WAYS TO RESTORE MICRO-, SMALL AND MEDIUM-SIZED BUSINESSES IN THE TOURISM AND HOSPITALITY SECTOR IN THE CONTEXT OF ENVIRONMENTAL MODERNISATION

Abstract

The article concludes that the revitalisation of micro-, small and medium-sized businesses in the tourism and hospitality sector, through modernising the tourism environment and creating a welcoming atmosphere, will promote sustainable development in the State and its regions. This will be achieved by promoting a peaceful and inclusive society, fighting against inequality, and implementing restorative processes that ensure universal and transformative approaches to the development of the tourism and hospitality sector. The restoration of the tourism sector should follow the principle of 'building back better' and comply with environmental standards and energy efficiency. It is important to prioritize regional tourism development as outlined in regional and local development strategies, and to ensure balanced integration into the European tourism space through effective territorial planning. The study identifies the main factors that affect the recovery of small and medium-sized businesses in the tourism and hospitality sector, considering the current state of the tourism environment. It also identifies the key aspects of modernisation that can contribute to the recovery of businesses in the war and post-war period. This text outlines recommendations for state administrations, civil society institutions, tourism organizations, and enterprises on effective strategies for the recovery and development of small and medium-sized businesses in the context of modernizing the tourism environment at the level of territorial communities. The text emphasizes the importance of clear and concise communication, logical structure, and objective language. It also highlights the need for precise word choice, adherence to grammatical correctness, and avoidance of biased language. The text maintains a formal register and follows conventional academic structure and formatting. No changes were made to the content of the original text. Informative indicators for the recovery of MSMEs in the tourism and hospitality sector will include improving institutional capacity, attracting resources, market development, acquiring technology and knowledge, product and infrastructure development, effective marketing and branding strategies, highly effective regional and inter-municipal cooperation on priority issues, effective security guarantees, developed infrastructure, and an existing high-margin tourism product.