CLASSIFICATION OF FACTORS INFLUENCING THE DEVELOPMENT OF RECREATIONAL ENTERPRISES

The article presents a comprehensive analysis of the factors influencing the development of recreational enterprises, taking into account current economic, social, political, and technological challenges, particularly the war in Ukraine. The importance of a systematic classification of factors for the formation of an effective management strategy for the development of recreational enterprises is substantiated. Groups of factors are identified according to their content, their nature of influence, their source and the strength of their impact. The main factors are analyzed in detail, including financial instability, a decline in investment attractiveness, mass migration, infrastructure destruction, business digitalization, the development of ecological tourism, military actions, and security risks. The interrelationships between factors are demonstrated, such as the impact of state support on investment activity or the interdependence between military actions and the destruction of tourism infrastructure. It is emphasized that many factors are complex in nature and can simultaneously create both new opportunities and threats for recreational enterprises. The article provides examples of enterprises adapting to new conditions through service digitalization, the implementation of virtual tours, and a focus on rehabilitation and ecological tourism. The crucial role of grant funding, government programs supporting small and mediumsized businesses in tourism, and the growing demand for wellness services among internally displaced persons and military personnel is highlighted. It is noted that effective risk factor management allows not only minimizing the negative impact of crises but also creating competitive advantages under new conditions. The classification of factors influencing the development of recreational enterprises forms the basis for a systematic analysis of the industry's operational environment, facilitates the identification of key risks and opportunities, and supports the adoption of well-founded strategic decisions. Considering economic, social, technological, environmental, and security aspects is critical to increasing enterprise adaptability, optimizing their activities, and ensuring sustainable development under modern challenges.