ORGANIZATIONAL AND ECONOMIC SUPPORT FOR BLUE TOURISM DEVELOPMENT IN THE CONTEXT OF ASSET MANAGEMENT

The relevance of the study is driven by the urgent need for the recovery and socio-ecologically-oriented development of coastal and marine (blue) tourism in Ukraine in the post-war period, which has suffered significant destructive impacts due to military actions. The purpose of the article is to substantiate the organizational and economic support for the development of blue tourism from the perspective of managing natural and other assets of tourism enterprises and coastal territorial communities. The methodological framework of the research comprises systemic and situational approaches, as well as the concept of asset management in accordance with ISO 55000 standards. The paper establishes a comprehensive system of economic and managerial interrelations, which encompasses both the macroeconomic dimension (strategic planning, targeted programming, and regulation by state and regional institutions) and the microeconomic dimension (the transformation of input resources into an ecologically sustainable asset portfolio of tourism business entities). It is demonstrated that the specificity of shaping supply in the blue tourism services market lies in the close interaction of tourism enterprises with institutions of adjacent industries and sectors of the blue economy. Furthermore, the study substantiates the expediency of applying the People-first PPP model. In contrast to the traditional financial and economic approach, this model aligns investments with long-term social and environmental impacts, particularly prioritizing the well-being of coastal communities, ecosystem preservation, inclusiveness, and ensuring equal, continuous access to health and recreational resources for all segments of the population. A framework for integrating blue tourism into the community management system has been developed, which introduces a radical shift in the logic of financing under war conditions: instead of increasing development expenditures from the local budget, the blue tourism sector is potentially capable of partially relieving it through blue finance tools and the effective management of natural and other community assets.