DEVELOPMENT TRENDS OF HOTEL INDUSTRY ENTERPRISES UNDER THE CONDITIONS OF THE COVID-19 PANDEMIC

Abstract

In today's conditions, the hotel industry is important for solving a number of socio-economic problems of Ukraine. That is why the effective development and management of hotels is gaining relevance and requires the search for new approaches to their operation in the conditions of the Covid-19 pandemic. The purpose of the article is to study the theoretical problems of ensuring the competitive advantages of enterprises, to develop recommendations for the formation of competitive advantages of enterprises of the hospitality industry in the conditions of the Covid-19 pandemic. The article substantiates and highlights the development trends of hotel industry enterprises in the conditions of the Covid-19 pandemic. The main directions of changes that have taken place in the tourism sphere in recent years have been highlighted. It is emphasized that hotel enterprises of Ukraine in modern conditions operate in an environment of multidimensional competition, in which effective management depends on the timely introduction of innovations and the use of new trends, as well as effective competitive forms of tourist services. The theoretical problems of ensuring the competitive advantages of enterprises are studied. It is noted that today domestic tourism has become family-friendly and ecological, it has become safer to travel within the country, where there are fewer people, a large territory and most importantly, there is no need to observe self-isolation after returning. One of the new and promising directions of tourist activity, which has been operating in the world for more than ten years, is recreation in glamping in nature. For the development of glamping in Ukraine, there are all the prerequisites, in particular, the presence of a significant number of picturesque natural places and the diversity of the landscape environment, accessibility to them, that is, communication routes, and active people on the ground who will provide services to tourists. The promising directions of the hotel industry enterprises at the current stage are characterized, namely the development of eco-hotel and glamping entrepreneurship. Trends are predicted and current trends in the hospitality industry are highlighted for the near future - solo travel, eco-travel, local experience, personalization and artificial intelligence. It was emphasized that the creation of an adequate system for the formation of competitive advantages of enterprises in the hospitality and tourism industry under the influence of adverse epidemiological circumstances is one of the key tasks facing domestic enterprises in this field today. The scientific novelty of the research results lies in the clarification of promising directions for the development of entrepreneurship in the field of hospitality under the conditions of a pandemic and logistical restrictions, as well as the substantiation of the conceptual advantages of eco-hotel and glamping entrepreneurship as components of the development of domestic tourism and prerequisites for solving the problem of employment in territorial communities. Recommendations on the formation of competitive advantages of enterprises of the hospitality industry in the conditions of the pandemic have been developed