DIGITALIZATION ASPECTS OF ANTI-CRISIS MANAGEMENT OF HOTEL AND RESTAURANT BUSINESS ENTERPRISES

Abstract

The article examines and proposes ways to increase the effectiveness of the implementation of digital tools for anti-crisis management of hotel and restaurant businesses. The role of the "digital" economy as a key engine of competitiveness, productivity, innovation and economic growth of Ukrainian enterprises in the global "digital-economic" environment has been updated. The importance of the "Industry 4.0" and "Industry 5.0" programs in the context of the development of the hotel and restaurant business has been proven. The main directions of digitization of hotel and restaurant enterprises in crisis situations are identified: implementation of digitalization models and methods; use of mobile applications for optimal access to the Internet for employees and customers; use of smart technologies, etc. The above-mentioned actualizes the possibilities of hotel and restaurant business enterprises, thanks to effective promotion, to implement the priority tasks of their anti-crisis strategy.