Problems of Development in Hotel Restaurant Business in the Period of the Current Circulation

Currently in our country there is an intensive development of hotel and restaurant business. This process affects almost everyone, as consumers of these services are largely all residents and guests of the city and country. Modern life is impossible without rest in a cozy cafe and accommodation in a comfortable hotel. Employees of many companies and organizations use the services of restaurants, cafes, cafeterias during the working day, as well as hotel services when going on business trips or on vacation. In recent years, more and more people choose as a venue for banquets on the occasion of any solemn events restaurants of different levels and classes, as well as hotels to accommodate guests invited from other cities. Now everywhere there are new enterprises in this field, different in size and type of services provided. The development of the hotel and restaurant business is also important for the creation and modernization of the tourist infrastructure of the region. According to most researchers, the main factor hindering the development of inbound tourism in Ukraine is the lack of tourism and hospitality industry that meets modern international standards. The article investigates that currently in our country there is an intensive development of hotel and restaurant business. This process affects almost everyone, as consumers of these services are largely all residents and guests of the city and country. Modern life is impossible without rest in a cozy cafe and accommodation in a comfortable hotel. Employees of many companies and organizations use the services of restaurants, cafes, cafeterias during the working day, as well as hotel services when going on business trips or on vacation. In recent years, more and more people choose as a venue for banquets on the occasion of any solemn events restaurants of different levels and classes, as well as hotels to accommodate guests invited from other cities. Now everywhere there are new enterprises in this field, different in size and type of services provided. The development of the hotel and restaurant business is also important for the creation and modernization of the tourist infrastructure of the region. According to most researchers, the main factor hindering the development of inbound tourism in Ukraine is the lack of tourism and hospitality industry that meets modern international standards.

The purpose of the article is to diagnose the current state and determine the main trends in the development of the hotel and restaurant business in Ukraine, to assess the investment attractiveness of the hotel and restaurant business in the process of financing its development. Russia's full-scale invasion of Ukraine on February 24, 2022 threatened not only tourism in Ukraine, but also the international travel sector, which has just begun to recover from the losses caused by the Covid-19 pandemic. The tourism sector, which began to confidently recover in January 2022, significantly narrowed the opportunities for full-scale growth as early as March 2022. Both inbound and outbound tourism in Ukraine are under threat. The hotel and restaurant business as a component of the tourism industry of the domestic economy was considered, the main trends of its development, the level of investment attractiveness and prospects for further development in Ukraine were determined. Ways to solve problems with the aim of transforming the hotel and restaurant business into a highly profitable branch of the domestic economy are proposed. Sources of funding for the further development of the country's hotel and restaurant business have been determined. The current state of investment activity in the hotel and restaurant sector is analyzed through a study of the volume of capital investments made in it. The development of the tourist business in Ukraine during the martial law, which even ensured an increase in tax revenues to the country's budget, was studied. It was determined that the hotel and restaurant business of Ukraine needs constant investments to maintain competitive positions on the market, increase the level of satisfaction of consumer demand for services that meet world standards in terms of assortment and quality. The analysis of statistical data shows a steady trend of reduction in infrastructural tourism resources, and therefore, the volume of services of this sector of the economy. Such a general and regional trend gives reason to talk about the need to introduce organizational and economic measures to intensify activity. Investigated potential investment opportunities of hotel and restaurant business enterprises. A complex of measures of state regulation and improvement of management of the industry is also proposed in order to activate the development of the hotel and restaurant business. The state influences the intensification of investment activity by developing the appropriate institutional base, without which the functioning of the investment sphere is impossible, namely, the organization of investment-oriented funds, the creation of a network of consulting firms, state scientific organizations, conducting scientific research, and establishing the work of small and medium-sized business training centers. It was determined that in modern conditions of operation, it is necessary to form and implement an investment policy for the development of the hotel and restaurant industry, which would include such important components as: mechanisms of state regulation of this industry; resource provision and preferential financing of development; organizational and functional support of management processes; informational and methodical support of the industry.

Topicality. The hospitality industry plays a significant role in solving the problems of bringing the national economy out of the crisis, contributing to its structural transformation, which is of exceptional importance for Ukraine nowadays. Despite the huge recreational potential, the Ukrainian market of hotel and restaurant services is significantly lower than the world market of the hospitality industry in terms of economic efficiency. The main problems of the hospitality industry development are insufficient amounts of investment in renovation and building of new establishments, an inadequately developed market for the provision of hospitality services, imperfect infrastructure, technological backwardness of the industry, low solvency of the population, and the use of environmentally hazardous raw materials. It is no coincidence that improvement of modern infrastructure and introduction of modern technologies in the field of hospitality is recognized as one of the priority areas of the national economy development. The martial law declaration has negatively affected the activity of hotel and restaurant business establishments in Ukraine. All this determines the indisputable relevance of studying main trends and problems of the development of Ukrainian hospitality industry in today’s conditions. The aim of the article and research methods. The aim of the article is to analyze the current state and peculiarities of the hotel industry development in Ukraine. When conducting the research, general scientific research methods were used: comparison, generalization, analysis, synthesis and systematization, induction and deduction, tabular and graphic method, as well as scientific and theoretical developments of domestic and foreign scientists, informational materials of statistical and reference publications. Results. The article analyzed the current state of the hospitality industry in Ukraine. The practical aspects of hotel and restaurant business functioning were disclosed. It was established that the military aggression of the enemy has a negative effect on the dynamics of the development and functioning of hotel and restaurant enterprises. A significant number of them are functional or have been partially repurposed. The dynamics of temporary accommodation and catering organization enterprises were analyzed as the main criterion for the development of hotel and restaurant services. It was established that a significant decrease of enterprises and a reduction in the number of employed workers in the hospitality industry occured in 2021. It was noted that the consumer price index in 2022 increased significantly due to the raising in production expenses of the hotel and restaurant business from 103.7 to 122.5 %. In 2022, CPI growth was 100.9% in January, and 103.7% in December. So, the main reasons for the increase of CPI are the rapid growth of the dollar currency and consumer prices, as well as the devaluation of the Ukrainian currency. The financial activity of hotel and restaurant business enterprises was characterized. In 2020, temporary accommodation and catering organization establishments suffered a loss of UAH 6.500 million. However, in 2021, a slight increase in profit could be observed, as UAH 7.003 million. Thus, in 2021, a slight increase in profit could be noticed – UAH 7.003 million. The profitability of enterprises in 2021 was 9 %. This indicates the adaptation of the hospitality industry as a promising direction. Conclusions and discussion. So, in the course of the study, it was established that the hospitality industry is currently in unfavorable conditions, which are caused by the military aggression, which negatively affects the dynamics of the hotel and restaurant business development. In 2021, compared to 2020, there was a slight improvement in the financial result of the business, in accordance with the increase in income and profitability of temporary accommodation and catering organization establishments. However, with the aim of effective development and functioning of the hospitality industry, programs and projects of supporting the hotel and restaurant business are being implemented in the country with the assistance of international organizations.

The purpose of the article is to determine the ways of development of hotel and restaurant business in the period of post-war reconstruction of Ukraine. The research methodology is based on the use of general scientific and specific methods, in particular: analysis and synthesis, induction and deduction, modeling, systematization and generalization.The scientific novelty of the obtained results lies in the substantiation and proposals for the creation of smart cities within hotel and restaurant complexes. Conclusions. The article establishes that the hotel and restaurant business suffers significant losses during the war. It is proved that in the post-war period it is necessary to develop development strategies that will counteract internal and external risks. The main strategies for the development of the hotel and restaurant business in the postwar period are systematized. In particular, two groups of development strategies have been identified: the strategy of maintaining a positive image in the market and the strategy of overcoming the negative post-war consequences. There are 10 signs on the basis of which it is possible to assert the existence of smart cities within the hotel and restaurant business. The strategy for the development of the hotel and restaurant business should be formed taking into account current development trends. To do this, it is necessary to develop approaches that would reduce the level of risk caused by the emergence of negative customer expectations. To do this, a marketing and sales strategy must be used. The main role will be played by corporate culture, which will be the core of future strategic changes. Important for implementation is the innovation strategy, the implementation of which should take place through the creation of smart cities within the hotel and restaurant complex. This approach minimizes contact with the external environment and promotes a positive impression of the quality of services. Key words: hotel and restaurant business, strategies of hotel and restaurant business development, business risks, hotel and restaurant complexes, smart city.

BACKGROUND AND OBJECTIVES. In Ukraine, not all issues relating to modern theoretical, methodological and applied foundations of enhancing the development of hotel and restaurant business are covered. There is a need for in-depth scientific research of theoretical aspects of the formation of methods of organizational and financial resource provision of tourism development at the national and regional levels, the definition of priorities and determination of ways to improve the efficiency of management of the complex use of the rich recreational and tourist potential of Ukraine.METHODS. Methodology of scientific research are general scientific and special research methods: dialectical method of research of processes and phenomena in their interrelation and development, system-structural analysis (when studying the conceptual foundations and systematization of methodical approaches to management of development of hotel-restaurant business); methods of group analysis and statistical approaches, economic-statistical methods, comparison (when analyzing social and economic preconditions, opportunities and motives of development of hotel-restaurant business), methods of analysis of the economic and social situation (when analyzing social and economic preconditions, opportunities and motives of development of hotel-restaurant business).FINDINGS. The elements of functional support for the development of domestic hotel and restaurant business are substantiated.CONCLUSION. The study of domestic hotel and restaurant business, in particular the regional market of tourist services, is based on the assessment of the environment of market activity. It involves the use of a comprehensive approach to the application of theoretical and applied foundations of sectoral and territorial analysis and aims to form the leading levers of development of hotel and restaurant business.

Relevance. Problem statement. European integration implies the development of international tourism flows, which will ensure an increase in demand for hotel and restaurant services. This can contribute to the development of infrastructure, improving the level of service, and creating new job opportunities. Furthermore, in the process of European integration, the standards of the hotel and restaurant business in Ukraine require adaptation to the requirements of European norms and standards. This includes the implementation of appropriate standards for food safety and quality, hygiene, energy efficiency, and more. Additionally, European integration involves free movement of capital and openness to foreign investment, which can help attract investment in the hotel and restaurant business and increase its competitiveness. Therefore, it can be argued that the topic of the hotel and restaurant business is highly relevant in the process of European integration, as this sector is an important factor in the development of tourism and the economy as a whole. Introduction to the EU provides Ukrainian hotels and restaurants with the opportunity to attract new customers from EU countries. The increase in tourist flow can lead to a growing demand for hotel and restaurant services. European standards in the hospitality industry are higher than in some other countries. Ukrainian hotels and restaurants must meet these standards to be competitive on an international level. This requires improvements in service, food quality, safety, and infrastructure. With the increase of foreign investments in the hotel and restaurant industry in Ukraine, new competitors emerge. This stimulates Ukrainian businesses in this sector to constantly enhance their services and embrace innovative solutions. ECO N O MI CS AN D M ANA G EM EN T H OSP I TAL I TY ENTERPRISES Issue I (89), 2023 69 Research objective. The objective of the study is to determine the conceptual foundations of the hotel and restaurant business. Methodology. The tasks outlined in the article were accomplished using general scientific research methods, namely analysis, systematization, and generalization. The research is based on logical-dialectical methods of scientific cognition, methods of systemic analysis, as well as specific methods, including methods of analysis and synthesis. Results. The article explores the hotel and restaurant business in Ukraine, highlighting that it is developing at a slow pace despite aiming to align with European trends. The positive and negative consequences of the integration aspect of the hotel and restaurant business are addressed. The aspects that may be crucial for the hotel and restaurant business after EU accession are examined. Practical significance. Solutions to the issues of sluggish development in the hotel and restaurant business are proposed. It is substantiated that the development of the hotel and restaurant business in Ukraine is essential for Eurointegration and ensuring sustainable economic growth in the country. The article provides suggestions and ideas for the development of the hotel and restaurant business in Ukraine. Prospects for further research. Further research envisages the utilization of all reserves to enhance the quality of service and competitiveness of hotel and restaurant complexes in Ukraine by implementing positive foreign experience in the development of hospitality enterprises.

Introduction. The hotel and restaurant business is one of the most profitable businesses in the world and meets the basic needs of the population in food and housing. However, research shows that today it is one of the most sensitive to the economic situation and the global pandemic. Therefore, research in the field of hotel and restaurant business as any country as a whole and its individual region is relevant. The purpose of the article is to analyze the current state of the hotel and restaurant business in the Poltava region and determine the strategic directions of its further development. Research methods are analysis and systematization of the state and further development of the hotel and restaurant business of Poltava region. Results. The current state and trends of hotel and restaurant business development in Poltava region are analyzed. It is established that the volume of implemented services for temporary accommodation and catering for 2017-2019 tends to increase for all categories of consumers. The volume of sold services for the first three quarters of 2020 is analyzed; there are uneven changes, first the volume of services decreases, and then increases again. The characteristics of the structure of implemented services for temporary accommodation and catering for 2017-2019 are given. It is established that the largest share in this structure are services provided to the population - 77%. The dynamics of the number of accommodation facilities in 2015-2017 was studied. There is a decrease in the number of accommodation facilities from 11% to 23%. Conclusions . The volume of sales of services for temporary accommodation and catering for enterprises of hotel and restaurant business of Poltava region for 2016-2019 tends to increase. The number of hotel and restaurant businesses is declining due to inefficient management methods and slow updating of the material and technical base. The analysis of the state of development of the hotel and restaurant business of Poltava region will be an effective tool for developing strategic directions of development and effective operation of accommodation facilities. The practical significance of the obtained results lies in the development of methodological recommendations for the formation of strategic development of hotel and restaurant business enterprises .

Introduction . Hotel-restaurant economy is one of the main factors and an important component of tourist infrastructure. This is due to the fact that no tourist trip is possible without hotel service and food. It is an integral part of not only a tourist product but also everyday life. The hotel and restaurant industry is rapidly developing and has the opportunity to become one of the most important sectors of tourism activity . Purpose . The purpose of the article is to study the trends of the enterprises of hotel and restaurant industry and tourist establishments. Methods. Method of theoretical analysis, monographic method, method of generalization, abstract-logical method are used. Results. Contemporary trends in the restaurant and tourism business, development of integration forms of organization of activity of enterprises of hotel and restaurant economy in Ukraine on the network basis of well-known western corporations are considered. Article determined the marketing determinants of hotel and restaurant networks development and the system of management of enterprises of hotel and restaurant business. The efficiency of the process of organization and management of enterprises on the basis of software and hardware is substantiated. Originality. The tendencies of development of tourist establishments and enterprises of hotel and restaurant economy are explored. Modern trends in restaurant and tourist business are presented. The development of integration forms of organization of activity of enterprises of hotel and restaurant economy in Ukraine on the basis of networking of well-known western corporations is considered. The efficiency of the process of organization and management of enterprises on the basis of modern information technology, using a set of methods and means of realization of operations of collection, transmission, accumulation and processing of information on the basis of hardware and software support is substantiated. Conclusion . Creation of a highly effective hotel and restaurant economy plays an important role as one of the priority directions of the structural reorganization of the tourism industry and the economy of the state. In order to promote the adequacy of managerial decisions in relation to the development and implementation of the company’s restaurant and hotel industry strategy, as well as increase the awareness of employees, it is necessary to know the tendencies of the development of enterprises of the hotel and restaurant industry in general, to understand the processes taking place in the industry today. Taking into account international trends is an important step towards a highly developed competitive hotel and restaurant business as a component of the tourism industry in Ukraine.

The formation of market relations in the Ukrainian economy on the model of sustainable development necessitates the improvement of marketing, its ability to counteract the challenges of the negative impact of a changing market environment, where imperfections in the market conditions of hotel and restaurant services, excessive hotel and restaurant supply against the background of a decline in consumer demand for this type of service, and the lack of an effective organizational and economic mechanism for the development of the hotel and restaurant business at the regional level remain urgent. At the same time, the intensification of competition in the field of tourism and hospitality in the modern period necessitates the introduction by business entities of innovative marketing strategies adapted to industry micro- and macroeconomic risks and current problems of development of the Ukrainian hotel and restaurant business, etc. The study aims to generalize and develop theoretical and methodological foundations and practical recommendations for improving the methods and tools for implementing effective marketing strategies of enterprises in the hotel and restaurant business. It is determined that in a highly competitive environment, effective marketing plays a crucial role in the tourism and hospitality industry. The expediency of using the concept of “adaptive marketing strategy” as a way to achieve the strategic marketing goals of enterprise through the implementation of prompt and effective management decisions to ensure the necessary level of viability of enterprise and maximum satisfaction of consumer needs is substantiated, and a model of the basic determinants of forming an adaptive marketing strategy for enterprises in the hotel and restaurant industry (HRI) is proposed. It has been determined that several specific features and industry-specific conditions are necessary for developing the modern hotel and restaurant industry, and the need to introduce marketing activities that correspond to more innovative and evolutionary modified models of “5P… 7P”. Generalizing several existing theoretical and methodological approaches will allow us to highlight important accents, which, if considered at the development stage, will allow us to succeed in the final stage of its implementation: 1. Assessment of the value of profit growth. 2. Features of positioning the hotel/restaurant service/product on the target consumer market. 3. Increase in market share and sales volume. 4. Development of new segments of the consumer market and entry into new markets. 5. Marketing pricing. The methods for analyzing the adaptive marketing strategy of enterprises and the latest trends in the development of the hotel and restaurant business on a marketing basis are determined. It is proven that the implementation of a comprehensive adaptive marketing strategy for the hotel and restaurant business, focused on the consumer in the system of increasing customer focus, leads to long-term cooperation with the consumer through the offer of innovative services/products, additional services, competitive prices with high-quality 100% service. Keywords: marketing, adaptive marketing strategy, hotel and restaurant business, marketing tools, competitive advantages, hotel and restaurant service/product, marketing management system.

The article conducts a practical study of the aspects of the development of the hotel and restaurant business in Ukraine and reviews the jSolutions module «Restaurant». Its functionality, main characteristics and advantages in comparison with other software solutions for the restaurant business (RB) are described. The main aspects of the dynamics of development of the RB are allocated, which includes: introduction of POS-systems; online ordering and delivery; use of CRM systems; analytics and Big Data; social media and digital marketing; virtual and augmented reality (VR/AR), kitchen automation and inventory, cybersecurity. A list of functions provided by the jSolutions module «Restaurant» is provided. It is noted that the module consists of two parts: BACK OFFICE and FRONT OFFICE. BACK OFFICE allows users to create calculation cards, create menus, set up outlets for implementation in FRONT OFFICE, works with invoices and orders. It is also possible to set up a discount or bonus system for visitors to the establishment. Users of FRONT OFFICE are bartenders, cashiers or administrators who work in TouchScreen mode, taking orders from visitors, creating invoices and settling customers. The module includes 4 TouchScreen modes, each of which is designed for different aspects of work, namely: automation of the cook’s workplace (the cook can mark the preparation of each dish to order, which helps to optimize the process of work in the kitchen and ensures timely processing of orders); TouchScreen self-service (the interface allows users to independently create orders from the menu without the help of a waiter, cashier or administrator); Cashier’s TouchScreen (the interface allows the bartender, cashier or administrator to create a customer account and make payments on this account); Waiter’s TouchScreen (the interface is used to record food orders and their delivery). Such additional unique functions of the jSolutions «Restaurant» module as «Cash Collection», «Cancellation of Bills», «Table Reservation», «WEB-Interface for Ordering Meals» (the functionality is intended for registration in the database of food orders in places where the desktop version of jCatering is not installed), «Mobile version of the waiter’s workplace», etc. Attention is focused on the fact that IT significantly affects the increase in restaurant revenues due to the optimization of operations, improvement of the quality of service, effective marketing and expansion of sales channels. Investing in modern IT solutions will help restaurants stay competitive, improve operational efficiency, and ensure sustainable revenue growth.

The purpose of the article is to study the preconditions of origin and features of further development of the design of hotel and restaurant business. The research methodology is based on the methods of complex analysis with the use of historical-survey and practical-analytical methods. The essence of scientific novelty is to identify the main approaches in the design of hotel and restaurant business. The essence of scientific novelty is substantiation of transformations in understanding the essence and significance of design in the formation of the development concept of hotel and restaurant complexes as well. Conclusions. The study shows that during the long period of formation and development of hotel and restaurant business there have been significant changes in their design. Each of the stages of development of hotel and restaurant objects is characterized by the understanding transformation of the concept of “design” and the degree of application of its tools both in the decoration of premises and in its use in the formation of the concept and corporate style of the company. The systematic approach in the design of hotel and restaurant business does provide the formation of competitive advantages and is one of the main components of effective organization and conduct of hotel and restaurant activities.

The relevance of the study of diversification approach to customeroriented management of the hotel and restaurant businesses is caused by the need to find areas of business management in the context of deepening economic crisis. The hotel and restaurant business in Ukraine has been in a crisis plateau for a long time, which changes in the types and nature of influence and over time only exacerbates market and economic risks. The viral pandemic, which has halted many hotel and restaurant businesses, has drawn the attention of scientists and experts to the importance of mitigating risks through other sectors of the economy that were less affected or on the contrary, benefited from quarantine restrictions. Cancelled services reservations caused significant losses, and only subjects of hotel and restaurant business, which had a financial safety margin and / or diversified business, were able to stay on the market and use this time to strengthen customer orientation through CRM-systems, branding, development of diversified business concepts in the framework of concentrated diversification. The purpose of this paper was to determine the theoretical aspects of the formation of diversification policy and development of the customer-oriented approach for the hotel and restaurant business. The paper deals with the internal capabilities of the hotel and restaurant entities for reorientation, re-profiling, and diversification of the business, which are determined on the basis of modelling the hotel service system. To consider the features of the diversified approach, a number of general scientific and specific methods were applied, which allowed to formulate the theoretical provisions of the directions of diversification. Restrictions on access to the current operating performance of hotels and restaurants in the conditions of the pandemic have created certain information gaps in the development of practices of the application of customer-oriented tools and technologies, areas of diversification. Therefore, directions for future research are the study of successful results of diversification activities for hotel and restaurant businesses in Ukraine and around the world

One of the most dynamically growing types of entrepreneurial activity in the world is restaurant business. Changes in the context of development, including increasing the share of the middle class, changing values, migration and nomadism, digitalization, population growth, urbanization, active development of tourism and hospitality cause influence on the status and features of the development of restaurant business in the world. The article identifies the main determinants that determine the current status and features of the development of restaurant business in the world; the author’s own approach to understanding the essence of the concept of «restaurant business» is provided; the main segments and features of modern development of restaurant business in the world are specified. It is determined that at the present stage of development of the world restaurant business it has the following inherent features: 1) asymmetry and polarization of development (the greatest interest in meals outside the home, and therefore the most active development of the restaurant business, is recorded in America and Asia-Pacific region. They are followed by Europe, the Middle East and Asia. The highest level of territorial heterogeneity of restaurant business development is characteristic of the Middle East and Africa, America, a relatively lower level of heterogeneity is characteristic of the Asia-Pacific region and Europe. The highest level of concentration of restaurant business development is characteristic of the Asia-Pacific region, the smallest – of the Middle East and Africa); 2) development disparities (the largest disparities between the development of restaurant business segments are recorded in the Asia-Pacific region (full-service restaurants significantly prevail over other organizational forms of restaurant business in the region), the smallest – the Middle East and Africa); 3) polysubjectivity (the subject structure of the restaurant business is very complex and heterogeneous, it includes not only restaurants, but also bars, cafes, coffee-shops, canteens, etc.); 4) active virtualization and digitalization (restaurants and other restaurant business entities are increasingly creating virtual platforms where you can order food, get comprehensive information about the establishment, etc., actively interact with their consumers in social networks, increase the budget of online marketing costs, attract robotics).

CHALLENGES AND PARADIGM OF NATIONAL AND INTERNATIONAL SECURITY OF THE XXI CENTURY: ECONOMIC AND TECHNOGENIC DISCOURSE The object of the study is the economic security of the enterprises of the hotel and restaurant business in Ukraine. To achieve certain goals, methods of theoretical generalization, analysis and synthesis, logical generalization, analogies, comparison, grouping, the method of taxonomic analysis, and system analysis were used. Analyzed the current state of development of hotel and restaurant enterprises in Ukraine. The application of the taxonomy method for diagnosing the economic security of hotel and restaurant enterprises is substantiated. The indicators of economic security of enterprises in the hotel and restaurant industry are identified, grouped in key areas: production, market, intellectual and personnel, investment, material and technical and financial. The interpretation of the values of the integral taxonomic indicator of the economic security of hotel and restaurant enterprises in Ukraine is substantiated. In accordance with the value of the integral indicator, a division into five levels of economic security of enterprises is proposed, which correspond to certain strategies and management decisions for their implementation. An integral indicator of the economic security of hotel and restaurant enterprises was calculated using the taxonomy method for 2015–2020. Based on the results of the calculations, a conclusion was made about the uneven development of the hotel and restaurant industry in Ukraine and the existing problems in ensuring the economic security of domestic hotel and restaurant enterprises. The strategy for ensuring the economic security of hotel and restaurant enterprises is substantiated and managerial decisions for its implementation for the future period are proposed. The applied nature of the proposed methodology is justified by its practical application according to the actual data of the enterprises of the hotel and restaurant business in Ukraine for 2015–2020. ------------------------------------------------------------------------------------------------------------------ How to Cite: Nikolaichuk, O., Gorina, G., Pryimak, N., Romanykha, O.; Chernega, O., Bocharova, Yu. (Eds.) (2022). Strategies for ensuring the economic security of the hotel and restaurant business. Challenges and paradigm of national and international security of the XXI century: economic and technogenic discourse. Kharkiv: РС ТЕСHNOLOGY СЕNTЕR, 149-169. doi: 10.15587/978-617-7319-59-6.ch8

Topicality. Domestic economic environment has been in a state of turbulence since the start of the coronavirus pandemic, additionally reinforced by the risks of a full-scale war escalation. The uncertainty of the crisis timeframe, as well as significant threats of physical destruction and financial losses cause the necessity of searching reference points for adaptation and revitalization of activities. The sphere of service activity, in particular the restaurant business, turned out to be the most vulnerable to the external influence of political and legal, social and cultural, technological tendencies, as well as fluctuations in economic conditions. The significance of this study is argued by the latter’s contribution to overcoming the shock of the Russian military invasion, which became decisive and drew attention to its social and economic role not only as an organizer of catering and leisure for the population, but also as a guarantee of food security. Therefore, the development of the restaurant business is an important aspect of supporting the country’s economy both in war and post-war realities. The prospects of startups should be supported by thorough calculation regarding the high level of its investment attractiveness. Therefore, the relevance of this research lies in the elaboration of oriented principles and prospects for the restaurant business development, which is based on scientific assessments, in particular thanks to foresight. The aim of the article. The aim of this study is to conduct a foresight research of the restaurant business in Ukraine, and to substantiate the oriented principles for development, taking into account market trends and tendencies. The specified topic determined the use of general scientific methods, which contributed to the elaborating key definitions and forming operational research tools. Research methods. The horizon scanning method was used to evaluate the restaurant business development scenarios; it revealed the main tendencies and trends of the restaurant services market and deterministic consumers’ needs. The modelling method helped to determine how communications could be formed in the process of implementation of foresight sessions for the restaurant business development. To assess the prospects for the development of the restaurant business, aspects of the pre-crisis (pre-quarantine and pre-war) as well as expectations (customers’, investors’ and subjects’ of the restaurant business) of the post-war periods were compared. Results. The key term “foresight” and its main predictors were defined. The components of the complex monitoring and prognostication mechanism were worked out: political, economic, technological and market foresight. An overview of the most important tendencies and trends in the national and global business environment was presented in order to identify and detail the problems and challenges facing restaurant establishments in future. Prospects for further research base on the elaboration of alternative scenarios for the restaurant business development through the foresight methodology. Conclusions and discussion. Restaurant business foresight studies use sophisticated methods, still, they rarely involve all stakeholders, including consumers. The authors pay special attention to the monitoring of political, economic, technological and market environment, as well as to digital technologies, which are already significantly changing approaches to business development. The analysis of Ukrainian subjects of the restaurant business makes it possible to evaluate strategic maps as a foresight tool, which is complemented by active prognostic methods. Based on the peculiarities of the restaurant business and market tendencies, four scenarios are defined: crisis experience (“freezing and adaptation”); anti-crisis benchmarking (“global expectations”); breakthrough innovations (“motivational attack”); resuscitation scenarios (“struggle and recovery”). All these scenarios describe oriented principles for the development of the restaurant business. They are practical for scientists and practitioners, as they provide a basis for elaborating and evaluating development strategies for both individual business entities and the restaurant industry in total.