MARKETING AND LOGISTICS SUPPORT OF THE TOURISM BUSINESS: REALITIES AND PROSPECTS FOR UKRAINE

Abstract

The tourism business in Ukraine is undergoing profound structural transformations under the combined influence of full-scale war, accelerated digitalization, and changes in consumer behavior. In these conditions, the effectiveness of tourism enterprises increasingly depends on the coherence between marketing strategies and logistics processes, which together form an integrated system of marketing and logistics support. The purpose of this article is to substantiate the role of marketing and logistics support in ensuring the resilience, adaptability, and long-term competitiveness of the tourism business in Ukraine, as well as to identify key challenges and development prospects in the post-war period. The study is based on the synthesis of marketing and logistics approaches, analysis of current trends in the tourism market, and generalization of empirical data from national and international analytical reports. The research reveals that logistics in tourism is no longer limited to transportation and infrastructure support, but increasingly includes service logistics, digital distribution channels, supply chain transparency, and customer experience management. At the same time, marketing functions are transforming from promotion-oriented activities to instruments of demand forecasting, value communication, and coordination of service flows. The article identifies key realities of marketing and logistics support for the tourism business in Ukraine, including disrupted logistics chains, increased importance of digital platforms, growth of domestic tourism, rising demand for safety and reliability, and the need for flexible service delivery models. Particular attention is paid to the integration of digital technologies, the development of phygital interaction formats, and the role of logistics in shaping trust and customer loyalty. The study substantiates strategic directions for the development of marketing and logistics support in the tourism sector, emphasizing the importance of adaptive logistics solutions, customer-oriented marketing strategies, and the alignment of marketing decisions with logistics capabilities. The results of the research can be used by tourism enterprises, policymakers, and destination management organizations to design effective recovery strategies and enhance the competitiveness of Ukraine’s tourism industry in the post-conflict period.