HOSPITALITY INDUSTRY DURING GLOBAL CRISIS: ECONOMIC IMPACTS AND STRATEGIC APPROACHES TO DEVELOPMENT

Abstract

The article is dedicated to analyzing the historical development of hospitality as a social and cultural phenomenon, defining its role in the national economy, and examining the specific features of the hospitality industry in Ukraine. The study explores the influence of geographical location, ethnic mentality, and historical interactions of Ukrainians with neighbouring peoples on the formation of hospitality traditions. The structural elements of the hospitality industry are outlined, including the hotel, restaurant, and tourism businesses, transport companies, and other socio-cultural entities. The paper highlights the significance of the hospitality industry for the national economy through its impact on employment, the development of small and medium-sized businesses, budget formation, and the stimulation of other sectors. Current trends in this sector's development are identified, including service diversification, digitalization, integration with other economic sectors, and international cooperation. Particular attention is paid to the challenges faced by Ukraine’s hospitality industry due to the COVID-19 pandemic and Russia’s full-scale invasion. Issues related to infrastructure destruction, logistical constraints, a decline in tourism flow, and workforce shortages are analyzed. Statistical data on tax revenues from the tourism sector and their changes under the influence of war and economic crises are examined. Strategies for the transformation and recovery of Ukraine’s hospitality industry after the war are proposed, including infrastructure restoration, the stimulation of domestic and international tourism, the introduction of innovative technologies and digital services, the development of eco-tourism, the training of qualified personnel, support for small businesses, and international cooperation. The role of the state, businesses, public organizations, local communities, and international partners in the recovery process of this sector is emphasized. The prospects for the development of Ukraine’s hotel and tourism sector in the context of post-war reconstruction are outlined. The study provides practical recommendations for creating a new image of Ukraine as a safe, hospitable, and attractive tourist destination capable of competing in the global market.

Keywords

• hospitality industry
• globalization
• strategic approaches
• COVID-19 pandemic
• tourism
• hotel and restaurant business