Change management as a tool for sustainable development of tourism organizations in Ukraine in the context of European integration

The development of the tourism sector is one of the key factors of economic growth and Ukraine's integration into the European space. Tourism performs not only an economic but also a socio-cultural function, contributing to the formation of a positive national image and the promotion of intercultural dialogue. In the context of the crisis challenges of recent years – the COVID-19 pandemic and the full-scale war – issues of effective management and change management in tourism organization have become particularly relavant. The purpose of the article is to analyze the characteristics of adaptation processes in Ukrainian tourism organizations during 2020–2023, identify key directions of transformation, and determine prospects for further development in the context of European integration. The paper outlines the theoretical foundations of change management presented in the works of foreign and domestic scholars (K. Lewin, J. Kotter, Z. Bauman, J. Baudrillard, J. Urry, V. Kyfiak, O. Liubitseva, etc.). It is noted that the modern tourist combines the desire for comfort and safety with the need for new experiences, which creates a balance between authenticity and convenience and influences the managerial strategies of tourism companies. A statistical analysis of tourism development is presented: in 2020, international arrivals declined by 74%; in 2022–2023, recovery reached 65–84% of the 2019 level.