STATE POLICY OF DETINIZATION AND DIGITIZATION AS AN ORGANIZATIONAL AND ECONOMIC FACTOR OF ACCELERATION OF NETWORK INTEGRATION OF THE HOTEL BUSINESS OF UKRAINE

Abstract

The competitiveness of the national hotel sector in the global economy directly depends on the depth and effectiveness of its integration processes, particularly the formation of hotel chains, franchising systems, and strategic alliances. For Ukraine, which operates under conditions of military aggression while simultaneously initiating large-scale recovery processes and adaptation to European standards, the issue of accelerating the network integration of domestic hotel enterprises acquires strategic importance. This is because integration represents the fastest path to attracting external capital, advanced technologies, and know-how necessary for the reconstruction of damaged infrastructure. The key relevance of the study lies in examining the impact of current state transformative actions on the readiness for and acceleration of hotel business network integration. Legislative and digital initiatives at the level of state authorities are fundamentally changing the organizational and economic environment, transforming it from a field of informal competition into a space of transparency and standardization. The article utilizes methods of system and comparative analysis to diagnose the organizational and economic barriers to integration and to investigate the cause-and-effect relationship between a specific package of legislative and digital reforms and the organizational readiness of Ukrainian hotel enterprises for network integration. A comparative analysis of international experience in the post-conflict recovery of the hotel sector was conducted to identify the most relevant integration acceleration strategies for Ukraine. It is proven that the state policy in the areas of de-shadowing and digitalization plays the role of a proactive, catalytic organizational and economic factor in integration processes, rather than merely a regulatory instrument. Specifically, the Unified Tourist Register ensures a single organizational base for the standardization of quality and transparency of information on accommodation facilities, minimizes corruption risks, and is a necessary prerequisite for entering into franchising agreements. International experience has confirmed that a transparent institutional framework and legal standardization are more important factors for attracting international network integration than the mere presence of capital.