RESEARCH ON THE TRANSFORMATION OF CONSUMER BEHAVIOR IN THE HOSPITALITY AND TOURISM SECTOR

Abstract

Global events, the COVID-19 pandemic, the full-scale war in Ukraine have significantly transformed the everyday lives of Ukrainians. These changes have, in turn, affected their consumer habits, both in general and specifically within the tourism and hospitality sectors. The relevance of this study lies in identifying the patterns and determinants of new consumer behaviour, which can help develop effective demand management tools and enhance the resilience of tourism and hospitality services in an unstable environment. The article explores how the lifestyle and consumer behaviour of Ukrainians evolved during the pandemic and wartime periods, and how these shifts influenced overall consumption levels as well as demand for tourism and hospitality services in particular. Digital technologies have become an integral part of everyday interaction with services, shaping new expectations regarding the quality of service and communication. During times of crisis, people tend to intuitively minimize risks and reduce non-essential spending, especially in categories related to leisure and travel. However, this response is not merely temporary, over time, such behavior often transforms into lasting consumer habits that persist even after the crisis has passed. On the other hand, tourism, hotel and catering businesses today serve not only entertainment or recreational purposes but also play an important socio-psychological role. They help individuals cope with emotional exhaustion, restore a sense of normalcy, and become a source of moral support, in some cases, a strong motivation іs the desire to create positive memories. As a result, consumers increasingly choose to travel within the country, even under difficult conditions, recognizing that such actions support the local economy and reflect trust in domestic products. In the hospitality sector, patriotic consumption is evident in the preference for authentic Ukrainian establishments, national cuisine, local products, and brands. Consumer behavior, fluctuating between spending and saving, highlights how sensitive the hospitality and tourism sector is to external changes.