ISSN 2786-4561 (printed)
ISSN 2786-457X (online)
Vol.7.1 (2026). pp. 128-134
Neo-ethnotourism in Ukraine as a modern socio-cultural phenomenon
Batychenko S.
https://orcid.org/0000-0003-2713-1409
Mirzodaieva T.
https://orcid.org/0000-0001-7694-3943
National University of Food Technologies, Kyiv, Ukraine
https://doi.org/10.17721/2786-4561.2026.7.1-0/14
Annotation. The article examines neo-ethno-tourism as a contemporary socio-cultural phenomenon emerging at the intersection of ethnocultural heritage, creative industries, and experience-oriented tourism. It conceptualizes neo-ethno-tourism as an integrated model of interaction between tourists, local communities, and cultural environments, based on co-creation, participatory engagement, and experiential immersion. Unlike traditional ethnographic tourism, neo-ethno-tourism shifts the focus from passive observation of cultural artifacts to active involvement in living cultural practices, where heritage becomes a dynamic and evolving process.
The study identifies the key determinants of neo-ethno-tourism, including dynamic authenticity, participatory interaction, eco-orientation, territorial locality, and technological hybridity. These characteristics define it as a multidimensional system that combines traditional cultural values with modern digital tools and sustainable development principles. Particular attention is given to the transformation of tourism practices in Ukraine, where neo-ethno-tourism is developing through revitalization initiatives, ethno-hotels, craft and gastronomic experiences, and volunteer-based heritage restoration projects.
The research highlights the increasing importance of neo-ethno-tourism under wartime conditions in Ukraine. In this context, it performs not only economic but also identity-forming, psychological, and socio-cultural stabilization functions. It contributes to collective resilience, cultural continuity, and emotional recovery through direct engagement with authentic environments and traditional practices.
Based on case study analysis and SWOT assessment, the article outlines the strengths, weaknesses, opportunities, and threats for the development of neo-ethno-tourism in Ukraine. It emphasizes the asymmetrical regional structure of tourism development, with a concentration of innovative practices in relatively safe western, central, and northern regions. The study also identifies digital transformation and community-based initiatives as key drivers of future growth.
Overall, neo-ethno-tourism is interpreted as a sustainable and adaptive model of cultural tourism that integrates heritage preservation, local development, and modern experiential demands.
Keywords: neo-ethno-tourism, cultural heritage, authenticity, ethno-hotel, craft tourism, experiential tourism, Ukraine, sustainability.
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