The Journal of V. N. Karazin Kharkiv National University. Series: International Relations. Economics. Country Studies. Tourism

Тhe features of using PR and advertising in international business

2024-07-26T10:28:40+00:00

In international business, the planning of international PR and advertising campaigns is complicated by the presence in different countries of such variables as: the political and economic system of the country, the level of development of the country, the type of media system, unique culture. The subject of research in the article is the necessary adaptations of international public relations and advertising depending on the countries of business implementation. The goal of our research is to reveal how information about the specifics of the country where international business is conducted can be used to develop effective advertising and PR strategies. The objectives: to define common and different in local and international relations with the public; to investigate the feasibility of using digital or non-digital advertising and PR tools in certain countries; to consider the causes of reputational risks of international corporations; to investigate the impact of advertising on the consumer through rational and emotional methods of influence, as well as informational and transformational motivation, depending on the type of product and the level of purchase risk; to combine the effects of advertising with the characteristics of culture. General scientific methods are used: a statistical method for studying trends in the use of the Internet and social networks, as well as for researching the ratios of different types of advertising in advertising expenditures in different countries of the world; the case study method for researching advertising and PR campaigns; methods of analysis, synthesis, and descent from the abstract to the concrete to link advertising influences and cultural characteristics. The following results were obtained: something common and different in local and international PR was determined; it was found that the choice of digital PR and advertising tools should be based on the development of Internet and social media usage in a certain country; it is determined that demonstrating respect for culture and sustainability is critically important in modern PR and advertising campaigns; it was found that the characteristics of the product and the associated purchase risk determine the methods of advertising influence, but the cultural characteristics of the target audience determine specific methods of advertising. Conclusions: only a detailed study of the country for which the advertising and PR strategies are intended makes it possible to achieve the desired effect. At the same time, the study of ads of international corporations for different countries based on the overlay of applied methods of influence on the cultural characteristics of these countries confirms that companies really use these approaches in practice.

Trends, challenges and solutions of digital information security in Central and Eastern Europe

2024-07-26T10:31:00+00:00

The problems and directions of ensuring effective international digital information security in Central and Eastern Europe (CEE) are considered, which are based on the analysis of the current state, key trends and challenges of information security in this region, using current reporting materials of international companies specializing in information security issues and development of appropriate complex tools for its provision. The subject of research in the article is the issue of ensuring international digital information security in the CEE. The goal is to study the current state, current problems and trends of international digital information security on the example of the region of Central and Eastern Europe in order to find ways to improve its effectiveness. Task: to process and analyze current reporting related to the current state of international digital information security in the CEE region; to explore the key trends, challenges, problems and industry specificities of digital information security in CEE; analyze approaches to assessing the current state of information security of international organizations in the CEE region and directions for its improvement. The general scientific method of system analysis is used - to determine the current state, key trends and challenges of digital information security, as well as to research promising directions for improving its effectiveness. The following results were obtained: based on the processing of reports concerning the current state of international digital information security in Central and Eastern Europe, key trends, challenges and problems of digital information security in the CEE region were investigated. The sectoral features of digital information security in the spheres of financial services, production and retail trade of this region have been determined. Effective approaches to assessing the current state of information security of international organizations in the CEE have been analyzed. Possible directions for its improvement and prospects for further scientific research on this topic are determined. Conclusions: the obtained results made it possible to understand the current landscape of cyber security in Central and Eastern Europe in general. Positive impulses have been identified in the focus of companies in the region on strengthening cyber security, which requires them to have a clear orientation in the information risk management system. The biggest current problems of CEE cyber security are highlighted. It has been established that the existing concern and actual behavior regarding information security in CEE contradict each other: most international companies have a significant dissonance between the fears of information threats and the actions of their management. It was determined that one of the biggest problems of CEE organizations in ensuring information security is the low level of involvement of their managers in this process, as well as the neglect of the awareness of the employees of the organizations about security and cyber protection. Establishing a secure remote work environment remains a top priority, along with the ongoing fight against malicious malware attacks. It was determined that the use of cloud technologies remains particularly relevant for international companies and CEE institutions. The need for cooperation between organizations and external suppliers of relevant solutions in ensuring the information security of the region was revealed. It has been established that there are some unique points regarding information security issues in the industry comparison; financial services, manufacturing and retail trade stand out among such CEE special industries. An effective list of control questions regarding an adequate assessment of the current state of the organization's information security to determine potential directions for its improvement is proposed. Plans for improving the effectiveness of digital information security of organizations in the CEE region are outlined.

Оn the genesis and essence of the process of digitalization of global economic development

2024-07-26T10:33:03+00:00

The development of digital technologies in the context of economic globalization has led to significant changes that have determined the gradual transition from an industrial to a digital economy. This transition is reflected in the digitalization of business processes, the introduction of digital technologies in the activities of industrial enterprises, service organizations, government agencies, and financial institutions. The subject of the article is the process of digitalization of global economic development. The aim is to study the genesis and determinants of the development of the digitalization process by analyzing the publication activity on the conceptualization of the concepts of “digitization”, “digitalization”, “digital transformation”. Methods: the historical method and comparative analysis were used to study the genesis and determinants of the development of the digitalization process; statistical analysis was used to analyze the publication activity on the conceptualization of the concepts of “digitization”, “digitalization”, “digital transformation”; the logical method was used to determine the essence of the process of digitalization of global economic development. The following results are obtained: based on the analysis, it is noted that the genesis of the process of digitalization of global economic development can be considered in several stages: 1) the pre-digital stage; 2) the initial stage of digitization; 3) the stage of digitization of processes; 4) the stage of development of network technologies; 5) the stage of e-commerce and business Internet; 6) the stage of artificial intelligence and data analysis; 7) the stage of the digital transformation boom. Based on the clarification of the essence of the concepts of "“digitization”, “digitalization”, “digital transformation” it was argued that digitization lays the foundation for digitalization, and digitalization provides the possibility of digital transformation. Conclusions: in today's world, digital transformation has become a key aspect that determines the competitiveness of countries and enterprises in international markets. Digital technologies determine the direction of the global economy, acting as a catalyst and tool for dynamic transformation in the economic landscape.

Effect of employee’s satisfaction on performance of Nigerian microfinance banks

2024-07-26T10:35:56+00:00

The study investigates the nexus between employee satisfaction and the performance of selected Microfinance banks in Nigeria, with a focus on five banks in Osun State. It aims to discern the relationship between employee satisfaction and bank performance, while pinpointing key factors that influence employee satisfaction, such as prompt salary, job security, and fringe benefits. Utilizing a purposive sampling technique, data from 40 employees were collected through structured questionnaires, and subsequent analysis involved descriptive statistics and regression. Results indicate a robust positive correlation between employee satisfaction and bank performance, with prompt salary payment, job security, and fringe benefits emerging as significant influencers of satisfaction. The study underscores the importance of proactive measures by microfinance banks to augment employee satisfaction, particularly in these critical areas. Strengthening employee engagement is posited as pivotal for sectoral performance enhancement. By prioritizing the well-being and contentment of their workforce, microfinance banks can cultivate a conducive work environment conducive to heightened efficiency and effectiveness.

Еffect of unemployment and inflation on Nigerian economic growth: a time-series analysis

2024-07-26T10:37:53+00:00

This study investigates the effect of unemployment and inflation on economic growth in Nigeria from 1999 to 2021. Employing econometric techniques such as descriptive statistics, trend analysis, and regression analysis, the study explores the relationships between these variables. Findings reveal a significant positive correlation between inflation and GDP growth, while unemployment exhibits a negative correlation with GDP growth. The analysis explains approximately 54.1% of the variance in GDP growth, highlighting the substantial influence of unemployment and inflation on economic performance. Policy recommendations include measures to control inflation, stimulate job creation, and diversify the economy. By addressing these factors, Nigeria can foster sustainable and inclusive economic growth.

Рrospects of health and medical tourism clusterization in Ukraine

2024-07-26T10:40:05+00:00

Ukrainian health and medical tourism needs a change in strategic planning approaches due, firstly, to the outdated post-Soviet organization of mass rehabilitation and sanatorium-resort treatment, and, secondly, in connection with the expected changes in the structure of consumers and their advantages, both as a result of the full-scale invasion of the russian federation. The subject of the study is the clustering processes in the field of health and medical tourism of Ukraine. The purpose of the study is to substantiate the methodical approach to the clustering of health and medical tourism based on spatial modeling of the relevant resource and material base. The task of the research: substantiating the main directions of health and medical tourism development; generalization of statistical data on the resource and material base based on the method of cartographic visualization; development of proposals for the activation of cluster processes based on statistical groupings of regions. The following methods were used: abstract (theoretical generalizations, formulation of conclusions), systematic approach, method of structural generalization, statistical grouping, graphic method. The following results were obtained: on the basis of statistical analysis, it was proposed to divide the regions of Ukraine into the following groups: the first - seaside regions, specialization – family and children's recreational and health tourism; the second – Volyn and Carpathian region, specialization - sanatorium-resort and rehabilitation vacation with an emphasis on inbound tourism; the third – capital and central-eastern regions, specialization – medical tourism; the fourth – regions without a pronounced potential for health and medical tourism, in total make up 46.47% of the area. The stages for the clustering policy implementation of health and medical tourism in Ukraine have been developed. Conclusions: to improve the management of health and medical tourism, a clustering tool is proposed. The regions of Ukraine are divided into four groups according to the level of resource and material base development, each of which has a clear specialization and target tourist groups, as well as the direction of strategic development. This improves the strategic promotion of domestic health and medical tourist destinations at the inbound and outbound directions.

Prospects for the use of sharing mechanisms in the tourism industry of Ukraine

2024-07-26T10:42:32+00:00

The sharing economy is constantly expanding its boundaries, offering not only traditional accommodation options, but also new forms, such as housing on wheels, tree houses and other unique objects. This opens up even more opportunities for travelers to experiment and create a memorable vacation. The sharing economy also leads to the expansion of the ecosystem of services offered to travelers. In addition to housing rentals, platforms are starting to offer various additional services, such as car rentals, organizing tours, ordering food, and much more. This creates a more convenient and integrated experience for travelers, allowing them to manage all aspects of their vacation from a single source. The purpose of the study is to analyze the impact of the sharing economy on the tourism industry, as well as to study the impact of the sharing model on the business environment in the field of tourism. To achieve the goal, the following tasks were set and solved in the work: the role of technologies and digital platforms in the development of sharing in tourism was investigated; the main mechanisms of the sharing economy in tourism are considered; the advantages and disadvantages of using sharing mechanisms in tourism are analyzed; the prospects for the application of sharing mechanisms in the tourism industry of Ukraine are highlighted. In the course of the research, general scientific approaches were used, such as logical analysis and comparison, as well as methods of summarizing and processing information using economic and statistical methods of analysis. Research results. One of the important ways of developing the sharing economy is the integration of the latest technologies, such as artificial intelligence and blockchain technology. Blockchain technology can increase the level of security and trust between landlords and tenants, providing transparency and reliability in transactions. Conclusions. Blockchain technology can contribute to the activation of the sharing economy, making it more accessible and efficient. For example, with the help of this technology, you can automate transactions, which will reduce costs and time for their implementation. Ultimately, this model of the economy can contribute to solving the problem of social inequality, which is very relevant today.

Тransnationalization of the hotel business of the EU countries

2024-07-26T10:45:52+00:00

The strong attractiveness of the European tourist region leads to a high intensity of market growth and tourist exchanges, the concentration of tourist demand, the generation of innovations, as well as the intensification of the role of tourist TNCs, international hotel and restaurant chains and operators, which in turn requires additional study and analysis. The subject of the study is the organizational and economic foundations of the expansion of the TOP-10 hotel companies with headquarters in EU countries to foreign markets. The purpose of the article is to carry out a comparative analysis of the activities of the TOP-10 international hotel companies with headquarters in the EU countries and to determine on this basis the market leaders, as well as their fluctuation during the analyzed period. The objectivesof the research are to determine the comparative performance indicators of the TOP-10 international hotel companies with headquarters in the EU countries and to conduct a comparative analysis; implementation of the spatial distribution of EU countries according to the number of hotel rooms, as well as their comparison with the base countries of the TOP-10 international hotel companies of the EU (by the number of rooms); study of rating fluctuation of analyzed hotel companies. Research methods: analysis and synthesis; rating; comparative analysis; cartographic method; graphical method. Results. A comparative analysis of the activities of the TOP-10 international hotel companies with headquarters in the EU countries was carried out, according to the indicators of room and hotel funds, country coverage, length of stay in the leaders of the rating. Spatial distribution of EU countries by hotel room stock in 2022 was carried out, their comparison with the base countries of the TOP-10 international hotel companies of the EU (by number of rooms) was carried out. Conclusions and discussion. The conducted comparative analysis made it possible to reach the following conclusions: 1) the entire set of analyzed international hotel companies that are included in the TOP-10 rating are located in three EU countries: France (2 units), Spain (4 units), Germany (4 units). ), which correlates with the ranking of EU countries based on the bedrooms number; 2) despite the crisis phenomena in 2021-2022, there is a prevailing tendency to increase the room stock of hotel operators (60% of the analyzed companies), which is mainly due to the increase of the hotel stock; 3) the most stable position in the world rating for 2017-2022 among hotel operators of EU countries is occupied by the French company Accor, occupying the 6th-7th position. Spanish operators Meliá Hotels Internationa, Barceló Hotel Group and RIU Hotels&Resorts are noted for their relative stability, the fluctuation of their rank does not exceed 6 points. In general, 6 of the TOP-10 hotel companies worsened their global rating, while 4 companies improved; 4) intensive geographical expansion is characteristic of a limited number of companies with headquarters in EU countries, the leaders among which are Accor - 110 countries, Club Med - 40 countries, Meliá Hotels Internationa - 37 countries and Barceló Hotel Group - 25 countries. The practical significance of the obtained results is revealed in the possibility of applying the received analytical data and conclusions for the development of national hotel companies, their expansion to foreign markets.

Тheoretical foundations of exhibition activity research

2024-07-26T10:50:04+00:00

Exhibition activity is an important element of the modern cultural and economic sphere, which is reflected in various formats and concepts. The essence of this phenomenon is to create a platform for public display of products, ideas, creativity and achievements in various fields of life. Exhibitions bring together both producers and consumers, creating a unique opportunity to share experiences, ideas and contacts. Ukraine, like many other countries, has its own organizational and legal framework for state regulation of exhibition activities. This framework includes legislative acts that define the procedure for organizing and holding exhibitions, establish rules of participation for organizers and exhibitors, and determine liability for violation of the established norms. Foreign experience in implementing exhibition projects can be an important source of learning and innovation for Ukraine. Many countries are actively using exhibitions as a tool to promote economic and cultural development, introducing new technologies, stimulating tourism, and maintaining international relations. The object of research is exhibition activity. The subject of research is exhibition activity theoretical foundations of exhibition activity research. The goal of the study is to investigate the scientific and theoretical substantiation of exhibition activity as a factor in tourism development. The tasks set to achieve the goal are to study the essence and definition of “exhibition activity”; to consider the organizational and legal framework for state regulation of exhibition activity in Ukraine; to study foreign experience in implementing exhibition projects. To achieve this goal, the following research methods were used: analytical, evaluative, comparative, statistical, graphical, descriptive, and cartographic. Conclusions: it is found that exhibition activity is an important mechanism for promoting the development of economy, culture and international cooperation. It is highlighted that knowledge of the essence of this phenomenon, understanding of the organizational and legal framework in the country and analysis of foreign experience help to improve and develop the exhibition sphere in the country.

Ecotourism and hunting in Ukraine: development analysis and forecast for the future

2024-07-26T10:53:44+00:00

The development of ecological tourism is important for any country of the European Union, the USA, including Ukraine. An important component of ecotourism in different countries can be a combination of unique ecological, cultural and historical routes with the possibility of active recreation for tourists in the form of fishing or hunting, if there are suitable conditions for this. The territory of Ukrainian communities is rich in natural and cultural and historical objects. Unfortunately, Russian aggression led to the destruction of many unique natural landscapes, forest, hunting grounds, water ecosystems are bombed, not only people die, but also hunting (wild) animals, historical and cultural monuments are destroyed, such as the national literary and memorial the museum of the outstanding Ukrainian writer and philosopher Hryhoriy Savich Skovoroda in Kharkiv region. The aim and objectives of the research ¬ to analyze ecological and hunting tourism in Ukraine before the start of hostilities in the country and to assess the prospects for the development of the ecological tourism industry after the end of hostilities, in peacetime with the simultaneous stable and balanced development of hunting in natural territories that have not undergone ecocide taking into account positive and negative international experience, international norms, rules of environmental activity. The material for research was scientific works, publications of famous domestic and foreign scientists, monographs of others. Increased attention is paid to environmentally safe and economically efficient management of hunting and tourism in the countries of the European Union. In the conditions of the war, it is very difficult to develop ecological and hunting tourism and hunting economy, but in the post-war period, the country will have such opportunities. Today, it is necessary to analyze the state of industries, to take into account the international experience of effective management of natural resources, forest and hunting grounds in the process of reform. Ecological and hunting tourism should become not only economically efficient, but also such that ensures stable recovery, increase in the population of hunting animals, wider use of photo hunting, creation of an opportunity for recovery and psychological rehabilitation of hero warriors, defenders of the country after the war. Different regions of Ukraine have forest and hunting grounds to a greater or lesser extent. It will not be possible everywhere to combine the development of ecological tourism with the development of hunting, but where it can be done, the state should contribute, including by improving the regulatory and legal framework, support business, attract the help of international partners, promote the establishment of an attractive investment climate.

Рrospects for the development of retreat tourism in Ukraine

2024-07-26T10:59:12+00:00

In order to get more and more satisfaction from life, people began to turn more and more often to various types of self-knowledge, using not only scientific methods. Thus, a phenomenon has appeared in society that has become to some extent a "spiritual" trend and is the root of all world spiritual and physical practices, which includes various types of meditation - this is "retreat tourism", which implies a combination of various spiritual and physical practices in places remote from society, as a rule, where means of communication are not used. Now this direction is rapidly developing and becoming more and more relevant. Retreat tourism is a specific type of travel aimed at restoring mental and physical health, as well as enjoying the beauty of nature and cultural heritage. Ukraine, which is endowed with a variety of natural beauty and historical heritage, has the potential for the development of retreat tourism. However, to date, this direction of tourist activity in Ukraine has not received sufficient attention and consideration in scientific research. The article highlights the peculiarities of the organization of travel retreats, trends, problems and prospects for the development of retreat tourism in Ukraine in modern conditions. The main regions of the world for health tourism and retreat tourism, the types of retreats and the natural potential for the organization of travel retreats in Ukraine are analyzed. The prospects for the development of retreat tourism in Ukraine and aspects of the positive impact of retreat tourism on human psychological health are revealed. The subject of the study is the analysis of the current state, problems and prospects of the development of retro-tourism in Ukraine. The purpose of the study is to determine retreat tourism as a promising direction for the development of tourism in Ukraine. General scientific research methods are used: systematic, descriptive, comparative and structural-logical analysis. During the study, the following results were obtained: the main trends, problems and prospects for the development of retreat tourism in Ukraine were revealed. Conclusions: the feasibility of the development of retreat tourism in Ukraine and the development of the necessary infrastructure for this type of tourism in order to maximize the tourist potential of the country and create a favorable environment for meeting the needs and expectations of the target audience of customers for this type of tourism are substantiated