MANAGING THE INCLUSIVE DEVELOPMENT OF A TOUR OPERATOR
BASED ON THE POLYETHNIC HERITAGE OF UKRAINE

Sergiy KRAVTSOV

State University of Trade and Economics, Kyiv

https://orcid.org/0000-0002-2016-1974

DOI: http://doi.org/10.34025/2310-8185-2025-4.100.12

Keywords: inclusive development, tour operator, polyethnic heritage, internal foreign tourism, social inclusion, Czech heritage, Zakarpattia.

Summary

The article is devoted to the study of the mechanisms for managing the inclusive development of tour operators through the integration of polyethnic heritage into business models. In the context of the russian-Ukrainian war and restrictions on outbound tourism, the actualization of the culture of national communities in Ukraine becomes a unique resource for creating value and implementing social responsibility. The concept of "internal foreign tourism" is formulated as a specific form of travel to regions with a pronounced ethnocultural identity within one's own country, providing an experience of another culture without crossing state borders. It is substantiated that managing inclusive development on the principles of polyethnic heritage requires a transition to experience design and an innovative management model where cultural diversity is a fundamental principle, not just a resource base. A five-stage model of product implementation is identified: from organizational changes and audit of ethnic locations to strategic marketing repositioning. The following methods were applied: system analysis and synthesis to clarify the conceptual apparatus, the modeling method for designing the management system, and a case study to evaluate the potential of the Czech heritage in the Zakarpattia region. Strategic development directions are proposed, including storytelling management and the "Open Your Passport Inside" marketing campaign. Using the example of Czech heritage (Uzhhorod, Khust, Kolochava), it is proved that involving local communities in the value chain ensures social inclusion and sustainable development. The results are valuable for tourism enterprises aiming to combine commercial goals with social justice under global challenges and martial law.

Biography of author:

Sergiy KRAVTSOV,

State University of Trade and Economics

Candidate of Sciences in Public Administration, Associate Professor,

Associate Professor of the Department of Tourism and Creative Industries

Management

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