POST-WAR STRATEGIES FOR THE RESTORATION OF THE HOSPITALITY INDUSTRY USING THE EXAMPLES OF CROATIA, ISRAEL AND GEORGIA WITH RELEVANCE FOR UKRAINE
Abstract
The aim of the study is to identify key recovery strategies based on a comparison of the post-war trajectories of the hospitality industry in Croatia, Israel and Georgia and transform them into a comprehensive roadmap for the post-war revival of the tourism and hotel sector in Ukraine. The research methods include comparative historical and economic analysis, case studies of individual countries, content analysis of scientific publications and strategic documents, as well as elements of structural and logical modeling to build an author's roadmap. The results showed that the successful recovery of the hospitality industry in the studied countries was based on a combination of political recognition of tourism as a priority sector, massive investments in infrastructure, targeted programs to ensure safety and restore the trust of tourists, active rebranding and a deep rethinking of the role of human capital. A comparison of the three countries showed that the success of recovery was determined by the sequence of actions: first security guarantees, then infrastructure reconstruction, and only then large-scale international marketing. The results provided an opportunity to outline specific management priorities for Ukraine in the early, middle, and mature stages of the post-war recovery of the hospitality industry. Based on this experience, a roadmap for Ukraine has been formed, which includes: development of a national tourism and hospitality strategy, mobilization of external and internal investments, comprehensive security and communication policy, renewal of the country's tourism brand, systemic programs for human resource development, introduction of a cluster approach to regional development and creation of an institutional architecture to support the industry. The practical significance of the results lies in the fact that the proposed recommendations can be used by state authorities and local governments in the preparation of post-war recovery strategies, by profile ministries and agencies in the formation of tourism and hospitality policy, as well as by owners and managers of hotel, tourist and related enterprises who are looking for guidelines for planning business models in the post-war period.
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