CONCEPTUAL MODELING OF THE PROFILE OF UKRAINE’S TOURIST DESTINATION UNDER CONDITIONS OF WAR AND POST-WAR RECOVERY: INSTITUTIONAL SUPPORT AND INVESTMENT ATTRACTORS

Abstract

The relevance of this study stems from the critical destruction of tourism infrastructure, the disruption of logistics chains, and unprecedented security challenges in Ukraine, which require not merely a mechanical reconstruction of facilities but a qualitative revitalization of the industry based on the principles of sustainable development. The purpose of this article is to provide a theoretical foundation and develop a multilevel conceptual model for the recovery of a tourist destination as a fundamental element of the tourism industry. The research applies systemic and structural-functional approaches, PESTLE analysis, and comparative analysis to adapt international experience to post-conflict management. The results of the PESTLE analysis identified the key constraints, including landmine contamination and staff shortages, as well as the drivers of post-war recovery, namely European integration and grant support. An architecture for the conceptual revitalization model, based on the principles of integrated ecosystem management, has been developed. An important element of the model is the security framework, which includes humanitarian demining and mandatory certification of shelters. The model integrates three interconnected levels: the macro level—state tax incentives, mechanisms for insuring military risks, and public-private partnerships; the meso level—the formation of regional clusters, the development of medical and rehabilitation tourism, and the ethical commemoration of memorial sites through “soft marketing”; the micro level—the implementation of digital ecosystems, VR/AR technologies, and ensuring fully barrier-free accessibility for people with limited mobility and veterans. The practical and significance of the obtained results lies in the possibility of the Ministry for Communities and Territorial Development of Ukraine and local self-government bodies using the proposed model architecture to formulate destination recovery strategies under conditions of high uncertainty.