Еvaluation of the development strategy of the hotel and restaurant industry of Ukraine

Topicality. The relevance of the selected study grounds on the fact that recent global events such as the armed aggression of the russian federation against Ukraine in 2022 and the COVID-19 pandemic have made significant changes to the usual rhythm of life of everyone, regardless of the country of residence. These circumstances form the basis for studying and analysing the development of hotel and restaurant establishments in the face of global threats with the further aim of creating a comprehensive system of sustainable development, which, in turn, will become an important direction in ensuring the national economy’s development. The aim and methods. The aim of the study is to analyse the current situation in the formation of the concept of development and modernisation of competitive hotel and restaurant establishments in the face of global threats. The research methods are based on the analysis of specialised literature on the research problem, covering the basics of the Concept of Development, generalisation and synthesis of the studied material for further work on the problem, data collection and statistical groupings, mathematical calculations, construction of graphic materials, application of economic research methods, systematisation of the obtained material, implementation of research and experimental work. Results. The article studies the activities of the hotel and restaurant industry in constrained conditions based on domestic and foreign experience; describes the concepts of development of the service sector from classical interpretations to modern challenges; describes the organisation of the hotel and restaurant business based on the fundamental principles of the military sphere, and forms a concept of development and modernisation of competitive hotel and restaurant establishments in the context of global threats. Conclusions and discussion. The scientific novelty of the article grounds on the development of scientific and practical recommendations aimed at ensuring the sustainable development of hotel and restaurant establishments in the context of global threats. The practical significance lies in the fact that the scientific and practical provisions of this research can be implemented in the hospitality industry in order to increase resilience in the face of global threats.

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.

The relevance of the chosen direction of the research is due to the need to develop modern marketing management technologies for the adaptation, survival and further development of hotel and restaurant industry, taking into account the fact that the current situation characterized by a socio-economic crisis, has been aggravated by the consequences of the COVID-19 coronavirus pandemic, which together led to new challenges in the hotel and restaurant industry. The hotel and restaurant product is presented as a combination of material product, services and atmosphere, which together form a unique selling proposition in the hotel and restaurant industry. With this in mind, it is reasonable that consumer loyalty to establishments of the hotel and restaurant industry is characterized by customer satisfaction, adherence, advocacy and impressions, which together reflect the perception of the establishment, attitude towards it and future intentions. The use of the proposed scientific and practical approach will make it possible to determine the level of customer loyalty in the hotel and restaurant industry as a whole and for each of its characteristics, to make justified management decisions in accordance with the stage of customer loyalty formation. In order to increase customer loyalty in the hotel and restaurant industry in today's changing situation and conditions of uncertainty, a number of practical recommendations are given to ensure the unique competitive advantages of the hotel product, the introduction of modern information technologies, and improvement of the service quality.

The object of research is the strategy for the development of the hotel and restaurant industry in Ukraine. To achieve this goal, the methods of theoretical generalization, analysis and synthesis, logical generalization, analogies, comparison, grouping, the method of taxonomic analysis, and system analysis were used. The use of the method of taxonomic analysis made it possible to obtain a generalized assessment of the development strategy of the domestic hotel and restaurant industry. The method of retrospective analysis made it possible to analyze the dynamics and identify trends in changes in the integral indicator of the development strategy of the domestic hotel and restaurant industry. The application of the taxonomy method for diagnosing the development strategy of the hotel and restaurant industry has been substantiated; for this, it is proposed to use a conceptual descriptive model of taxonomic analysis. Indicators of diagnostics of the development strategy of the hotel and restaurant industry have been identified, which are grouped according to the dominant directions: structural, scale of production activities, marketing, personnel, investment attractiveness and financial performance. The interpretation of the values of the integral taxonomic indicator of the development strategy of the hotel and restaurant industry in Ukraine has been substantiated. In accordance with the value of the integral indicator, it is proposed to divide into four states of the industry development, which correspond to certain strategies and managerial decisions for their implementation. The integral indicator of the hotel and restaurant industry development strategy was calculated using the taxonomy method for the period 2013–2019. Based on the results of the calculations, it was concluded that the development of the hotel and restaurant industry in Ukraine is uneven. The largest share is taken by observations with an insufficient state of development of the industry – 57.1 %, a crisis state of development was observed in 28.6 % of periods and a sufficient state of development was recorded in 14.3 % of observations. This indicates the existing problems in the development of the domestic hotel and restaurant industry. Managerial solutions are proposed for the implementation of the strategy for the development of the hotel and restaurant industry for the coming period, including activities at the national level and at the level of individual business entities. The applied nature of the proposed methodology is justified by its practical application based on the actual data of the development of the hotel and restaurant industry in Ukraine for 2013–2019.

Purpose: The goal is to find and implement innovative strategies for the development of hotel and restaurant enterprises in Ukraine. Design / Methodology / Approach: Analysis, synthesis and comparison. Findings: In modern conditions, hotel and restaurant management is an integral part of the hospitality industry. Today, this is a whole complex that determines the overall prospects for the development of all industries. In order to effectively and successfully solve a complex of tasks related to increasing competitiveness in the market, it is necessary to implement innovative strategies in the hotel and restaurant industry. An analysis of the trends in the development of the hospitality industry shows that companies that implement innovative methods and strategies in their activities are getting more and more growth. Taking into account the significant impact of innovative economic growth and prospective development of hospitality industry enterprises in modern conditions, it is appropriate to define innovative strategies as those that offer potential opportunities for increasing economic efficiency. Originality / Value: Researching innovative strategies in the hotel and restaurant industry of Ukraine, it is worth noting the high level of competition in the hospitality industry. This stimulates the search for new ways and elements of effective functioning. One of the main trends in this field is the development and application of various innovations that can be a powerful impetus for development in the hospitality industry. Innovative technologies are necessary for the viability and competitiveness of hotel and restaurant enterprises. In the process of introducing innovations at enterprises, changes occur that practically affect all aspects of their activities. Practical Meaning: The feasibility of implementing innovative strategies in the hotel and restaurant industry of Ukraine has been proven; the practical significance is the strengthening of the application of innovative strategies in practice. Further Research: Substantiating the application of innovative strategies in the hotel and restaurant industry of Ukraine.

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 development of information technologies requires great attention of managers to the formation of information support and the promotion of goods and services to the market. The industry of tourism and hotel industry is developing in conditions of significant competition. Therefore, taking into account the relevance of the issue, the article considers innovative mechanisms for building effective management systems in tourism and the hotel and restaurant industry through the use of digital technologies. The purpose of the study is to develop ways of implementing innovative mechanisms for ensuring effective communications in the system of development of enterprises in the field of tourism and hotel and restaurant industry. a retrospective analysis of communication systems was carried out. The article is devoted to the definition of innovative technologies for the development of the communications system in different historical periods. The article defines modern trends in the innovative application of communication technologies and the latest communication systems. As a result of the study, the role of innovations in the formation of effective communications is substantiated, taking into account the specifics of the tourism and hotel and restaurant industry. The problems of remote communication under certain limitations have not yet been sufficiently studied. In particular, it is difficult to say about the consequences of such influences on the mental and psychological state of a person, because people are social beings and communication is a basic human need. Analyzing the processes of development of communication systems, it is possible to determine the cause-and-effect relationships of transformation, the influence of social processes on communications and communications on social processes. In the conditions of a competitive environment in the service sector, communication processes ensure high competitiveness of enterprises, provided they are effectively implemented. Therefore, it is appropriate to turn to the issue of finding innovative communication technologies in the system of development of tourism and hotel and restaurant enterprises. Keywords: digital technologies, innovative technologies, tourism, hotel and restaurant business.

The article reveals the peculiarities of the imperatives for the development of the hotel and restaurant industry under martial law and identifies the priorities for the post-war restoration of this sector of the national economy. The article analyzes the key indicators of development of business entities in the field of temporary accommodation and catering, in particular, the number of employees, the number of operating business entities and the volume of products (goods, services) sold. The article analyzes tax revenues to the state budget of Ukraine from business entities in the field of temporary accommodation and catering. The author highlights a number of prospects for the restoration of the hotel and restaurant industry in the wartime and postwar periods. It is established that the hotel and restaurant industry of Ukraine, despite significant losses and damages, including destruction, needs to develop a strategic vision of the prospects for future activities It has been established that the post-war reconstruction of Ukraine has great potential for the development of the hotel and restaurant industry, as after the war many new opportunities for infrastructure development may appear, including hotels, leisure centers and recreation centers. This will lead to an increase in consumers of hotel and restaurant services. However, in order to fully realize the potential of the hotel and restaurant industry, it is necessary to take into account such aspects as improving the quality of hotel and restaurant services, developing effective marketing strategies, and supporting small and medium-sized businesses operating in the hotel and restaurant industry. Therefore, it is worth noting that the future of the hotel and restaurant business in Ukraine depends on the scale of destruction and the pace of reconstruction during the war and post-war periods, the migration processes of the population and potential employees in the hotel and restaurant business, and, above all, the level of solvency of the population as potential future customers. At the same time, the successful development of the hotel and restaurant industry will contribute to Ukraine's economic growth.

The COVID-19 pandemic has had a profound effect on all spheres of economic activity, the most significant of which has been in the global and domestic hospitality industry. The subject of research in the article is the domestic hotel and restaurant industry in terms of COVID-19. The purpose of the article is to assess the development trends of the domestic hotel and restaurant industry in modern conditions and identify key trends in its development. Research methods: analysis, synthesis, systematization, comparison, abstract-logical method. The following results were obtained: the activity of domestic enterprises of the hospitality industry in quarantine conditions is analyzed$ low efficiency of financial results of activity and use of personnel for subjects of hotel and restaurant business is established; the main problems of development of hotel and restaurant business establishments in modern quarantine realities are revealed. Conclusions: studies of trends in the global and domestic hospitality industry have identified key trends and tendencies: increased attention to safety and hygiene measures, the need to optimize business processes, the development of virtual and augmented reality, the use of virtual tours, the increased role of healthy and organic food, optimization of organizational structure and costs (including departments of Food and Beverage, reception, etc.), expansion range of services and new formats of hospitality establishments, optimization of delivery, development of enterprises of the fast food segment, application of opportunities, franchising, use of local color, orientation to the eco-component, change of attitude to mobility, shift of accents from personal communication of guests with employees on communication by means of information technologies and digital communication system, incl. voice services, digital signs, chatbots, work with biometric data for contactless forms of interaction.

The article deals with the formation of the approach to the development of the concept of marketing mix-11P in the hotel and restaurant business enterprises in order to introduce innovative tools in managing the development of enterprises in modern realities. The elements of the marketing-mix concept 4P, 7P, and 9P are considered. The elements of the marketing-mix concept are analyzed, and two other components are proposed which, in the current dynamic conditions, play a big role, namely: P10 – opportunity and P11 – position (market position). The author formed the essential characteristic of the concept of «possibility». It is determined that this opportunity is one of the driving directions for the formation of strategic plans for innovative management of the development of enterprises in the hotel and restaurant industry. In order to assess the position of enterprises of the hotel and restaurant industry in the market, to identify their advantages, opportunities and disadvantages compared with competitors, a method for conducting a comparative assessment of enterprises of the hotel and restaurant industry and major competitors is proposed. For partners, investors, as well as entrepreneurs who would like to invest in the development of the hotel and restaurant business, it is important to know the reliability of its activities in terms of obtaining guaranteed income. Therefore, the assessment of the position of the company on the market will enable the enterprises of the hotel and restaurant industry to innovate and have a tendency to develop. The model of formation of elements of the marketing-mix concept 11Р, which will allow the management of enterprises of hotel and restaurant economy to form tactical and strategic directions of innovative management of enterprise development that will provide an opportunity to satisfy the demand of consumers, expand the markets, to enter new competitive markets, to get additional income.

The foreign experience of increasing the competitiveness of regions through the development of tourism and hotel and restaurant industry has been analyzed in this article. It has been determined that certain competitive advantages inherent to each region become important, which, if successfully used and effective combination, can ensure the priority of its development in a competitive environment. In this context, tourism and hotel and restaurant industries, which are among the most profitable sectors of the world economy, are becoming increasingly important for the development of the economy and the social sphere of the region. It has been outlined that taking into account certain competitive advantages that are inherent to each region, their successful use and effective combination are important, which allows to ensure the priority of regional development in a competitive environment. Accordingly, the tourist and hotel-restaurant industry are among the most lucrative sectors of the world economy and are becoming more and more important for the development of the economy and the social sphere of the region. It was determined that it is precisely because of the active and successful advancement of these sectors in the market that it is possible to increase the competitiveness of the regions of the country, to increase their socio-economic development. It is stated that it is precisely because of the active and successful advancement of these industries in the market that it is possible to increase the competitiveness of the regions of the state, to increase their socio-economic development. Thus, the purpose of the scientific floor is to deepen the theoretical foundations for the development of the competitiveness of the regions at the present stage and to develop recommendations on the enhancement of the role of the hotel and restaurant economy in its enhancement. In the article, the author paid attention to the analysis and development of the directions of hotel industry development in the regions of Ukraine through the development of tourism and hotel and restaurant industry. Deeper and more precise theoretical positions regarding the development of the competitiveness of the region. Recommendations for strengthening the role of the hotel and restaurant industry are systematized.

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

A developed model of the formation of the competencies of future specialists in the field of the hotel and restaurant industry is proposed, which takes into account the peculiarities of teaching students in quarantine conditions of distance education. The research carried out makes it possible to systematize scientific views on the desired competencies of scientists, researchers and specialists in the field of the hotel and restaurant industry. The object of research is the competence of students for the hotel and restaurant sector, as well as the peculiarities of their formation in conditions of quarantine during distance learning. Investigated problem consists in the development and analysis of the features of the formation of the competencies of future specialists in the hotel and restaurant industry in the course of distance learning. Higher education is obliged to prepare not just a specialist endowed with knowledge and skills. It should be aimed at the formation of a competitive specialist and a successful personality. In Ukraine, the hotel and restaurant industry does not have a system of competencies common for employers, specialists, higher educational institutions and colleges. Therefore, the presented study is aimed at creating such a basis in the form of a developed model for the formation of the competencies of future specialists in the hotel and restaurant industry, which takes into account the peculiarities of teaching students in quarantine conditions of distance education. Main scientific results: the necessary components of the model for the formation of the competencies of a modern specialist for the hotel and restaurant industry were identified. The essence of the competence-based approach to professional training of a specialist in the context of modernization of education, taking into account distance education during quarantine, is revealed. The modern scientific view of the requirements for specialists in the hotel and restaurant sector is analyzed. The results obtained are adapted to the needs prevailing in the hotel and restaurant industry. The area of practical use of the research results: the comparative analysis allows to systematize scientific views on the desired competencies of scientists, researchers and specialists in the hotel and restaurant industry. This, in turn, will make it possible to better inform students about the qualities that are in demand and make the necessary changes to the curriculum in the future. An innovative technological product: a model for the formation of specialist competencies for the hotel and restaurant industry has been developed, which takes into account the peculiarities of teaching students in quarantine conditions of distance education. Scope of application of an innovative technological product: the use of a competence-based approach in higher education using the proposed model for the formation of competencies of a future specialist for the hotel and restaurant industry.

The collection contains proceedings of II International scientific and practical Internet conference “Innovative development of hotel and restaurant industry and food production”, subject area of which contains a wide range of issues related to world achievements and innovative technologies in restaurant business, food production processes and equipment improvement, as well as modern trends and strategies for the development of hotel and restaurant business.

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.