МАРКЕТИНГОВІ АНТИКРИЗОВІ СТРАТЕГІЇ ДЛЯ ПІДВИЩЕННЯ КОНКУРЕНТОСПРОМОЖНОСТІ ГОТЕЛЬНО-РЕСТОРАННИХ ПІДПРИЄМСТВ

The article examines marketing anti-crisis strategies as a key tool for ensuring the competitiveness of hotel and restaurant enterprises in conditions of economic instability, market uncertainty and dynamic changes in consumer behavior. The essence of modern approaches to anti-crisis marketing is revealed, among which special attention is focused on customer orientation, digital transformation of the service, implementation of innovative technologies, flexible pricing and diversification of sales channels. The role of digital tools of – CRM systems, omnichannel communications, automated customer interaction platforms, as well as analytics data, which provide enterprises with the opportunity to quickly respond to changes in the market situation, is analyzed. It is substantiated that the complex application of anti-crisis strategies contributes to increasing management efficiency, optimizing costs, forming additional value for customers and strengthening the internal stability of the enterprise. The importance of strategic partnerships, development of brand identity, improvement of service standards and implementation of innovations that allow strengthening the image of the enterprise in periods of risk and uncertainty is determined. The article provides a generalized classification of the main areas of anti-crisis marketing and shows their practical impact on the effectiveness of hospitality establishments. The results of the study emphasize the importance of a systematic approach to crisis management, which ensures the adaptability of the business model and increases competitive advantages in modern conditions. It was concluded that the success of the implementation of anti-crisis strategies largely depends on the level of innovation of the enterprise and its ability to quickly implement changes. The proposed approaches can serve as a practical guide for improving marketing activities in the field of hospitality