FORMATION OF A BUSINESS IDEA FOR THE DEVELOPMENT OF HOSPITALITY INDUSTRY ENTERPRISES IN CRISIS CONDITIONS

Abstract

Purpose: The aim of this study is to examine innovative business ideas to ensure the sustainable development of the hospitality industry through their practical implementation in the conditions of external challenges. Theoretical framework: The object of the study is the enterprises of the hospitality industry of Ukraine. Design/methodology/approach: The research used methods of literary analysis, analysis of statistical data of financial and economic activity of hospitality enterprises and, based on the projection of the results of statistical analysis, modeling scenarios of the development of hospitality industry enterprises during the practical implementation of business. ideas proposed in the study. Findings: Thus, as a result of the conducted research, it is planned to clarify the theoretical concepts of the definition of the concept of a business idea based on taking into account the specific features of the hospitality industry. Research, Practical & Social implications: A clearer definition of the concept of a business idea makes it possible to deepen the methods of developing business ideas that will be maximally adapted to the requirements and requests of the hospitality industry, in particular in the conditions of external challenges (quarantine), full-scale military aggression, a decrease in the standard of living and income of the population, etc.). Originality/value: The value of the study is the analysis of the financial and economic activity of the hospitality industry allows to determine the set of factors affecting the processes of financial and economic development, to develop algorithms for modeling trends in the development of the hospitality industry based on the development of development scenarios.