THE ROLE OF SMALL BUSINESS IN DEVELOPING THE TOURISM AND HOSPITALITY SECTOR OF TERRITORIAL COMMUNITIES IN THE CONTEXT OF SUSTAINABLE DEVELOPMENT

Abstract

The article reveals the role of small business as a key factor in developing the tourism and hospitality sector of territorial communities in the context of implementing the principles of sustainable development. The emphasis is on the interest of territorial communities in using local resources to form a competitive tourism offer. The study uses a systematic approach that combines qualitative and quantitative analysis. The content analysis method was used to summarize scientific sources; economic and statistical analysis was employed to analyze the dynamics of registration of individual entrepreneurs in the tourism sector during 2020–2024. To assess the internal potential and external threats, a SWOT analysis of the tourism and hospitality sector was conducted in the context of the activities of territorial communities. The results obtained allow us to identify the main areas of support for small business, which will contribute to activating tourism development at the local level and the strengthening of the economy of communities.