STRATEGIC PRIORITIES OF INNOVATIVE DEVELOPMENT OF SANATORIUM AND RESORT SERVICES IN UKRAINE

Abstract

The article examines the activities of sanatorium and resort complexes in Ukraine during the period of adverse external factors, particularly the COVID-19 pandemic and the full-scale invasion by an aggressor country, which led to a significant decrease in the number of visitors. Special attention was given to the sanatorium and resort complexes in the Poltava region, which have significant potential and nearly a century-long history. The performance indicators of the "Berezovy Hai" sanatorium from 2019 to 2022 were analyzed in detail, revealing negative trends associated with both external and internal factors. Internal factors include a low level of service quality, outdated material and technical facilities, and the lack of digitalization in sanatorium and resort services. This situation prevents the enterprise from competing with leading sanatoriums in Ukraine.

The article also includes an assessment of the quality of sanatorium and resort services using the visitor satisfaction index method, which was based on survey results. Specific measures were proposed, including the digitalization of services through the creation of the "WellnessNavigator" mobile application, which has the following competitive advantages: Accessibility: The "WellnessNavigator" app can be easily downloaded when registering with a doctor. Simplicity: Booking an appointment can be done in just a few clicks. The intuitive interface of the system makes it very easy to use. 24/7 Online Booking: Clients can book appointments at a convenient time with ease. Personalization: The app features a user-friendly widget. Notifications: The client may forget their appointment time, so the app can send three types of notifications: SMS, email, and push notifications. Marketing Tools: The service integrates with social networks and provides access to QR codes for quick booking. The proposed innovative measures will significantly improve the quality of sanatorium and resort services and attract new visitors, positively affecting the sanatorium's profitability and image.

The paper also notes that in the post-war period, the innovative development of Ukraine's sanatorium and resort complexes is possible with the inflow of both foreign and domestic investments and will focus on the reconstruction and modernization of tourism infrastructure; the use of innovative medical and wellness technologies; the digitalization of services with extensive use of mobile applications; the expansion of wellness and relaxation services, such as SPA and Wellness procedures; the internationalization of services through the implementation of programs to attract foreign guests, participation in international tourism exhibitions, and collaboration with international tour operators; and environmental responsibility.