In the conditions of unstable political, economic and social development of society the problem of quality of life, well-being, satisfaction of each citizen of the country acquires special importance. Research has shown that happiness is determined by various factors (age, marital, social and financial status, physiological status, social relations, personal characteristics), its level changes throughout life and can be corrected by certain psychological methods of influence. The purpose of our study was to study the state of development of the problem of happiness and study the content of the ideas of young people about happiness, their characteristics depending on gender and professional orientation. In order to study the peculiarities of the young generation's ideas about happiness, we studied 250 third-year students aged 20 to 22 years of various specialties. The researched questionnaire was asked to answer the questions, the analysis of which helped to make generalized conclusions about their ideas about happiness. The most of students rate their level of happiness as high or medium. But their level of happiness is much higher than their level of success, which can lead to a contradiction between the desire for success and happiness. This state of affairs requires correction of the content of ideas about happiness in adolescence by providing educational information about awareness of success as a process of self-realization and a component of happiness, the desire for integrated satisfaction of both material and spiritual needs for full personal development.

Future primary school teachers can feel their subjectivity and dive into the culture of learning activity as a basis for developing the main features of learning and professional subjectivity starting from the first classes in higher pedagogical educational institutions. The paper aims to scientifically and theoretically justify and experimentally verify some pedagogical conditions and methodologies for developing professional subjectivity in future primary school teachers, taking into account a neuropedagogical approach. Also, it substantiates the main pedagogical condition, that is, professional training should imply mastering the psychological structure of pedagogical activity in primary school and cultivating creative personality as the subject of this activity. It requires full compliance with certain pedagogical conditions. The latter should comply with neurophysiological characteristics of the participants in the educational process. The paper proves the effectiveness of these pedagogical conditions based on the questionnaire aimed at determining the effectiveness criteria for professional self-determination in higher education institutions, the diagnostic-related professional readiness methodology, the motivation towards higher education study methodology, the diagnostic of the structure of work motives methodology. The paper experimentally proves that their educational subjectivity is a manifestation of one's capacity for subjective self-transformation in the learning activity, and pedagogical subjectivity represents the final stage of professional training and completion of pedagogical education, which acts as both synthesis and transformation of many invariant and variant subjective personality traits of students in the professionally important quality of the teacher, among which professional subjectivity is an integral one. EG respondents have shown better results in terms of levels of subjective qualities than CG respondents.

The main purpose of the article is to determine the main current trends and factors of digitalization of the tourism industry, which have a significant impact on the efficiency and increase the performance of economic entities in the tourism industry of Ukraine. The theoretical and methodological basis of the study consisted of the publications of the economists, who analyzed the problems of formation and prospects for the development of Internet marketing. A monographic method was used to cover the scientists’ views on the research issue. Correlation and regression methods of analysis were tested in determining the factors of digitization. The article systematizes the dynamics of the development of the tourism industry and indicators of the economic activity of tourist enterprises in the global and national context. It is determined that due to the intensification of crises and quarantine measures caused by the spread of СOVID-19, the number and expenditures of tourists on entertainment, the income of tourist enterprises, the number of people employed in the tourism industry have significantly decreased. At the same time, the process of digitalization of the studied industry has accelerated in terms of the growth of investments aimed at the development of marketing startups of a digitalization nature. The evolution of marketing approaches to the digitalization of tourism industry enterprises is theoretically comprehended. The main stages include traditional individual tour operators, e-business, e-commerce, smart tourism. It is concluded that domestic enterprises of the tourism industry lag significantly behind similar business entities in terms of the process of digitalization of economic processes and marketing mix. The factors of digitalization of the marketing activity of tourist enterprises are generalized. The results of factor analysis on the importance of using elements of digitalization in the marketing activities of tourism enterprises of Ukraine are analyzed and visualized. It is determined that the most significant influence on the effectiveness of marketing activities using elements of digitalization in the tourism industry of Ukraine is exerted by such factors as: chatbots based on artificial intelligence, voice search and voice control, virtual reality, augmented reality, internet of things, robots, contactless payments, cyber-security measures, recognition technology, large data sets, artificial intelligence.

The article identifies the negative impact of the coronavirus crisis on the expected efficiency of retail, hotel, restaurant and tourism businesses. The aim of the paper is to develop a methodological algorithm for short-term forecasting of opportunities to restore the effective activity of enterprises under quarantine restrictions.Seasonal component adjustments were performed in the Demetra+ software. Modeling the recovery of effective activity included an assessment of the influence of macroparameters on the dynamics of an enterprise’s sales volumes under pre-quarantine conditions, defining the size of economic losses, determining coefficients of macroindicators’ dynamic influence under conditions of differentiation of quarantine restrictions, constructing a matrix of multiple regression equations, which clearly demonstrates the forecast prospects for restoring the effective activity of enterprises, depending on the quarantine zoning. A situational model of the possible scenario dynamics of enterprises’ trade turnover was built taking into account the quarantine zoning and the logical transformational algorithms of influence on variable system parameters caused by it. The thermometer principle was used as a fuzzy logic tool to consider the specifics of the dynamics of various linguistic variables and bring the forecast model as close as possible to the epidemiological zoning logic. Approbation of the methodology revealed a clear correlation between the severity of quarantine restrictions and the expected growth of enterprise activity amounts. In a more advanced form, the method should be used for short-term macroeconomic forecasting when determining quarantine restrictions and epidemiological zoning.

The article focuses on the concepts of "pedagogical skills" and "communication". The components of pedagogical skill, such as humanistic orientation of activity, professional competence, professionalism, pedagogical abilities, pedagogical technique, communicativeness are singled out and characterized. The significance of pedagogical interaction as one of the special types of relations with another person in the professional activity of a preschool teacher is investigated. It is emphasized that pedagogical interaction includes the systematic constant implementation of communicative actions of the teacher, which aim to cause an appropriate reaction from the child. It is clarified the role of communication in the activities of a preschool teacher. Various styles of communication in relation to the manifestation of authoritarianism are characterized, namely: contempt for children; scandalous; inconsistent. There is an emphasis on the negative impact of these styles on the emotional state in the team. The content of communicative skills of a teacher is determined, which includes the ability to understand another person, self-expression, the ability to make contacts, to communicate. There are also a number of typical difficulties in identifying communication skills of the teacher, including the organization of contact with the group, choosing the right tone and style of relationships, the ability to communicate in different situations, mastery of speech, professional and lexical training, facial expressions, plastic expressiveness and attractiveness, observation and insight. It is emphasized that determining the level of communicative skills of a teacher is one of the indicators of his professional and pedagogical readiness. There is made the conclusion about the need to improve the art of communication of a preschool teacher as an integral and important component of the pedagogical skills. It is generalized that the main credo of the teacher in communication "I am with you", which corresponds to the conceptual principles of humanistic pedagogy.