INTEGRATION DIRECTIONS TO IMPROVE THE COMPETITIVENESS OF THE HOSPITALITY INDUSTRY

The article is devoted to the study of trends in the hospitality industry in Ukraine and the world and the search for ways to improve the competitiveness of the study area. The aim of the publication is to substantiate the directions of increasing the competitiveness of the hospitality industry in the regions of Ukraine in modern conditions on the basis of the analysis of trends in the studied sphere. Methodology. The study is based on the analysis of scientific literature and points of view of foreign and domestic experts in the field of hospitality. The study also used analytical data of the World Travel and Tourism Council and the National Tourism Organization of Ukraine. During the organization and conduct of the study were used general scientific and special methods, such as analysis, synthesis, comparison, identification of destructive factors affecting the state and development of the hospitality industry. Using a structural-logical method, presented a vision of the implementation of modern ways to improve the competitiveness of the hospitality industry in the regions of Ukraine in the conditions of the spread of pandemic. Results. The content and importance of the hospitality industry in the development of the regions of Ukraine and the world. Defined the content of the definitions under study, summarized and formulated approaches to defining the relationship between the concepts of "hospitality industry" and "tourism industry". The analysis of the main indicators of the hospitality industry. In order to find ways to improve the competitive advantages of the hospitality industry and determine the target audience the analysis of indicators of inbound and outbound tourism in Ukraine. Described trends in the development of the hospitality industry in modern conditions. The decrease in almost all indicators of development of the hospitality industry is revealed. The data of the World Council of Travel and Tourism about the state of the hospitality industry in Ukraine are analyzed. The reduction of the total contribution of travel to employment in Ukraine in 2020 to 6.3% was revealed. Identified directions and measures to strengthen the competitive advantages of the hospitality industry in the regions of Ukraine. It is proved that promising directions to improve the competitiveness of the hospitality industry in modern conditions are the association of business entities of the industry, as well as the use of modern digital and information tools. Such associations can be alliances, clusters, unions, brotherhoods, and so on. Joint cooperation of economic entities of the region will allow to create a comprehensive regional product that meets international standards, the needs of modern consumers, safe and of high quality, as well as able to integrate into the world tourism market. Practical implications. The study, based on analysis of major trends in the hospitality industry in Ukraine and the world has allowed to define integrated directions for improving the competitiveness of the hospitality industry, the implementation of which in the regions allows you to create a comprehensive regional product that meets international standards and the needs of the modern consumer, is of high quality and safe. Value/originality. The proposed directions for improving the competitiveness of the hospitality industry are the leading tools of regional development, which will quickly overcome the consequences of the spread of the pandemic, promote socio-economic growth of regions and the integration of regional products and services in the global tourism market.