State and Prospects of Tourism Development During the Pandemic

Abstract

Purposes.The article aims to conduct an in-depth analysis of the situation in the world and Ukraine during the pandemic, as well as to develop practical measures to rehabilitate the tourism sector from the effects of the economic crisis caused by the Covid-19 pandemic. The authors suggest that the reduction of the negative effects of COVID-19 on the tourism industry is possible through the support of state institutions of the tourism industry and the development of the domestic tourism and recreation sector with elements of rehabilitation measures after coronavirus. Design/methodology/approach. To achieve the goals, objectives in the article the authors used a set of scientific methods that ensured the conceptual integrity of the study, in particular: methods of statistical and comparative analysis, which allowed to objectively assess the level and dynamics of the impact of quarantine measures on the world economy; tabular method - to illustrate the results of empirical research to study negative trends. Comparative research methods were also used to study the world experience of eliminating the effects of Covid-19 on the tourism industry; abstract-logical and system-structural - during the proof of the hypothesis. Conclusions. Tourism is a sector of the economy that is highly profitable and has made a significant contribution to filling local budgets and increasing annual GDP in general. It should also be noted that the tourism industry is closely intertwined with various industries and the negative impact of quarantine restrictions, as well as negatively reflected on them. The statistics analyzed in the paper indicate that this industry has suffered the most due to the introduction of quarantine measures, which has prompted the tourism company to quickly join the new conditions and reorient its activities. So, to support the tourism and related sectors of the economy, expanding pandemics and reducing its effects, the authors, first of all, propose to develop an internal tourism and recreation market, create conditions for the formation of a new innovative rehabilitation direction in the recreation complex and psycho-emotional state after coronavirus disease, which is carried out with important consequences. Originality/value. The authors have put forward a benefit and now need an idea for the rehabilitation of patients after coronavirus, as a result of which the consequences of the disease are sometimes important and require an appropriate rehabilitation period. The articles substantiate the need for support from state institutions of the tourism industry during pandemics and the authors propose to compile a tourist and recreational area of responsibility for the organization of rehabilitation conditions after treatment of coronavirus. Practical implications. The fact that the issue addressed by the article is necessary and adaptation in quarantine is important for every enterprise, especially for tourism enterprises, and the problem is not fully explored. Thus, the research and analysis conducted in the articles are relevant and requires detailed study and formation of new areas of tourism development, the formation of complex aspects of improvement and adaptation of tourism in a pandemic. Responsibly important support from government agencies in the tourism industry will promote the intensive development of the domestic tourism and recreation sector with elements of rehabilitation measures after coronavirus disease.

Tourism Territorial Branding in the Conditions of the Covid-19 Pandemic (On the Example of Ukraine and Poland)

“…Evaluating the tourist brands of Ukraine and Poland at the international level, it is worth paying attention to the study of the official data partner of the World Economic Forum -Bloom Consulting. Every two years it publishes the Country Tourism Brand Ranking by the following criteria: 1) economic indicators (key parameters: the average rate of total annual receipts of international tourists to the country and the average growth of total annual receipts of international tourists to the country); 2) digital demand (total volume of online searches for tourism-related activities and attractions in all countries included in the ranking); 3) CBS ranking (comparing the most popular brand tags for a particular country with the most actively promoted brand tags of national tourism organizations in that country), as well as online indicators (number of total visits to the official web page and average time spent per visitor, number of likes and followers on social networks) (Bloom Consulting, 2021). According to 2019-2020 data, Ukraine ranks 98 th in the world and 34 th among European countries, while Poland ranks 39 th and 18 th , respectively.…”