Keywords
improving the quality of service
tourism business
hotel business
restaurant business
strategy
quality
business organization
organization of tourist trips
tourist services
accommodation services
catering services
museum services
excursion services
How to Cite
Abstract
The article explores strategic approaches to improving service quality in the tourism and hotel and restaurant business in conditions of military instability, global competition and digital transformation. It is emphasised that after the end of the war, the issue of service quality will become a key factor in the recovery of the industry and the formation of a positive international image of the country. It is argued that the competitiveness of enterprises depends on a comprehensive approach that combines technological innovation, organizational solutions and staff development. The differences between tourism and hotel and restaurant services are revealed, and the author's definitions of these concepts are given. Based on a SWOT analysis of quality service in the tourism business, strengths (personalization, digitalization) and weaknesses (low level of standardization of service quality between different companies, high staff turnover and insufficient level of digital literacy of staff) opportunities (increased demand for environmentally responsible and sustainable services, innovation, new service formats) and threats (cyber risks, changing consumer expectations) are identified. Strategic development priorities are highlighted: digitalization of service, customer centricity, environmental friendliness, staff development, adaptability and reputation management. The flexibility of the organizational model is seen as a key factor in the sustainable development of enterprises during periods of war and post-war transformation. Enterprises are recommended to develop scenario models that provide for crisis management, resource reservation, diversification of markets and cooperation formats, including public-private partnerships. It has been established that modern challenges – military instability, globalization and digitalization – necessitate a comprehensive approach that combines technological solutions, human resource management, customer centricity and environmental standards. It was concluded that strategic service quality management is a critical factor for long-term competitiveness and industry recovery in the post-crisis period.
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