DEVELOPMENT OF DOMESTIC TOURISM IN UKRAINE AS THE BASIS FOR THE REVIVAL OF THE HOTEL AND RESTAURANT SECTOR

Abstract

In the context of deep socio-economic transformations caused by the COVID-19 pandemic, full-scale military aggression against Ukraine, and changes in consumer behavior patterns, domestic tourism is gaining strategic importance for the revival of the hotel and restaurant sector (HoReCa). At the same time, this sector requires new approaches to organizing services, adapting to security challenges, and integrating modern digital solutions. The problem is posed by the insufficient level of state and regional support for domestic tourism, weak integration of local businesses into tourism value chains, and uneven development of hotel and restaurant infrastructure across the country. The purpose of the study is to determine the role and prospects of domestic tourism as the basis for the sustainable recovery of the hotel and restaurant sector of Ukraine, as well as to formulate practical recommendations for its activation in modern conditions. A set of methods was used in the research process: content analysis of domestic and foreign scientific sources allowed us to outline modern trends in the field of tourism; SWOT analysis of domestic tourism in Ukraine made it possible to identify strengths and weaknesses, opportunities and threats; a comparative analysis of the practices of Poland, Georgia and Lithuania provided an empirical basis for adapting effective development models; an expert survey of representatives of the hotel and restaurant business in five regions of Ukraine made it possible to collect applied data on barriers and expectations in the field of servicing domestic tourists. As part of the study, the author performed the following tasks: analyzed the dynamics of domestic tourist flows and their impact on the HoReCa sector; identified the main institutional and infrastructure barriers; developed practical directions for stimulating domestic tourism, taking into account regional specifics. The conclusions substantiate that domestic tourism can act as a catalyst for the development of small and medium-sized businesses in the field of hotel and restaurant services, promote employment and create added value in the regions. Practical recommendations include developing a state program to support domestic tourism, creating tourism clusters, digitizing services, promoting local brands, and implementing educational programs for HoReCa staff. The implementation of the proposed measures will not only stabilize the sector, but also make it competitive in the long term.