PECULIARITIES OF ANTI-CRISIS MANAGEMENT OF THE ENTERPRISE OF THE HOTEL INDUSTRY IN THE CONTEXT OF THE SPREAD OF THE GLOBAL PANDEMIC

• Published in: Scientific opinion: Economics and Management no. 6(76)
• Main Authors: Ilchuk, Olena, Udud, Ivanna, Ivantsiv, Oksana
• Format: Journal Article
• Language: English
• Published: 2021
• ISSN: 2521-666X; 2706-9079
• DOI: 10.32836/2521-666X/2021-76-7

The article is devoted the main aspects of the hotel industry, and proposes measures to form an integrated model of crisis management of the hotel. An analysis of data on Internet activity and promotion in social networks, which shows that a large number of global hotel chains continue to communicate with their followers, thus supporting their own brand. The article also research the current state implementation of anti-crisis measures during forced restrictions. It was found that many hotels use a variety of options to change their corporate strategies, including: simplification of procedures and focus on additional services; providing discounts and special offers if guests re-check into the hotel; creation of various loyalty programs, including the provision of corporate cards with a conical storage system or discounts; mitigation of cancellation conditions with possible cancellation of penalties, etc. However, according to statistics, all these measures become ineffective if there is no preliminary analysis of the factors that constrain the activities of the enterprise. Since the crisis management of hotel and restaurant enterprises is aimed at preventing and overcoming crises in the enterprise, as well as minimizing their negative consequences, when implementing or changing certain aspects of the crisis management strategy should take into account the time factor. The integrated model of anti-crisis hotel management which where proposed in the article decide reducing the consequences of the crisis and preventing its occurrence. This model has two main objectives: provide tools to improve the quality of guest service and employee motivation; development of a crisis management model that serves as a tool to improve long-term business relationships with other external counterparties and the state. The integrated model of crisis management for the hotel indystry, should be understood that this process is not a situational, forced measure, but a continuous process of the main activity; all measures within the crisis management should be implemented in the organizational culture of the hotel; department heads should play a key role in implementing this model.