THE POTENTIAL FOR THE DEVELOPMENT OF SPA AND RECREATIONAL SERVICES IN UKRAINE
Abstract
This scientific article investigates the development potential of SPA and recreational services in Ukraine, analyzing it within the context of contemporary challenges and opportunities. The topic's relevance is driven by the increasing demand for services that promote physical and psychological recovery, especially amidst the ongoing war, which has significantly heightened the population's need for rehabilitation and stress management. The research aims to comprehensively assess available resources and factors influencing the development of the SPA industry in Ukraine, as well as to substantiate the development potential of SPA and recreational services in Ukraine within the hotel and restaurant sector. The article notes that SPA services are an organic and crucial component of recreational services provided in the hotel and restaurant sector, serving as a powerful tool to enhance the competitiveness of accommodation and catering establishments by attracting clients who value their health and well-being. Ukraine possesses a unique and diverse natural resource potential, which forms a fundamental basis for the development of a robust and competitive SPA industry. The article analyzes various types of SPA facilities within Ukraine's hotel and restaurant business. These facilities not only expand the range of services offered by the hotel and restaurant business but also act as a powerful competitive factor, increasing guest loyalty and length of stay. It is noted that SPA procedures in hotel and restaurant complexes are adapted for both short-term tourists and clients undergoing wellness programs. Their combination allows for the creation of individualized service packages, enhancing guest loyalty and satisfaction levels. Despite significant challenges, the market for SPA and recreational services in Ukraine demonstrates flexibility and adaptability. The growing domestic demand and the increasing awareness of the importance of wellness create a foundation for its further development and modernization in the post-war period. The article concludes that the development of SPA and recreational services in Ukraine holds not only significant economic potential but is also strategically vital for the physical and mental recovery of the nation.
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