ТАЙМ-МЕНЕДЖМЕНТ ЯК ІНСТРУМЕНТ УПРАВЛІННЯ ТУРИСТИЧНОЮ ДІЯЛЬНІСТЮ

The purpose of the study is to substantiate the role of time management as a tool for increasing the efficiency of tourism management and to determine the directions of its implementation in the practice of tourism enterprises. Rational use of time is one of the key resources that directly affects the quality of tourism services, the level of customer satisfaction, and the financial performance of enterprises. However, in many tourism enterprises, time management issues remain insufficiently systematized and not integrated into the overall management system. The methodological framework of the study is based on theoretical concepts and practical case studies, which make it possible to analyze the impact of time management on motivational processes, communication effectiveness, and resource provision in tourism organizations. Business in the tourism sector is characterized by seasonality of demand, a high level of communication with customers, and coordination of actions between various entities in the tourism market. The article identifies key differences in the functioning of tourism enterprises in peacetime and wartime, including increased uncertainty, limited planning horizon, transportation restrictions, and dependence on security factors. The article pays special attention to such tools as working time planning, task prioritization, delegation of authority, task performance control, and the use of digital technologies. The effectiveness of time use is determined not only by the application of planning techniques, but primarily by the subjective feeling of control over time. The article identifies the main problems of implementing time management in tourism management, including insufficient level of managerial competencies of personnel, resistance to organizational changes and inefficient use of information resources. Practical recommendations are proposed for increasing the efficiency of time management, in particular through personnel training, implementation of corporate time management standards and use of modern digital management tools. The results obtained can be used in the practical management of tourism enterprises in wartime.