Strategic Development of Health Resort Enterprises: Challenges, Trends, and Prospects

The aim of the article is to examine the levels of strategic management of sanatorium-resort enterprises, particularly at the corporate level, and to develop the main strategic directions for their development, taking into account modern challenges and industry trends. A systemic approach has been applied, allowing for the sanatorium-resort complex to be viewed as an intricate open system with numerous internal and external connections; a comparative analysis was used to identify differences and similarities in the development of the sanatorium-resort complex in Ukraine across temporal and spatial dimensions; a SWOT analysis was applied to identify the priority development directions of the analyzed corporate association. The article discusses the levels of strategic management and development of sanatorium-resort enterprises. The article explores the planning horizons of the activities of sanatorium-resort enterprises and identifies the reasons for their abandonment of strategic planning. The advantages and disadvantages of corporate governance of sanatorium and resort enterprises have been formulated, particularly within the framework of the Public Joint Stock Company «Ukrprofozdorovnytsia». A SWOT analysis of the Public Joint Stock Company «Ukrprofozdorovnytsia» has been conducted regarding strategic management and the development of sanatorium and resort enterprises within its structure. Strategic directions for the development of the Public Joint Stock Company «Ukrprofozdorovnytsia» have been identified, along with an assessment of the probability of implementing these development directions. Those with the highest likelihood of practical implementation in the short- and medium-term have been outlined. Recommendations for the implementation of the prospective development directions of the studied corporate association have been devised. Further research in the field of strategic management of sanatorium-resort enterprises should be directed towards the development of effective models of strategic planning, taking into account industry specifics, the study of mechanisms for implementing innovative management approaches in the corporate environment of the sanatorium-resort sector, as well as examining the impact of corporate governance models on increasing competitiveness and long-term sustainability of sanatorium-resort enterprises.