Foresite of Restaurant Business Development

Liudmyla Bovsh, Igor Komarnitskyi, Kseniia Prykhod’ko, O. Oliinyk
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The significance of this study is argued by the latter’s contribution to overcoming the shock of the Russian military invasion, which became decisive and drew attention to its social and economic role not only as an organizer of catering and leisure for the population, but also as a guarantee of food security. Therefore, the development of the restaurant business is an important aspect of supporting the country’s economy both in war and post-war realities. The prospects of startups should be supported by thorough calculation regarding the high level of its investment attractiveness. Therefore, the relevance of this research lies in the elaboration of oriented principles and prospects for the restaurant business development, which is based on scientific assessments, in particular thanks to foresight.\nThe aim of the article. The aim of this study is to conduct a foresight research of the restaurant business in Ukraine, and to substantiate the oriented principles for development, taking into account market trends and tendencies. The specified topic determined the use of general scientific methods, which contributed to the elaborating key definitions and forming operational research tools.\nResearch methods. The horizon scanning method was used to evaluate the restaurant business development scenarios; it revealed the main tendencies and trends of the restaurant services market and deterministic consumers’ needs. The modelling method helped to determine how communications could be formed in the process of implementation of foresight sessions for the restaurant business development. To assess the prospects for the development of the restaurant business, aspects of the pre-crisis (pre-quarantine and pre-war) as well as expectations (customers’, investors’ and subjects’ of the restaurant business) of the post-war periods were compared.\nResults. The key term “foresight” and its main predictors were defined. The components of the complex monitoring and prognostication mechanism were worked out: political, economic, technological and market foresight. An overview of the most important tendencies and trends in the national and global business environment was presented in order to identify and detail the problems and challenges facing restaurant establishments in future. Prospects for further research base on the elaboration of alternative scenarios for the restaurant business development through the foresight methodology.\nConclusions and discussion. Restaurant business foresight studies use sophisticated methods, still, they rarely involve all stakeholders, including consumers. The authors pay special attention to the monitoring of political, economic, technological and market environment, as well as to digital technologies, which are already significantly changing approaches to business development. The analysis of Ukrainian subjects of the restaurant business makes it possible to evaluate strategic maps as a foresight tool, which is complemented by active prognostic methods. Based on the peculiarities of the restaurant business and market tendencies, four scenarios are defined: crisis experience (“freezing and adaptation”); anti-crisis benchmarking (“global expectations”); breakthrough innovations (“motivational attack”); resuscitation scenarios (“struggle and recovery”). All these scenarios describe oriented principles for the development of the restaurant business. They are practical for scientists and practitioners, as they provide a basis for elaborating and evaluating development strategies for both individual business entities and the restaurant industry in total.","PeriodicalId":52821,"journal":{"name":"Restorannii i gotel''nii konsalting Innovatsiyi","volume":null,"pages":null},"PeriodicalIF":0.0000,"publicationDate":"2023-04-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Restorannii i gotel''nii konsalting Innovatsiyi","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.31866/2616-7468.6.1.2023.278468","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
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Abstract

Topicality. Domestic economic environment has been in a state of turbulence since the start of the coronavirus pandemic, additionally reinforced by the risks of a full-scale war escalation. The uncertainty of the crisis timeframe, as well as significant threats of physical destruction and financial losses cause the necessity of searching reference points for adaptation and revitalization of activities. The sphere of service activity, in particular the restaurant business, turned out to be the most vulnerable to the external influence of political and legal, social and cultural, technological tendencies, as well as fluctuations in economic conditions. The significance of this study is argued by the latter’s contribution to overcoming the shock of the Russian military invasion, which became decisive and drew attention to its social and economic role not only as an organizer of catering and leisure for the population, but also as a guarantee of food security. Therefore, the development of the restaurant business is an important aspect of supporting the country’s economy both in war and post-war realities. The prospects of startups should be supported by thorough calculation regarding the high level of its investment attractiveness. Therefore, the relevance of this research lies in the elaboration of oriented principles and prospects for the restaurant business development, which is based on scientific assessments, in particular thanks to foresight. The aim of the article. The aim of this study is to conduct a foresight research of the restaurant business in Ukraine, and to substantiate the oriented principles for development, taking into account market trends and tendencies. The specified topic determined the use of general scientific methods, which contributed to the elaborating key definitions and forming operational research tools. Research methods. The horizon scanning method was used to evaluate the restaurant business development scenarios; it revealed the main tendencies and trends of the restaurant services market and deterministic consumers’ needs. The modelling method helped to determine how communications could be formed in the process of implementation of foresight sessions for the restaurant business development. To assess the prospects for the development of the restaurant business, aspects of the pre-crisis (pre-quarantine and pre-war) as well as expectations (customers’, investors’ and subjects’ of the restaurant business) of the post-war periods were compared. Results. The key term “foresight” and its main predictors were defined. The components of the complex monitoring and prognostication mechanism were worked out: political, economic, technological and market foresight. An overview of the most important tendencies and trends in the national and global business environment was presented in order to identify and detail the problems and challenges facing restaurant establishments in future. Prospects for further research base on the elaboration of alternative scenarios for the restaurant business development through the foresight methodology. Conclusions and discussion. Restaurant business foresight studies use sophisticated methods, still, they rarely involve all stakeholders, including consumers. The authors pay special attention to the monitoring of political, economic, technological and market environment, as well as to digital technologies, which are already significantly changing approaches to business development. The analysis of Ukrainian subjects of the restaurant business makes it possible to evaluate strategic maps as a foresight tool, which is complemented by active prognostic methods. Based on the peculiarities of the restaurant business and market tendencies, four scenarios are defined: crisis experience (“freezing and adaptation”); anti-crisis benchmarking (“global expectations”); breakthrough innovations (“motivational attack”); resuscitation scenarios (“struggle and recovery”). All these scenarios describe oriented principles for the development of the restaurant business. They are practical for scientists and practitioners, as they provide a basis for elaborating and evaluating development strategies for both individual business entities and the restaurant industry in total.
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餐饮业发展前景
时事性。自冠状病毒大流行开始以来,国内经济环境一直处于动荡状态,再加上战争全面升级的风险。由于危机时间框架的不确定性,以及物质破坏和财政损失的重大威胁,有必要寻找适应和恢复活动的参考点。服务活动领域,特别是餐饮业,是最容易受到政治和法律、社会和文化、技术趋势以及经济状况波动等外部影响的。这项研究的意义在于,后者对克服俄罗斯军事入侵的冲击做出了贡献,这一决定性的贡献引起了人们对其社会和经济作用的关注,不仅是作为人口餐饮和休闲的组织者,而且是作为粮食安全的保障。因此,在战争和战后的现实中,餐饮业的发展是支持国家经济的一个重要方面。创业公司的前景应该通过对其高水平投资吸引力的彻底计算来支持。因此,本研究的相关性在于阐述餐饮经营发展的导向原则和前景,这是建立在科学评估的基础上,特别是要有前瞻性。这篇文章的目的。本研究的目的是对乌克兰餐饮业务进行前瞻性研究,并在考虑市场趋势和趋势的情况下,证实有针对性的发展原则。指定的主题决定了一般科学方法的使用,这有助于阐述关键定义和形成运筹学工具。研究方法。采用水平扫描法对餐饮经营发展情景进行评价;揭示了餐饮服务市场的主要趋势和趋势以及确定性消费者的需求。建模方法有助于确定在实施餐厅业务发展预见性会议的过程中如何形成沟通。为了评估餐饮业的发展前景,我们比较了危机前(检疫前和战前)以及战后时期餐饮业的期望(顾客、投资者和主体)。定义了关键词“预见”及其主要预测因子。制定了复杂的监测和预测机制的组成部分:政治、经济、技术和市场预测。概述了国家和全球商业环境中最重要的趋势和趋势,以确定和详细说明未来餐馆面临的问题和挑战。在运用前瞻法对餐饮企业发展的备选方案进行阐述的基础上,对未来研究进行展望。结论和讨论。餐饮业前瞻研究使用复杂的方法,但很少涉及所有利益相关者,包括消费者。作者特别关注政治、经济、技术和市场环境的监测,以及已经显著改变商业发展方式的数字技术。通过对乌克兰餐饮业务主题的分析,可以将战略地图作为一种预测工具进行评估,并辅以积极的预测方法。根据餐饮业的特点和市场趋势,定义了四种情景:危机经历(“冻结和适应”);反危机基准(“全球预期”);突破性创新(“动机攻击”);复苏场景(“挣扎和恢复”)。所有这些场景都描述了餐饮业务发展的导向原则。它们对科学家和从业人员都是实用的,因为它们为个别商业实体和整个餐饮业的发展战略的制定和评价提供了基础。
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