HOTEL AND RESTAURANT BUSINESS UNDER MARTIAL LAW IN UKRAINE: AN INTEGRATED COMPETITIVENESS ASSESSMENT MODEL

Abstract

Introduction. The full-scale war has significantly transformed the operating environment of hotel and restaurant enterprises in Ukraine. Changes in consumer demand, labor shortages, increasing operating costs, disrupted logistics chains, energy risks, and strengthened security restrictions have increased the need to improve tools for assessing the competitiveness of hospitality enterprises.

Purpose. The purpose of the article is to develop an integrated model for assessing the competitiveness of hotel and restaurant enterprises under martial law and to identify a system of indicators capable of comprehensively reflecting their operational resilience, adaptability, and competitive potential.

Materials and methods. The methodological framework includes systems analysis, analysis and synthesis, comparative analysis, expert evaluation, Saaty’s analytic hierarchy process, integrated assessment, and correlation analysis. The information base consists of scientific publications, regulatory and legal sources, statistical data, and analytical materials concerning the hospitality sector and enterprise functioning under crisis conditions. A sample of ten Ukrainian hotel and restaurant enterprises was formed, and 12 experts in enterprise economics, hospitality management, and crisis management were involved in the evaluation.

Results. An integrated competitiveness assessment model is proposed, combining five interrelated dimensions: staff stability, financial sustainability, energy autonomy, business process digitalization, and adaptability of service formats. A system of key performance indicators and weighting coefficients for the components of the integrated index is substantiated. The procedure for indicator normalization and a scale for interpreting the results are proposed. The study demonstrates that competitiveness under martial law should be understood not only as financial efficiency but also as the enterprise’s ability to maintain operational continuity, adapt business processes rapidly, and preserve customer value.

Discussion. Further research should focus on expanding the empirical sample, applying econometric methods, developing dynamic models of enterprise resilience, and creating predictive tools for managing competitiveness in the hospitality sector under prolonged crisis conditions.