MANAGEMENT STRATEGIES FOR EMPLOYEE MOTIVATION IN THE HOTEL AND RESTAURANT BUSINESS: THEORETICAL APPROACHES AND PRACTICAL CASES

Abstract

The hospitality industry is one of the most dynamic and, at the same time, vulnerable sectors of the economy, as its development directly depends on the stability of the socio-economic environment, the level of population well-being, and the international situation. In recent years, the industry has undergone significant upheaval - primarily due to the COVID-19 pandemic, and subsequently due to the full-scale war in Ukraine, which led to a sharp reduction in tourist flows, decreased enterprise revenue, and the outflow of qualified personnel abroad. The article examines the factors contributing to the increased attention of management to personnel in the hospitality industry of Ukraine. Modern theoretical approaches to employee motivation were analyzed, alongside practical case studies of six hotel and restaurant establishments: "Rixos-Prykarpattya," "Radisson Blu Resort" (Truskavets), "Bukovel Resort," "Bakkara" (Kyiv), "Bukovel Apart," and "Radisson Blu Resort" (Kyiv). A comparative analysis of motivational strategies and their impact on productivity, loyalty, and staff turnover was conducted. The results identified key factors that contribute to increasing personnel efficiency: material incentives, professional development, social factors, and corporate culture. Based on the data obtained, recommendations for the management of the hotel and restaurant business were proposed regarding increasing staff motivation and retention. This study is of a theoretical and methodological nature, based on the analysis of scientific articles and publications on management and staff motivation in the hospitality industry, case studies of Ukrainian hotel and restaurant establishments, and it shows that a comprehensive approach to personnel motivation in the hotel and restaurant business contributes to increased productivity and reduced staff turnover. The purpose of the article is the theoretical generalization and practical analysis of the factors that necessitate increased management attention to personnel in the Ukrainian hospitality industry, as well as defining directions for improving the human resource management system in the hotel and restaurant business in the face of modern challenges.