Попко, О. В. та Сліпецький, О. Є. МАРКЕТИНГОВЕ ДОСЛІДЖЕННЯ СТАНУ ТА ПЕРСПЕКТИВ РОЗВИТКУ ПОДІЄВОГО ТУРИЗМУ В УКРАЇНІ. Вісник Національного університету водного господарства та природокористування (3(103)). с. 204-212.

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Анотація

У статті розглянуто особливості подієвого туризму, окреслено основні напрями його розвитку. Ідентифіковано ключові світові тренди сфери розваг і відпочинку. Проаналізовано вплив карантинних обмежень і широкомасштабної війни в Україні на розвиток подієвого туризму. Розроблено рекомендації щодо розвитку подієвого туризму в Україні у післявоєнний період.

Title in English

MARKETING RESEARCH OF THE STATE AND PERSPECTIVES OF THE EVENT TOURISM DEVELOPMENT IN UKRAINE

English abstract

The research aims to analyze the current trends in the development of event tourism in the world, the state and prospects of its development in the post-war period in Ukraine. The peculiarities of event tourism are considered, and the main directions of its development are outlined. The key world trends in the field of entertainment and recreation have been identified, which include the use of augmented and virtual reality, the arrangement of themed hotels, the use of social networks for communication with customers, care for the environment, the use of interactors, the formation of individual experience through unique experiences, the use of artificial intelligence, using a combination of food and entertainment, improving the health of tourists, creating surf parks outside the sea. The impact of quarantine restrictions and a large-scale war in Ukraine on the development of event tourism is analyzed. It is noted that a full recovery of the development of event tourism in Ukraine is possible only after the end of hostilities on its territory and will require an appropriate infrastructure of tourist resources. The key perspective directions for the recovery of event tourism in Ukraine have been identified, including the development of business, educational, sports, and military tourism; development and implementation of national and international programs to support the tourist business; introduction of new ways and methods of implementation of tourist services; maintaining the interest of foreign tourists in post-war memorials and symbolic places. Recommendations for the development of event tourism in Ukraine in the post-war period have been formulated, in particular: restoration of the infrastructure of event tourism, marketing campaigns in foreign markets, which will allow changing the perception of Ukraine from a place of battlefields to a safe location for travel, involvement of global hotel chains in cooperation, involvement of foreign investments.

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