COMMUNICATION POLICY OF HOTEL AND RESTAURANT ENTERPRISES AS A COMPONENT OF EFFECTIVE MANAGEMENT

Abstract

Introduction. The current operating environment of hotel and restaurant enterprises is characterized by a high level of uncertainty, intensified competition, active digitalization of business processes, and changing consumer needs. The full-scale war in Ukraine has significantly transformed the structure of demand for hotel services, the regional distribution of tourist flows, and the operating conditions of hospitality enterprises. Under these circumstances, communication policy has acquired strategic importance, as it ensures effective interaction between an enterprise and its customers, partners, employees, and other stakeholders, contributes to the formation of a positive corporate image, enhances trust, and strengthens competitive positions in the market. Purpose. The purpose of the study is to generalize the theoretical foundations of the communication policy of hotel and restaurant enterprises, identify the peculiarities of its formation under martial law, and substantiate its role as a component of effective enterprise management. Materials and methods. The research materials include scientific works of Ukrainian and foreign scholars, statistical and analytical data on the development of the Ukrainian hotel services market, and publications of international consulting companies concerning the operation of hospitality enterprises. The following scientific methods were employed in the study: analysis and synthesis, theoretical generalization, comparative analysis, systems approach, graphical method, and logical generalization of the research findings. Results. The article examines the theoretical foundations of the communication policy of hotel and restaurant enterprises and determines its place within the system of effective management. The impact of the full-scale war on the functioning of the Ukrainian hotel services market, changes in the structure of demand, regional differences in hotel occupancy, and the main trends in the recovery of the hospitality industry are analyzed. It is substantiated that an effective communication policy enables enterprises to adapt to changes in the external environment, maintain interaction with various stakeholder groups, build a positive corporate image, and improve competitiveness. The main factors influencing the formation of the marketing communication strategy of hotel and restaurant enterprises are identified, modern marketing communication tools are characterized, and the growing importance of digital technologies in ensuring effective communication activities under martial law is demonstrated. Discussion. Further research should focus on developing methodological approaches to assessing the effectiveness of the communication policy of hotel and restaurant enterprises, investigating the impact of digital technologies and artificial intelligence on communication activities, and studying international experience in developing communication strategies under crisis and post-war conditions.