ВПЛИВ ПАНДЕМІЇ COVID-19 НА СТАН ГОТЕЛЬНО-РЕСТОРАННОГО БІЗНЕСУ В УКРАЇНІ

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 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 article considers and analyzes the main problems of domestic hotel business in acrisis.The main goal is to identify and analyze the main problems facing the hotel businessin Ukraine, and to suggest possible ways to solve them.The issue of organizing work during the crisis and recovering after it is relevant todayfor the development of hotel enterprises.Informative-analytical methods, methods of comparison, generalization, synthesis, etc.have been used in the research. Scientific publications and works of domestic and foreignscientists on economic issues of tourism and hotel and restaurant business have become the theoretical and methodological basis of the study. The main issues of restoring the normaloperation of hotels and hotel complexes have been identified, based on the research andanalysis of hotel industry enterprises during the crisis. Taking into account the currenteconomic situation in the world, and the analysis of research on the activities of hotels in acrisis situation, the need to support the hotel business is identified and justified.This article summarizes the issue of the state regulation importance in the field oftourism and hotel and restaurant business as a segment of the economy and urgentresumption of their economic activities.It is proved that Ukraine’s economy is under pressure from the global economic crisis,which negatively affects the most areas of life and it is extremely important to createconditions for financing the entire hospitality industry.It is concluded that the support of the hotel business is crucial even for the reason thatthe hospitality industry supports many other spheres of activities. Further research of thehospitality industry functioning will help to accelerate the industry's recovery from theeconomic crisis, as well as to bring the hotel business to a new level of development.The results of the study can be useful for employees in the field of tourism and hoteland restaurant business, scientists, teachers and students majoring in "Tourism" and "Hoteland restaurant business"

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 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 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.

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.

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

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.

In recent years, the restaurant business in Ukraine as well as around the world has developed quite rapidly. New cafes and restaurants opened one after another, and existing locations improved the quality of services provided, while new modern formats of restaurant businesses appeared. The coronavirus pandemic did not leave any market sector untouched in 2020; the restaurant industry was hit hardest as it was one of the first to be adversely affected by quarantine restrictions. At the same time, in 2021 the situation has not improved, the restaurant business has faced an unprecedented crisis and in such conditions, the issues of flexibility and speed of reaction of restaurant enterprises come to the fore, which involves reducing costs, reorganizing business processes, implementing new innovative approaches doing business. Many cafes and restaurants have been forced to close completely because they have not been able to cope with the catastrophic consequences of the pandemic and went bankrupt. The situation remains tense due to the fact that there is no clear understanding of when the pandemic will end, and therefore restaurant managers have already realized that to maintain their business, they must act quickly, develop radically new mechanisms for each unit and adapt business processes in such a way as to ensure the functioning of restaurants in modern realities. In the current situation of uncertainty, as well as insufficient protection by government regulation, it is advisable to quickly move to new technological forms of work organization. The article considers the key problems and changes in the development of restaurant businesses in the period of the coronavirus pandemic 2020-2021. The author analyzes the experience of Ukrainian cafes and restaurants in the transformation of institutions in the initial period of quarantine restrictions, as well as mechanisms of state regulation in the legal sphere, which are presented in a number of adopted regulations. The article develops practical recommendations for the reorganization of key business processes in the restaurant business in a pandemic.

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.

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

The collective monograph is a project of the Department of Technology in Restaurant Industry, Hotel and Restaurant Business and Entrepreneurship of Mykhailo Tuhan-Baranovskyi Donetsk National University of Economics and Trade. Some aspects of business management in modern conditions are considered: formation of production cost of mining and metallurgical enterprises, tendencies and prospects of development of the hospitality industry, quality management of services of hotel enterprises, formation and development of competitive advantages due to interaction of hotel and restaurant establishments. The monograph is targeted at scientists, decision-makers in the field of the development of strategy for the development of business structures in various areas of economic activity, teachers, postgraduates, masters and students of economics.

The modern marketing environment is characterized by high levels of competition in the restaurant industry, which requires companies to develop and implement effective marketing strategies and use marketing communications to attract and retain consumers. At the same time, the growing influence of digital technologies and social networks in advertising, public relations, sales promotion, and branding requires restaurant businesses to actively use the latest marketing communication tools to operate successfully in the market. Changes in consumer preferences and the emergence of new trends in the restaurant business require constant analysis and adaptation of marketing strategies. Therefore, the study of strategic tools for marketing communications in the restaurant business is of great importance for understanding current market trends and improving practical approaches to managing companies in this industry. The study concludes that the implementation of management measures aimed at the creation of strategic marketing communications will allow restaurant business enterprises to maintain and improve their position in the competitive struggle in the long term. The main ones The modern marketing environment is characterized by high levels of competition in the restaurant industry, which requires companies to develop and implement effective marketing strategies and use marketing communications to attract and retain consumers. At the same time, the growing influence of digital technologies and social networks in advertising, public relations, sales promotion, and branding requires restaurant businesses to actively use the latest marketing communication tools to operate successfully in the market. Changes in consumer preferences and the emergence of new trends in the restaurant business require constant analysis and adaptation of marketing strategies. Therefore, the study of strategic tools for marketing communications in the restaurant business is of great importance for understanding current market trends and improving practical approaches to managing companies in this industry. The study concludes that the implementation of management measures aimed at the creation of strategic marketing communications will allow restaurant business enterprises to maintain and improve their position in the competitive struggle in the long term. The main ones are: active influence on the target audience using the maximum number of communication channels, development and maintenance of a strong brand, maximum use of online channels for transmitting communication messages, implementation of sales promotion measures, ensuring feedback from consumers, establishing communication with current and potential partners, strategic analysis of the effectiveness of marketing communication. The implementation of these tools in practice will allow restaurant business enterprises to increase the efficiency of long- term management in the field of marketing communication, which in the future will make it possible to bring the management of the company in general and marketing activities in particular to a new qualitative level.

The purpose of the article is to study the world experience of applying digital technologies in the activities of hotel and restaurant facilities in the context of digitalization of society and the prospects for their transition to digital management. The article explores the process of introducing digital technologies into the service sector, in particular the HoReCa sphere. It is proved that the implementation of the paradigm of the digital economy involves a deep restructuring of business models and business processes of hotel and restaurant enterprises. The analysis of the essence of the concept of «digitalization» is carried out. It is proved that the modern hotel and restaurant business largely depends on Internet technologies as the main instrument for increasing competitiveness. One of the most effective instruments for promoting the services of the hospitality industry is social networks. An aggregate of conditions indicating the need to use digital technology for the successful promotion of services of hotel and restaurant business enterprises in the market is described. The article carries out an analysis of the most advanced digital technologies that are being introduced into the field of hospitality: agency interfaces, blockchain technologies, robotics, augmented reality technologies, artificial intelligence, the Internet of Things (IoT), 5G, smart cities, and other platforms. The use of digital technologies allows the consumer to achieve the formation of a unique experience along with unforgettable impressions, and the hotel and restaurant industry – to get regular consumers, profits and ensure competitiveness in the service market. It is proved that an increase in the level of digitalization leads to an increase in the country’s economic indicators. The use of digital technologies in the hotel and restaurant business is characterized as a transformation from the digitalization of individual business tasks and processes to the digital transformation of the entire business. Prospects for further research in this direction is to determine the economic effect of the use of digital technologies, study the problems of their implementation in the hotel and restaurant industry, the further development of the hospitality industry.