ECONOMIC ASPECTS OF DEVELOPING MEDICAL TOURISM BY HEALTHCARE ENTERPRISES UNDER UNCERTAINTY

The article examines the economic aspects of the development of medical tourism by healthcare institutions during their transformation into municipal non-commercial enterprises (MNEs) in Ukraine. Special attention is given to the analysis of opportunities for healthcare institutions to diversify income sources, form new economic clusters, and attract investments by offering comprehensive medical-tourism services. The study highlights the main trends in medical tourism, including the increasing demand for combined packages of treatment, rehabilitation, and recreation services. The experience of countries such as Turkey, Hungary, and Poland is analyzed, emphasizing the role of partnerships between medical institutions, insurance companies, and tourism operators in successful models of medical tourism development. A detailed analysis is provided on the economic advantages for healthcare institutions, including the diversification of funding sources, attraction of foreign currency revenues, stimulation of local business activity, and creation of new jobs. The article outlines key components of successful business models for MNEs, which involve identifying target markets, cooperating with international partners, implementing transparent pricing systems, and investing in modernization and staff development. Special emphasis is placed on the regional features of Ukraine, particularly the unique recreational resources of the Carpathians, the Black Sea region, and Transcarpathia, which enable the creation of competitive integrated medical-tourism products. Cooperation between MNEs and recreational facilities significantly increases the attractiveness of regions for health tourism and generates a synergistic economic effect. The article also identifies the main challenges hindering the development of medical tourism in Ukraine, such as imperfect legislation regarding cross-border healthcare services, economic instability, shortage of qualified medical personnel with foreign language skills, and security risks. The findings confirm that the development of medical tourism not only strengthens the financial stability of healthcare institutions but also stimulates the socio-economic development of entire regions. Further research should focus on elaborating specific economic models for MNEs' participation in medical tourism, taking into account regional specifics, global trends, and the impact of international competition.