Analysis of Hospitality Sphere Competitiveness in Ukraine on the Basis of Social Dialogue

exceptional historical and cultural heritage;

the presence of a significant number of recreational areas;

availability of a developed sanatorium-resort infra­structure;

favourable geopolitical position;

low cost of services compared to foreign competitors;

orientation of hotel business services to a certain component of the tourist market (business, cultural, educational, recreational, sports tourism, etc.);

developed entertainment industry and field of excur­sion services;

strengthening of relations between domestic enterprises of the hospitality industry and foreign tour operators.

outdated material and technical equipment of accommodation, food, transport, recreation facili­ties left over from Soviet times;

insufficient level of financial and investment support;

lack of a clear development strategy at the regional level;

low quality and staff turnover;

lack of innovations and unique hotel and restaurant products;

strong competition from foreign hotel and restaurant chains;

lack or insufficient level of advertising activity in the field of hospitality;

military actions on the territory of Ukraine, leading to the loss of hospitality industry facilities;

bankruptcy of hospitality enterprises in the regions most affected by the enemy's military aggression.

increasing the target audience and attracting a new contingent of consumers;

business relocation and diversification of additional services in hospitality establishments;

improvement of marketing activities in order to create individual branding for hospitality establishments;

improvement in accordance with international stan­dards of service and technology of the service provi­sion process;

development of services aimed at local residents;

updating material and technical equipment accor­ding to the needs of the hospitality industry market;

increasing the level of qualification of employees;

control and increase the level of requirements for hos­pitality services;

development of national standards in accordance with international service level requirements.

the unstable world military and political situation due to the full-scale invasion of Russia into Ukraine, the threat of “prolonging” the war;

increasing competition at the international level of technological and innovative capabilities;

unfavourable investment atmosphere in the state;

unstable economic situation due to the war;

the tendency to decrease the level of corporate types of tourism due to the popularity of online events;

imperfect legislation regarding opening and conduc­ting business in Ukraine;

deterioration of the communal infrastructure in the regions, especially those affected by hostilities;

increase in housing rental prices;

political uncertainty due to globalization processes.