# 26 150-154 View full article

УДК 640.4:005.511

DOI: https://doi.org/10.36887/2415-8453-2024-3-26

Salun Maryna,
Doctor of Science in Economics, Professor of Entrepreneurship and Trade Department,
Simon Kuznets Kharkiv National University of Economics,
https://orcid.org/0000-0002-1216-0648
Tymoshenko Karyna,
PhD in Economics, Associated Professor of Entrepreneurship and Trade Department,
Simon Kuznets Kharkiv National University of Economics,
https://orcid.org/0000-0002-1231-5355

JEL classification: M31

The article concentrates on the evolving context of business planning in the hospitality industry, exploring flexible strategies for addressing the negative industry-wide factors that have an impact. The hospitality industry is subject to several operational factors, including revenue generation, cost management, human resources, and marketing, which are influenced by seasonal variations. This necessitates the implementation of strategies to mitigate the impact of fluctuating demand. The high level of competition in the hospitality sector requires a clear competitive advantage, which may be achieved through factors such as location, the provision of high-quality service, innovative design, or a thematic focus. These factors must be strategically employed to distinguish businesses from one another. External factors, including economic conditions, political stability, and environmental risks, significantly influence the hospitality industry. Implementing robust scenario planning, risk management, and service diversification strategies is essential to mitigate these risks. Financial planning is critical to business planning and success, as financial obligations in the hospitality industry underscore the importance of a comprehensive investment analysis. The hospitality industry’s primary asset is its human capital. , strategies should be employed to create a positive working environment, invest in staff training, and implement incentive programs to attract, develop, and retain talent. Guests’ safety and maintaining a positive reputation for hospitality establishments are contingent upon monitoring reviews, responding to negative comments, and utilizing a positive image. The study highlights the necessity for an integrated methodology to be employed in planning business operations within the hospitality sector.

Keywords: business planning, hotel and restaurant complex, hospitality industry, stages of organizational culture formation, business.

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The article was received 03.08.2024