Digitalized donation tourism: a catalyst for rural resilience and sustainable development in post-war ukraine

Abstract

In the context of the war in Ukraine, researching the resilience of rural communities becomes essential. This study examines the role of sustainable marketing in promoting digitalized donation tourism to bolster rural resilience and sustainable development in post-war Ukraine. Despite the growing potential of digitalization and donation-based tourism, these aspects remain underexplored, particularly in regions affected by war. This research aims to assess how the strategic marketing of digitalized donation tourism can influence the resilience of rural areas in Ukraine. The study employs cluster analysis and statistical evaluation of resilience indices of rural communities. Data was collected through online platforms and applications, and an analysis of hospitality management software from the Capterra website. The research demonstrated a correlation between the digitalization level and rural communities' resilience. Implementing digital technologies increased economic activity by 20-25% and enhanced social cohesion by 10%. Donation-based tourism contributed to a 30% increase in income and strengthened the local economy. The results confirm that digitalization and donation-based tourism are key factors in the resilience of rural communities during wartime. It is recommended that investment in digital infrastructure and community-led initiatives be prioritized to enhance resilience. International cooperation is also crucial in supporting rural communities in Ukraine.