ESSENTIAL CHARACTERISTICS AND PECULIARITIES OF THE LIFE CYCLE OF A TOURISM ENTERPRISE IN MODERN BUSINESS CONDITIONS

Abstract

The relevance of the presented research results lies in the systematization of known models of the life cycle of tourism enterprises that are most adapted to modern conditions of tourism business and the identification of specific features and characteristics that can be used as indicative assessment indicators at various stages of the life cycle model of a modern tourism enterprise in Ukraine. The purpose of the article is to determine the essential characteristics of the components and features of the life cycle of a tourism enterprise in the current business environment. During the study, methods of analysis, synthesis, comparison, systematization, classification, generalization, typification, visualization, and others were used. The article argues that it is advisable to take into account the revival (restoration) life cycle in the activities of tourism enterprises, which has its own indicative features and specific variable characteristics. Emphasis is placed on the fact that the characteristics of the life cycle of a tourism enterprise in the current business environment will depend on a number of political, socio-economic, and environmental factors. It has been proven that the recovery phase can vary in duration, show signs of more dynamic movement towards stabilization and growth in demand in both domestic and international tourism, but factors such as the opening of borders, the resumption of flights, the demining of territories, and other factors related to the consequences of the war can significantly slow down these processes. It is emphasized that the recovery phase may be combined with the adaptation phase, which determines the relevant project decisions, state support, and attraction of domestic and foreign investments. It has been proven that the experience of Ukrainian tourism companies operating during martial law necessitates seeking out positive aspects even during a crisis, as this can serve as an impetus and motivation for renewal. Aspects that may be most adaptable to current realities and prospects for Ukraine's recovery after the end of the war have been systematized and highlighted. These aspects relate to the relevance of defining the essential characteristics of the components and features of the life cycles of tourism enterprises in our country.