MANAGING SUSTAINABLE DEVELOPMENT OF HOSPITALITY ENTERPRISES IN CONDITIONS OF UNCERTAINTY

The conditions in which hospitality enterprises operate require the search and development of new strategic approaches to management. Solving these issues requires the use of strategic planning for the sustainable development of hospitality enterprises in conditions of uncertainty with the identification of priority tasks and tools for their achievement by improving the quality of the services offered, effective and rational use of resources, improving the skills of professional and highly qualified personnel. The feasibility and relevance of sustainable development is confirmed. Hospitality enterprises face the challenges of globalization, economic crises, environmental problems and social changes, which necessitates the integration of sustainable development into their activities. The concept of sustainable development is considered, which involves a balance between economic efficiency, environmental responsibility and social well-being. Sustainable development improves what already exists (resources, assets, etc.), and does not create something new (reuse, recycling, renewal). The concept and definition of sustainable development strategies and policies are fundamental to ensuring successful results of socio-economic development. The factors that most influence the implementation of sustainable development were identified, in particular: the growth of demand for environmentally responsible establishments; the emergence of new types of consumers willing to pay more for environmental services; the need to reduce the negative impact on the environment. The study paid special attention to the practical implementation of sustainable development at enterprises through the use of environmental technologies (water recycling, emission reduction, alternative energy sources); the introduction of environmental certification and standards. The use of strategic tools, such as the balanced scorecard (BSC), was proposed, which allows aligning the strategic goals of the enterprise with its business processes. The study developed a strategic map of sustainable development of hotel enterprises.