Abstract
Cultural and historical monuments constitute a fundamental category of tourism resources that support the development of cultural, educational, and sightseeing tourism. As tangible and intangible heritage assets, they preserve historical memory, shape territorial identity, and strengthen destination competitiveness. Their significance extends beyond their attraction function, encompassing cognitive, socio-cultural, economic, and communicative dimensions. Contemporary tourism increasingly emphasises experiential engagement with cultural environments, promoting the integration of heritage resources into innovative tourism products, including festivals, thematic tours, and creative industries. Cultural and historical monuments frequently form the core of tourism destinations and influence the spatial organisation of tourist flows. Effective heritage management requires balancing authenticity preservation with accessibility through sustainable tourism practices and the application of digital interpretation tools, such as virtual reality and 3D reconstructions. Consequently, cultural and historical monuments should be regarded as strategic assets that generate economic benefits while simultaneously fulfilling social, cultural, and identity-building functions, ensuring their preservation for future generations.

Abstract 
The development of the Ukrainian restaurant industry under martial law has become an important topic of research due to the complexity of the challenges faced by this industry. The purpose of the article was to study the strategic prospects for increasing the competitiveness of the restaurant business in Ukraine under martial law. A feature of the restaurant business is that competitiveness here is often based not only on functional advantages, but also on the emotional value that consumers associate with the brand, the atmosphere of the establishment or the cultural identity of the cuisine. The article examines the main aspects of the transformation of the restaurant industry in modern conditions, in particular the impact of military actions on business models, consumer sentiment, logistics chains and resource availability. The authors analyze key trends that have emerged in wartime, including the introduction of innovative approaches to doing business, the expansion of online services and food delivery, as well as the development of socially responsible initiatives among entrepreneurs. In particular, the importance of adapting establishments to new realities, such as ensuring the safety of customers and employees, changing menus taking into account product shortages, and flexible work planning, is noted. The article also analyzes state support for the industry, including tax breaks, grant programs and initiatives to stimulate small and medium–sized businesses. It is concluded that coordinated interaction between business, the state and the public will contribute to the further restoration of the restaurant industry, its sustainability and development in conditions of uncertainty. Based on the results of a review of literary sources, websites of professional publications, and analysis of available statistical information, a SWOT analysis of the restaurant business of Ukraine under martial law was conducted, and key areas for maintaining the competitiveness of the restaurant industry were characterized. The results of the study may be useful for owners of establishments, government agencies and scientists who study the impact of crisis phenomena on sectors of the economy in response to Ukraine’s unprecedented trajectory.

Abstract
The article discusses the development of care farms in Poland in the context of changing social needs and the transformation of agriculture. In the face of an aging society and increasing health problems, there is a growing need to provide care support within the local environment. Farms can address these challenges by offering both care and the opportunity for social integration through contact with nature. The article analyzes the driving factors and barriers to the development of care farms in Poland, utilizing the PEST method and the EFE matrix. It emphasizes the need for legal regulation of this form of activity and the benefits of deinstitutionalizing care. The research highlights the significant potential of care farms as an innovative solution that can support the development of rural areas and improve the quality of life for the elderly, disabled, and those in need of care.

Abstract
The agri-food sector plays an important role in the economic and social development of Poland and constitutes a significant component of the European food system. In recent years, increasing attention has been paid to the sustainability of agricultural production and the role of public policies in supporting the economic, social and environmental transformation of agriculture. In this context, the Common Agricultural Policy (CAP) has become one of the most important instruments influencing the development and sustainability of the agri-food sector in Poland. The aim of this article is to analyse the sustainable development of the agri-food sector in Poland in the context of the Common Agricultural Policy. The empirical analysis focuses on structural and economic changes in agricultural holdings as well as the role of public financial support in ensuring the economic stability of farms. The study is based on statistical data obtained from the Farm Accountancy Data Network and the European Commission for the period 2004–2023. The results indicate significant structural transformations in Polish agriculture, including an increase in the economic size of farms, expansion of utilised agricultural area and a reduction in labour input. At the same time, the economic performance of agricultural holdings improved substantially, as reflected in the growth of total output, farm income and family farm income. The analysis also shows that although public subsidies remain an important component of farm income, their relative importance has declined over time, suggesting an improvement in the economic sustainability of agricultural holdings. The findings confirm that the transformation of the agricultural sector is closely linked with the implementation of sustainable development principles and the operation of CAP instruments. Public support has played an important role in stabilising farm incomes, promoting structural modernization and supporting the long-term sustainability of agricultural production in Poland.

Abstract
The article examines the use of digital human resource management tools in employee movement processes at enterprises in the context of the digital transformation of the economy. The purpose of the study is to analyze the impact of digital HR technologies on the efficiency of recruitment, onboarding, training, and performance evaluation, as well as to determine their role in ensuring the stability of personnel processes during the period 2021-2025. The methodological framework of the research is based on the methods of systemic and comparative analysis, generalization, and the analysis of statistical and analytical data. The empirical basis of the study is formed using the examples of Ukrainian enterprises Rozetka, Nova Poshta, and Ukrzaliznytsia. The results indicate that the implementation of digital HR tools leads to a significant reduction in time-to-hire, an increase in the volume of online training, a higher level of automation of HR documentation, and a decrease in administrative costs. It is established that the most pronounced effects of digitalization are observed in recruitment and onboarding processes, while in large-scale hierarchical organizations digital solutions primarily enhance transparency and controllability of personnel procedures. The study substantiates that digital HR technologies form an integrated model of employee movement management, in which all stages - from talent acquisition to decision-making regarding development and internal mobility - are based on analytical data and automated solutions. It is concluded that comprehensive digitalization of HR processes is an important factor in enterprises’ adaptation to unstable conditions and a prerequisite for the strategic development of human capital in the digital economy.

Abstract
The article focuses on defining and analyzing the business differentiation strategy as a comprehensive system for countering global challenges through digital, social, and organizational components. The research material consists of an analysis of scientific literature from 2020 to 2025 and statistical data on international and Ukrainian markets for 2023-2024. The methodology is based on the synthesis of theoretical approaches and a comparative analysis of market indicators. The research results indicate that the key pillars of modern differentiation are technological adaptability, emotional brand intelligence, and speed of reaction. It is demonstrated that in the conditions of the war in Ukraine, differentiation has become an existential survival mechanism, where operational flexibility, safety, and energy independence of enterprises have gained crucial importance.

Abstract
The management of business organisations in the 21st century is to be based on paradigms, methods and approaches compatible with the goals and tools of the digital revolution. This predetermines the need for transformation of curricula in secondary and higher education, as well as the construction of logical and systematic interrelationships between them, which will ensure optimality in the practical preparation of students. It is necessary to consciously create conditions for the implementation of digital tools in the learning processes, emphasising their essence, roles, capabilities, limitations and practical applicability.
As one of the main tools of the digital revolution, Artificial Intelligence (AI) was created with the aim of finding applicability in every area of life. In the field of education, it is considered as an innovative alternative for improving the quality of teaching in lecture and training courses. This presentation presents aspects of the experience and results of the application of the project-based learning method at New Bulgarian University (NBU). Considering the importance of the practical training of students and in order to adequately respond to the current requirements of business, the first Educational Training Enterprise (ETE) practical and research unit within the framework of higher education in management and entrepreneurship in the Republic of Bulgaria was set up at NBU in 2011. The main goal of the innovative form of teaching is to build a close connection between scientific theories of entrepreneurship and managem ent and their integration into practice with the use of current technical and computational technologies.

Abstract
The article analyses the main groups of challenges facing the development of tourism in Europe, such as environmental, geopolitical and economic. Basic models for overcoming the negative consequences are outlined, such as the introduction of innovative technologies in the field of service, strengthening regional cooperation and diversification of tourism products.

Abstract
The main objective of this study is to identify and analyze changes in purchasing priorities, consumer preferences, and shopping practices, as well as to understand respondents’ opinions regarding the actual impact of the pandemic on consumer attitudes during the COVID-19 pandemic. A diagnostic survey approach was used to achieve these objectives. The research technique used was a survey, and the research tool was a questionnaire. The research results revealed how consumers’ shopping habits changed during the pandemic. The research shows the rapid development of online stores and a significant increase in interest in online shopping. Furthermore, it was noted that during the pandemic, consumers became more price- and promotion-conscious, and more likely to plan their spending. Many consumers decided to save more. During the pandemic, they primarily refrained from purchasing luxury goods, and more was spent on health.