SUSTAINABLE DEVELOPMENT OF HOTEL ENTERPRISES UNDER GLOBAL CHALLENGES

Abstract

Purpose. The purpose of the study is to theoretically substantiate and develop methodological and practical frameworks for ensuring the sustainable development of hotel industry enterprises under global challenges and their specific projection onto the modern realities of the Ukrainian hospitality market. Methodology of research. The scientific study is based on a comprehensive combination of general scientific and specialized methods. A systematic and critical literature review was applied to analyze global environmental management tools. Methods of system decomposition and structural synthesis were used to construct the three-dimensional ESG model. Matrix modeling and typologization allowed for the differentiation of strategic guidelines for hotels based on their scale. Causal and logical-structural analysis were employed to formalize the mechanism of environmental trend transformation under severe macroeconomic and security shocks. Findings. The study proves the institutional and operational limitations of existing international environmental management standards (such as ISO 14001, EMAS) and non-financial reporting systems (GRI) during extreme macro-environmental crises. It substantiates a paradigm shift from passive resource saving to active infrastructural autonomy and business resilience. The paper reveals a unique phenomenon within the Ukrainian hospitality market, where green innovations (renewable energy sources, solar power plants, closed-loop water systems) have transformed under the influence of military and economic crises from corporate social responsibility and marketing tools into an alternative and vital condition for physical survival and operational continuity, forming "crisis ecological resilience." A balanced three-dimensional ESG model for hotels has been developed and formalized as a multi-criteria functional dependency of three key vectors: technological sovereignty (Eautonomy), institutionalization of the hotel as a safety and inclusion hub for the local community (Sresponsibility), and the architecture of financial-economic viability (Gcrisis). Furthermore, a differentiated matrix of strategic orientations has been constructed based on hotel typologies (large resorts, small urban hotels, hostels, apartment hotels). A three-tiered implementation algorithm for hotel management is proposed, including an analytical express audit of the "uninterrupted operations point," two-vector staged financing, and eco-communication transparency. Practical value. The developed instrumental complex and the matrix of differentiated strategies can be directly implemented by the top management of domestic hospitality enterprises of various scales to rapidly reduce utility costs, overcome severe infrastructural collapses (power blackouts, destruction of central water supply networks), preserve human resources, and enhance the overall viability and market position of capital in a force majeure environment.