Oleksandr P. Krupskyi

The article reveals the topical problem of shaping the leadership qualities in student youth, educating potential leaders who can quickly and purposefully integrate into society, solve social and industrial is-sues, and manage groups and innovative projects. It has emphasised the relevance of the problem of mod-elling the development of youth leadership and the study and adaptation of domestic and international ex-perience in this area. It has been defined that the vast majority of existing conceptual approaches concern the leadership of adults, skilled professionals, and the business sphere. The purpose of the article is to review the conceptual ideas and theories that form the basis of mod-els for the formation of leadership qualities in student youth, as well as identification of the work system for training leaders in educational institutions of various levels. The study uses the methods of substantive, retrospective, comparative and definitional analysis, syn-thesis of principal ideas regarding youth leadership development, as well as generalization and specification of the best experience of modelling the formation of leadership qualities in student youth. Current theories underlying the investigation of the youth leadership phenomenon have been consid-ered, among which are the Trait Theory and the Great Person Theory, Theories of resonant, proactive, emotional, charismatic, democratic, transformational, situational, participative, servant leadership, and what-ever. It has been found out that all existing programs for effective leader development are based on a sin-gle humanistic concept that a leader is, first of all, an individual who, guided primarily by higher spiritual needs, strives for self-realization. It has been claimed that leadership qualities include both individual and psychological personality traits and those which determine productive relationships arising in the group interaction process. Several psychological, pedagogical and complex models for the formation of leadership qualities in student youth, developed in Ukraine and abroad, have been revealed. The models presented in the article are based on the author’s concepts, which, at the same time, have common features in the organization of purposeful training and self-study of pupils / students to develop so-called soſt skills in them, the formation of leader attitude, leader competency, leader behaviour and teamwork experience. The peculiarities of educational disciplines, classroom and extracurricular work, student self-government, and socially and energetic civil activities during the formation of leadership qualities in student youth at the level of an educational institution have been characterized. Examples of the development of youth leadership by organizations at the regional, all-Ukrainian, and international levels have been given. It has been pointed out that most models of leadership development have several common features, namely: a) emphasis on both academic knowledge and personal development of leadership qualities of pupils / students; b) ensuring a high level of interaction in the “teacher-stu-dent” and “student-student” systems; c) experiential learning; d) reflective learning; e) collaborative learning; e) creation of a comfortable and emotionally rich educational environment; f) activation of study and cognitive activities of pupils/students via project activities and networking; g) operating the mutual evaluation and feedback. It has been concluded that each of the analyzed models of leadership formation provides students with valuable opportunities to shape leadership skills and apply them in the real world, increasing their personal and professional development.

Timeliness, purposefulness, patient centeredness, consistency, and continuity are the general principles of rehabilitation and the defining tasks of developed countries, especially in the context of ensuring the realization of the rights and opportunities of people with disabilities. The purpose of the study was to identify the features of medical rehabilitation systems for persons with disabilities in the leading EU and NATO countries that have experience in rehabilitating combatants and to substantiate proposals for improving the current system of medical rehabilitation in Ukraine. The study is based on the analysis of the conceptual principles of building rehabilitation systems in eight countries with developed democratic institutions, experience of military operations and belonging to classical models of social protection: Canada, France, Germany, Italy, Poland, Spain, the United Kingdom, the United States. The methods of comparative analysis, structural analysis, objectivity and consistency were used. The main results of the study are the identification of weaknesses of the Ukrainian medical rehabilitation system, such as fragmentation of service provision, lack of unified management coordination, insufficient information and uneven location of institutions. The advantages of foreign systems are analyzed: targeting medical rehabilitation, use of outsourcing, involvement of the community and volunteers, creation of competition between medical institutions, emphasis on mental rehabilitation, and use of sanatorium and resort facilities. It is proposed to create a single state body for coordinating medical services, develop a national roadmap for rehabilitation measures, encourage volunteers and expand the range of rehabilitation professions. The experience of the leading EU and NATO countries demonstrates the need for a systemic restructuring of medical rehabilitation in Ukraine through the introduction of modern approaches and methods aimed at improving the quality and accessibility of services. Successful implementation of foreign experience will create an effective national system capable of meeting the current challenges and needs of people with disabilities

Purpose: This study investigates the transformative role of augmented reality (AR) and virtual reality (VR) technologies in e-commerce and digital marketing. It aims to understand how these immersive technologies enhance consumer experiences by addressing challenges such as product visualization, consumer trust, and engagement while fostering higher purchase intent and customer satisfaction. Design/Method/Approach: A systematic literature review synthesizes findings from empirical and theoretical studies published between 2011 and 2024. The methodologies analyzed include experimental designs, market analyses, and conceptual frameworks assessing the integration of AR and VR technologies in online retail. Findings: The findings indicate that AR enhances online shopping through features such as virtual try-ons and spatial placement visualization, reducing return rates and increasing purchase confidence. VR, on the other hand, provides immersive environments that simulate physical shopping experiences, strengthening consumer-brand connections. While AR demonstrates broader applicability in fostering interactive and personalized experiences, VR remains limited by accessibility and cost constraints. Both technologies exhibit immediate costs but offer long-term benefits, positively influencing conversion rates and customer loyalty. Theoretical Implications: This study contributes to consumer behavior research by applying value perception models, immersive technology frameworks, and engagement metrics to the e-commerce landscape. It refines existing theoretical perspectives on technological adoption by highlighting the interplay between sensory engagement, emotional connection, and consumer decision-making. Practical Implications: The research underscores the strategic importance of integrating AR and VR into digital marketing and e-commerce platforms. It suggests leveraging AR for product categories requiring spatial interaction and using VR for high-detail product exploration. The study provides actionable insights for businesses looking to enhance online shopping experiences through immersive technologies. Originality/Value: This study offers a comprehensive synthesis of AR and VR applications in e-commerce, highlighting their potential to reshape online shopping. By bridging the gap between physical and digital retail experiences, it provides a fresh perspective on how immersive technologies can drive engagement, accessibility, and personalized consumer interactions. Research Limitations/Future Research: While this study synthesizes existing literature, empirical validation through longitudinal studies and cross-industry applications is necessary. Future research should explore the long-term effects of AR and VR adoption on consumer trust, loyalty, and behavioral changes. Additionally, further exploration is encouraged into gamification, artificial intelligence (AI) integration, and demographic-specific implementations to drive sustainable engagement.

The article is dedicated to the Pós-Covid 19 new world of fashion. The article aims to investigate the Perceptions of customers through digital tools like e-commerce and e-marketplaces as a means of readapting customers to social life online and to provide recommendations for the new process of buying. References to customer adaptation using digital tools in the buying process have been analyzed. The results of a survey conducted by the authors of Pós-Covid-19 noted that digital learning tools can be beneficial to fashion. The study presented helpful information for luxury market managers to understand the usage of technology among customers. Appropriate support through mobile applications can contribute to the intention to continue using luxury social media and facilitate a long-term relationship between luxury brands and customers.

Purpose: This study aims to explore the integration of qualitative research methods with Root Cause Analysis (RCA) to enhance the understanding of complex problems by capturing both quantitative and qualitative data. By bridging technical analysis and human-centered insights, this research seeks to provide a comprehensive framework for effective problem-solving. Design/Method/Approach: A systematic literature review was conducted, focusing on academic articles, books, and reports that examine the use of RCA and qualitative research methods individually and in combination. The study categorizes and analyzes the benefits, challenges, and practical applications of this integrated approach across various fields. Findings: The integration of qualitative research methods with RCA addresses the limitations of traditional RCA, which often overlooks contextual and human factors. Qualitative methods, such as interviews and thematic analysis, uncover hidden variables like organizational culture, communication patterns, and stakeholder perceptions. This integration leads to a deeper understanding of problems, improved stakeholder engagement, and the development of sustainable, comprehensive solutions. Theoretical Implications: The research extends RCA frameworks by incorporating qualitative methods, providing a holistic approach that connects quantitative precision with the rich, contextual understanding of qualitative data. Practical Implications: The findings suggest that practitioners in fields such as healthcare, manufacturing, and retail can use this integrated approach to enhance problem-solving and decision-making. By addressing both technical and human aspects, organizations can achieve more effective and sustainable outcomes. Originality/Value: This paper highlights the novelty and utility of combining qualitative methods with RCA, demonstrating its potential to transform traditional problem-solving approaches. It proposes a framework for integrating these methodologies, offering practical and theoretical contributions to the field. Research Limitations/Future Research: While the integrated approach offers significant benefits, its application may vary across different contexts. Future research should focus on developing flexible, standardized frameworks to guide the integration process and evaluate its long-term impact. Paper Type: Conceptual JEL Classification: C49, D81, M11, O31, Q55

This work provides a comprehensive analysis of the evolution of cognitive and behavioural therapies across three generations, highlighting their theoretical foundations, methodological innovations, and clinical implications. The first generation, rooted in the behavioural paradigm, prioritised symptom reduction through observable change, but its limitations in addressing cognition and language stimulated the emergence of the second generation. This stage placed dysfunctional thoughts, beliefs, and cognitive processes at the centre of clinical intervention, consolidating the foundations of cognitivebehavioural therapy (CBT). The third generation, often referred to as the “third wave,” represents both continuity and innovation, as it integrates mindfulness, acceptance, and values-based action into established behavioural and cognitive frameworks. Interventions such as Dialectical Behaviour Therapy (DBT), Acceptance and Commitment Therapy (ACT), Mindfulness-Based Stress Reduction (MBSR), and Mindfulness-Based Cognitive Therapy (MBCT) exemplify this shift by promoting psychological flexibility, enhancing resilience, and addressing complex psychopathologies. The practical relevance of this analysis lies in demonstrating that modern cognitive and behavioural therapies are not limited to symptom management but serve as evidence-based approaches for improving overall functioning, preventing relapse, and supporting long-term well-being. Their methodological innovations are increasingly integrated into clinical practice, medical psychology, and professional training, making them central to multidisciplinary approaches in mental health care. By outlining the historical trajectory and contemporary applications, the study provides clinicians, researchers, and educators with a structured overview of how CBT and third-wave interventions contribute to sustainable psychological health and adaptive coping in diverse populations. In addition, the article emphasises the need for continued empirical evaluation of these interventions across cultural and clinical contexts to ensure their broad applicability. It also highlights the growing importance of integrating digital technologies and remote delivery formats, which expand access to evidencebased therapies and respond to emerging societal challenges.

The growing significance of inclusive branding in the beauty industry reflects a strategic shift toward ethical and socially resonant value creation. This study explores Fenty Beauty’s positioning as a case of strategic inclusivity, analyzing how diversity-driven marketing and product design shape competitive performance. The research highlights several strategic dimensions of inclusion: emotional brand loyalty, consumer identification with brand values, and measurable differentiation across saturated markets. The findings support the argument that inclusivity, when integrated authentically into branding architecture, functions as both a moral imperative and a viable business strategy. The paper offers practical insights for brand managers seeking to translate inclusive values into sustainable growth and strategic market leadership

The article explores adaptive business planning as a modern management approach capable of ensuring flexibility, resilience, and competitiveness of beauty industry enterprises under conditions of increasing market turbulence. The authors emphasize that traditional linear models of strategic planning are becoming less effective in a dynamic environment characterized by uncertainty, rapidly changing consumer trends, digital innovations, and socio-economic challenges. Special attention is given to the beauty business as a segment of the service economy that is highly sensitive to external changes, features short product life cycles, and faces growing customer expectations for personalization and high-quality service. The purpose of the study is to comprehensively examine adaptive business planning as a tool for strategic management of beauty industry enterprises. The article addresses three key objectives: to justify the conceptual framework of adaptive planning in the service sector; to identify sector-specific features of such approaches in the beauty industry; and to develop a typology of strategic models based on content analysis of practices adopted by Ukrainian and international companies. The research methodology combines qualitative and quantitative methods, particularly content analysis of strategic documents, digital platforms, marketing activities, and CRM solutions across seven enterprises—two Ukrainian and five international. Four criteria were developed to assess adaptability: strategic transparency, flexible planning, digital infrastructure, and marketing dynamics. Based on these, four types of strategic behavior were identified: integrated strategic adaptiveness, product-marketing flexibility, fragmented tactical adaptiveness, and situational reactivity. The findings reveal substantial differences between companies, driven not by geography but by the level of institutional maturity, digital integration, and managerial capacity. Companies that actively implement CRM systems, frequently revise strategic objectives, and apply long-term planning models show the highest degree of adaptiveness. Ukrainian firms demonstrate growth potential but require stronger strategic reflection, process automation, and structured customer data analysis. Theoretical contribution of this study lies in extending the academic understanding of adaptive planning within the service sector, especially in the underexplored beauty industry. Its practical relevance is grounded in the proposed typology, which can serve as a diagnostic framework for business owners and managers. The study also offers implications for training programs and business consulting. Future research should expand the sample, use mixed methods, and explore the effects of adaptive strategies on financial performance, customer loyalty, and sustainable competitiveness in beauty and related service industries.

The article analyzes the features of adaptive strategic planning as a tool for building managerial flexibility in small enterprises of the beauty industry. It focuses on the differences between improvisational, hybrid and institutionalized management models, as well as on the role of digital infrastructure, strategic publicity and marketing flexibility. A multiple case study of two Ukrainian beauty brands using structured content analysis was conducted, which allowed the development of an integrated model of the evolution of managerial flexibility. The findings demonstrate the gradual accumulation of managerial capacity through the implementation of CRM, AI personalization algorithms and inclusive branding. Practical recommendations are proposed for owners and managers of small service companies to facilitate the transition from situational to systemic strategic management, thereby enhancing their resilience and competitiveness.

The article presents the results of an interdisciplinary study focused on exploring the potential of storytelling as an innovative educational tool for developing critical thinking in students majoring in Management. The relevance of the topic is driven by the need for new pedagogical approaches that can cultivate analytical skills, reflection, reasoned decision-making, and effective communication in students – competencies that are fundamental to the professional activities of a modern manager. The article examines the theoretical foundations of storytelling, its functions within the educational process, and the typology of digital formats, including interactive narratives, visual storytelling, collaborative storytelling, and multimedia projects. Particular attention is given to the integration of storytelling with computational thinking, which supports the comprehensive development of both analytical and creative abilities. It is scientifically substantiated that narrative methods contribute not only to the acquisition of knowledge but also to the development of the ability to ask questions, critically interpret information, explore alternatives, and justify personal viewpoints. The empirical part of the study is based on an online survey conducted among 75 students of the Management program across different academic years. The findings indicate a positive attitude among students toward the use of storytelling, their interest in its application, and their recognition of its effectiveness in enhancing critical thinking skills. At the same time, the results reveal a limited use of active storytelling formats (such as story creation or role-playing), which restricts the full potential of this method. The authors emphasize the necessity of integrating storytelling into management education curricula as an essential component of a flexible, interdisciplinary, and competency-based learning environment that meets the challenges of the modern world.

Current transformations in the global trade in plastic waste are being driven by new environmental regulations, sustainability policies, and individual countries' decisions on the import of recyclables. The People's Republic of China's 2018 ban on plastic waste imports has significantly changed the structure of global recycling flows, calling into question the sustainability of the centralized recycling model. The study aims to assess the consequences of this decision for exporting countries, analyze their adaptation trajectories, and classify changes in trade dynamics in 2008–2024. The paper uses quantitative methods to analyze statistical data, builds the author's own trade flow change rate (TFCR), and applies cluster analysis using the K-means method to typologize countries by the nature of changes in the structure of plastic waste exports. Based on the data of international organizations (OECD, UNEP, ITC), regional disparities in the production and processing of plastics are characterized. Three groups of countries with different adaptation models are identified: resilient, partially adapted, and those that have lost market share. It was found that countries with a lower initial level of dependence on China were more likely to reorient to alternative markets or increase domestic capacity. Particular attention is paid to the evolution of China's environmental policy, which, after the ban, is aimed at developing its own processing technologies, controlling unauthorized imports and relocating export-oriented enterprises to Southeast Asia. It is substantiated that the current structure of the global recycling market is becoming more fragmented, asymmetric and technologically differentiated. The results of the study can be used to formulate a waste management policy, taking into account the risks inherent in new forms of environmental logistics.

The study focuses on defining and substantiating the concept of the information and consulting environment of a vocational education institution (VEI), which facilitates information exchange, consultative support, and the active involvement of all participants in the educational process. Drawing on environmental, creative-developmental, and systemic-structural approaches, the research outlines the content of the VEI’s information and consulting environment and the criteria for its effective organisation. Observation and SWOT analysis reveal digital and sociocultural barriers to the provision of educational services amid military events in Ukraine. By applying retrospective, comparative, systemic analysis, and modelling methods, the study develops a methodology for optimising the organisation of the VEI’s information and consulting environment to ensure its inclusivity and accessibility. This environment represents a multi-component system of educational resources and technologies that enable the informatisation, digitalisation, and automation of consulting services. Its well-structured organisation supports the modernisation of the educational process and fosters inclusive engagement through the integration of informational, consultative, diagnostic, interactive, coordinating, professional development, and instructional-methodological functions. Its structure encompasses social, spatial-object, and psycho-pedagogical dimensions. The research identifies significant achievements of Ukrainian VEIs in this area while also highlighting a critical insufficiency in the systemic-structural characteristics of the existing environments. This underscores the need for a qualitative renewal of their conceptual foundations, content, organisational models, and technological solutions. The proposed methodology for organising the VEI’s information and consulting environment aims to raise the quality of educational services, enhance inclusivity by integrating participants through information flows, and foster collaboration and co-creation in the institution’s development.

У монографії комплексно досліджено економічні детермінанти та конкурентні стратегії розвитку сучасних бізнес-структур в Україні та світі. Розглянуто теоретичні засади та практичні аспекти формування конкурентних стратегій підприємств у сучасних економічних умовах, враховуючи галузеву специфіку. Проаналізовано вплив глобалізації, діджиталізації та інноваційних процесів на розвиток бізнесу, а також їх роль у формуванні нових бізнес- моделей. Висвітлено актуальні питання управління конкурентоспроможністю, інвестиційною привабливістю та економічною безпекою підприємств. Досліджено особливості розвитку різних галузей економіки та специфіку функціонування малого і середнього бізнесу. Значну увагу приділено інноваційним підходам до управління бізнес-процесами та людським капіталом. Запропоновано науково обґрунтовані рекомендації щодо вдосконалення стратегічного управління та підвищення ефективності діяльності сучасних бізнес-структур в умовах динамічного ринкового середовища та посилення глобальної конкуренції. Для власників та керівників бізнесу, менеджерів, економістів, науковців, викладачів, аспірантів, студентів та державних службовців, які опікуються питаннями розвитку підприємництва та конкурентної політики.

Gender inequality generates negative consequences for the economy, social sphere, and often the environment at the level of individual countries and the world. In this way, inequality creates a gender gap. The issue of reducing the gender gap was highlighted in the Sustainable Development Goals and drew scientists' attention from various fields and international organizations to a multifaceted study of the gender gap phenomenon at different levels. The article analyzes available indicators that measure the gender gap and the conducted earlier research on the factors that influence gender equality. We chose the Global Gender Gap Index. We found a statistically significant impact on the gender gap: the share of women in the total population, the level of achievement of the Sustainable Development Goals, the level of democracy, and GNI per capita. Thus, by accelerating the achievement of sustainable development goals and implementing democratic reforms, countries are reducing the gender gap in society. Our study did not confirm the statistically significant inverse relationship between fertility rates and the gender gap, which was previously established based on incomplete statistical information. Also, the gender gap is not affected by the country's population growth or by the country's belonging to one of the four groups by per capita income. The impact of migration processes on gender equality requires an in-depth and additional analysis based on data showing the impact of migration movements influenced by the war between Russia and Ukraine.

The article addresses the issue of the appropriateness of revising the content of the theory of education and learning, analyses key didactic categories, and outlines the opportunities presented by educational systems in the era of digitalisation. The purpose of this study is to define the main challenges, opportunities, and prospects for the devel of this study is to define the main challenges, opportunities, and prospects for the development of didactics in the digital age. The research tasks include analysing the laws, patterns, principles, rules, strategies, and content of learning in the context of digitalised educational systems, identifying the features of teaching methods and organisational forms of learning, and clarifying the place and role of digital didactics in pedagogy and practice. The study employs methods of comparative, content, and categorical analysis, generalisation and systematisation, analogy, classification, and modelling. Based on an analysis of primary sources, the study identifies the specific features of human cognitive development in a digital environment. It is established that the digital environment serves as a tool with extensive functional capabilities rather than as a generative factor determining the development of the psyche, the learning process, or the education and socialisation of individuals. The study emphasises the constancy of human nature and activity, as well as the fundamental principles of didactics. The study reveals the specific ways in which laws and patterns of learning are interpreted. Conceptual changes in the system of didactic principles are examined, focusing primarily on the strategies for their implementation in a digital educational environment. The need to update the list of learning principles is highlighted, including principles of flexibility, adaptability, integration, personalisation of learning, digital inclusion, gamification, optimal cognitive load, digital ethics, and safety. Changes in the structure of learning activities are investigated, with an emphasis on the need to revise learning rules and strategies. Approaches to transforming educational content in light of the possibilities offered by digital technologies are outlined. The structure and components of teaching methods are clarified, involving an analysis of their ideological and operational dimensions. The potential of digital technologies, artificial intelligence, and automated systems for the qualitative renewal of classifications of teaching methods is demonstrated. The specific features of forms of learning organisation are characterised. The findings generalise the idea that the nature of changes does not undermine the classroom-lesson system in schools or the lecture-seminar system in higher education institutions. Instead, it adapts these formats to the demands of the digital age, with the educational process increasingly focused on the principles of constructivism, adaptability, and inclusivity, emphasising the active role of learners in knowledge creation while taking into account their individual needs and experiences. It is concluded that digitalisation in education represents not only a technological but also a profoundly conceptual pedagogical phenomenon. The pedagogical design of educational environments under these conditions proceeds through the adaptation of the fundamental principles of the theory of education and learning to the new realities of the digital educational environment. The article argues that considering digital didactics as a separate scientific discipline is fraught with risks, including the excessive fragmentation of didactics as an integrated scientific field, the potential technocratisation of education, and an imbalance between traditional and new methods of knowledge acquisition. Such risks could exacerbate cognitive overload, reduce critical thinking and social skills among learners, and lead to educational losses. In light of these risks, the authors propose that digital didactics should not be viewed as a separate field of knowledge but rather as a distinct subject of research and a thematic strand within the broader framework of didactics. This approach ensures the adaptation of traditional principles and methods in terms of the digital environment.

Розглянуто питання формування системи управління соціальною відповідаль-ністю закладу охорони здоров’я. Класифіковано теоретичні підходи до визначення поняття «соціальна відповідальність». Наведено фактори, які заважають або сприяють введенню системи соціальної відповідальності у закладах охорони здоров’я на поточному етапі медичної реформи в Україні. Виокремлені складові, критерії та коефіцієнти ефективності соціальної відповідальності закладу охорони здоров’я. Запропоновано схему механізму управління соціальною відповідальністю закладу охорони здоров’я. Виділені можливі напрямки впровадження програм соціальної відповідальності та очікувані результати. Authors research questions of formation of the management system of social responsibility of health care institution. The theoretical approaches to definition of social responsibility are classified, it is given factors that hinder or facilitate the implementation of social responsibility in health care institutions on current stage of medical reform in Ukraine. Constituents, criteria, and effectiveness coefficients of social responsibility of health care institutions are outlined. It is offered the scheme of management system mechanism of social responsibility of health care institutions. Possible ways of application of social responsibility programs are featured and expected results after implementation.

Purpose: The aim of this study is to examine how the integration of Emotional Intelligence (EI) and Artificial Intelligence (AI) in leadership can enhance leadership effectiveness and influence the development of future leaders. Design / Method / Approach: The research employs a mixed-methods approach, combining qualitative and quantitative analyses. The study utilizes secondary data sources, including scholarly articles, industry reports, and empirical studies, to analyze the interaction between EI and AI in leadership settings. Findings: The findings reveal that the integration of EI and AI significantly improves decision-making, strategic planning, talent management, and communication within organizations. Leaders who leverage both EI and AI experience higher employee satisfaction, improved team performance, and enhanced organizational outcomes. Theoretical Implications: This study contributes to leadership theory by introducing a novel framework that demonstrates the complementary roles of EI and AI in leadership. Practical Implications: The research offers practical guidelines for leadership development, emphasizing the need for future leaders to integrate EI and AI skills in order to navigate complex business environments successfully. Originality / Value: The paper provides an original framework for the integration of EI and AI in leadership, offering new insights into how these two elements can work together to improve leadership effectiveness. Research Limitations / Future Research: Future research should further explore the empirical impact of EI and AI integration in various industries and leadership levels to generalize findings across broader contexts. Paper Type: Conceptual

In Bulgaria, integrating technology and innovation is crucial for advancing sustainable healthcare disaster management, enhancing disaster response and recovery, and minimizing long-term environmental and social impacts. The purpose of the study is to assess the impact of modern technological innovations on the effectiveness of disaster management in health care in Bulgaria with a focus on Health Information Systems (HIS), Telemedicine, Telehealth, e-Health, Electronic Health Records, Artificial Intelligence (AI), Public Communication Platforms, and Data Security and Privacy. These innovations, when integrated effectively, can significantly strengthen Bulgaria's preparedness and response capabilities, improving efficiency and reducing the environmental footprint of disaster interventions. Collaboration with technology experts, research institutions, and international organizations is essential for successful implementation. The research aims to assess how these technologies can enhance disaster management efficacy, adopting a methodical approach using Systematic Literature Reviews (SLRs). Systematic Literature Reviews (SLRs) utilize precise criteria for research selection and evaluation to reduce bias, systematically compiling and analyzing data from various studies to offer evidence-based insights. They are crucial for uncovering research gaps, indicating areas needing further exploration. Findings highlight the transformative potential of technology integration in streamlining communication, data management, and operational efficiency. The study underscores the urgent need for an integrated approach and a culture of innovation within the healthcare sector, emphasizing ongoing assessment and adaptation of technology-based strategies. While acknowledging limitations and calling for further research, the study provides valuable insights into Bulgaria's healthcare disaster management strategies and sets the stage for future investigations to refine and expand upon these strategies. It advocates for a strategic framework guiding the efficient integration of technology into disaster management, aiming for resilient and patient-centric healthcare systems.

Every year, the number of tourists in the Chernobyl Exclusion Zone is increasing. The most numerous visitors are journalists who come to perform theirofficial duties. At the same time, researchers have not yet shown interest in such an interesting and important tourist phenomenon. The purpose of this article is to de- scribe a new phenomenon of media tourism in the Chernobyl Exclusion Zone and its features. The study was conducted with a help of a qualitative case study analysis method. The websites of the state and private enterprises and mass media publications based on the results of trips to the territory for 2013-2017 were analyzed. As a result, the specific features of journalists who visit the Chernobyl Exclusion Zone were identified. Such journalists mainly have confidence in the absence of a threat to health (55%), developed empathy (45%) and imagination of thinking (45%). Consequently, the tragedy of history and the gloomy appearance of the territory, the suffering of local residents make it attractive to journalists. In addition, due to personal interest, the voluntary travel motive (61,5%) prevails over conditional forced travel (38,5%). At the same time, the attention of journalists to the territory is attracted due to the activities of tourists. The authors describe the so-called «compensation effect», when the reduction of tourists' attention to the territory is balanced by an increase in the attention of the mass media. The presence of risk explains the predominance of men among journalists in the Chernobyl Exclusion Zone (54%). For example, women can better assess the risk due to greater vulnerability. The peculiarity of journalists' work in the Chernobyl Exclusion Zone is the risk of radiation exposure and ethical controversy. The study shows that journalists' inherent positive world perception and profound sense of professional duty can successfully overcome these obstacles. The results of the study can be used by the following researchers to identify ways and strategies for promoting media tourism in the Chernobyl Exclusion Zone. The benefit of this study is to draw attention to a new unexplored tourist phenomenon. Mass media have a great influence on the formation of a positive attitude towards the territory and attracting the attention of tourists. Taking into account the specific features of media tourism will help to attract more tourists and improve the quality of rendering service to journalists.

The purpose is to substantiate the ways of promoting sustainable tourism in the global economy. Methodology - To determine the importance of sustainable tourism factors, the hierarchy analysis method of T. Saati was used. The method of expert estimations has been used for determining the significance level of the tourism sustainability factors. Findings - The conditions for the promotion of sustainable tourism to the world market and the factors of impact on its development in the global economy have been determined. All impact factors were divided into 7 groups: political and regulatory environment, environmental sustainability, social and cultural strategy, economic sustainability, tourism service, safety, and basic sustainability state. To assess the potential of sustainable tourism by international destinations, it was offered to rank the factors of the index of sustainable tourism development in the countries from the point of view of a tourist. Contribution - The structure of the factors of tourism sustainability index wite emphasis on the role of an immediate tourist was improved. The most importante factors of influence on the choose tourist destination have been identified: the factors of safety, tourist service and the factor of basic sustainability state of a country.

Purpose is to substantiate the ways of promotion sustainable tourism in the global economy. Methodology - To determine the importance of the sustainable tourism factors, the hierarchy analysis method of T. Saati was used. The method of expert estimations has been used for determining the significance level of the tourism sustainability factors. Findings - The conditions for promotion of the sustainable tourism to the world market and the factors of impact on its development in the global economy have been determined. All impact factors were divided into 7 groups: political and regulatory environment, environmental sustainability, social and cultural strategy, economic sustainability, tourism service, safety, basic sustainability state. To assess the potential of the sustainable tourism by international destinations, it was offered to rank the factors of index of sustainable tourism development in the countries from the point of view of a tourist. Contribution - The structure of the factors of tourism sustainability index with the emphasis on the role of an immediate tourist was improved. The most importante factors of influence on the choose tourist destination have been identified: the factors of safety, tourist service and the factor of basic sustainability state of a country.

It is with great enthusiasm that Editora Contemporânea presents "Culture and Identity: Perspectives on the Human Sciences -1st Edition". This book is a profound and thought-provoking exploration of the intersection between culture and identity in contemporary society, offering an innovative look at themes that shape our understanding of the world. Culture and identity play fundamental roles in the complex web of society. More than mere concepts, they are living forces that shape our interactions, perceptions, and the very fabric of society. This book highlights the intrinsic importance of these elements in constructing meanings, and connections and shaping the rich tapestry of human diversity. In an era marked by globalization and interconnectedness, understanding cultural dynamics and the nuances of identity becomes essential. "Culture and Identity: Perspectives in the Humanities" offers crucial insights into meeting contemporary challenges, promoting intercultural dialogues, addressing issues of inclusion, and recognizing the complexities of individual and collective identities. This volume not only critically analyzes cultural and identity issues, but also sheds light on the prospects of humanities research. From investigations into changing identities to analyses of cultural influences on community formation, the contributions in this book pave the way for new approaches and reflections in academia. We express our sincere gratitude to the dedicated contributors who made this first edition possible. Each author has brought a unique and valuable insight, enriching the dialog on culture and identity in the human sciences. Their collective efforts have resulted in a work that inspires and challenges, contributing to a profound understanding of human complexity. We invite readers to delve into the pages of this unique work. Discover the multifaceted perspectives on culture and identity that this book offers. May it inspire reflections, dialogues, and actions that promote a deeper and more inclusive understanding of human diversity. Editora Contemporânea thanks you for joining us on this journey of intellectual exploration and discovery.

Introduction. The medical sphere is constantly evolving, requiring improved approaches to its organisation and functioning. Advances in medical technology, observable changes in patient needs and growing competition challenge medical institutions to improve their strategies and approaches. Marketing technologies are becoming one of the key tools for achieving strategic goals. Purpose. This article is aimed at studying the peculiarities of the use of marketing technologies in the medical field. The main purpose of the study is to analyse the impact of marketing tools on the development and success of medical institutions. Method (methodology). The methodological approach involves the use of an analytical approach to studying current trends in marketing and their impact on the healthcare sector. The study uses methods of data analysis and comparative analysis of marketing practices in medical institutions. Results. The study found that the use of targeted marketing strategies allows healthcare facilities to attract more patients, increase customer satisfaction and ensure an excellent reputation. The results of the study show a positive impact of the use of marketing tools on changing the perception of medical services by patients. Conclusions. The scope of application of the results is the practical activities of medical institutions seeking to improve their strategy of promotion and interaction with customers. The findings of the study can be used by marketers and managers of healthcare organisations to develop and implement effective marketing strategies. In summary, this article reveals the importance of using marketing technologies in the healthcare sector and provides practical recommendations for their successful implementation. The study emphasises that marketing in the healthcare industry is necessary to increase competitiveness and ensure quality medical care.

Problem statement. Modern marketing requires effective tools to attract and retain customers, as well as improve communication with the audience. In this context, the use of artificial intelligence, in particular, ChatGPT (Generative Pre-trained Transformer), can be a promising innovative solution. However, the conclusions about the potential benefits and limitations of using ChatGPT in marketing are ambiguous, due to the little experience gained in this area. The purpose of the study is to assess the potential of using ChatGPT in marketing strategies, to study the opportunities and challenges it presents for improving the efficiency of communication with customers and brand development. The methodological basis of the study is based on modern research on marketing and artificial intelligence and analysis of the results of using ChatGPT in real marketing campaigns. The main hypothesis of the study is the assumption that the use of ChatGPT in marketing can improve the quality of customer service, increase brand engagement, and increase customer loyalty. Summary of the main research material. The study examines the results of using ChatGPT in marketing strategies, in particular in online communications, especially in areas where personal interaction with customers is important. The working hypotheses were confirmed based on the analysis of data and information collected during the study. Possible limitations and challenges related to the implementation of ChatGPT in marketing practices were identified. The originality and practical significance of the study lies in the fact that the analysis helped to reveal the potential of using ChatGPT in marketing strategies and made it possible to formulate recommendations on the optimal use of this technology to attract and retain customers. Conclusions and prospects for further research. The conducted research allowed us to state that the use of ChatGPT in marketing contributes to increasing the efficiency of marketing activities of the enterprise in general and improving communications with customers in particular. Further research may include the development of new algorithms and strategies for the optimal use of artificial intelligence in marketing.

The article discusses the role and importance of storytelling in the context of creating and maintaining organisational culture in the healthcare sector. Medical institutions are constantly solving complex tasks related to the provision of high-quality medical care and interaction with patients and staff. In this regard, storytelling is an important tool, aimed at strengthening cultural values and adjusting goals. The study examines the nature of organisational culture, its main components and culture, its main components and the peculiarities of its formation and maintenance in medical institutions. Organisational culture affects all aspects of business processes and is an important element of corporate identity, in particular in the healthcare sector. healthcare. The authors determine that storytelling as a communication tool has become an important part of business communication and management in recent decades part of business communication and management practice in recent decades. Storytelling can be used to form common values and create meaningful narratives that promote cultural change and support the organisational organisational identity of healthcare facilities. Stories in healthcare facilities reveal the specifics and uniqueness of the organisation, help to distinguish it from competitors from competitors and create a competitive advantage in the market. They form the organisation’s identity and the loyalty of employees and customers. Storytelling has an impact on on the organisational culture of a medical institution, promotes stability and highlights the unique character of the organisation character of the organisation; it allows to form values, beliefs and needs of of employees based on the institution’s mission. Storytelling is important for understanding medical discourse and the system of narratives in healthcare organisations. It supports or discredits official narratives or discredit them, depending on the perception of stakeholders. It is important that storytelling in healthcare facilities is accessible to all stakeholders and promote internal identification and loyalty to the institution. Thus, storytelling is an essential tool for building and maintaining organisational culture in healthcare facilities, helping to create a unique identity and competitive advantage. The article aims to stimulating discussion of the experience of using storytelling and further research of this important aspect of management in the healthcare sector. of healthcare enterprises.