PARTICULARITIES OF MANAGING THE CITY OF KYIV AS A TOURIST DESTINATION: RECOVERY AND DEVELOPMENT IN THE CONTEXT OF A PANDEMIC AND MARTIAL LAW

Abstract

The socio-economic situation in Ukraine, the lack of a comprehensive, systematic model of tourism management leads to the decline of this sector. The relevance of this topic is due to the need to develop strategies and management measures aimed at ensuring the attractiveness of the city for tourists and the restoration of the tourism sector. The pandemic and war have significantly affected the tourism industry throughout the country. Negative influences have put the tourism industry in Ukraine at risk of decline. The threatening decline in tourism activity poses major risks to the country's socio-economic situation. The decline in tourist flow leads to job losses, lower revenues for businesses serving tourists, and a general deterioration in economic activity. The main purpose of this study is to analyze the aspects of management, development, and recovery of a tourist destination, using the example of Kyiv as part of Ukraine's economic system in the context of a pandemic and war. The study used such methods as system analysis, structural and functional approach, comparison, and statistical method. The study considered the problems associated with a decrease in the flow of tourists and loss of income in the tourism industry due to ineffective management of the tourist destination (pandemic and military operations in the country), insufficient infrastructure. This made it possible to formulate recommendations for solving the problems, namely improving the transport infrastructure, creating, and maintaining tourist infrastructure, such as hotels, restaurants, and other facilities that will form an open tourism policy of the state. The paper develops the concept of spatial and economic management and practical functionality of tourist destinations on the example of Kyiv, provided that modern technologies, approaches and methods of tourist destinations formation are used, which are the components of the model of management of tourist territories development. The obtained results from the study can be used in the system of management of tourist destinations at the international and regional levels.