THE IMPACT OF WAR ON THE MANAGEMENT OF RESORT HOTELS IN THE CITY OF TRUSKAVETS

Abstract

The war in Ukraine has caused significant changes in the hospitality industry. Hotel businesses in eastern and central Ukraine have suspended their development, while in the western part of the country, approaches to organizing work have changed significantly. Due to the revitalization of domestic tourism and the growth of society's medical and health needs, resort hotels have become more active. One of the most popular resorts among tourists is Truskavets, which is notable for its adaptation to the challenges of war and the creation of a safe environment for recreation. Today, the city's hotel businesses often compete with health resort complexes for medical services. Among the main medical services they offer are physiotherapy, balneological procedures, ozokerite therapy, massage, spa treatments, and others. Most medical and rehabilitation programs are concentrated in the Rixos-Prykarpattya, Mirotel Resort & Spa, Chale Graal Spa Hotel, and Green Park Hotel & Spa hotels. An analysis of management decisions in Truskavets resort hotels indicates that the main areas of management adaptation to the conditions of war were measures related to: security and infrastructure, operational flexibility, financial adaptation, strengthening local communication and cooperation, business digitalization, and the formation of new service models. Among the medical and health services offered by the city's resort hotels, the following areas are worth highlighting: expanded SPA and wellness programs, a focus on family recreation and wellness, new wellness programs, an aqua zone and swimming pools, therapeutic and fitness services, medical diagnostics, and wellness. This set of wellness services allows these establishments to be put to good use and involved in post-war rehabilitation programs. The war has brought significant changes to the hotel industry in Truskavets. It should be noted that the city's resort hotels continue to operate, which indicates their resilience to the challenges of wartime. During the war, the city's resort hotels adapted and modified their approaches to management. In particular, they became more autonomous in terms of resource use and dependence on market conditions, and adapted their medical and health services to consumer demands.