ПРИБУТКОВІСТЬ ТУРИСТИЧНОЇ ГАЛУЗІ ЯК ФАКТОР СОЦІАЛЬНО-ЕКОНОМІЧНОГО РОЗВИТКУ ПОСТКОНФЛІКТНОЇ ТЕРИТОРІЇ

The global pandemic caused by COVID-19 led to a global crisis in the tourism industry, but at the same time created conditions for the development of domestic tourism in Ukraine. The post-conflict territories of Donbass, where quarantine has deepened the depressed socio-economic situation, especially need this chance. There is a question of finding measures to restore the profitability of tourism entities in the region. The aim of the research: to determine ways to increase the profitability of the tourism industry in the post-conflict areas of eastern Ukraine, taking into account the current features of their socio-economic development. The subject of the research: theoretical and practical aspects of increasing the profitability of tourism enterprises in Luhansk and Donetsk regions to restore the regional tourism industry and obtain a multiplier effect and the development of the socio-economic system of the region. The methods of the research: systems approach, structural-logical and statistical analysis, synthesis, generalization. The hypothesis of the research: involves the approach for tourism enterprises in the post-conflict eastern territory of the country to review systematically and change outdated patterns of work to overcome the break-even point and the general systemic crisis after a long quarantine. The statement of basic materials. According to the results of the analysis, it is determined that for tourist enterprises of Luhansk and Donetsk regions are especially relevant: overcoming the negative impact of external factors, creating an innovative product and diversification of activities, integration into other industries. The main ways that will best help achieve the required level of profitability are digitalization and implementation of modern methods of personnel management, comprehensive marketing and advertising activities, as well as mandatory analysis of financial and economic performance. The originality and practical significance of the research: presented results and proposed recommendations are based on a comprehensive comparative analysis of the current situation of the tourism industry at the regional level, presented proposals are interested for practitioners and relevant for implementation in most tourism organizations in Donbass. Conclusions and prospects for further research. The main requirements for the success of the proposed areas - getting rid of outdated patterns, validity and systematization in all processes and at all stages of work.