECTIVE
Main Article Content
Abstract
Introduction. The article examines the development of the tourist services market of Ukraine from a geo-economic perspective under conditions of global transformations and geopolitical instability. Tourism is considered not only as a service sector, but also as a strategic component of national economic competitiveness and international integration.
Purpose. The study aims to systematize key geo-economic factors influencing the formation, spatial structure and competitiveness of the tourism market, as well as to identify priority directions for the effective use of territorial potential in a changing global environment.
Results. The research is based on a comprehensive analysis of spatial, economic, institutional, infrastructural, socio-cultural and technological determinants of tourism development. Particular attention is paid to the impact of war-related risks, security challenges and infrastructure destruction on the restructuring of tourist flows and regional specialization. The article highlights the geo-economic reorientation of Ukraine’s tourism market toward safer regions, especially the Carpathian area, and the growing role of domestic tourism as an adaptive response to crisis conditions.
The study emphasizes the importance of digital transformation as a key driver of resilience and competitiveness of the tourism sector. Digital platforms, online booking systems, virtual tours and smart destination tools are identified as mechanisms that reduce spatial constraints and ensure Ukraine’s presence in the global tourism space despite limited physical mobility.
A SWOT analysis of Ukraine’s tourism market is conducted to identify strengths, weaknesses, opportunities and threats in the context of geo-economic transformations. Based on the results, a multi-level model of geo-economic integration of Ukraine’s tourism market into the global tourism system is proposed, encompassing global, European, national, regional and local levels.
Originality. The proposed framework illustrates a multi-level model of the geo-economic integration of Ukraine’s tourism market into the global tourism environment. It highlights the interconnections between the global, European, national, regional, and local levels in shaping the tourism product and directing tourist flows. The national tourism market of Ukraine occupies a central position within this system, ensuring the adaptation of international trends to regional specifics and facilitating the export of local tourism products to foreign markets.
Conclusion. The article concludes that the geo-economic approach provides a holistic framework for understanding tourism development in Ukraine and creates a foundation for strategic planning, post-war recovery and sustainable integration into the international tourism market.
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