An integrated post-war marketing strategy for tourism development in the de-occupied territories of Ukrainian regions
DOI:
https://doi.org/10.26661/2522-1566/2026-1/35-17Keywords:
de-occupied territories; region; strategy; tourism; marketing; war; developmentAbstract
The relevance of this article lies in the fact that the implementation of the philosophy and methodology of marketing in the development of tourism in de-occupied territories can ensure their effective functioning under conditions of intense competition and the adverse consequences of war. The purpose of the article is to systematize and substantiate the scientific and methodological foundations and principles for developing an integrated post-war marketing strategy for tourism development in the de-occupied territories of Ukraine, based on the creation and promotion of a territorial tourism brand. The subject of the study is the paradigm of sustainable development of the tourism system, understood as a dynamic process of successive positive post-war transformations. The proposed marketing mechanisms for post-war tourism development in de-occupied regional territories are based on a synthesis of best tourism practices, are comprehensive in nature, and cover all elements of the tourism marketing mix, partnership marketing, and place branding. The integrated approach focuses on both internal and external target audiences and offers a set of specific characteristics and instruments. The measures developed within this framework are aimed at increasing the tourist attractiveness of de-occupied territories, creating conditions for entrepreneurial activity, improving population welfare, restoring tourism infrastructure and resources, and strengthening the competitive position of regions in the interregional division of labor in the tourism sector. The results are recommended for use by central and local authorities of Ukraine, tourism development agencies, stakeholders, and other interested parties in designing and implementing strategies for tourism and regional development in de-occupied territories.
JEL Classification: L83, M31, R11, O18, O19
References
Baloglu, S., & McCleary, K. W. (1999). A model of destination image formation. Annals of Tourism Research, 26(4), 868–897.
Buhalis, D., O’Connor, P., & Leung, R. (2023). Smart hospitality: From smart cities and smart tourism towards agile business ecosystems in networked destinations. International Journal of Contemporary Hospitality Management, 35(1), 369–393. https://doi.org/10.1108/IJCHM-04-2022-0497
But, T., & Mamotenko, D. (2025a). Increasing the economic development of EU countries through the implementation of the smart city concept. Management and Entrepreneurship: Trends of Development, 1(31), 27–37. https://doi.org/10.26661/2522-1566/2025-1/31-03
But, T., & Mamotenko, D. (2025b). Transformation of digital tourism services. In V. Solovieva & S. Hushko (Eds.), Sustainable development in economics, technology and environmental engineering (pp. 27–39). Springer. https://doi.org/10.1007/978-3-031-91953-4_3
But, T., Mamotenko, D., Korniienko, O., & Gubar, O. (2025). Financial assurance for tourism development and its impact on the economy of European countries. In A. Semenov, I. Yepifanova, & J. Kajanová (Eds.), Data-centric business and applications (Lecture Notes on Data Engineering and Communications Technologies, Vol. 240, pp. 63–80). Springer. https://doi.org/10.1007/978-3-031-81557-7_4
But T., Mamotenko D., Lnenicka L., Pulina T. & Židová V (2023). A Conceptual Model for Creating Smart Cities in Czechia Based on Smart Specialization. Scientific Papers of the University of Pardubice. 31(2). 1736; https://doi.org/10.46585/sp31021736
Causevic, S., & Lynch, P. (2013). Political (in)stability and its influence on tourism development. Tourism Management, 34, 145–157.
Cro, S., & Martins, A. M. (2020). Foreign direct investment in the tourism sector: The case of France. Tourism Management Perspectives, 33, 100617.
Echtner, C. M., & Ritchie, J. R. B. (1991). The meaning and measurement of destination image. Journal of Tourism Studies, 2(2), 2–12.
Echtner, C. M., & Ritchie, J. R. B. (1993). The measurement of destination image: An empirical assessment. Journal of Travel Research, 31(4), 3–13.
Endo, K. (2006). Foreign direct investment in tourism ‒ Flows and volumes. Tourism Management, 27(4), 600–614.
International tourism: Expenditures & receipts. (2024). World Bank Group. https://data.worldbank.org/indicator/
Kerimkhulle, S., et al. (2023). Using technical and structural coefficients of economic statistics to equalize flows of input-output table. Lecture Notes in Networks and Systems, 596, 501–511.
Kyzym, M., Matyushenko, I., Shostak, I., & Danova, M. (2015). Foresight forecasting of priority directions of development of nanotechnology and nanomaterials in countries of the world and Ukraine. Inzhek.
Mamotenko, D., & But, T. (2025a). Analysis of ecological tourism in the European Union: Strategic guidelines for development. Management and Entrepreneurship: Trends of Development, 3(33), 10–27. https://doi.org/10.26661/2522-1566/2025-3/33-01
Mamotenko, D., & But, T. (2025b). Digitalization of the economy as a prerequisite for tourism development. In V. Solovieva & S. Hushko (Eds.), Sustainable development in economics, technology and environmental engineering (pp. 61–73). Springer. https://doi.org/10.1007/978-3-031-91953-4_6
Martí-Ciriguián, P., Nolasco-Cirugeda, A., & Serrano-Estrada, L. (2017). Assessment tools for urban sustainability policies in Spanish Mediterranean tourist areas. Land Use Policy, 67, 625–639.
Mazaraki, A., Boiko, M., Bosovska, M., Okhrimenko, A., & Antoniuk, K. (2022). The rating of Ukraine’s regional tourist systems according to their investment potential. Problems and Perspectives in Management, 20(3), 43–61.
OECD. (2024). OECD tourism trends and policies 2024. https://www.oecd.org/en/publications/oecd-tourism-trends-and-policies-2024_80885d8b-en.html
UN Tourism. (n.d.). Policy and destination management. https://www.untourism.int/policy-destination-management
Project of the recovery plan of Ukraine. (2022). https://www.kmu.gov.ua/storage/app/sites/1/recoveryrada/ua/audit-of-war-damage.pdf
Roganova, G. (2019). Investment attractiveness of enterprises: Essence, influencing factors, methodical approaches. International Journal of Innovative Technologies in Economy, 4(24), 28–34.
Roziqin, A., Kurniawan, A. S., Hijri, Y. S., & Kismartini, K. (2023). Research trends of digital tourism: A bibliometric analysis. Tourism Critiques, 4(1–2), 28–47. https://doi.org/10.1108/TRC-11-2022-0028
Yang, X., & Song, R. (2024). Mechanism of influence of the digital economy on tourism industry development. Progress in Geography, 43(10), 1943–1955. https://doi.org/10.18306/dlkxjz.2024.10.004
Yung, R., & Khoo-Lattimore, C. (2019). New realities: A systematic literature review on virtual reality and augmented reality in tourism research. Current Issues in Tourism, 22(17), 2056–2081. https://doi.org/10.1080/13683500.2017.1417359
Zaytseva, V. M., Tsviliy, S. M., Demko, V. S., Klopov, I. O., & Kovalenko, V. I. (2024). Internalization of the investment environment in the international tourism industry. Apuntes del CENES, 43(78), 91–123. https://doi.org/10.19053/uptc.01203053.v43.n78.2024.16971
Zgurovsky, M. (2015). Foresight of Ukrainian economy: Mid-term (2015–2020) and long-term (2020–2030) time horizons. NTUU «KPI», 2015. 136 p.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Management and Entrepreneurship: Trends of Development
This work is licensed under a Creative Commons Attribution 4.0 International License.
