STRATEGIC PLANNING OF TOURISM AND RECREATION COMPLEX MANAGEMENT THROUGH THE CREATION OF A MARKETPLACE

Abstract

The paper develops a comprehensive concept of strategic design for managing enterprises of Ukraine’s tourism and recreation sector (TRC) through the implementation of a national digital marketplace integrating accommodation, F&B, activities, and events. The theoretical framework combines platform, process, and program-project approaches, emphasizing network effects, data-driven decision-making, and service standardization. We propose a target platform architecture-including supplier onboarding, inventory and pricing management, search and recommendations, booking and payments, loyalty, ratings/reviews, support, and BI analytics-interoperable with PMS/CRM/RMS and public services via open APIs. An organizational-economic implementation mechanism is specified with clear governance (Steering Committee, Product Council, Platform Ops, regional offices), RACI matrices, Trust & Safety policies, SLAs, and privacy-by-design. Methodologically, the study applies before-after comparison, Difference-in-Differences (including staggered adoption), panel models with fixed effects, multi-criteria evaluation (AHP/SMART), Balanced Scorecard, and unit-economics sensitivity analysis. A pilot cluster «Odesa-Kobleve-Ochakiv» is outlined. We design KPI systems for both platform and suppliers (Occupancy, ADR, RevPAR, Conversion, Cancel rate, CAC, LTV, NPS), standardize SOP/SLA templates, and propose an MSME onboarding roadmap. Expected outcomes include higher booking conversion, uplift in ADR and RevPAR via dynamic pricing, lower CAC and cancellation rates, stronger repeat business, and reinforced regional clustering of offerings. The paper’s contribution is a synthesized logic-structural model of how platformization drives TRC performance, a target architecture of a national marketplace based on open data standards, and a multi-level ecosystem governance mechanism. Managerial implications are delivered as ready-to-use BSC matrices, KPI dashboards, integration requirements, and investment scenarios (break-even thresholds, supplier payback). The results are actionable for HoReCa managers, policymakers, and investors planning digital transformation and scaling of domestic tourism in Ukraine.