RESORT ECONOMY ENTREPRENEURSHIP DEVELOPMENT: ECONOMIC AND LEGAL PROVIDING
Authors: KHUMAROVA N. I. , KOSTETSKA K.О. , GOLIKOVA O.S. 
Published: December 2024

Topicality. The country's economy needs regeneration and recovery, which is possible due to rehabilitation, which combines entrepreneurial innovation and social impact, creating a mutually beneficial relationship between the profitability of enterprises and the directions of war and post-war reconstruction. When these enterprises include their activities in the sphere of the resort economy, then the process of prolonging profit in the long term is carried out at the expense of rehabilitation, health, tourism and the provision of related services, which in itself catalyzes social change, providing services that go beyond normal market offers. At its core, this economy is based on the premise of rehabilitation not only of individuals, but also of business and the environment. It is a comprehensive approach that covers the entire life cycle of products and services, ensuring their positive impact on society. For example, the enterprise of the resort economy, which provides housing and communal services services for the Wellness Center, sanatorium, etc., not only maintains high-quality infrastructure, but also creates new jobs for people in the process. In the field of the resort economy, entrepreneurship should focus on factors that influence market behavior, namely: regulatory and legal support, demand and supply. As for the current time, the program shifts in the field of rehabilitation and health care allocations to enterprises that provide relevant services of appropriate quality can push for innovations in this field to increase competitiveness. Thus, the research will be devoted to the analysis of two areas: firstly, the state plane of organization managing and providing rehabilitation services, and secondly, the entrepreneurial plane in creating a value proposition and their interrelationships.
Aim and tasks. The aim of the article is to substantiate the directions of development of the resort economy during the war, focusing on the need for rehabilitation of military personnel and the injured population, in the post-war period - with a focus on health improvement and tourism. It is also necessary to identify indicators that can be used to assess how investments in rehabilitation and health services affect the local economy, create jobs, generate income and improve the well-being of the population. Materials and Methods. The research uses a comprehensive approach to the resort economy analysis, which includes the analysis of literary sources, statistical data, and conducting empirical research, along with a comparative analysis of the financing rehabilitation services directions in Ukraine and foreign countries. This made it possible to obtain reliable information, determine the resource component of the provision of this area, potential opportunities for its development, and formulate recommendations for the formation of a resort economy general index development by years. Research results. The article substantiates the need to consider resort economy resources in a complex according to the directions of their use, first of all, for the needs of rehabilitation, and later - for health and tourism, namely the attraction and effective use of financial, natural, human and infrastructural resources for the development of resort territories in the areas of rehabilitation, health improvement and tourism, which in the post-war period will significantly increase competitiveness and can provide regions with additional financial infusions. Conclusion. The article highlighted and proved that the sphere of the resort economy is competitive and should take into account the rehabilitation of military personnel and the injured population, and in the future be used for health improvement and tourism services. With this in mind, the methodology for calculating the volumes of tourist activity was supplemented, which made it possible to calculate in more detail the sphere of the resort economy and to determine the most effective and competitive areas of entrepreneurship to justify preferences at the regional level. The structural transformation of the business sector in the resort economy requires the use of various tools that allow optimizing management, increasing the efficiency and competitiveness of enterprises. The need to introduce financial, innovative, management and organizational tools with further determination of their implementation in the Economic and Tax Codes of Ukraine is proven.