Трансформація діяльності туристичних інформаційних центрів в умовах цифровізації та воєнного стану (на прикладі ТІЦ м. Тернопіль)

Abstract

У статті проаналізовано трансформацію туристичного інформаційного центру міста Тернополя в координаційний хаб громади в умовах війни та цифровізації. Досліджено впровадження «людиноцентричної» моделі через квести, гастрономічний туризм та інклюзивні маршрути. Висвітлено динаміку екскурсійної діяльності та фінансові виклики, запропоновано стратегії оптимізації моделі розвитку для зміцнення туристичного бренду міста та збільшення туристичних потоків.

The article examines the profound transformation of the Tourist Information Center (TIC) of Ternopil amid the challenges of digitalization and the ongoing martial law in Ukraine. Traditionally viewed as simple inquiry points, modern TICs are evolving into multifunctional coordination hubs that foster community development, social integration, and local business support. The study highlights a shift toward a «human-centric» tourism model. This approach integrates classic excursions with innovative tools for psychological rehabilitation and non-formal education, which is particularly vital for internally displaced persons (IDPs) and veterans. The authors emphasize the effectiveness of combining physical infrastructure (signage) with digital solutions, such as QR codes and a comprehensive social media ecosystem (Facebook, Instagram, YouTube), to enhance the visitor experience. A significant portion of the research is dedicated to diversifying the tourism product through gamification and «soft power» methods. The introduction of city-themed quests (e.g., «Riddles of the Old City») and the board game «Monopoly. Ternopil» has proven successful in engaging younger audiences and promoting local entrepreneurs. Furthermore, the development of gastronomic tourism, exemplified by the "Sweet Souvenir" project and the walnut cake «Greetings from Ternopil» creates a tangible emotional connection between the tourist and the destination. Statistical analysis of the 2021–2025 period reveals a dramatic surge in tourist activity. Despite the full-scale invasion, the number of excursion participants grew 28-fold since 2020, peaking at nearly 14,000 visitors annually. This growth is attributed to Ternopil’s role as a humanitarian hub and the use of excursions as a tool for psychological relief. However, the financial analysis (2021–2024) indicates a critical paradox: while revenues have doubled, expenses have outpaced them by 150%, leading to a sharp decline in profitability. The TIC currently operates at near-zero profitability, threatened by inflation and rising service costs. To ensure future sustainability, the authors propose a transition to a more efficient financial model. The article concludes that the future of urban tourism lies in accessibility (barrier-free maps), AI-driven experiences (AR-routes of «Lost Ternopil»), and deep integration into community life, moving beyond mere architectural observation to active participation.