THE INFLUENCE OF THE WORLD MARKET OF HOTEL AND RESTAURANT SERVICES ON THE INTERNATIONAL TOURIST BUSINESS

Abstract

The article examines some theoretical aspects of the development of hotel and restaurant services in Ukraine at the current stage of the genesis of the hospitality industry. It was revealed that the sphere of hotel and restaurant services is currently in unevenly "frozen" conditions, but despite the state of war and hostilities on the territory of Ukraine, it is still functioning and, in some regions, even developing. It was investigated and revealed that the racist military aggression had a negative impact on the dynamics of the development and functioning of the hotel and restaurant services. In order to ensure the development and effective functioning of the subjects of the hotel and restaurant sphere, a number of promising measures for the development of the market of hotel and restaurant services of Ukraine in various directions have been formulated and proposed. The opening or modernization of already functioning hotels is considered a rather priority direction in the development of the hotel business in our country. At the moment, the hotel and restaurant industry is characterized by the development of specialization of hotels and hotel services, the creation of international alliances and hotel chains, the development of small businesses in the field of the hotel industry, and the increasing involvement of new information technologies in the technological process of hospitality. The conducted research allows us to formulate a number of promising measures for the development of the market of hotel services in Ukraine in the following directions: development of event tourism – systematic and large-scale organization of entertainment and events with the involvement of hospitality industry enterprises; carrying out further work on simplifying the visa regime in our country, which will increase its tourist attractiveness and lead to an increase in the flow of tourists using hotel services; conducting work on optimizing the price policy of the hotel industry, which makes it possible to increase the overall competitiveness of the national tourist complex; maximum use of the country's favorable transport and geographical position due to the development of transport infrastructure, including roadside service, which will increase the flow of transit tourists using roadside hotels; comprehensive development of the offer of additional services at hotel enterprises; the further development of information technologies (in particular, the creation of information centers there), allow you to optimize the work of the hotel industry within the borders of your country, as well as in foreign markets.