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Liburkina L. M.

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Digital Transformation and Marketing Positioning of Ukraine’s Tourist Destinations in the Geoeconomic Space during the Postwar Recovery Period
Pisetskyi M. M.

Pisetskyi, Mykola M. (2025) “Digital Transformation and Marketing Positioning of Ukraine’s Tourist Destinations in the Geoeconomic Space during the Postwar Recovery Period.” Business Inform 12:243–253.
https://doi.org/10.32983/2222-4459-2025-12-243-253

Section: Economics of Trade and Services

Article is written in Ukrainian
Downloads/views: 11

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UDC 338.48

Abstract:
The article examines the role of digital transformation and the marketing positioning of Ukraine’s tourist destinations within the geoeconomic space during the postwar recovery period. The author examines the geoeconomic potential of Ukraine’s tourism sector during this recovery phase. The study proposed a conceptual model for transforming the institutional framework supporting Ukraine’s tourism industry and developed strategic directions for shaping a positive tourist image of Ukraine, including target audiences, key messages, implementation tools, and expected outcomes. Additionally, it was substantiated that digital technologies are becoming a key instrument in creating a positive tourist image, and that the security aspect of Ukraine’s tourist image requires particular attention in the context of postwar recovery. Prospects for further research in this area include developing a nationwide, systemic strategy for promoting the national tourism product. It has been found that military actions have led to the fragmentation of the tourism space, the reorientation of tourist flows from the eastern and southern regions to the western and central regions, the transformation of transport and logistics routes due to the blockade of seaports and the closure of airspace, and changes in the structure of investment in the tourism sector with a predominance of European investors. Statistical data analysis shows significant regional asymmetry in the development of the tourism industry: tax revenues from tourism activities increased by 128.7% in the western regions and decreased by 31.1% in the eastern regions over the period 2022–2025. It is substantiated that the transformation of the security environment has become a decisive geoeconomic factor influencing the development of tourism in Ukraine, shaping a new «safety map» of the country, which determines the spatial organization of tourism activities, the investment attractiveness of regions, and the routes of tourist flows.

Keywords: tourism, tourist destinations, geoeconomics, tourism business, digitalization, tourism marketing, investments, management innovations, postwar recovery.

Tabl.: 4. Bibl.: 28.

Pisetskyi Mykola M. – Postgraduate Student, Department of Tourism and Hotel and Restaurant Business, Educational and Scientific Institute of Economics and Law of Bohdan Khmelnytskyi Cherkasy National University (81 Shevchenka Blvd., Cherkasy, 18031, Ukraine)
Email: [email protected]

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