ANALYSIS OF THE FUNCTIONING OF THE RECREATIONAL, TOURIST AND HOTEL AND RESTAURANT SERVICES MARKET IN THE CITY OF LVIV

Abstract

The market of recreational, tourist, and hospitality services in Lviv plays a key role in the city’s economy, significantly contributing to its image as one of Ukraine’s leading tourist destinations. Given modern challenges such as shifts in tourist flows, economic instability, and the need for adaptation to new tourism formats, a comprehensive analysis of current trends and the development of effective strategies are essential. This study aims to examine the factors influencing the formation of Lviv’s tourism market, analyze its structure, and identify opportunities for improving competitiveness. The research highlights the impact of demographic, socio-economic, natural, and infrastructural factors on the tourism sector. Special attention is paid to the dynamics of tourist flows, the geographical structure of visitors, their travel motivations, and the economic indicators of the industry. The study also evaluates the role of historical and cultural heritage, event-based tourism, and innovative forms of tourism organization in shaping Lviv’s attractiveness for tourists. A separate focus is placed on the development of hotel and restaurant services as an integral component of the tourism and recreation market. Their quality, diversity, and ability to meet modern hospitality standards have a direct influence on visitor satisfaction and repeat visitation rates. The integration of tourism with hospitality infrastructure ensures a holistic travel experience and enhances the overall competitiveness of the city in both national and international contexts. The practical significance of this research lies in its potential application to optimize the city’s tourism policies, improve service quality, and strengthen Lviv’s position in the global tourism market. The findings can serve as a foundation for developing sustainable tourism strategies, increasing investment attractiveness, and balancing the tourism load across different urban areas. Given the increasing competition among European destinations, Lviv needs to implement innovative solutions, diversify its tourism and hospitality offerings, and create a well-coordinated system of recreational, accommodation, and dining services to maintain and enhance its appeal.