ANTI-CRISIS MANAGEMENT OF THE TOURIST AND HOSPITALITY BUSINESS: THEORETICAL ASPECT
Authors:   National Technical University ", ZHADAN Tetiana ,   Kharkiv Polytechnic Institute", ALEKSANDROVA Viktorija ,   National Technical University "Kharkiv Polytechnic Institute", STRYGUL Larysa ,   National Technical University "Kharkiv Polytechnic Institute"
Published: June 2023

The purpose of the study is to clarify the essence of the concept of "anti-crisis management" from the standpoint of reactive and proactive approaches to the management of crisis phenomena in the tourism and hospitality business. Methods. The research used general scientific and special methods of cognition: abstraction, concretization, morphological analysis - to determine the essence of the concepts "crisis" and "anti-crisis management"; generalization, systematization - to form a classification of crisis-forming factors. Results. The article analyzes approaches to understanding the essence of the concept of "crisis", according to which a crisis is associated with danger, a sharp break, decline, instability, aggravation of contradictions in the socio-economic system, which can lead to the onset of negative or positive consequences. It has been established that the reasons for their occurrence and consequences are important for understanding the essence of the concept of "crisis". The reasons for the emergence of crisis phenomena in the tourism and hospitality business are the discrepancy between the state and the needs of the development of economic entities and the external environment. The entire set of reasons for the occurrence of crisis phenomena in the tourist and hotel-restaurant business are grouped according to two characteristics: the nature of origin and the source of occurrence. By nature of origin, crises can arise for objective and subjective reasons. The source of crisis phenomena in the tourist and hospitality business can be exogenous (external) and endogenous (internal) factors. The consequences of the crisis can be positive, negative and neutral. The positive consequences of the crisis are characterized by the improvement of the qualitative and quantitative parameters of the enterprise's development, adaptation to the external environment and the ability to resist its negative impact, growth of potential and increase of viability. The opposite is the negative consequences of the impact of the crisis. Neutral consequences of the crisis are characterized by the absence of qualitative and quantitative changes. The following approaches to understanding the essence of the concept of "anti-crisis management" are distinguished: 1) an integral component of the enterprise management system; 2) a set of measures of strategic direction; 3) tools of external and internal influence, which are used only for the period of overcoming the crisis, etc. Scientific novelty. The essence of the concept of "anti-crisis management", which, unlike the existing ones, is a set of methods, tools and measures aimed at monitoring, detection, diagnosis, localization and prevention of the occurrence of crisis phenomena, overcoming the negative consequences of their impact on the enterprise's activities in order to ensure its stable functioning and development. The practical significance of the obtained results lies in the further development of theoretical provisions and practical recommendations of anti-crisis management of the tourist and hospitality business. Key words: crisis; anti-crisis management; causes and consequences of crisis phenomena; tourist and hospitality business.