ASSESSMENT AND FORECASTING OF SOCIAL AND PSYCHOLOGICAL SUSTAINABILITY OF THE INNOVATIVE DEVELOPMENT OF RECREATION ENTERPRISES

Introduction. Contemporary market relations necessitate the development of appropriate approaches to evaluating and forecasting the socio-psychological resilience of the innovative development of recreational enterprises (RE). These approaches should facilitate the selection of human resources, the conduct of systematic socio-psychological research within the workforce, the planning of social development for both groups and the staff as a whole, the regulation of intergroup and intragroup relations, and the management of group dynamics, as well as specific phenomena and aspects of collective life where social consciousness and psychological bonds within the group are formed, fostering diligent and creative attitudes toward work. These factors must be considered when shaping the management system for the innovative development of RE in response to the challenges posed by the digital and circular economies, as innovation is characterized by dynamism, which combines product and process life cycle models with various competitive strategies. This, in turn, will contribute to the formation of corresponding requirements for the development of modern approaches to evaluating and forecasting socio-psychological indicators at the strategic, tactical, and operational levels in broad categories capable of encompassing all stages of the innovative cycles of RE. Purpose. The purpose of this study is to develop approaches for evaluating and forecasting the socio-psychological resilience of the innovative development of recreational enterprises. Materials and methods. The materials of the study include works by both Ukrainian and international authors who conduct their scientific and practical research in the field of enterprise resilience in general, and the resilience of recreational enterprises in particular. Results. The article substantiates the essence of the resilience of the innovative development of recreational enterprises, which involves a flexible response to all external and internal influences and skillful utilization of these factors. The issue of socio-psychological resilience and adaptability of enterprises is proposed to be addressed through their intellectualization by enhancing the natural intelligence of their employees, creating artificial intelligence systems, and through the synthesis of natural and artificial intelligence, leading to the formation of relevant human-cyber-physical systems. The mathematical apparatus of Markov process theory, proposed in this paper, and the mathematical models developed based on it were tested in the study of the resilience of the Truskavets spa-resort complex. This tool can find broad application in the study of the socio-psychological resilience of the innovative development of other recreational enterprises, with the aim of supporting the adoption and implementation of managerial decisions using modern socio-psychological management methods. Discussion of the prospects. In future research, it is proposed to extend the scope of the study of issues related to the evaluation and forecasting of socio-psychological indicators of the innovative development of recreational enterprises at the strategic, tactical, and operational levels, in broad categories capable of encompassing all supply chains: suppliers, recreational enterprises, the community, and consumers, while taking into account the needs of human resources and human rights.