Tourist animation as a tool of social cohesion in post-war Ukraine (on the example of tourist and recreational and hotel and restaurant establishments)

The article explores the transformation of tourist animation in the context of digitalization and post-war recovery in Ukraine. It emphasizes that the integration of digital technologies leads to the emergence of an interactive, personalized, and flexible model of interaction with tourists. This transformation requires updating the professional competencies of animators, adapting educational programs, and revising service quality standards in the digital environment. Particular attention is paid to the socio-cultural, economic, and symbolic significance of tourist animation in the post-war period. Tourist animation is considered not only as a tool for recreation and entertainment but also as a mechanism for social cohesion, psycho-emotional recovery, and the revitalization of cultural potential in different regions. It contributes to the integration of internally displaced persons, veterans, children affected by traumatic events, and other vulnerable population groups by creating safe spaces for interpersonal communication and collective experience. Furthermore, animation programs aimed at promoting national cultural heritage help strengthen patriotic identity and reinforce respect for Ukrainian traditions and heroic narratives.