DETERMINANTS OF TOURISM DEVELOPMENT IN CRISIS CONDITIONS: REGIONAL ASPECT

Introduction. In recent years, the tourism industry has become an important social and political phenomenon that has a significant impact on the economy of many developed countries. Modern tourism, without a doubt, integrates almost all industries, therefore questions regarding the sustainable development of tourism, the use of its potential as a tool for the balanced development of territories, taking into account the economic, social and ecological components, are becoming particularly relevant today. Taking into account the relevance, lack of study and practical significance of this problem, it was chosen as the topic of scientific research. Goal. The purpose of the study is to identify current problems and determine opportunities and prospects for the development of the domestic tourism industry in crisis conditions (in particular, taking into account military operations) at the regional level. Materials and methods. In order to achieve the goals of the research, the following materials were used: scientific works of domestic and foreign scientists regarding the peculiarities of the functioning of the tourism industry in the crisis and post-crisis period; statistical information of the State Statistics Service of Ukraine regarding the state of the tourism industry in the Kharkiv region; analytical reviews of industry and specialized organizations and institutions; regional tourism development programs. In order to solve the research tasks, a number of general scientific and special methods were used: the method of theoretical generalization and abstract-logical method (during the analysis of problems and prospects of tourism development); analytical method (when analyzing static data on the development of tourism in the Kharkiv region); method of grouping and comparison (when developing a typical regional tourism development program. Results. The study highlights the current problems of the domestic tourism industry: the complexity of running a tourist business; lack of positive information both domestically and internationally; insufficient development of the hotel industry; neglect of historical and cultural monuments, etc. A typical program for the development of regional tourism has been formed, which should be used as a basis for the development of tourist programs taking into account regional specifics. In view of the Russian aggression in 2022 and the destruction of infrastructure and residential buildings, it is determined that the post-war ruins, unfortunately, can serve as a source of tourist attraction, which will provide additional development of urban tourism. The use of the places of the Kharkiv tragedies in «memory tourism» should be justified and carried out with respect for the memory of the dead. It has been established that new types of tourism appear due to military actions, one of which is nostalgic tourism, due to the beginning of a full-scale invasion, Ukraine massively attracted the attention of the world's leading countries, which led to an increase in the interest of many tourists. Therefore, unfortunately, this is a tragic situation served as an advertisement for Ukraine. Prospects. With a view to the long road of Ukraine and Kharkiv Oblast to recovery, it is considered appropriate to direct further research to the development of practical recommendations on the use of all the above-mentioned resources and opportunities to stimulate the development of the tourism industry at all levels. The search and development of directions for the post-war development of tourism, taking into account its new types, should be the subject of further investigations and prospective studies.