THE IMPACT OF TOURISM ON THE PSYCHOLOGICAL STATE OF THE UKRAINIAN POPULATION IN WAR CONDITIONS

Abstract

The article examines the transformation processes that have occurred since the beginning of the full-scale war in Ukraine in the tourism industry. Signs of adaptation and restoration of tourist activity of the population are presented. Statistical data for recent years is presented, demonstrating the increase in the number of tourist flows and the growth of revenues from tourist taxes in Ukraine. The psychological state of the population of Ukraine in war conditions is characterized by a high level of chronic stress, emotional exhaustion and impaired sense of security. In this regard, it is proposed to consider tourism as a coping strategy for regulating the emotional state for the psycho-emotional rehabilitation of citizens in conditions of constant stress. Within the framework of positive psychology, concepts of human well-being and happiness, the DREAMA model, which combines the key components of well-being, but in the context of tourism, was chosen. Each element of the model is presented as a separate tool for restoring and stabilizing the emotional state in the process of traveling. Among the main positive effects of tourist travel, the following have been identified: a change in the physical environment and focus of attention; a return to a sense of control and security; social support and a way out of the “echo chamber”; recreational recovery through the satisfaction of the need for biophilia; reinforcement of life motivation and orientation towards the future. Considering tourism as a coping strategy, the main barriers that prevent people from consuming tourism services during the war have been identified. The importance of shifting the focus of tourism for Ukrainians from entertainment to recovery, while adhering to the principles of safety and ethical sensitivity, is substantiated. It is noted that tourist activity within domestic or regional tourism contributes to the preservation of social interaction, support of local economies and strengthening of social stability. Thus, tourism in wartime should be considered not as a form of hedonistic consumption, but as a tool for supporting human potential and social viability in conditions of prolonged collective trauma.