MODERN CHALLENGES OF THE HOSPITALITY SPHERE OF UKRAINE

Abstract

The tourism industry and the hotel and restaurant sector have suffered the most among all sectors of the economy. Thus, it is important to determine the current circumstances and effective tools for its development in order to return to the pre-crisis state and further sustainable operation. The purpose of the study. Systematization of analytical information on the current state of the hospitality industry, determination of strategic priorities and a set of measures to restore sustainable activities and strengthen the competitiveness of the domestic hospitality industry in the national and international market. Research methods. In the process of scientific work were used general and special methods of scientific abstraction, induction and deduction, statistical analysis, analogy and quantitative and qualitative comparison. Research hypothesis. It is assumed that the development of hospitality as a component of the tourism industry should be based on a set of theoretical principles, historical background and current circumstances of business development in this area at the national and international levels. Presentation of the main material. Most of the problems of the national hospitality sector are outdated; modern conditions of activity of hospitality enterprises are formed under the influence of factors (pandemic, global informatization, change of competitive determinants and deepening of specialization); the strategic priorities for the development of the hospitality sector include the concentration of efforts to: protect their own interests by joining the relevant professional associations, informatization of all areas of work, active cooperation with institutions of higher education and greening of facilities and services offered to customers. Originality and practical significance of the study: the results presented in the study are relevant for consideration and practical implementation for any enterprise in the hospitality industry of Ukraine. Conclusions and prospects for further research. Сompliance with the recommendations will allow hospitality companies to stay in the regional and domestic tourism market, strengthen their competitiveness and offer services of good quality not only domestic but also foreign tourists.