Managing the Competitiveness of a Hotel Enterprise in the Conditions of Transformational and Pandemic Crises

Relevance. Digital transformation involves the introduction of innovative technologies in all spheres of economic activity. The rapid development of information technologies has led to an increase in competition and a change in traditional concepts of creating consumer value. Many enterprises were not ready for this. The situation was aggravated by the crisis caused by COVID-19. The coronavirus pandemic has become a catalyst for transformational processes in all sectors of the economy, and the tourism and hospitality industry is no exception. Thus, in the conditions of a transformational transition and quarantine restrictions, the business is in urgent need of innovations that will increase its chances of survival in the current situation and provide a competitive advantage in the long term.
The purpose of this study is to study the influence of the property component on the success of the hotel business enterprise and to develop recommendations for improving its competitiveness in the conditions of the pandemic crisis and in the post-crisis period.
Objectives. Within the framework of the study, the following hypotheses were formulated and empirically tested: large hotel complexes are more profitable compared to other hotel enterprises; the smaller the size of a hotel enterprise, the shorter its financial cycle; the value of the assets of a hotel enterprise positively affects its solvency indicators, expressed by liquidity indicators.
Methodology. The study is based on the basis of variance, correlation methods and factor analysis. The analysis of the empirical results was carried out using a specialized program SPSS Statistics.
The results of the study showed that in the current conditions for large hotel complexes, the purchase of fixed assets at the expense of loans is not effective without the development of new technologies and services that involve an individual approach to each client.
Conclusion. The practical value of the work lies in the development of recommendations for improving the competitiveness of hotel business enterprises in the conditions of transformational and pandemic crises.

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