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Aim: The article is devoted to analyzing marketing factors of the tourism market operations in Ukraine under martial law. Methods: The study used the method of secondary data analysis. Results: The authors determined that the tourism market always reacts very sensitively to crisis events (pandemics, devastating natural disasters, political or military crises, etc.) and highlighted the changed format of the tourist market in Ukraine in the conditions of the protracted Russian-Ukrainian war. The authors identified the main factors of the current market of tourist services in Ukraine under martial law conditions. The functioning of the tourism market during the war is strategically important for the state and citizens. Conclusions: The authors summarized the experience of the tourism sector of countries that have been through a similar crisis and became leaders in the regional markets of tourist services to implement it in Ukraine effectively and determined the main factors of the functioning of the market of tourist services in the segments of domestic and inbound tourism after the victorious peace and innovative directions of recovery and further development.
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