INTEGRATION OF THE CONCEPT OF SAFE TOURISM INTO THE SUSTAINABLE DEVELOPMENT STRATEGY OF THE REGIONAL HOTEL AND RESTAURANT BUSINESS

Abstract

In the modern world, where the tourism industry is not only a dynamic sector of the global economy, but also an integral element of regional social systems, systemic challenges related to tourism security arise. These challenges cover a wide range of aspects: from socio-economic and political-legal to environmental and socio-cultural determinants. Global challenges, such as pandemics, natural disasters and geopolitical instability (especially relevant for Ukraine), have radically changed the landscape of the tourism industry. Now security is not just a desirable option, but a critically important condition that determines the decisions of travelers and the viability of tourist destinations. This applies primarily to the regional hotel and restaurant business, which is a key driver of economic and social well-being at the local level. Traditional approaches to sustainable development, focused on environmental, social and economic aspects, now require the integration of the concept of safe tourism, which is becoming an obvious and urgent need. Tourism safety is becoming a system-forming character, acting as a key consumer property of a tourist service. Only if it is guaranteed can other attributes and values of the tourist product be fully realized, which makes safety a fundamental prerequisite for the attractiveness of the tourist experience. The results of the study show that the integration of the concept of safe tourism into the strategy for sustainable development of the regional hotel and restaurant business involves the relationship between safety aspects, socio-economic stability and the quality of the tourist product. The following key opportunities and mechanisms for integration have been identified: increasing the competitiveness and image of the region, increasing investment attractiveness, strengthening inter-sectoral partnerships, improving staff skills, digitalization of security, as well as adapting the marketing of tourist services and institutional support. The implementation of clear safety protocols, close cooperation with local authorities, law enforcement agencies and the State Emergency Service, as well as the use of digital tools (mobile applications, online monitoring) are critical to improving the safety of tourism services in Ukrainian regions. In addition, it is mandatory to improve the skills of first aid and crisis response personnel, as well as ensure information transparency for tourists, which contributes to building trust and making informed decisions. The article emphasizes the need to develop comprehensive regional tourism products and form tourism clusters for effective promotion and achieving sustainable development of the hospitality industry in Ukraine in the face of modern challenges.