INCENTIVE TOURISM AS A STRATEGIC TOOL FOR EMPLOYEE MOTIVATION IN THE CONTEXT OF GLOBAL TRANSFORMATIONS

Abstract

In the context of global socio-economic transformations, the digitalization of business, and shifting employee value orientations, there is a growing need for the implementation of innovative approaches to human resource management. In today’s world, tourism plays a significant role in the economic development of many countries, and incentive tourism is increasingly emerging as a promising direction in this field. As a form of non-monetary motivation, incentive tourism is gaining particular relevance in the corporate environment. It involves organizing specialized trips used not only as a reward for achievements but also as an effective method of maintaining motivation, increasing productivity, and fostering emotional engagement between employees and the company. Among the key advantages of incentive tourism are the strengthening of team interaction, reduction of professional burnout, improvement of interdepartmental communication, and the formation of a positive employer image as a socially responsible organization. In a context where socio-psychological factors are becoming increasingly significant in HR management, emotionally-oriented initiatives such as incentive tourism serve as vital tools for building employee loyalty and strengthening a company’s internal brand. Furthermore, incentive tourism positively influences the development of local tourist destinations, stimulating both domestic and business tourism, promoting economic activity, and expanding the scope of tourism services. This article explores current trends in incentive tourism, the tools used for program implementation, examples of successful adoption, and the barriers and challenges companies face in organizing such initiatives. The relevance of the topic stems from the need to rethink traditional approaches to employee motivation in the face of global transformations that affect all sectors of the economy and society. Today’s labor market is characterized by high mobility, increasing competition for qualified professionals, and greater expectations for employer social responsibility. At the same time, employees increasingly value non-material incentives that contribute to emotional well-being, work-life balance, and personal growth. This study is based on an analysis of international practices in implementing incentive programs, which enables the identification of effective models adaptable to new economic realities. The topic is particularly valuable in the context of developing a competitive tourism product in Ukraine targeted at the corporate sector, as well as in fostering domestic tourism as a driver of local economic growth.