CRISIS MANAGEMENT IN THE HOSPITALITY INDUSTRY: THEORETICAL FOUNDATIONS AND PRACTICAL CHALLENGES OF TODAY

Abstract

The article comprehensively examines the peculiarities of the functioning of the hospitality industry in times of crisis. The key definitions of the concepts of "instability", "crisis" and "crisis phenomena", which are often identified in the scientific literature, are identified and analyzed. The historical evolution of the interpretation of the term "crisis" from classical interpretations to modern approaches that take into account the influence of globalization processes and integration changes in the world economy is revealed. It is established that a crisis is a consequence of an untimely or ineffective response to instability, and crisis phenomena act as manifestations or consequences of crisis events. Particular attention is paid to the distinction between the concepts of "crisis" and "threat", where a crisis is viewed as a post factum situation, while a threat is viewed as ante factum, requiring preventive actions. The impact of crises on the activities of hospitality industry enterprises, in particular under martial law in Ukraine, is analyzed, and their destructive and constructive manifestations are identified. The essence of hospitality security, which involves the physical and psychological protection of guests, maintaining trust, and forming a stable environment for the functioning of establishments, is investigated. The need to integrate approaches to security management and anti-crisis management at different levels – from organizational to global – is substantiated. A scheme for forming an anti-crisis management strategy in the hospitality sector is proposed, which is based on five key components: human resources, critical infrastructure, technology, business processes, and the reputation of the institution. Such a strategy aims not only to minimize the negative consequences of crisis phenomena, but also to ensure the sustainable functioning of enterprises in the long term. Particular emphasis is placed on the importance of effective crisis communication, which allows for timely exchange of information, consistency of actions and coordination of management decisions in critical conditions. It acts as a tool for building trust between stakeholders, maintaining a positive image, and preventing panic among consumers and staff. It was emphasized that timely and clear response to crisis events contributes not only to reducing risks and maintaining business stability, but also creates conditions for increasing its competitiveness, forming an adaptive organizational culture, and ensuring the effective restoration of the hospitality industry after the crisis processes are over.