DEVELOPMENT STRATEGIES OF THE HOTEL AND RESTAURANT SECTOR IN THE CONDITIONS OF GLOBAL CRISES AND INSTABILITY

Abstract

The full-scale military operations that have been taking place since 2022 in Ukraine have had a negative impact on all areas of the economy, including the restaurant business. The restaurant business turned out to be one of those areas that most felt the negative consequences of global crises and instability. However, despite the difficult situation, the restaurant business in Ukraine is gradually recovering. Therefore, the question of the strategy for the development of the restaurant industry, taking into account the conditions of wartime, is gaining relevance. The purpose of the research is to determine the characteristic features of the development of the restaurant industry in the conditions of hostilities. The article uses such scientific methodology as: bibliographic analysis, analysis and synthesis, grouping and comparison. Data from the State Statistics Service of Ukraine were used to analyze the hotel and restaurant sector. The data covers the period from the end of 2018 to the beginning of 2023. The results. The problems faced by the enterprises of the restaurant industry of Ukraine during 2022–2023 are outlined. The problems faced by the enterprises of the restaurant industry of Ukraine during 2022–2023 are outlined. The peculiarities of the development of the hotel and restaurant business are determined and the factors affecting the operation of hotels and restaurants in crisis conditions are systematized. Within the framework of the research, it is proven that even under martial law, it is possible to identify the directions of development of the tourist and hotel-restaurant spheres, which are able to support them and preserve the economic potential for post-war recovery. Thus, in the conditions of global crises and instability, new strategies for the development of the hotel and restaurant business appear, which are mainly situational guidelines. Adaptability, integration and innovativeness are among the development vectors of the hospitality and tourism business development system in Ukraine. After a war, the economic potential of the territories may be limited due to the destruction of their infrastructure, the reduction of the labor force and the depletion of natural resources. However, existing resources (natural resources, labor, infrastructure, technology, innovation, education, health care, etc.) can be preserved for postwar reconstruction and used for their overall recovery through concepts outlined to preserve economic potential and create new opportunities for comprehensive development.