Investment Attractiveness of the Hotel, Restaurant and Tourism Business in Ukraine: Financial Indicators of Internal Threats

Abstract

Topicality. In the current realities of Covid-19 pandemic and martial law in Ukraine, every enterprise must focus on the processes transformation of provision and development, which allow to quickly respond to their activity, challenges and modifications in order to be attractive for investment.
 The aim of this article is a comprehensive assessment of the investment attractiveness of hotel, restaurant and tourism businesses based on the usage of the offered three-stage system of financial indicators.
 Research methods. The research uses common scientific and empirical techniques found on the systematic approach: abstract-logical, grouping, comparison, graphic, coefficient, modelling, analysis and synthesis, formalisation, generalisation ones.
 Results. The system of comprehensive assessment of the investment attractiveness of hotel, restaurant and tourist business enterprises has been substantiated, which involves the use of key financial indicators that allow determining the level of liquidity and profitability of activities, as well as the level of financial stability and profitability of financial resources. The relationship between certain groups of indicators made it possible to construct identification matrices of the state of investment attractiveness of current activities, and the state of general investment attractiveness of enterprises, as well as a nine-quadrant zoning matrix of the general state of enterprise investment attractiveness. Approbation of the offered evaluation system, based on official statistical data, made it possible to analyse the dynamics of the state of investment attractiveness of hotel, restaurant and tourism businesses from the standpoint of internal financial threats for the period 2013–2021.
 Conclusions and discussions. The practical use of the offered three-level evaluation system proves that it is a convenient, simple, clear and effective tool for diagnosing the level and the state of the enterprise investment attractiveness. The use of the offered approach can become an effective mechanism for managing the current activities of hotel, restaurant and tourism businesses, and an informative toolkit of factor analysis in the process of managing their investment attractiveness from the standpoint of internal financial threats.
 The scientific novelty of obtained research results lies in the substantiation and approval of modern tools for comprehensive assessment of the investment attractiveness of hotel, restaurant and tourism enterprises from the standpoint of internal financial threats, which allows for effective management of it in the current period, and can also become the basis for forming strategic directions of financial development and forecasting the level of nvestment attractiveness for the prospective period.