ПРОБЛЕМИ РОЗВИТКУ ГОТЕЛЬНОГО ГОСПОДАРСТВА У МІСТІ ЧЕРКАСИ ПІД ЧАС ПАНДЕМІЇ

Quarantine restrictions, which were actively introduced around the world in early 2020, affected absolutely all areas of economic life. Particularly critical was the impact on the hotel and restaurant business. This is confirmed by existing research, which shows that almost a third of business owners have lost 90 to 100% of their income. And this is only at the beginning of quarantine. The same entrepreneurs fired about half of their employees. In addition, a small proportion of full-service restaurants tried to continue operating at a small capacity. This was possible through the use of government procurement or the organization of takeaway activities, to provide the minimum necessary stock of cash to resume operations in the future. The rest were forced to close. Similar trends were observed in the hotel business, but in the case of hotels, the situation was even more critical. Therefore, the need to monitor the impact of the COVID-19 pandemic on the hotel and restaurant business, as a basis for the formation of measures to restore this area of the economy in the future determine the relevance of our study. The scientific article examines the impact of quarantine restrictions on the hotel and restaurant business through the prism of analyzing the degree of decline in income, the percentage of job cuts, the number of employees granted leave at their own expense, and the share of laid off workers. In addition, the distribution of the areas most affected by quarantine is considered in terms of determining the percentage of victims who were not affected by quarantine, as well as those who benefited from quarantine restrictions. The dynamics of changes in the number of operating restaurants is studied. The reasons for the formation of a disappointing situation in the hotel and restaurant industry are analyzed. Have been developed measures for business owners to ensure the successful operation hotels and restaurants in the quarantin conditions, as well as proposed steps to be taken at the state level to support the hotel and restaurant business.

The article describes the extensive and intensive types of development of restaurant and hotel business in Russia. On the basis of the index factor analysis assessed the effect of extensive and intensive factors on the growth of gross added value, generated in the field of restaurant and hotel business. The concept of the intensity level of the business is formulated, the assessment of the intensity of restaurant and hotel business in the period 2004-2013 years is given.

The modern approach to personnel training for the restaurant business is based, first of all, on the high requirements of employers for staff. This branch of the service sector in comparison with other spheres of activity is characterized by increased dynamics of the emergence of new clientele preferences. This feature leads to the variability of the approach to the organization of educational activities. New training methods are being developed that take into account the features of new technologies introduced by catering organizations and the improvement of customer service standards. Accordingly, the problem of choosing methods and methods of vocational training is becoming increasingly important and relevant. The purpose of mastering the discipline "Business culture in the restaurant business" is the formation of students' competencies that meet the requirements of the Federal State Educational Standard in the direction of training 43.03.03. Hotel business (profile "Restaurant activity"). To achieve this goal, a number of tasks are being solved: to study the features of the discipline "Business culture in the restaurant business"; analyze modern approaches to the development of this discipline; to study the features of the formation of professional skills for the implementation of professional activities; evaluate the effectiveness of using modern digital methods in teaching. In the course of this research, the following methods were used: analysis and generalization of publications of a theoretical and practical nature on the use of interactive technologies in teaching. A selection of publications devoted to improving the process of teaching students was made. Based on the theoretical generalization, a pedagogical experiment was planned and conducted. A comparison of the data obtained based on the results of the conducted pedagogical experiment allows us to assert that the use of interactive technologies in the educational process, namely during practical classes on the academic subject "Business culture in the restaurant business", allows to increase the level of efficiency of mastering educational competencies. The conducted research has shown that the interactive approach can be supplemented with a high degree of efficiency with the use of traditional technologies in teaching students, increasing the level of individualization of vocational training, giving it a creative character.

The direction of the research is based on the problem of using an artificial element in the field of tourism and hospitality. In the section, the author emphasizes the relevance of the implementation of artificial intelligence tools in the activities of hospitality enterprises, which is connected with the active growth of the market after the previous years of recession. Accordingly, the research hypothesis consists in the assumption that the effective use of artificial intelligence tools in the operational activities of hospitality enterprises contributes to the formation of customer-oriented business. The main goal of the study is the analysis of artificial intelligence tools in the activities of enterprises in the field of tourism and hospitality. The chapter emphasizes the idea that in the new digital era, technology collaborates with human senses and intelligence to offer a convenient customer experience across both online and offline channels. This approach leads to increased efficiency, productivity, and a deeper understanding of customer services. Digital technologies also contribute to the progress of such a component as marketing in order to optimize the entire travel process, focusing on the wishes of customers, and not on the actions of competitors. In conclusion, the author offers a technology stack of the optimal chatbot of the HoReCa segment, which will allow to fully automate the processes from the creation of an order by the customer to feedback from the client in the form of feedback upon completion of the order. The application of the latest modern information technologies can give impetus to the development of the restaurant and hotel business, therefore, choosing the optimal combination of progressive digital solutions and a scientific approach to the HoReCa segment is an urgent task.

In this article, the authors emphasize that the pandemic and quarantine measures have brought the normal functioning of the world economy and the activities of many enterprises. The tourism business and the hotel and restaurant sector, which have recently developed greatly, have suffered from extensive losses and bankruptcies, a large number of restaurants and cafes have been closed, and many people have lost their jobs and their income. Even large chains of hotels and restaurants have suffered as well as other businesses. The hotel and restaurant business was the first one that has to adapt quickly to changes caused by the pandemic, to stablish work in new conditions and develop new directions and measures that will take the restaurant business out of the crisis. Given the current need to apply security rules, and the need to comply with quarantine measures, it is necessary to use computer and digital technologies that will help managers to attract new customers and earn extra income. The authors propose to use such tools of crisis management of the restaurant business as: technologicalization, online marketing and influencer – marketing, unique content. These activities are necessary in order to pay new attention to the dishes and services offered by cafes and restaurants. To restart this business in a modern way and with new tendencies, and to adapt to changes in the changing environment and to quarantine measures. To develop additional promotions and offer «economy», «standard» and «luxury» class menu. To organize the fast, high-quality delivery to cafes and restaurants in modern conditions, preferably free, it has become a great necessity and convenience in pandemic conditions; it will attract additional consumers to the restaurant business. In the modern market concept of restaurants in a pandemic, it is necessary considering not only the factors that existed for many years, but also new additional factors in the hotel business, without which it is now impossible to operate this business in a pandemic, it would be safe to provide services, awareness of the service or product, in the use of digital technology by an institution that wants to get more income and occupy a larger segment in this market of hotel and restaurant business. The authors insist that in modern conditions, it is essential to take into account the laws of competition; because now the consumer chooses a quality product or service at a better price, other goods or services do not attract consumers

The article presents the results of a study of the state of the hotel and restaurant business in Ukraine in general and the Transcarpathian region in particular in the context of crisis phenomena. The authors analyse the peculiarities of functioning of hospitality enterprises in the context of military operations on the territory of Ukraine. The research provides an analytical review of the legislative framework and social factors that have influenced the activities of hospitality enterprises in conditions of instability. It also identifies the problems and prospects for the development of the hotel and restaurant business in the context of overcoming the consequences of military operations, European integration processes and legislative changes, and outlines promising ways of future recovery of the hospitality sector as a component of tourism. The purpose of the article is to conduct an analytical study of the state of the hotel and restaurant business in the post-covid period and the active phase of the military conflict, and also the impact of state regulation on overcoming such destructive factors against the background of Ukraine's European integration processes. Methodology. The study was conducted on the basis of an analysis of statistical indicators of the performance of temporary accommodation (accommodation) and catering enterprises, based on analytical and statistical materials of official statistics of the Zakarpattia Oblast for the period from 2020 to 2024, provided by the Main Department of Statistics in the Zakarpattia Oblast. The legal framework and regulatory documents related to the identified issues were analysed. The paper analyses the state and needs of SMEs in Ukraine as assessed by local hromadas, as well as an analytical study based on a survey of owners of hotel and restaurant businesses in Zakarpattia Oblast through personal interviews. The monitoring study covered 50 enterprises of different sizes and different forms of ownership. Results. The publication analyses the factors that stimulate the activity of enterprises in the accommodation sector, describes the destructive factors that suppress or complicate the activity of enterprises in this sphere of economic activity, and considers the state policy aimed at supporting the hotel and restaurant business and the tourism sector in general. The authors identify the commonality of problematic issues for the hromadas of Ukraine on the way to the future post-war reconstruction of the hospitality and tourism sector, as well as the functioning of this sector today. The research lists the opportunities for business on the way to European integration and the challenges associated with it. As a result, the authors suggested ways to accelerate and facilitate the integration of the local hotel and restaurant business, improve the legislative framework at the state and local levels for the development of the hotel and restaurant sector and its de-shadowing, and also emphasised the importance of close cooperation of SMEs with state and local authorities in terms of support, development promotion, investment prospects and implementation of European legislation in the activities of such enterprises.

The article presents the analysis of scientific research and determines some key guidelines of normative and legal regulation of our country’s hospitality industry at the current stage of its development. It was ascertained that the hospitality sector is a complex of industries whose main task is serving tourists during their stay outside their permanent place of residence. The hospitality sector, according to definitions by leading specialists in the field of tourism economics, includes the hotel and restaurant business, transport service enterprises, and the entertainment sector. The hotel sector in the structure of the hospitality industry performs key functions, as it offers consumers a range of services, in the formation and implementation of which all sectors and elements of the hospitality industry participate. Thus, it is appropriate to distinguish the hotel industry as the most complex component of the hospitality industry. The meaning of the concepts of «hotel business», «hotel industry» is associated with the economic activities of specialized enterprises that offer their own services on a commercial basis and provide traveling customers with the necessary conditions for accommodation and meals. In a competitive hospitality services market, the desire of enterprises to obtain the highest profit and the growing solvency of service consumers encourage hotel businesses to provide not only accommodation and meals, but necessitate the expansion of the scope of additional and related services. This enriches the meaning of the concept of «hotel business» and expands the scope of activity of hotel enterprises that provide services not only of their own production, but also of related industries. The development of the hotel industry requires the creation of certain favorable legal regulations. Taking into account international requirements for the quality of hotel services, numerous industry regulatory documents need to be updated. The Law of Ukraine «On Tourism» provides for licensing of tour operator activities (Article 17) and standardization in the field of tourism activities (Article 18). Therefore, in our opinion, licensing and certification procedures should play a key administrative role in state regulation, the use of which will contribute to improving the work of hotel industry enterprises, improving the quality of hotel services, and ensuring their comprehensiveness. The introduction of licensing in the hotel sector will contribute to the creation of new opportunities for business entities in the hotel and hospitality services market. An equally important function in the provision of hotel services is performed by certification, i.e. a specific method of confirming the compliance of the quality and form of provision of a complex of hotel services with current national standards. Problematic issues include the regulation of land ownership, especially for foreign investors. The lack of opportunities for land privatization and unfavorable terms for its lease for the construction of hotels, as well as the mechanism for the concession of historical and architectural buildings, does not attract foreign companies to the hotel business. Specific legal regulation is required for the development of small hotels capable of creating a unique flavor of national hospitality, and for the creation of corporate forms, traditional in the global hotel industry, like international hotel chains. One of the factors intensifying the development of the industry at the current stage should be considered the implementation of a real transformation of ownership relations, the corporatization of hotel enterprises. Privatization and corporatization will lead to an improvement in the quality of management at hotel industry enterprises, as well as the material and financial condition of the industry. Therefore, improving the legal framework for hotel industry enterprises should be considered an important prerequisite for their further development.

The article is devoted to the issues of learning English by students of bachelor’s specialty “Tourism” and «Hotel and restaurant business». Since foreign language proficiency is one of the main competencies for a student of this specialty, the question of the methodology of its study is extremely relevant. In this article the specifics of the ‘Awesome Ukraine’ English guide-book is being researched. In English-speaking guides the specifics of the target audience should be carefully taken into consideration, since not all tourists are fluent in English as a foreign language. Therefore, for students of ‘Tourism” and “Hotel and restaurant business” specialties referring to an English-language guide-book would be of a valuable assistance in methodological and linguistic aspects. Students will not only assimilate information about a certain monument or location, but will also adopt the proper way to present facts, assimilate necessary language patterns, and learn to apply them in practice. The publication makes an editorial, linguistic and methodological analysis of the ‘AWESOME UKRAINE’ series. These seven publications tell foreigners about Ukraine, it’s most attractive and interesting locations, present one of the most respected IT centers. All of that can be used during lectures and practical classes for various English-language disciplines as didactic material. Text content in all editions is laconic; the material is described in simple and accessible English. One article about a certain monument or location occupies one-page spread, which is convenient for perception. Each topic material is illustrated with a thematic photo. The series is competently created, has a thoroughly thought-out concept for the embodiment of the text and illustrative material. The article demonstrates that the capabilities of a modern guide-book are able to perform not only informative but also a communicative function of a mediator in intercultural communication. Thanks to this fact, it becomes possible to effectively use this potential in the formation of basic competences and skills to productively implement professional activities for future professionals in tourism and hospitality industry.

Due to the ongoing Russian-Ukrainian war and martial law in Ukraine, it is advisable to expand the scope of study of problematic issues related to the management of hotel chains under martial law in Ukraine by examining the current state of the industry and the experience of hospitality industry enterprises gained during this time, which has led to the relevance of the chosen topic for this scientific article. The article is aimed at analyzing the mechanism of functioning of international and national hotel chains in Ukraine and the peculiarities of management of hotel chains under martial law. The object of research is the management system of hotel chains under martial law in Ukraine. The subject of the study is a set of theoretical and methodological foundations for determining the essence and features of the hotel chain management system under martial law in Ukraine. The scientific novelty of the study is to summarize the arguments regarding the organisation and functioning of hotel chains in the current business environment and to systematize the scientific theoretical, methodological and applied foundations for determining and taking into account the peculiarities of hotel chain management during martial law in Ukraine. In order to reveal the subject of scientific research, the article uses such methods as observation and comparison (characteristic features and forms of functioning of hotel chains in the hospitality industry are determined), analysis and synthesis (the essential indicators of success in Ukraine and the world of certain hotel chains, management methods in crisis conditions are clarified), methods of statistics (recording the dynamics of development of hotel chains), methods of visualisation (graphical and tabular forms), classification (in terms of types, forms and factors of influence on the functioning of hotel chains), visualisation methods (graphical and tabular forms). The article summarises the arguments regarding the importance of state regulation in the hotel business and international and national requirements for the provision of hotel services under conditions of risk. The scientific theoretical, methodological, analytical and applied principles of the hotel business in the system of the legal field for compliance with the standards of functioning of international and national hotel chains under martial law are systematised. The results of the study can be useful for employees of the tourism and hospitality industry; researchers, teachers, students of higher education institutions, who study, in particular, the specialities "Tourism" and "Hotel and restaurant business". Keywords: martial law, hotel industry, hotel chains, hotel services, hospitality industry, hotel management, hospitality market, Ukraine, hotel management.

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.

PRESENTATION AND PURPOSE OF THE STUDY. At the current stage of recovery of the national economy of Ukraine, it is impossible to form a concept of ensuring innovative development, to achieve long-term results of the tourism and hotel-restaurant business without constant updating and improvement of applied technological and management processes, constant expansion of the range of services provided, and identification of new opportunities for effective development Scientific and technical progress, the creation of new innovative management technologies, the development of innovative production infrastructure, including changes in consumer preferences, new methods of management and organization of production and work should be attributed to the reasons that cause the need for innovative processes. Innovations (or innovations) play the most important role in macroeconomic development and in achieving the goals of tourism and hotel and restaurant business. To date, there is not a high level of innovative activity in the field of tourism and hotel-restaurant business, which is due to the need to find solutions for improving control in the field of management of innovative activities of tourist and hotel-restaurant enterprises. The development of market relations causes the emergence of new tasks that require the improvement of the system management of the quality of services at tourist and hotel-restaurant enterprises.The above-mentioned words prove the relevance of this article and reflect its purpose as a study of the peculiarities of managing the innovative process of improving the quality of various services of the tourist and hotel-restaurant business.RESEARCH METHODS. In the process of creating and writing the article, general and scientific methods were used: abstraction, classification of various types, comparison, systemic and system-forming approach, situational mathematical analysis, logical and analytical evaluation of parameters, analogies, modeling. The totality of the used theoretical and methodological base made it possible to formulate realistic and well-founded practical conclusions and effective solutions.THE RESULTS. It was emphasized that the development of innovations in the hospitality industry should include such aspects as automation and improvement of work processes with the help of the Internet of Things, the use of "smart" solutions, as well as the improvement of safety and hygiene through innovative solutions. Innovative processes in the tourism and hotel-restaurant business are described, which should include the introduction of new ideas, technologies, services or approaches to improve service quality and competitiveness. This may include the implementation of information systems, the creation of unique numbers or services, the development of an environmental initiative, etc.CONCLUSIONS. Innovative activity in the tourism and hotel-restaurant business is embodied in the creation of new or improvement of transport, hotel, restaurant and other services, the development of new national and international markets, the use of advanced information and telecommunication innovative technologies, modern advanced forms of organizational, planning and management activities, new ways to meet the needs of tourists, etc. Carefully selected tools for the innovative development of tourism and hotel-restaurant business enterprises ensure its competitiveness.KEYWORDS: tourism and hotel and restaurant business; quality of services; innovations; communications; management; service; digital technologies; Internet of things; blockchain.

Among the European countries Spain ranks fourth after Italy, Germany and the Czech Republic in terms of the number of Ukrainian immigrants. The Ukrainians settle in Spain unevenly, with the highest concentration in the south-eastern regions of the country. The Ukrainian migrants are employed mostly in construction, agriculture, household activities, hotel and restaurant business. Therefore, the impact of the global economic crisis on the economy of Spain heavily influences the condition of the Ukrainians in the country.

The aim of the article is the study of presumable and real causes of the crisis, the factors that cause it, its signs and consequences that deteriorate the normal conditions of the enterprise functioning. Research methods used in the process of writing the work include general and special methods. From general research methods the following were used: deduction (when constructing the structure of work in the logical interconnectedness and unity, as well as the interdependence of its components), induction (when forming general conclusions of the study), abstract logic and synthesis (when clarifying the interpretations of the categorical tools of crisis management), analysis (in the development of classifications of crisis phenomena, in the study of trends in restaurants crisis management, in processing the results). Special methods used include factor analysis, computational analysis and method of comparisons, tabular and graphic, economic and statistical correlation analysis, forecasting methods (in justifying the prospects of institutions) restaurant business after the cessation of the spread of the coronavirus pandemic) and other methods of studying economic and managerial processes and phenomena. This paper investigates the system of restaurant crisis management and defines its essence and main components. It also considers necessity and relevance of crisis diagnostics and monitoring of restaurants activities and operations during different crisis lifecycle stages. The present work includes a comparison of foreign and Ukrainian experience, as well as the practices of crisis management and reorganization, state regulation in the realm of bankruptcy. It establishes the main external factors of unprofitable activity of restaurant establishments. It determines that the innovation policy in the crisis management process is one of the main tools that contributes to the exit of the establishments under study from the crisis and increase their competitive positions in the market. The current study presents a generalized sequence of crisis management strategic goals implementation. It identifies the phases of the crisis development and the stages of the crisis lifecycle in the restaurant business. It shows the developed structural organisation of restaurant establishments under the influence of the anti-crisis action program. Also, it presents specially developed proposals to reduce electricity costs in the restaurant business. This research offers motivational components that are recommended for introduction into the establishments activities and presents the structural model of restaurants activity crisis management system.

The article examines the structural dynamics of the hotel industry of Ukraine over the past decade and during the global epidemic crisis. Based on statistical data, the following indicators were conducted and analyzed: the share of services provided by hotel enterprises in the service sector, the number of collective accommodation establishments, the structure of hotels and similar and specialized accommodation facilities, the number of rooms in collective accommodation establishments. The essence of the hotel and restaurant enterprises is determined by the synergistic effect of the formation of work for a number of other sectors of the economy, namely: tourism, transport, retail, catering, insurance, culture and art, architecture and design, tour services, advertising industry. The field of tourism is closely connected with the hospitality industry, which has a significant contribution to the development of the state. The geographical position of Ukraine has a positive impact on the development of tourism enterprises and, accordingly, the hotel and restaurant business. Despite this circumstance, the number of hotel rooms per thousand inhabitants in Ukraine is almost eight times lower than in Europe. During the pandemic conditions, the hotel industry suffered significant losses, so its development is important because it forms the tourist image of the country, increases revenues to the state budget and creates new jobs. Ukraine has favorable conditions for the formation of tourism of various kinds (recreational, medical, entertainment, business, etc.), which will increase tourist flows. Therefore, the study of the hotel industry is relevant to meet the needs of consumers and prospects for its development. The aim of the article is to study the structural development of hotel enterprises in the dynamics and determine the state of this development in different regions of Ukraine. The development of hotel enterprises reflects a number of existing problems of this market of services: dynamic changes in external factors that require rapid response; lack of investment; small number of registered and certified enterprises; mostly outdated logistics of hotel enterprises; lack of legislative control over the quality of service; low dynamics of hotel chains development, etc.

Innovative educational technologies: European experience and its application in training in economics and management : Proceedings of scientific and pedagogical internship (October 28 – December 8, 2024, Riga, Latvia). Riga, Latvia : Baltija Publishing, 2024. 180 p.