Modern Features of Resort and Sanatorium Enterprise Marketing in Wartime Conditions

The aim of the article is to study the features of marketing orientations of sanatorium and resort enterprises in wartime, to identify the main challenges faced by the industry, and to develop recommendations for adapting marketing instruments to new economic and security realities. The research used methods such as analysis of literary sources, comparative analysis (changes in the functioning of the sanatorium-resort sector during the pre-war and wartime periods), a systematic approach (viewing the sanatorium-resort complex as a part of the regional economy that influences employment, tourist flows, and medical and recreational infrastructure), and a structural method (during the grouping of marketing instruments for the promotion of sanatorium-resort services). The article examines the specific properties of the sanatorium-resort complex as a regional system. The changes in the socioeconomic situation of the country and its effects on people’s health and the functioning of the sanatorium-resort complex are defined. The problems of the development of sanatorium-resort enterprises, caused by inadequate marketing, as well as current challenges related to russian aggression and the full-scale invasion of Ukraine, are outlined. Promising directions for the development of sanatorium-resort institutions, particularly the organization of family recreation vacations, have been determined. It is proposed to expand the distribution channels of sanatorium-resort services, particularly through cooperation with tour operators, and the benefits of such cooperation for both sanatoriums and tour operators are identified. The issue of seasonality in the functioning of sanatorium-resort enterprises is discussed, and modern marketing instruments for promoting relevant services, considering the current martial law, which will mitigate seasonality and ensure sustainable development, are proposed. The definition of modern features of marketing for sanatorium-resort enterprises enables future researchers to focus on the development of innovative marketing strategies that take into account changes in consumer preferences and consumer trends in tourism. Promising are the studies aimed at determining the impact of social factors on the demand for sanatorium-resort services.