Evaluating the transformation of the contemporary Ukrainian tourist's cultural profile

The article is devoted to the study of the transformation of the cultural profile of the modern Ukrainian tourist and ways of using it for the development of the tourism sector of Ukraine in the current conditions. The focus of the study is the modern Ukrainian tourist. The subject of the study is the cultural profile of the Ukrainian tourist. The purpose of the article is to study the process of transformation of the cultural profile of the Ukrainian tourist based on Hofstede's cultural dimensions and to identify their preferences, expectations, and “pain points” for further practical application in the fields of tourism and hospitality. The methodological basis of the study is an interdisciplinary approach that integrates methods of systems analysis, cultural studies, tourism studies, and sociology. During the study, the comparison method, analysis of scientific literature and secondary data, and a graphical method for visualizing the results were used. In addition, a survey method (questionnaire) was used to conduct empirical research. Changes in the cultural profile of Ukrainian tourists require travel companies to develop relevant, attractive tourism products, and local DMOs to improve communication methods and develop new development strategies. The current success of travel companies and destinations depends both on the quality of services and their ability to meet the cultural expectations and lifestyles of tourists. The study focuses on understanding the cultural motives and value orientations of travelers, as well as on developing culturally sensitive tourism offerings, which is becoming increasingly important for Ukraine's integration into the global tourism market and the development of its national brand. The results of the study, based on a portrait of the modern Ukrainian tourist and an analysis of the current economic conditions of Ukraine's tourism industry, include strategic guidelines for shaping culturally conscious Ukrainian tourists, a model for implementing priority areas for adapting tourism products to changing consumer cultural needs, and proposals for improving Ukraine's tourism policy and branding.