Innovations and Technologies in the Service Sphere and Food Industry

WAYS TO INCREASE THE NUTRITIONAL VALUE OF GLUTEN-FREE BREAD

2026-03-19T11:32:53+02:00

In modern conditions, there is a growing interest in the development of gluten-free bakery products with increased nutritional and biological value, which is due to the spread of gluten-associated disorders and consumer orientation towards health-promoting products. The presented study is a logical continuation of previous works devoted to the justification of the use of green buckwheat and quinoa seeds in gluten-free bread recipes, within which the feasibility of using quinoa in an amount of 5% as a stable component of the grain base was established. The aim of this study was to study the effect of adding walnuts and hemp and pumpkin dietary fibers in different percentages on the nutritional value of gluten-free bakery products. The object of the study was experimental samples of bread based on green buckwheat (100%) and quinoa seeds (5%) with the addition of walnuts in the amount of 10, 15 and 20%, as well as hemp and pumpkin dietary fibers in the amount of 3, 6 and 9%, respectively. The subject of the study was the changes in the nutritional value of the products depending on the composition and quantitative content of functional ingredients. As a result of the calculations, it was found that the introduction of the studied functional ingredients contributes to an increase in the overall nutritional value of the products by enriching them with biologically active substances, vegetable proteins, polyunsaturated fatty acids and dietary fibers. At the same time, with an increase in the dosage of additional raw materials, a tendency was recorded to a slight decrease in the content of individual mineral substances per 100 g of the finished product, which is natural and is explained by the effect of relative dilution of the basic grain raw materials, as well as the peculiarities of intercomponent interaction in multicomponent gluten-free systems. The results obtained indicate the possibility of targeted regulation of the nutritional value of gluten-free bakery products by varying the type and amount of functional additives. The use of walnuts, as well as hemp and pumpkin dietary fibers, is technologically justified and promising from the point of view of creating health-promoting products with predicted consumer properties and increased biological value.

ANALYSIS OF THE NUTRITIONAL AND CALORIC VALUE OF CONFECTIONERY PRODUCTS IN THE UKRAINIAN MARKET

2026-03-19T11:33:14+02:00

The relevance of this study is determined by the high level of consumption of confectionery products and their substantial contribution to the daily diet, despite the increasing public focus on healthy nutrition. Clear and accurate labeling of nutritional and caloric values on food packaging plays an important role in informing consumers and supporting informed food choices, particularly for high-calorie products such as confectionery. The purpose of the study was to identify the specific features of the content of key macronutrients – proteins, fats, and carbohydrates – as well as the caloric value of confectionery products and to assess their balance from the perspective of rational nutrition. The article presents the results of a comprehensive analysis of the nutritional and caloric value of the main groups of confectionery products available on the Ukrainian market. In particular, waffles, ice cream, cookies, chocolate candies, and chocolate were examined. The research identified disproportions in the macronutrient composition of different groups of confectionery products and revealed significant variability in nutritional and caloric indicators caused by the diversity of ingredients and technological approaches used in their production. The conducted analysis provides a comprehensive understanding of the nutritional value of confectionery products currently represented on the Ukrainian market. The practical significance of the obtained results lies in their potential application by manufacturers in the development and optimization of product formulations, as well as by nutrition specialists to substantiate recommendations regarding the consumption of high-calorie foods and to improve consumer awareness. The results of the analysis indicate that the majority of the studied confectionery products are characterized by low protein content and high levels of fats and carbohydrates, resulting in high caloric value and an unbalanced nutritional profile. The main conclusions of the study highlight the feasibility of further improving confectionery product formulations by reducing fat and carbohydrate content while simultaneously increasing protein levels without compromising sensory properties, in accordance with modern scientific approaches and principles of healthy nutrition.

ALTERNATIVE SOURCES OF PROTEIN IN FOOD INDUSTRY: CURRENT STATUS AND PROSPECTS FOR USE

2026-03-19T11:33:59+02:00

The author of the article has identified the specifics of the current state and prospects for the use of alternative protein sources in food industry. It is noted that growing concern about the impact of animal husbandry on the environment and health is contributing to the active development of alternative protein sources, including plant-based meat analogues (products made from soybeans, peas, mushrooms and other plant components that mimic the taste and texture of traditional meat), cultured meat (grown in a laboratory from animal cells, without slaughter), and proteins from insects and algae (environmentally responsible and nutritious sources of protein). It is noted that the meat processing industry is actively responding to current global challenges, including environmental, economic and social ones, by implementing innovative solutions. As of today, the integration of plant proteins into production processes is recognised as a promising direction. Amaranth is listed as one of the most promising and complete sources of plant protein both globally and in Ukraine among all types of plant raw materials proposed by scientific institutions and used in food industry. The key areas of use of alternative protein sources and the prospects for the use of alternative protein sources in food industry are summarised separately. The author of the article has identified the specifics of the current state and prospects for the use of alternative protein sources in food industry. It is noted that growing concern about the impact of animal husbandry on the environment and health is contributing to the active development of alternative protein sources, including plant-based meat analogues (products made from soybeans, peas, mushrooms and other plant components that mimic the taste and texture of traditional meat), cultured meat (grown in a laboratory from animal cells, without slaughter), and proteins from insects and algae (environmentally responsible and nutritious sources of protein). It is noted that the meat processing industry is actively responding to current global challenges, including environmental, economic and social ones, by implementing innovative solutions. As of today, the integration of plant proteins into production processes is recognised as a promising direction. Amaranth is listed as one of the most promising and complete sources of plant protein both globally and in Ukraine among all types of plant raw materials proposed by scientific institutions and used in food industry. The key areas of use of alternative protein sources and the prospects for the use of alternative protein sources in food industry are summarized separately.

ELECTRONIC MENU AS A TOOL FOR CREATING A SAFE AND INCLUSIVE ENVIRONMENT IN EDUCATIONAL INSTITUTIONS

2026-03-19T11:34:40+02:00

The article examines the role of electronic menus as a digital tool for creating a safe and inclusive environment of children’s nutrition in educational institutions in accordance with HACCP principles. The relevance of the study is determined by the need to ensure high-quality, safe, and personalized nutrition for learners, taking into account individual physical, medical, and social needs, which is particularly important in the context of implementing state policies on inclusive education and digital transformation. The national regulatory and legal framework governing the organization of nutrition in educational institutions is analyzed, as it regulates financial, managerial, safety, and inclusive aspects of children’s nutrition systems. This framework ensures the standardization of procedures, control over food safety, the introduction of digital solutions, and the adaptation of nutrition to individual needs of learners, forming a holistic basis for effective, transparent, and socially oriented management of nutrition systems. It is substantiated that paper-based documentation does not provide a sufficient level of transparency, operational management, or effective control over compliance of diets with established physiological norms and special dietary requirements of children. Using the electronic system «SUPiK 2» as an example, the article explores the mechanism of comprehensive automation of menu planning, development of technological cards, inventory management, allergen control, calculation of energy value of meals, and standardized reporting. The study demonstrates that the implementation of electronic menus contributes to compliance with HACCP principles, minimization of food-related risks, improvement of managerial decision-making, and realization of an individualized approach to nutrition for children with special dietary needs. Practical experience of using the system in educational institutions of Ukraine confirms its effectiveness as a tool for ensuring «barrier-free nutrition», increasing parental trust, and forming a controlled and transparent children’s nutrition system. It is concluded that electronic menus are an important element of modernization of public catering systems and have significant potential for scaling in other socially significant areas.

SYNERGISTIC EFFECT OF LECITHIN AND FLAXSEED MUCILAGE ON THE STABILITY INDICES OF EMULSION SYSTEMS

2026-03-19T11:35:24+02:00

The synergetic stabilizing effect of soy lecithin and flaxseed mucilage within a plant-based emulsion beverage designed for athletes was investigated. The structural and physicochemical mechanisms responsible for enhancing emulsion stability, solubilizing lipophilic bioactive compounds, and improving the functional characteristics of the beverage matrix were elucidated. It was determined that, due to its amphiphilic nature, soy lecithin effectively reduces interfacial tension and promotes the formation of dispersed oil-in-water (O/W) emulsion droplets, ensuring efficient incorporation of lipophilic pigments such as curcumin and ginger essential oils. Calculated parameters, including the hydrophilic-lipophilic balance (HLB) and the optimal emulsifier-to-oil ratio, confirm the thermodynamic suitability of the system for forming a stable emulsion. It was found that flaxseed mucilage possesses pronounced hydrocolloid properties, forming a viscous polysaccharide matrix that restricts droplet coalescence, sedimentation, and mobility. The study established that the interaction between flaxseed polysaccharides, pea protein isolate, and soy lecithin leads to the formation of multilayer protective coatings around the dispersed lipid droplets, consisting of an inner protein-adsorbing layer, an intermediate hydrocolloid layer, and an outer phospholipid layer. It was clarified that such a multilevel structure significantly increases emulsion resistance to shear stress, temperature fluctuations, and storage-related destabilization processes. Furthermore, the presence of lecithin and flaxseed mucilage improves the uniformity of pigment distribution and enhances the bioavailability of lipophilic bioactive substances. The results highlight the potential of combined protein-polysaccharide-phospholipid stabilization systems for developing structurally stable functional beverages with targeted nutrient delivery. This is particularly relevant for the formulation of specialized drinks for athletes and individuals with high physical activity, where stability, transport of bioactive substances, and texture uniformity are critical quality indicators for emulsion-based beverages.

ADAPTATION OF THE CHAIN HOTELS MANAGEMENT IN KYIV TO WARTIME CONDITIONS

2026-03-19T11:35:47+02:00

The hotel industry in Kyiv is one of the most developed in Ukraine. Major hotel chains operate here, which is indicative of how hotel chain management has adapted to the realities of war. These trends are related to the city's capital and business significance, its historical development in the hotel industry, and the potential for future growth in the hotel market. In total, there are 10 hotel chains, comprising 7 international and 3 national operators. International hotel chains are represented by 15 hotels, while national chains are represented by 16. Among the international chains, the largest number of hotels are represented by Accor (6 hotels) and Radisson Hotel Group (3 hotels). The full-scale invasion has effectively suspended the activities of hotel chains in the city. Among the main negative aspects faced by Kyiv's hotel chains during the war are: the destruction of hotels as a result of shelling (the Holiday Inn Kyiv hotel), a decrease in the flow of hotel service consumers, a change in the approaches of international partners due to fears of investment losses, an outflow of qualified personnel, the re-equipment of hotels due to the need for shelter and alternative power sources, constant air raid alerts and curfews, and the need to change the sources of supply of resources for the enterprise. However, in 2024, the city's hotel chains demonstrated economic growth, indicating that businesses had adapted to the war conditions and that business activity was picking up. This trend arose as a result of changes in hotel management approaches. These management decisions include: a primary focus on ensuring the safety of consumers and staff, optimizing business costs, multifunctionality of staff, adaptation to constant stressful situations and dynamic changes, greater attention to guests, individual approaches and non-standard solutions to problems, technical adaptation to the realities of war, changes in marketing approaches, intensification of digital marketing, improvement of the hotel management process, reduction of decision-making time and waiting for instructions from the management company.

MODERN METHODS OF STIMULATING HOTEL BUSINESS PERSONNEL

2026-03-19T11:35:55+02:00

The modern hotel business is a dynamic and competitive field that requires effective personnel management. One of the key factors in increasing labor productivity and service levels is the material stimulation of employees. Traditional forms of remuneration and bonuses do not always meet the current market challenges, which necessitates the development of modern motivation mechanisms. The purpose of the article is to analyze current approaches to stimulating the labor of hotel personnel, identify key issues in this field, and justify the application of modern systems for increasing employee motivation and improving the quality of services provided. The article analyzes the works of domestic scientists who have studied employee motivation in the hotel business. The attitude of scientists towards material and non-material stimulation of labor is revealed. Approaches to personnel motivation in hotel enterprises are summarized by types of stimulation. The article outlines the problems of implementing these incentives in practice. Examples of motivational tools applied in active hotel businesses in Ukraine are provided. The paper justifies the need to implement modern approaches to personnel stimulation and systematizes these approaches by types of stimulation. Particular attention is given to one of the modern methods of stimulating hotel business personnel, namely the gamification of motivational programs. Several effective approaches to gamifying motivational programs for hotel personnel are proposed. A promising direction for further research is the evaluation of the impact of digital technologies on the personnel motivation system, including the application of gamification elements, artificial intelligence, and automated HR systems to monitor employee performance and adjust individual motivational strategies. The use of such technologies may contribute to increasing employee engagement and improving the mechanisms for assessing their results.

ENSURING SANITARY AND HYGIENIC REQUIREMENTS AND MICROBIOLOGICAL CONTROL DURING CATERING SERVICES

2026-03-19T11:36:15+02:00

Ensuring the safety of food preparation is a fundamental requirement closely linked to public health. In recent years, attention from food producers to this issue has increased due to risks associated both with the use of equipment in catering operations and with the prevention of common foodborne illnesses. Compliance with sanitary and hygienic standards during the organization and execution of such services is essential to guarantee food safety and protect potential consumers. In Ukraine, these requirements are gradually evolving as the country aligns with European standards. Therefore, rigorous microbiological monitoring and strict adherence to sanitary regulations in the provision of food services and the production of culinary products play a crucial role in national development and recovery. In food service establishments, surfaces used in the preparation, storage, and sale of food products and culinary items are subject to mandatory microbiological monitoring. Bacteriological assessment of equipment surfaces, production utensils, tableware, work clothing, towels, and personnel hands is an integral component of comprehensive sanitary investigations. Microbiological control of surfaces that come into direct contact with food represents a key element of preventive hygiene in catering establishments. From an epidemiological standpoint, the bar counter constitutes a high-risk contact surface where three primary sources of potential contamination intersect: raw materials (ice, fresh fruits), semi-finished products (syrups, mixes), and personnel. This operational area acts as a potential hub for cross-contamination, which frequently contributes to the emergence of foodborne infections. This study presents an analysis of the methods used to maintain sanitary and hygienic standards in catering operations and formulates guidelines for their application. The results of microbiological monitoring of bar counter surfaces, tableware, and refrigerators before and after treatment with the disinfectant “DEZEKON OM” (working solution concentration – 0.05%) are also reported.

FOOD SHARING AS A FACTOR OF SUSTAINABLE ECONOMIC DEVELOPMENT OF THE HORECA SECTOR

2026-03-19T11:36:31+02:00

This article examines food sharing as an innovative management tool in the restaurant industry within the context of circular economy and sustainable development. It highlights the problem of food waste generation in HoReCa establishments, which occurs during menu planning, inventory management, food preparation, and service. It is emphasized that the traditional linear business model leads to significant losses of edible products, creating additional environmental burdens and financial costs for enterprises. An analysis of current scientific literature allows for identifying a comprehensive approach to food resource management, integrating circular economy principles, social responsibility, and economic efficiency. The article proposes an author’s definition of restaurant food sharing as a system of managerial and organizational decisions aimed at redistributing surplus yet safe-to-consume food to reduce environmental impact, optimize resource use, and create social added value. To conceptualize this approach, the Circular Food Sharing for HoReCa (CFS-HoReCa) model is introduced, encompassing three interconnected blocks: operational, environmental, and social. The operational block covers menu management, inventory control, and portioning; the environmental block focuses on food waste reduction and carbon footprint mitigation; the social block involves the redistribution of food through food banks, charitable organizations, and digital platforms. The interaction of these blocks creates a closed-loop value chain and contributes to enhancing the reputational capital of restaurants. The study demonstrates that integrating food sharing into HoReCa business processes promotes resource optimization, reduces negative environmental impacts, and increases social responsibility. Food sharing is also considered a tool to enhance the adaptability and resilience of enterprises under crisis conditions, including economic instability and military challenges. The article holds both practical and conceptual significance for the development of sustainable strategies in the restaurant sector, combining economic efficiency, environmental sustainability, and social value.

EVALUATION CRITERIA FOR CEREAL BARS IN WELLNESS-ORIENTED HOSPITALITY BUSINESSES

2026-03-19T11:36:54+02:00

The use of cereal bars in the wellness-oriented segment of the hotel and restaurant business is accompanied by methodological contradictions caused by the dominance of formalized approaches to quality assessment. In HoReCa practice, the selection of such products is largely based on generalized nutritional indicators, in particular systems such as Nutri-Score, which do not account for the degree of technological processing, recipe complexity, or the level of ingredient naturalness. Under these conditions, products with formally acceptable characteristics may fail to meet the expectations of wellness-oriented consumers regarding ingredient transparency, naturalness, and service-related appropriateness for use in healthy, preventive, or restorative nutrition programs. The relevance of the study is determined by the growing demand for Healthy Snack products in wellness hotels, sanatorium-resort, and rehabilitation facilities, where food products are considered not only as sources of nutrients but also as elements of the service offering and integral components of the overall guest experience. In this context, cereal bars assume the role of markers of a facility’s wellness orientation, which requires alignment between nutritional quality, recipe naturalness, consumer perception, and conditions of service use. At the same time, an analysis of scientific sources indicates the fragmented nature of existing approaches to the evaluation of cereal bars, in which nutritional models, naturalness indices, and studies of consumer perception are considered in isolation, without taking into account the specific characteristics of the wellness and sanatorium-resort HoReCa environment. The study applies a multicriteria approach to the evaluation of cereal bars, integrating nutritional, technological, and service logics of ingredient selection. Nutritional scoring systems and naturalness indices are treated not as labeling tools but as analytical foundations for developing formulations adapted to the conditions of in-house HoReCa production. The ingredients were structured into functional groups; the roles of binding and sweetening components in shaping the nutritional profile, texture, and consumer perception of the product were analyzed; and the limitations of traditional industrial binding systems in the wellness segment were identified. The results indicate that acceptable Nutri-Score ratings do not guarantee compliance with wellness philosophy in the absence of control over recipe naturalness and service suitability. The proposed integrated approach makes it possible to harmonize nutritional quality and the level of naturalness of cereal bars without excessive complication of formulations or technological processes, while ensuring predictable product characteristics under HoReCa conditions. The practical significance of the findings lies in their potential use as a methodological basis for shaping Healthy Snack assortments in the wellness-oriented hotel and restaurant business, taking into account requirements for nutritional, consumer, and service value, as well as for further scientific research and practical implementation across various HoReCa formats.

MARKETING COMMUNICATIONS MODEL IN THE RESTAURANT BUSINESS

2026-03-19T11:37:31+02:00

The article examines contemporary trends in the development of marketing communications in the restaurant business under conditions of digital transformation and identifies the main factors influencing their effectiveness. Particular attention is paid to the analysis of common mistakes that reduce the effectiveness of communication activities, including the absence of a clear strategy, low-quality content, insufficient integration of technological solutions, limited use of analytics, and organizational issues. Based on a systematic analysis of recent studies in the field of marketing communications, the article reveals the essence of marketing communications, their role in creating competitive advantages for enterprises, enhancing customer satisfaction, and ensuring customer loyalty. Particular attention in the study is devoted to the personalization of marketing communications as a key factor in enhancing the effectiveness of interaction between restaurant enterprises and customers in the digital environment. It is substantiated that the use of data on consumer behavior, order history, visit frequency, and responses to communication messages enables the development of individualized offers that demonstrate significantly higher conversion rates compared to mass communication approaches. The article proposes a model of effective marketing communications, which includes a cyclical process of organizing communication activities: market and target audience analysis, formulation of strategic goals and KPIs, development of a content strategy, implementation of technological solutions, integration of communication channels, launch of communication campaigns, analysis of results, and strategy adaptation. The central element of the model is the customer, their needs, and preferences, which ensures personalized, contextually valuable, and prompt interaction with the audience, as well as contributes to the increased efficiency of marketing resources. The implementation of the proposed model allows for improving the effectiveness of digital marketing communications, strengthening customer loyalty, increasing brand awareness, and enhancing the financial performance of restaurant businesses. The article may be useful for practitioners and researchers in the field of marketing and restaurant management, and it also contributes to the development of theoretical approaches to organizing digital communications in the hospitality sector and improving customer interaction tools in the modern digital environment.

COMPLEMENTARITY OF MANAGEMENT AND STAFF QUALITY IN RESTAURANT BUSINESS

2026-03-19T11:37:58+02:00

The quality of personnel is not only the ability to work quickly in an institution in accordance with technological competencies. It is a complex indicator consisting of several levels: professional competence (Hard Skills): knowledge of the menu, sales techniques, service standards, sanitary standards (HACCP), ability to work with POS systems; communicative culture (Soft Skills): empathy, ability to listen to the guest, ability to resolve conflict situations, competent speech and emotional intelligence; psychological stability: ability to maintain productivity during peak hours and remain friendly after long work; value compliance: how much the employee's personal beliefs coincide with the mission and concept of the restaurant. Today, the restaurant industry is facing a serious shortage of personnel and changing guest expectations. Now the quality of personnel is assessed through: multitasking, technological capabilities, sincerity (Authenticity). The article examines the theoretical and practical aspects of forming the quality of personnel in modern conditions of restaurant business development. The complementarity (mutual complementarity) of management quality in personnel management is shown. The role of management in working with the team of a restaurant establishment is analyzed. The author defines the structure of professional competencies of employees of the contact zone and their direct impact on the level of guest loyalty. The paper analyzes the relationship between the contribution to personnel training and the performance indicators of the establishment. The conceptual principles of management's work with the restaurant team as quality markers of work with personnel are also studied. Special attention is paid to the role of "soft skills" and emotional intelligence in the process of providing services. The functioning of the principles on which the team's work is based to form the brand of the establishment is traced. It is substantiated that in conditions of high competition, the quality of human capital becomes the main differentiator of the brand. Recommendations are proposed for the implementation of a system of constant monitoring of the quality of personnel work through feedback mechanisms from consumers, thus forming a matrix (framework) of personnel and consumer loyalty.

INNOVATIONS IN TOURISM SCIENCE: AI INTEGRATION AS A STRATEGIC VECTOR OF TOURISM AND HOTEL AND RESTAURANT BUSINESS ORGANIZATION

2026-03-19T11:38:35+02:00

The modern stage of societal development is characterized by profound technological changes that permeate all spheres of the economy, particularly the tourism and hospitality industries. Artificial Intelligence (AI), with its capabilities for big data analysis, machine learning, forecasting, and automation of complex processes, acts as a powerful catalyst for industry transformation. The purpose of the article is to explore the theoretical and practical aspects of integrating AI into the tourism and hospitality business as a strategic vector for its development, to identify key directions of transformation in tourism studies under the influence of new technologies, and to assess their impact on enhancing the efficiency and competitiveness of enterprises. The article analyzes the current state and trends in the application of AI tools in tourism and hospitality, including dynamic pricing systems, chatbots and virtual assistants, personalized recommendation systems, predictive analytical models for demand management, and robotic technologies in restaurant service. The content of the concept of "tourism studies" in the digital age is examined, and the necessity of its evolution through the integration of knowledge from information technology, data science, and cybernetics is substantiated. The main challenges associated with AI implementation are highlighted, such as high initial investments, shortage of qualified personnel, cybersecurity issues, and the ethics of data use. The conclusions emphasize that AI integration is not merely a technological update but a strategic necessity for ensuring sustainable development, improving service quality, optimizing costs, and forming unique competitive advantages for tourism and hospitality enterprises. Directions for further research are proposed, including the development of adaptive educational programs for training new types of specialists and the formation of a comprehensive methodology for assessing the effectiveness of AI solutions in hospitality. The research results can be useful for business owners, managers, scientists, and educators in the process of developing digital transformation and industry modernization strategies.

INFORMATION TECHNOLOGIES IN THE CULTURAL AND ARTISTIC SPHERE AS A FACTOR FOR INCREASING THE COMPETITIVENESS OF THE TOURIST PRODUCT

2026-03-19T11:39:10+02:00

Scientists and practitioners are looking for new ways to learn about works of art, architectural monuments, important historical sites, and cultural artifacts by current and future generations, while also taking care of preserving the existing historical, cultural, and natural heritage in various formats. Ukraine needs to implement the most successful practices in the use of information technologies in the field of culture, which will help increase the competitiveness of tourism products. The article considers examples of increasing the competitiveness of a tourist product through the use of information technologies in culture and art: augmented reality, digital storytelling, video game creation, 3D digitization of artifacts, virtual reality, artificial intelligence, digital art, immersive technologies. Ways of increasing the competitiveness of a tourist product using information technologies in the cultural and artistic sphere are established: increasing interactivity, personalization of information, informativeness, visualization, focus on the object, effectiveness of training, interest of the target audience, level of involvement of the cultural and artistic sphere in the formation of tourist products. The focus is on the possibilities of information technologies to promote tourist magnets, destinations, regional traditions, art and cultural heritage; at the regional level – to help attract new tourists and commercialize new tourism products. A comparison of augmented and virtual reality technologies revealed the possibilities of creating a new field for the implementation of business ideas in the field of tourism. It has been established that works of art, historical and cultural artifacts receive a new interpretation using information technologies and create new impressions on tourists (digital painting, digital sculpture, 3D modeling of monuments, technologies for creating AI art). Ukrainian projects using information technologies in the cultural and artistic sphere, which contribute to increasing the competitiveness of tourism products, are considered. However, they cannot yet cover all objects of historical and cultural heritage.

GENDER ASPECTS OF LEADERSHIP IN BANI ENVIRONMENT

2026-03-19T11:39:55+02:00

The article provides a thorough analysis of the evolution of gender aspects of leadership in the context of global uncertainty, rapid digitalization, and the transition to the BANI environment. The relevance of the study is driven by the identified stagnation of women's representation in top management in 2025 (29% in the C-suite according to McKinsey data) and specific transformations in Ukraine, where the full-scale war simultaneously reinforces traditional barriers and opens new leadership roles for women in humanitarian and defense sectors. The scientific novelty of the work lies in a comprehensive study of the impact of artificial intelligence and hybrid work on the formation of new gender barriers, such as algorithmic biases (AI-bias) and the "competency penalty" in management. The theoretical genesis of leadership concepts is explored: from the binary stereotypes of the "Great Man" theory to modern inclusive paradigms. The author argues that in conditions of nonlinearity and anxiety (BANI), classical models give way to the androgynous leadership model. The latter involves the conscious integration of agentic traits (decisiveness, autonomy) and communal traits (empathy, cooperation). It is established that androgyny allows leaders to effectively switch between rigid management during crises and emotional support for the team, which is critical for ensuring psychological safety in organizations during wartime. Particular attention is paid to the analysis of career advancement barriers: the evolution from the "glass ceiling" to the "leadership labyrinth" and the "glass cliff" effect in crisis management. In the Ukrainian context, a significant gap in the "Power" domain was identified according to the 2025 Gender Equality Index. A system of practical measures to overcome these gaps is substantiated, including mandatory gender auditing of recruitment algorithms in accordance with the EU AI Act, expansion of mentoring programs in STEM fields, and the implementation of soft quotas for androgynous competencies in MBA and public administration programs. It is concluded that the implementation of gender-balanced leadership is not only a matter of social justice but also a strategic tool for innovative recovery and increasing the international competitiveness of Ukraine.

THE IMPACT OF STATISTICAL OBSERVATION AND LABOR MOTIVATION ON THE ECONOMIC EFFICIENCY OF TOURISM AND HOSPITALITY ENTERPRISES

2026-03-19T11:40:19+02:00

Ensuring the economic efficiency of tourism and hospitality enterprises requires an accurate assessment of the activities of business entities - enterprises. In conditions of martial law, the activities of tourism and hospitality enterprises are multifaceted and complex; therefore, a systematic approach, statistical observation and labor motivation are important for the availability of economic efficiency data of enterprises. In particular, the accuracy, completeness and timeliness of statistical information and employee motivation are decisive factors in the effectiveness of the enterprise. In the modern, highly competitive business environment, improving corporate efficiency has always been the goal of enterprises. The efficiency of enterprises depends not only on the optimal allocation of resources and the formulation of market strategies, but is also closely related to the labor motivation of employees. In the modern process of digital transformation, the statistical information system is becoming more automated, with expanded capabilities for rapid collection, processing and analysis of data through the use of information technologies and artificial intelligence. However, the quality, completeness and ability of statistical data to reflect real conditions remain relevant issues. Work motivation of employees refers to the internal driving force of employees aimed at achieving and satisfying their own work needs. Highly stimulating and satisfactory work motivation of employees can encourage them to be more involved in work, increase the efficiency and quality of work, and therefore improve the efficiency of the enterprise. In particular, in some cases, statistical data are provided with delays or are incomplete, which can lead to ineffective economic analysis and management decisions. In this regard, the article analyzes the importance of the statistical information system in assessing the efficiency of the enterprise, its capabilities and existing problems. Work motivation refers to the level of enthusiasm and involvement that employees demonstrate in their work, and corporate profitability is a measure of the company's ability to make a profit. There is a close relationship between these two concepts.

REVENUE MANAGEMENT MODELS OF TOURIST COMPANIES IN CRISIS CONDITIONS

2026-03-19T11:40:57+02:00

The management of revenues in tourism companies has become increasingly relevant under crisis conditions due to economic, political, and social instability, pandemics, armed conflicts, and seasonal demand fluctuations. These factors reduce consumer purchasing power, limit tourist flows, and increase financial risks. The purpose of this study is to analyze classical and modern revenue management models in tourism companies under crisis conditions, assess the impact of economic, political, social, and environmental factors on financial performance, and provide recommendations for improving profitability, adaptability, and competitiveness. A comprehensive approach was applied, including the analysis of scientific literature and practical implementations of revenue management, systematic and comparative evaluation of revenue management models, expert assessments, and the integration of analytical, financial, and organizational aspects to formulate practical recommendations. The study found that classical revenue management models (fixed pricing, dynamic pricing, market segmentation, yield management, and demand forecasting) are effective in stable markets but lack flexibility in crisis conditions. Modern approaches, including data analytics, artificial intelligence, integrated platforms, flexible service bundles, and channel management, enable real-time optimization of revenues and increase adaptability. Effective financial and non-financial incentives are essential for maintaining customer loyalty and revenue stability during crises. Crisis factors significantly influence demand, cost structures, and consumer behavior. To ensure financial stability and competitiveness, tourism companies should combine classical and modern revenue management models, actively use data and digital platforms, implement flexible pricing policies, and apply financial and non-financial incentives. Diversifying products, optimizing costs, and integrated planning help minimize risks, enhance business adaptability, and maintain profitability under unstable and crisis conditions.