TRANSFORMATION OF EXHIBITION ACTIVITY UNDER MARTIAL LAW: ECOLOGICAL AND COMMUNICATIVE ASPECTS

Abstract

The scientific article pathologically examines the deep transformation processes within the exhibition and MICE (Meetings, Incentives, Conferences, Exhibitions) industry of Ukraine under the current legal regime of martial law, focusing profoundly on the symbiosis of ecological and communicative dimensions. The study comprehensively analyzes the unprecedented challenges faced by exhibition organizers, public cultural institutions, and businesses, outlining strategic vectors for operational, economic, and structural adaptation to high-risk environments. It illuminates the specific reconfiguration of communication strategies, which have systematically shifted from purely commercial marketing narratives toward social solidarity, corporate responsibility, the documentation of wartime environmental and humanitarian consequences, and active cultural diplomacy on the global stage. Special attention is dedicated to the accelerated digitalization of the exposition space, including the implementation of hybrid event models, 3D virtual exhibition tours, augmented and virtual reality (AR/VR) integrations, and complex interactive web platforms that transcend physical borders. Within the scope of the environmental aspect, the paper substantiates the phenomenon of forced greening and ecological modernization of the sector, driven primarily by severe raw material deficits, economic efficiency demands, and strict security regulations. The research thoroughly investigates the pragmatic transition to reusable modular structures, the radical reduction of physical promotional waste in line with the global "Zero Waste Exhibition" concept, and the strategic optimization of logistical supply chains. It is argued that the comprehensive virtualization of exhibitions serves as a highly efficient tool for minimizing the aggregate carbon footprint of domestic events, while simultaneously ensuring the institutional continuity of international dialogue, scientific cooperation, and commercial partnerships without geographical boundaries. Finally, the article synthesizes actionable strategic recommendations for the long-term, resilient, and sustainable recovery of the post-war exhibition sector based on environmental sustainability, digitalization, and empathetic crisis communications.