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

Foreign economic cooperation between Ukraine and Romania as a driver of deepening integration into the European Union

2026-09-14T22:39:47+00:00

The article examines the current state, key features, and prospects for the development of foreign economic partnership between Ukraine and Romania in the context of deepening European integration and the transformation of international economic relations. The study analyzes the main areas of bilateral trade and economic cooperation, the dynamics and structure of foreign trade in goods and services, investment cooperation, transport and logistics collaboration, and cross-border relations between the two countries. The subject of the research is the characteristics, trends, and outcomes of the development of foreign economic cooperation between Ukraine and Romania within the framework of European integration, with particular attention to trade, investment, transport and logistics, and cross-border cooperation that facilitate Ukraine's integration into the European economic area. Special attention is paid to the changes in the nature of economic relations between Ukraine and Romania following the onset of Russia's full-scale aggression against Ukraine, which led to the reorientation of a significant share of Ukraine's export and import flows toward European Union markets and strengthened Romania's role as Ukraine's strategic economic and logistics partner. The purpose of the article is to examine the specific features of foreign economic cooperation between Ukraine and Romania, to assess its contribution to Ukraine's deeper integration into the European Union, and to identify promising directions for the further development of bilateral cooperation. The study considers the development of cooperation in the energy, transport, agricultural, and investment sectors, as well as the role of European Union cross-border cooperation programmes in strengthening economic ties between the two countries. The findings demonstrate that Romania is not only an important trading partner of Ukraine but also one of the key promoters of European values, standards, and governance practices essential for Ukraine's successful integration into the European Union. The article analyzes Romania's experience in aligning its national legislation with the EU acquis, implementing institutional reforms, attracting foreign investment, and effectively utilizing financial assistance provided by European funds. It also identifies opportunities for applying Romania's experience to support Ukraine's European integration process, economic modernization, infrastructure development, and the enhancement of national economic competitiveness. The results of the study indicate that the further deepening of foreign economic cooperation between Ukraine and Romania will contribute to the expansion of bilateral trade, increased investment activity, the development of international transport and logistics corridors, the strengthening of Ukraine's economic resilience, and the acceleration of its integration into the European economic area.

Financial innovation and unemployment: does digital finance reduce joblessness in Nigeria?

2026-09-14T22:39:40+00:00

This paper examines the relationship between financial innovation and unemployment in Nigeria from 1993 to 2023, utilizing data from the Central Bank of Nigeria and World Development Indicators. It employs an Autoregressive Distributed Lag (ARDL) model to analyze both short- and long-term effects. The results indicate that increased internet usage is associated with reduced unemployment in the short term, facilitating job searches and online entrepreneurship. Short-term usage of mobile money transactions correlates positively with unemployment due to initial adjustments during the digital payment adoption phase. Conversely, in the long term, mobile money negatively impacts unemployment as persistent lagged effects contribute to job creation and financial inclusion. GDP growth is found to decrease unemployment rates in both timeframes, affirming its role as a crucial driver of job opportunities. Inflation shows limited effects on unemployment, with a slight positive short-term relationship indicating temporary employment challenges amid rising prices. The study highlights the importance of financial innovation and macroeconomic stability in reducing unemployment and recommends strategies such as improving internet access, enhancing digital literacy, promoting mobile money usage, supporting economic growth, and implementing policies aimed at financial inclusion.

Moderating the effect of short selling strategy on the relationship between the risk and return in the Nigerian stock market

2026-09-14T22:39:32+00:00

The study looked at how shot selling affected the link between risk and return in the Nigerian stock market. Secondary data was gathered from sources such as Standard & Poor's, NGX websites, and the CBN statistical bulletin. Fama-French Two-Step regression approach was used and it was found that short selling had a negative and statistically negligible influence on returns, according to the study. However, when used as a moderator, it lowered systematic risk slightly while improving the link between systematic risk and return in the Nigerian stock market. Short selling also lowered unsystematic risk and enhanced the link between unsystematic risk and return across multiple models. Unsystematic risk had a favorable and large impact on the Nigerian stock market's predicted returns. Unsystematic risk influenced predicted returns in the Nigerian stock market in a positive and significant way. According to the research, a short-selling investing technique can be implemented efficiently in the Nigerian stock market to maximize rewards while limiting risk. Unsystematic risk is not always diversified, but it demands a premium in the Nigerian stock market, since investors that take such risks are rewarded. The study advises investors to pay particular attention to how their investment returns correspond with several types of risk, such as unsystematic and non-market hazards, in addition to systematic risk. Implementing a well-managed short-selling investing plan can boost stock market performance.

Accounting for Green Cost Implication on the Financial Performance of Listed Manufacturing Firms in Nigeria

2026-09-14T22:39:25+00:00

The costs incurred to acquire green technology or install pollution-abatement facilities usually translate into direct, indirect, or operating expenses. This study examined the effect of green cost accounting practices specifically clean technology adoption, pollution control, and recycling costs on the financial performance of Nigerian listed manufacturing firms. An ex-post facto research design was employed to analyse data from a random sample of 47 firms listed on the Nigerian Exchange Group (NGX) as of December 31st, 2024. Descriptive and inferential statistics, including linear regression, were applied. Findings revealed that the coefficient of clean technology adoption cost was 0.2108, indicating a positive relationship with return on assets (ROA). Thus, a unit increase in clean technology adoption cost raised ROA by 0.2108 units. However, this effect was statistically insignificant (P=0.4393>0.05). The coefficient of pollution control cost was -0.0746, suggesting a weak negative relationship with ROA. A unit increase in pollution control cost reduced ROA by 0.0746 units, though this effect was also insignificant (P=0.8165>0.05). Similarly, the coefficient for recycling cost was 0.3630, reflecting a positive association with ROA, where a unit increase raised ROA by 0.3630 units. Yet, this relationship too was insignificant (P=0.8165>0.05).The study concludes that investments in green initiatives may not yield immediate financial returns for Nigerian manufacturing firms. Policymakers are therefore encouraged to design supportive policies and provide financial incentives to enhance the financial viability of adopting green practices.

Thailand's Cultural Diplomacy: Attracting Gender Reassignment Surgeries (GRS) Patients Through Soft Power

2026-09-14T22:39:17+00:00

People with sexual orientation deviations are certainly difficult to be accepted in the wider community, both in daily activities, in school or workplace environments, even when deciding to undergo transgender surgery. Most of them experience social discrimination that has fatal consequences, such as decreased self-confidence, depression, and even suicide. Therefore, a supportive environment will make them feel comfortable. Thailand, a country that is friendly to LGBT, provides hospitals with sex change surgery facilities. Thailand's image as the "Mecca" of transsexual body modification offers an inclusive environment that makes transgender patients feel comfortable. This study focuses on the culture that strengthens Thailand's image, so that it is able to promote sex change surgery hospitals on the international stage. Through cultural diplomacy, researchers found several cultures that are the basis for Thailand being friendly to LGBT, namely the cultural approach through Theravada Buddhism which recognizes four gender categories, the existence of art through drag and cabaret festivals and Thai music, also LGBT-friendly tourism that makes patients feel comfortable. With a strong cultural base, government, and business actors in Thailand in creating an inclusive LGBT environment, Thailand has succeeded in attracting patients for sex change surgery for both local and international communities. This is proven by the large number of foreign patients from Europe, the US and Asia who undergo surgery and medical travel in Thailand.

Customs and tariff regulation of electric vehicle imports under intensifying technological rivalry

2026-09-14T22:39:10+00:00

The article examines the customs and tariff regulation of electric vehicle imports in the context of the intensifying technological rivalry among China, the United States, and the European Union. It is argued that electric vehicles have evolved from being merely environmentally friendly products into strategic instruments of industrial, trade, and innovation policy. In this regard, customs duties, tax incentives, and other regulatory measures are increasingly used not only to generate public revenues but also to influence global value chains, strengthen domestic industries, and enhance technological competitiveness. The study is based on statistical and analytical data provided by the International Energy Agency (IEA), the European Automobile Manufacturers’ Association (ACEA), Eurostat, the World Trade Organization (WTO), UN Comtrade, the State Customs Service of Ukraine, and the State Tax Service of Ukraine. Particular attention is paid to the current trends in the global electric vehicle market, the growing export potential of China, the import policies of the European Union and the United States, and the specific features of Ukraine’s preferential customs and tax regime for electric vehicles.The findings demonstrate that the absence of large-scale domestic electric vehicle production limits the effectiveness of strict protectionist measures in Ukraine. At the same time, maintaining universal tax and customs exemptions without differentiation contributes to fiscal losses and increases dependence on imported products. The paper emphasizes the necessity of developing a balanced regulatory framework aimed at promoting sustainable market development while safeguarding national economic interests.

The experience of Spanish cooperatives for Ukraine’s economy

2026-09-14T22:39:03+00:00

The article examines the Spanish cooperative sector—one of the most advanced and diversified cooperative systems in the European Union—in the context of its practical relevance to building Ukraine's cooperative economy. The subject of the research encompasses the organizational models, legal frameworks, financial mechanisms, and socio-economic outcomes of Spanish cooperatives across various economic sectors. The study aims to provide a comprehensive analysis of the Spanish cooperative experience and, based on these findings, formulate specific recommendations for the reform and development of the cooperative sector in Ukraine. To achieve this objective, the following research tasks were addressed: investigating the historical evolution of the Spanish cooperative movement; characterizing the legal framework governing cooperative activities in Spain; analyzing key models of cooperative enterprise, namely the industrial (Basque), agricultural, and credit models; identifying the specific features of social cooperatives and their role within the social economy system; and conducting a comparative analysis of Spanish and Ukrainian cooperative legislation. The research methodology relies on comparative legal analysis, the historical-genetic approach, systems analysis, the synthesis of foreign experience, and the statistical analysis of data from industry associations and academic literature. The research findings indicate that the Spanish cooperative sector, which comprises over twenty thousand active cooperatives across a wide range of industries, demonstrates high economic resilience, social efficiency, and innovation potential. This is evidenced, in particular, by significantly lower unemployment rates during economic crises in regions with a well-developed cooperative sector. Special attention is given to the Basque industrial cooperative model, with its internal financial mechanisms and dedicated educational system; the Andalusian olive and wine agricultural cooperatives; and social cooperatives operating in healthcare and social services. The study concludes that to develop a robust cooperative sector, Ukraine requires: a systemic reform of its outdated cooperative legislation aligned with EU best practices; the advancement of cooperative education and culture at all levels; the expansion of credit union networks and solidarity funds; the formation of horizontal cooperative associations and federations; and the active utilization of the cooperative model as an instrument for the post-war reconstruction of communities and regions, as well as the social integration of vulnerable populations.

Transformation of Romania under European integration: Achievements, challenges, and significance for Ukraine

2026-09-14T22:38:55+00:00

The article examines the features of Romania’s transformational changes in the context of European integration, analyzes the key stages of its accession to the European Union, and assesses the main results of the country’s membership in the European integration association. The object of the study is the processes of European integration of Romania and the related transformational changes in its political, economic, and institutional spheres. The subject of the study is the features, patterns, and results of Romania’s transformation in the context of European integration, including achieved successes, existing challenges, and opportunities to apply Romania’s experience for Ukraine. The aim of the article is to analyze the transformational processes in Romania within the context of European integration, to assess the achieved results and existing challenges after the country’s accession to the European Union, as well as to substantiate the practical significance of Romania’s experience for Ukraine in the process of adapting to European standards and implementing reforms required for EU membership. The study finds that integration into the single European market has contributed to the growth of foreign trade, the attraction of foreign direct investment, the modernization of industry and transport infrastructure, an increase in living standards, and economic growth in terms of gross domestic product. The role of financial support from the European Union in the implementation of infrastructure projects, regional development, and the modernization of public utilities is also identified. At the same time, it is substantiated that despite significant achievements, Romania continues to face a number of challenges, including corruption, regional disparities, demographic problems, labor migration, and the need for further improvement of public administration. It is proven that EU membership itself does not eliminate structural economic problems but creates favorable conditions for overcoming them provided that effective state policies are implemented. Based on the analysis, opportunities for applying Romania’s experience in implementing Ukraine’s European integration course are identified. It is concluded that Romania’s experience is particularly important for Ukraine in the areas of institutional reform, anti-corruption policy, investment attraction, efficient use of EU financial resources, and modernization of the national economy. The practical significance of the study lies in identifying directions for adapting Romania’s positive experience to ensure Ukraine’s successful integration into the European political and economic space. Taking into account Romanian approaches to governance reform, infrastructure development, improved use of European funds, and strengthening institutional capacity may accelerate Ukraine’s European integration processes and increase the effectiveness of necessary reforms.

A transnational perspective on real sector performance in sub-Saharan Africa

2026-09-14T22:38:48+00:00

The consistent growth of the real sector is usually an important requirement for achieving economic development. However, the challenge of growing the real sector is still a source of concern in many sub-Sahara African (SSA) countries. Despite the evidence on the effect of international trade on real sector performance, few studies have considered the effect of social indicators on real sector performance. Therefore, this study investigated the effect of international trade and social indicators on real sector performance in 24 SSA countries for years 1990 to 2023 and panel corrected standard errors estimation was employed. The results showed that manufacturing exports, agricultural raw materials imports, adult literacy rate, and access to electricity had positive significant effect on manufacturing Gross Domestic Product (MGDP). However, government effectiveness index had a negative significant effect on MGDP, and regulatory quality index had a positive insignificant effect. For agricultural Gross Domestic Product (AGDP), agricultural exports and secondary school enrollment ratio had positive significant effects, while political stability index, and urbanization rate had negative significant effects. On the other hand, agricultural machinery imports had positive insignificant effect on AGDP, and level of technology adoption had negative insignificant effect. This study concluded that international trade and social indicators determine real sector performance in SSA. The study recommended growth in exports, greater provision of educational empowerment opportunities, and improved access to electricity in order to enhance real sector performance in the selected SSA countries.

Effectiveness management mechanism for recreational complex enterprises under twin transition

2026-09-14T22:38:41+00:00

The subject of the study is the conceptual principles of the performance management mechanism for enterprises of the recreational complex. The purpose of the article is to provide a theoretical justification of the updated principles of the performance management mechanism for recreational-sector enterprises under the conditions of the twin transition, which combines digital and green development vectors. The methodological basis of the study includes a systemic analysis of domestic and international publications from 2023-2026 in the fields of tourism management, enterprise management, and sustainable development; a comparative analysis of the author’s 2009 concept and contemporary managerial paradigms; as well as methods of generalization and scientific verification of theoretical propositions. The results demonstrate that the traditional system of five principles (compliance with economic laws, conceptual integrity, systemic approach, goal orientation, and effectiveness) retains its methodological architecture but requires substantive expansion. An updated formula of enterprise recreational attractiveness is proposed: RAE = f(RP, Q, P, ESG, CX, R), where the added indicators include ESG as environmental and social responsibility, CX as digital customer experience, and R as resilience. It is substantiated that the twin transition serves as a cross-cutting principle that transforms the content of all five components of the mechanism. The KPI system is expanded to include ESG metrics, NPS/CSAT, digital transformation indicators, and resilience measures. The results may be applied in strategic management of tourism and recreational enterprises, in the development of post-war recovery programs for the sector, in designing intelligent decision-support systems in the recreational sphere, as well as in educational programs in tourism management. The integration of the twin transition concept into the system of performance-management principles for recreational-sector enterprises generates a synergistic effect between digital and green directions, enhancing the resilience and competitiveness of recreational enterprises under conditions of European integration and martial law.

The impact of project management and business communication in a rehabilitation department on job satisfaction and preventing team burnout

2026-09-14T22:38:34+00:00

The subject of this research encompasses the intersection of human resources management, organizational psychology, and healthcare administration. It specifically examines how the integration of clinical project management frameworks and structured business communication modalities influences multidimensional job satisfaction and mitigates professional burnout among specialized rehabilitation department personnel. The primary goal is to comprehensively evaluate the complex, multidimensional relationship between the tripartite structural model of occupational burnout and distinct facets of subjective job satisfaction, thereby generating actionable project management and human resources interventions designed to stabilize clinical workforces. The objective is to rigorously test six directional hypotheses concerning the correlational, univariate, multivariate, and predictive relationships between emotional exhaustion, depersonalization, reduced personal accomplishment, and five job satisfaction variables. This empirical evaluation is deeply contextualized within the broader global literature concerning the psychological health of rehabilitation professionals across varying socioeconomic and organizational infrastructures. The methodology employs a cross-sectional correlational research design utilizing a specialized 22-item adaptation of the Maslach Burnout Inventory alongside a targeted 5-item job satisfaction scale. This instrument was distributed to a specialized multidisciplinary rehabilitation cohort (N=24). The rigorous statistical evaluation process includes Cronbach’s alpha internal consistency validation, Shapiro-Wilk distributional normality tests, Pearson and Spearman correlation matrices, one-way ANOVA with Bonferroni-corrected post-hoc testing, non-parametric Kruskal-Wallis corroboration, MANOVA for multivariate profile differentiation, and simultaneous multiple linear regression. Results: The analysis indicates a severe prevalence of emotional exhaustion, with 33.3% of the cohort classified at high risk. Despite this, depersonalization emerges as the strongest unique negative predictor of overall job satisfaction in multivariate space (β=-0.824, p=.008). MANOVA testing confirms highly significant multivariate profile differentiation across satisfaction groups (Wilks’ Λ=.216, p <.001). A critical anomaly reveals no significant correlation between objective workload appropriateness and any burnout subscale. Conclusions: The conclusions demonstrate that professional burnout is profoundly and inextricably linked to job dissatisfaction, driven primarily by relational and communicative detachment (depersonalization) rather than objective task volume. Effective prevention requires systemic, structural clinical project management interventions, emphasizing communication optimization, leadership development, and the protection of clinical autonomy over individual resilience training.

Volunteer tourism as a tool for the post-war recovery of Ukraine: current challenges and development prospects

2026-09-14T22:38:26+00:00

This article examines the role of volunteer tourism as a tool for Ukraine's post-war recovery in the context of military aggression, extensive destruction, and the transformation of the socio-economic environment. It is substantiated that volunteer tourism is acquiring strategic importance as a mechanism for mobilizing human, social, and organizational capital, thereby contributing to the recovery of local communities, strengthening social cohesion, and promoting the principles of sustainable development. The study demonstrates that contemporary volunteer tourism practices combine humanitarian activities with tourist mobility, creating a new model of responsible tourism aimed at generating public benefit. The purpose of this study is to determine the role of volunteer tourism in Ukraine's post-war recovery, to analyze the factors influencing its development, and to identify current challenges and prospects for its institutionalization. The subject of the research comprises the organizational, economic, and institutional mechanisms of volunteer tourism development, as well as the socio-economic relationships emerging from the integration of volunteer activities and tourist mobility. The methodological framework is based on a systems approach, methods of analysis and synthesis, comparative, historical, and statistical analyses, generalization, as well as institutional and socio-economic approaches. These methods made it possible to evaluate international experience, identify the specific features of volunteer tourism development in Ukraine, and determine directions for its integration into post-war recovery strategies. The findings systematize the institutional models of volunteer tourism organization, identify the key motivational factors driving volunteer participation, and substantiate its multiplier effect on the development of local communities. The practical significance of the research lies in the possibility of applying its results to the formulation of state post-war recovery policies, the improvement of coordination mechanisms for volunteer initiatives, the development of digital volunteer tourism platforms, and the education and training of specialists in tourism, management, and humanitarian diplomacy.

Leaders of the EU hotel service industry: a comparison of service quality management models and behavioral pattern systems

2026-09-14T22:38:19+00:00

The subject of the study is service quality management models and staff behavioral pattern systems in the activities of leading hotel companies in the European Union. The purpose of the article is to conduct a comparative analysis of service quality management models used by leading hotel companies in the European Union and to identify the role of staff behavioral patterns in shaping customer experience. The objectives of the study are to: analyze the position and development characteristics of leading hotel companies in the EU; conduct a comparative analysis of service quality management models applied by EU hotel industry leaders; examine staff behavioral pattern systems and their role in shaping customer experience; identify the relationship between service quality management models and staff behavioral practices. Research methods. Analysis and synthesis are used to generalize theoretical approaches to service quality management and staff behavioral patterns in the hotel industry. Comparative analysis is applied to compare service quality management models implemented by leading hotel companies in the European Union. Structural and logical analysis is used to systematize quality control instruments and classify staff behavioral practices depending on business models. Statistical and dynamic analysis are applied to assess the market positions, scale of operations, and growth dynamics of hotel companies, including changes in their room capacity over time. The method of generalization is employed to formulate conclusions regarding the relationship between service quality management models, staff behavioral pattern systems, and customer experience. Tabular and graphical methods are used to present and visualize the research results. Results. It has been established that leading hotel companies in the European Union are characterized by different scales of operation, growth rates of room capacity, and strategic approaches to expanding their market presence. A comparative analysis of service quality management models of the TOP‑10 international hotel companies headquartered in EU countries has been conducted. The dominance of comprehensive integrated quality management models has been identified among hotel companies, combining the principles of Total Quality Management (TQM), customer experience management, and digital feedback tools. It has been proven that hotel service quality management models are shaped by the market segment, scale of activity, and strategic priorities of companies. Staff behavioral pattern systems of hotel companies and their role in shaping customer experience have been examined. It has been established that staff behavioral patterns are a critically important component of service quality assurance and directly influence the emotional, social, and rational dimensions of customer experience. The relationship between service quality management models and staff behavioral practices has been identified. It has been demonstrated that the effectiveness of formalized quality management systems largely depends on their support by staff behavioral patterns, which ensure service adaptability to customer expectations and changing market conditions.

Tourism branding of post-conflict territories: From the image of war to the image of recovery and peace

2026-09-14T22:38:11+00:00

The article analyzes tourism branding of post-conflict territories, with particular emphasis on Ukraine as a contemporary post-conflict state undergoing recovery after a large-scale armed conflict. The aim of the article is to study the role of tourism branding in the process of reinterpreting and transforming the image of post-conflict territories, as well as to determine its significance for economic recovery and peacebuilding. The study substantiates the relevance of forming a new tourism image of territories capable of transforming the negative image of war into a positive narrative of recovery, resilience, and peace, and defines tourism as a tool of economic, social, and cultural recovery. Special attention is paid to the impact of war on the formation of international image, the problems of stigmatization of post-conflict regions, tourism risks and perception barriers, as well as the conflict between collective memory of war and the needs of sustainable tourism development. Based on the analysis of international experience and the current state of Ukraine’s tourism image, the study identifies key challenges and risks of post-war branding, including the restoration of tourism infrastructure, ensuring tourist safety, resilience of local communities, and overcoming negative stereotypes. Practical communication tools of tourism branding are outlined, including digital platforms, social media, visual symbols, festivals, as well as cooperation with international organizations and media to enhance trust and international recognition. The conclusions emphasize that tourism branding of post-conflict territories performs not only an economic but also a peacebuilding function, contributing to social integration, cultural recovery, and international solidarity. Practical recommendations are proposed for public authorities and tourism organizations regarding strategic branding planning, the use of digital communications, and engagement of local communities. The study also identifies prospects for further research in post-war tourism branding and its impact on the international perception of territories.

Innovative technologies in reservation systems and their impact on the quality standards of tourism services

2026-09-14T22:38:04+00:00

The article explores the role of innovative technologies in the transformation of reservation systems and their impact on shaping quality standards in tourism services. The essence of innovations in tourism, their importance for business competitiveness, and their contribution to the socio-economic development of regions are revealed. The evolution of booking systems from traditional methods to global distribution systems (GDS), as well as local and corporate platforms, is presented. The strategic significance of reservation systems for optimizing business processes, expanding sales markets, improving customer service, and supporting managerial decision-making is emphasized. Particular attention is paid to innovative technologies that most actively influence service quality: mobile applications, artificial intelligence, blockchain, and chatbots. It is noted that AI reduces booking errors and provides personalized recommendations, aligning with the principles of ISO9001. Blockchain ensures transparency and security of transactions, while smart contracts protect customer rights, which corresponds to ISO18513. Mobile applications and chatbots guarantee multilingual support, 24/7 accessibility, and service flexibility for international users. The Ukrainian context of innovative practices (Tickets.ua, JoinUP! Digital, Uklon, Booking365) and implementation challenges such as cybersecurity risks, dependence on global platforms, and digital inequality is also highlighted. It is argued that innovative technologies directly influence the quality of tourism services by increasing accuracy, speed, and transparency of processes. The study concludes that digitalization and the implementation of innovations in reservation systems are crucial for the integration of Ukrainian tourism enterprises into the global economic space and for building customer trust.

Sport orienteering as an indicator of outdoor culture: A comparative analysis of countries worldwide

2026-09-14T22:37:56+00:00

The article examines the development of sports orienteering as a cultural and sports phenomenon in international and national contexts. The subject of the study is a set of social, institutional, natural-climatic and cultural factors that influence the spread and popularity of sports orienteering in different countries. The aim of the work is to identify the patterns of development of sports orienteering in the world and determine the reasons for its relatively limited spread in Ukraine. To achieve the goal, the following tasks were set: to analyze the international experience of leading countries in the field of orienteering; to characterize the role of state support, the club system and the media in shaping the motivation to participate in this type of sports tourism; to assess the impact of natural-climatic and social conditions; to identify promising areas for applying foreign experience to Ukrainian realities. The methodological basis of the study is an interdisciplinary approach and comparative analysis, which allowed comparing models of sports orienteering development in different countries from several points of view. The results of the study indicate that the high level of development of sports orienteering in the countries of Northern and Central Europe is due to a combination of stable state support, developed club infrastructure, active media support and a developed culture of mass sports, while in Ukraine the restraining factors are low awareness of this sport, competition with other forms of leisure and insufficient organizational work. The conclusions confirm the presence of significant potential for the development of sports orienteering in Ukraine, provided that it is systematically popularized, adapted to international experience and worked with different social groups.