APPROACHES TO BUILDING A MANAGEMENT SYSTEM FOR HOTEL AND RESTAURANT ENTERPRISES IN THE CONTEXT OF MARKETING ACTIVITIES

Abstract

Topicality. The hotel and restaurant business has suffered significant financial losses during the coronavirus pandemic and restrictive measures, which has negatively affected the development of the global services industry as a whole. The small share of Ukraine's GDP in the hospitality sector indicates a deep crisis in the industry and the difficulty of resuming hotel and restaurant and tourism businesses, which threatens the stable development of the national economy and its recovery to overcome the effects of the coronavirus pandemic. Aim and tasks. The main reasons for the loss of revenue in the hospitality industry are the risks of spreading COVID-19 and the need to comply with anti-epidemiological measures, which requires the creation of adequate to the challenges of modern enterprise management system based on marketing principles. management systems of hotel and restaurant enterprises in the context of ensuring their competitiveness in the process of marketing activities. Research results. The theoretical and methodological basis for writing the article were the development of domestic and foreign economists in the field of management systems, areas of competitiveness, the principles of formation and implementation of marketing policy. The research was conducted using such general scientific methods as: generalization and comparison; deductive and inductive analysis; statistical analysis to identify and summarize trends in the hotel and restaurant business, the choice of areas for the formation of an effective management system and the development of marketing measures to increase their competitiveness. The functional approach to building a model of hotel and restaurant management system, which includes control and monitoring subsystems and management influences, which are formed as a result of collecting information on the state of the environment and the state of the object of management. The presence of feedback allows the control system to provide a rapid response to environmental threats and make effective management decisions based on the behavior of the controlled subsystem. Conclusions. The importance of such an element of forming an effective management system of hotel and restaurant enterprises on the principles of marketing as a subsystem of marketing services, aimed at using modern information and communication technologies to ensure free access of customers to goods and services. Simultaneously with the large-scale introduction of the latest technologies, it is necessary to develop other management subsystems, which will accelerate the introduction of modern approaches to solving current problems in the marketing activities of hotel and restaurant and tourism businesses. Prospects for further research are the development and implementation of modern tools for the formation and implementation of management decisions aimed at solving problems of marketing efficiency of hospitality enterprises.