DIGITAL TECHNOLOGIES FOR MANAGING TOURIST MOBILITY UNDER MARTIAL LAW: THE ROLE AND POTENTIAL OF MAAS PLATFORMS IN UKRAINE

Abstract

Relevance of the research: the transformation of tourist mobility in Ukraine under martial law is driven by increased security risks, destruction of transport infrastructure, and instability of logistics routes, which actualizes the need for integrated digital tools for coordinating transport and tourist services. Subject of the research: digital technologies for managing tourist mobility under martial law with a focus on the role and potential of Mobility as a Service (MaaS) platforms as a tool for integrating transport, tourist, and safety-information services. Purpose of the research: to substantiate the role and determine the potential of MaaS platforms as an instrument of digital management of tourist mobility under martial law in Ukraine. Research methodology: systemic and structural-functional approaches; methods of scientific generalization, comparative analysis, logical modeling, and conceptualization. Results of the research: the transformation of tourist mobility into a strategic component of the resilience of the tourist sector under wartime conditions has been established; it has been demonstrated that MaaS platforms ensure the integration of transport and tourist services, multimodal route planning, centralized information management, and analytical support for managerial decision-making; the expansion of MaaS functional capabilities through the inclusion of safety and communication components has been substantiated, which enhances adaptability and reduces uncertainty of tourist movements. The obtained results expand the conceptualization of MaaS from a tool for transport service integration to a comprehensive model of digital management of tourist mobility under crisis conditions. Practical significance: the results can be used by public authorities, transport operators, and tourism stakeholders to develop an integrated digital system for managing tourist mobility. Conclusions: MaaS platforms can serve as a coordination core of digital management of tourist mobility in Ukraine, provided that regulatory frameworks are developed, data standardization is ensured, and cybersecurity is strengthened. Prospects for further research involve the development of applied models for integrating MaaS into strategic tourism management, conducting empirical studies of tourist behavioral patterns under crisis conditions, and assessing the socio-economic effects of MaaS implementation in the regions of Ukraine.