https://dspace.mnau.edu.ua/jspui/handle/123456789/25007 Tue, 27 Oct 2026 05:36:56 GMT 2026-10-27T05:36:56Z https://dspace.mnau.edu.ua/jspui/handle/123456789/26864 Назва: Digital Marketing in Promoting Tourism and Other Services Автори: Pavlovska, Iryna; Стамат, Вікторія Михайлівна; Stamat, Viktoriia; Sogorin, Andriy; Voskresenska, Olena; Shepeleva, Olga Короткий огляд (реферат): The offered relevance structure is based on the rise of digital technologies in tourism and similar service industries where digital marketing determines demand development and competitive position of actors. The quick engagement of these digital tools in services advertising methodology brings forth naïve stereotypes and not any systematic intricate or quantitative study for long-term trend estimation. This highlights the need for a more in-depth understanding of digital behaviours and engagement patterns, use and effectiveness of digital marketing communications through internationally comparative data. The goal of the study is to reveal and measure development dynamics in application of digital marketing tools, activeness of consumers, and efficiency of digital-marketing communication (for tourism related service) based on international data during 2020–2024; the object is processes for digital marketing communication in service organizations. Methodological the research includes empirical quantitative analysis, descriptive methods, and comprehensive statistics for secondary and international comparative data during 2020–2024. It was concluded that the intensity of use of DM tools in tourism and related industries is increasing. Digital channels show stable growth, reaching a more even level after 2022. Consumer involvement analysis shows increased time devoted to digital content and online communication. Findings indicate greater exposure to digital marketing communications and engagement. Scientific novelty consists in the possibility to use established patterns for forming strategic directions for long-term development of tourism and service companies, including digital marketing. Thu, 01 Jan 2026 00:00:00 GMT https://dspace.mnau.edu.ua/jspui/handle/123456789/26864 2026-01-01T00:00:00Z https://dspace.mnau.edu.ua/jspui/handle/123456789/26665 Назва: The Impact of the European Model of Agricultural Land Use on the Sustainable Development of Communities in Ukraine Автори: Шебаніна, Олена В’ячеславівна; Shebanina, Elena; Ключник, Альона Володимирівна; Klyuchnik, Alena; Кузьома, Віталій Вікторович; Kuz'oma, Vitaliy Короткий огляд (реферат): The aim of the research was to determine the possibilities for adapting European land-use practices to Ukrainian institutional, economic, and social conditions to ensure effective land resource management and enhance the resilience of rural communities. The empirical base encompassed 24 territorial communities of Ukraine from 2022 to 2024, with comparative data drawn from Poland, Slovakia, and Romania. Official statistics, land cadastre data, satellite imagery, and field measurements were utilised, allowing for a comprehensive assessment of land productivity, degradation scale, and recovery rates. The obtained results indicated that the average land productivity index in Ukrainian communities in 2023 was 0.47, which is 10.6% lower than in 2021 (taken as the baseline pre-war level – 0.53), and lagged behind Central European indicators (0.55). Grain crop yields in western regions of Ukraine reached 4.8 t/ha, while in southern regions they were only 3.6 t/ha. The share of degraded agricultural land averaged 17.2%, exceeding 21% in southern communities, whereas in EU countries this indicator did not exceed 11%. In 2024, Ukrainian communities restored 72.3% of their arable land structure compared to the 2021 level, while in Central Europe this figure reached 11.4%. It was established that the differences were explained not only by climatic conditions but also by disparities in access to financial resources: the level of support in Ukraine amounted to 78 euros/ha, while in Poland, Slovakia, and Romania it exceeded 220-240 euros/ha, i.e., was three times lower. The research results can be used by state authorities, local communities, and international donors to develop strategies for the restoration of agricultural territories, adapt European land management approaches, and formulate effective mechanisms for financing sustainable development. Опис: Повний текст статті доступний з сайту видавця за посиланням: https://effl.lexxion.eu/article/EFFL/2026/3/8 Thu, 01 Jan 2026 00:00:00 GMT https://dspace.mnau.edu.ua/jspui/handle/123456789/26665 2026-01-01T00:00:00Z https://dspace.mnau.edu.ua/jspui/handle/123456789/26647 Назва: Sustainable Development Management of Regional Hospitality Industry: Synergy of Economic Policy and Local Strategies Автори: Гарбар, Галина Анатоліївна; Harbar, Halina; Банєва, Ірина Олексіївна; Baneva, Irina; Іваненко, Тетяна Яківна; Ivanenko, Tetyana; Кушнірук, Віктор Степанович; Kushniruk, Viktor; Павлюк, Світлана Іванівна; Pavliuk, Svitlana Короткий огляд (реферат): The aim of the study was to identify the patterns of interrelation between economic policy, local development strategies of tourism and the hotel industry of the Southern region of Ukraine, in particular Odesa and Mykolaiv regions, in the context of ensuring sustainable development and increasing the competitiveness of the hospitality industry. The methodology was based on a combination of analysis of official statistical data, macroeconomic indicators, and practical case studies of tourism enterprises' operations. As a result of the study, a number of quantitative indicators were obtained that reflect the dynamics of the hospitality sector in 2020-2024. Thus, the number of hotel visitors in Mykolaiv region decreased from 42.1 thousand people in 2020 to 15.4 thousand in 2022; however, in 2024 the indicator recovered to 28.7 thousand, indicating a gradual recovery of tourist flows. At the same time, the revenues of the hotel and restaurant sector in the region fell by more than 40% in 2020-2022, and tax revenues decreased from UAH 18.2 million in 2020 to UAH 7.6 million in 2022, with a subsequent partial recovery to UAH 12.4 million in 2024. A more stable dynamic was recorded for Odesa region: in 2023, hotels in the region served about 280 thousand tourists, and total revenues exceeded UAH 1.1 billion, showing a 15% increase compared to 2022. The average profitability level of hospitality enterprises in Odesa ranged from 12% to 14%, while in Mykolaiv it remained at 7% to 9%, reflecting regional asymmetry of development. The results obtained summarise the development trends of the hospitality industry and have practical significance for formulating recommendations to optimise the management of the tourism sector of the Southern region to ensure sustainable growth and preserve its cultural and environmental Thu, 01 Jan 2026 00:00:00 GMT https://dspace.mnau.edu.ua/jspui/handle/123456789/26647 2026-01-01T00:00:00Z https://dspace.mnau.edu.ua/jspui/handle/123456789/26620 Назва: Business Models of Hospitality Industry Enterprises: Economic and Managerial Aspect Автори: Банєва, Ірина Олексіївна; Baneva, Irina; Іваненко, Тетяна Яківна; Ivanenko, Tetyana; Павлюк, Світлана Іванівна; Pavliuk, Svitlana; Кушнірук, Віктор Степанович; Kushniruk, Viktor; Гарбар, Галина Анатоліївна; Harbar, Halina Короткий огляд (реферат): The study examines the transformation of business models in the hospitality industry in response to digital technologies, platform integration, and changes in consumer behaviour. To identify patterns in business model development and to develop a methodological approach for assessing their effectiveness based on digital maturity and managerial factors. Design/Methodology/Approach: The article combined elements of a systematic review with empirical research, thereby developing a comprehensive analytical framework for evaluating the effectiveness of business models in the hospitality industry, incorporating digital, financial, and behavioural metrics. The research is based on a combination of statistical analysis and economic-mathematical modelling. The empirical dataset includes 42 hospitality enterprises over the period 2021–2025. Indicators were normalised using min-max transformation, and integral indices of digital maturity and business model effectiveness were constructed through weighted aggregation. The relationships between variables were estimated using multiple regression analysis with control variables (enterprise size, occupancy rate, cost structure, and OTA share). Model validity was tested using R², F-statistics, Durbin–Watson test, and multicollinearity diagnostics. Research Limitation: The study is limited by the sample size and the focus on retrospective data from 2021–2025, which may restrict generalisation to other regions or future market conditions. Findings: The results reveal a strong and statistically significant positive relationship between digital maturity and business model effectiveness. The regression model explains 73% of the variance in performance, confirming the dominant role of digital factors compared to traditional operational parameters. A 0.1-point increase in digital maturity leads to measurable improvements in performance indicators. Businesses with higher digital integration demonstrate increased profitability, higher conversion rates, and improved customer lifetime value. At the same time, growing dependence on platform channels affects revenue structure and margins. Practical Implication: The proposed integrated evaluation model can be used by hospitality enterprises to optimise business models, improve management decisions, and enhance digital transformation strategies. It provides a tool for balancing platform dependence, operational efficiency, and customer-oriented innovation. Social Implication: The development of digitally integrated and adaptive business models enhances service quality, accessibility, and sustainability in the hospitality sector, thereby supporting broader economic development and consumer welfare. Originality/Value: The study introduces a comprehensive analytical framework that integrates digital, financial, and behavioural indicators into a unified model to assess business model effectiveness in the hospitality industry, offering both theoretical advancement and practical applicability. Thu, 01 Jan 2026 00:00:00 GMT https://dspace.mnau.edu.ua/jspui/handle/123456789/26620 2026-01-01T00:00:00Z