The Scientific and Methodological Approaches to Assessing the Impact of the External Environment on the Development of Hospitality Enterprises

The aim of the article is to identify the external environmental factors that most significantly affect the operations of hospitality enterprises and to conduct a comprehensive assessment of the intensity of their impact on the development of these enterprises. The results of the comprehensive assessment of the intensity of external environmental factors’ impact have shown that the hospitality sector in Ukraine, like any business, develops under the direct influence of a wide range of external factors, some of which are unpredictable. To evaluate the impact of a large number of weakly structured and heterogeneous external environmental factors, a list of factors crucial for maintaining the economic activity of enterprises during a crisis period has been compiled, grouped according to the components of the GETS (government, economy, technology, society) model. To ensure a comprehensive approach to assessing the intensity of external factors’ impact on the development of hotel and restaurant enterprises, a causal network of GETS factors was developed, identifying the characteristics of the industry’s enterprise operations. Based on the own graphical model, the level of influence of each group of external environment factors on the development of hotel and restaurant enterprises in Ukraine in 2024 was evaluated. Considering the need for an integrated analysis of external environment influences, the GETS factor impact intensity index was calculated, the value of which allowed determining the continuous nature of the dynamic development processes inherent in hotel and restaurant enterprises. It is substantiated that some of these processes create new opportunities for business entities, providing favorable conditions for operation and development, while others, conversely, generate additional constraints, risks, and complications for enterprise activities.