THE POTENTIAL OF REGENERATIVE TOURISM FOR THE MENTAL WELL-BEING OF THE UKRAINIAN POPULATION AMID SOCIAL TRANSFORMATIONS

Abstract

This article examines the potential of regenerative tourism as a tool for the mental recovery of the Ukrainian population amidst systemic societal transformations caused by prolonged socio-economic strain, war and increasing psycho-emotional stress experienced by the population. The relevance of this research stems from the need to rethink traditional approaches to the organisation of tourism and recreational activities and to identify models capable of simultaneously promoting individual mental well-being, social cohesion within communities, and the restoration of the natural and socio-cultural potential of tourist destinations. The aim of this article is to substantiate the potential and tools of regenerative tourism for supporting the mental recovery of the Ukrainian population in the context of systemic societal transformations and to identify promising formats for its development. It is substantiated that mental recovery should be viewed not as passive rest, but as an integrative process encompassing psycho-emotional, eco-sensory and socio-cultural components. A conceptual model of mental recovery has been developed, reflecting the interconnection between an individual’s internal self-regulatory resources and external factors of the recreational environment. An organisational and functional model of interaction between stakeholders in supporting the mental recovery of tourists has been proposed, providing for the coordination of four levels: state regulation, territorial communities, business entities, and recreational tourists. Interdependence has been established between the processes of individual mental recovery of recreational tourists and the restoration of a tourist destination’s natural, social, and cultural potential, while regenerative tourism is conceptualised as a model of mutual restoration involving the individual, the territory, and the local community. Promising formats for adapting the tourism market to transformations in consumer behaviour and the growing demand for restorative forms of recreation have been identified. These include retreat tourism, health and wellness tourism, as well as slow tourism practices. It has been substantiated that combining these elements can create the conditions for a shift from a focus on individual well-being to the creation of mutual value for recreational tourists, the local community, and the destination. The practical significance of the findings lies in the potential for the proposed models and substantiated approaches to be utilised by state and local government bodies, tourism businesses, and other stakeholders in the tourism sector when developing mental recovery programmes, tourism products, and destination development strategies in the context of crisis challenges and Ukraine’s post-war recovery.