Albeshchenko Oleksii, Ph. D. in Economics, Mykolayiv National Agrarian University, Mykolaiv, Ukraine

ORCID: 0000-0002-9920-7049
e-mail: aalbeschenko@gmail.com

Veits Arkadii, Ph. D., Senior Assistant to the Head of the Department for Quality Assurance of Educational Activities and Higher Education, Military Academy, Odesa, Ukraine.

ORCID: 0000-0002-7454-1534
e-mail: aveyts30@gmail.com

Korzhan Ruslan, Research Fellow, Military Academy, Odesa, Ukraine

ORCID: 0009-0000-8789-2328
e-mail: ruslan.volun@gmail.com

Management of Tourism and Hotel Entrepreneurship Development in Territorial Communities: An Integrated Model of the Southern Region

Abstract. Introduction. Introduction. In the context of decentralization, territorial communities in southern Ukraine have emerged as key local development actors, and tourism and hotel entrepreneurship have become some of the most promising drivers of increased budget revenues, employment, investment attractiveness, and territorial image formation. At the same time, the tourism and hospitality sector’s potential is realized only partially due to fragmented managerial decisions, insufficient coordination between public authorities and businesses, and a lack of integrated management frameworks at the community level.

Purpose. This article aims to provide a theoretical basis and develop an integrated model for managing the development of tourism and hotel entrepreneurship in territorial communities in southern Ukraine. This model considers their resource potential, institutional capacity, and contemporary challenges.

Results. The article conceptualizes an integrated management model as a holistic, multi-level system combining strategic and target-setting, institutional and organizational, resource and investment, spatial and infrastructural, marketing and communication, and performance and evaluation components. The coherent interaction of these elements ensures a logical transition from forming a vision and strategic goals to implementing concrete projects and monitoring achieved results. The article pays special attention to the role of territorial branding, information and analytical support, and digital tools in strengthening the competitiveness of communities. The Mykolaiv City Territorial Community case study illustrates the practical application of an integrated approach to territorial branding, local tourism product development, and local community consolidation.

Conclusions. The article argues that the integrated model for managing tourism and hotel entrepreneurship development can serve as a practical tool to help territorial communities in southern Ukraine transition from fragmented, project-based decision-making to a more systemic, long-term, and synergistic approach to developing the tourism and hospitality sector. Implementing the proposed model aligns state, regional, and local policies, strengthens interaction between local authorities, businesses, and civil society, expands the range of tourism products, and increases investment attractiveness. Local governments and regional authorities can use the research results when designing tourism development strategies, programs, and projects in conditions of decentralization, wartime challenges, and expected post-war recovery.

Keywords: branding, decentralization, integrated management model, marketing, local economic development, Southern region of Ukraine, strategic planning, territorial communities, tourism and hotel entrepreneurship.

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