Zubekhina Tetiana, PhD in Pedagogical Sciences, Associate Professor, Associate Professor of the Department of Tourism and Hotel and Restaurant Management, Lutsk National Technical University, Ukraine

ORCID ID: 0000-0001-9929-4405
e-mail: t.zubekhina@lntu.edu.ua

Comparative Analysis Of The Financial Performance Of Tourism Enterprises In The Regions Of Ukraine

Abstract. Introduction. Ukraine’s tourism industry has undergone significant structural and functional changes due to the full-scale war. These transformations include a decline in outbound tourism, a reorientation towards the domestic market, and the adaptation of business models to new challenges. A regional analysis of financial performance makes it possible to identify the main trends and specific features of development. A comparison of the Volyn and Poltava Oblasts is particularly relevant, given their different market strategies, geographical conditions, and levels of international integration.

Purpose. The aim of the study is to conduct a comprehensive comparative analysis of the financial performance of travel agencies in the Volyn and Poltava Oblasts. The analysis considers the number of enterprises, revenue volumes, and average income per enterprise, with the goal of identifying the factors influencing efficiency and competitiveness of regional tourism markets under current conditions.

Results. Despite having fewer registered travel agencies, the Volyn region shows more dynamic growth. In 2024, its total revenue increased more than ninefold compared to 2022 and exceeded Poltava’s indicator by 63,9%. The average revenue per enterprise in Volyn reached UAH 3,59 million in 2024, compared to UAH 2.92 million in Poltava. These outcomes are associated with the focus on inbound and outbound tourism, active cooperation with foreign partners, and the concentration of revenues among major operators. Poltava, in contrast, is characterized by a larger number of enterprises and a more even income distribution, which ensures stability but constrains growth due to the dominance of domestic tourism.

Conclusions. The comparative analysis highlights essential regional differences in the financial performance of travel agencies during wartime. Volyn demonstrates the advantages of international orientation and revenue concentration, while Poltava reflects the resilience of a diversified domestic market. Future research should examine the influence of external factors, assess support programs, and explore the potential of digitalization and innovative services to strengthen competitiveness in the post-war period.

Keywords: travel agencies; financial performance; revenue; average income; domestic tourism; outbound tourism; competitiveness; regional analysis.

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