MANAGERIAL CHALLENGES OF DIGITALIZATION IN THE HOTEL AND RESTAURANT BUSINESS OF UKRAINE

The article explores managerial aspects of digitalization in Ukraine’s hotel and restaurant industry (HoReCa) under the conditions of a transforming economy, influenced by the aftermath of the COVID-19 pandemic, the full-scale Russian invasion, and structural changes in consumer behavior. It is substantiated that digital transformation is not only an adaptive tool for ensuring business continuity and flexibility, but also a decisive factor in enhancing competitiveness for HoReCa enterprises. However, in Ukraine, the process of digitalization remains uneven, fragmented, and constrained by significant managerial imbalances. The aim of the study is to identify and systematize key managerial barriers that hinder the effective implementation of digital technologies in the HoReCa sector. The analysis reveals a number of prevailing challenges, including a low level of digital competence among staff, chronic labor shortages, organizational resistance to change, lack of strategic vision for digital transformation, financial instability, regional disparities in technological infrastructure, cybersecurity threats, and difficulties in selecting and integrating IT solutions. These factors are not isolated but interrelated, forming a stable pattern of limited adaptability and institutional inertia. The study employs methods of systemic, comparative, and structural analysis, using statistical data from the State Statistics Service of Ukraine, industry reports (Poster POS, Pro-Consulting, HoReCa Ukraine, KSE Institute), and academic publications by Ukrainian and international authors. The research is complemented by an analytical table illustrating the impact of each managerial challenge on the effectiveness of digital transformation in HoReCa businesses in Ukraine. As a result, the paper offers practical recommendations, including: integrating digital skills into the professional training of personnel; stimulating investment in IT infrastructure through tax incentives and public support programs; developing regionally oriented standards for digital modernization; and establishing basic cybersecurity protocols for hospitality enterprises. It is emphasized that a successful digital transformation strategy should encompass not only technical innovation but also deep organizational restructuring — including changes in management models, decision-making culture, and customer interaction. In conclusion, the digitalization of Ukraine’s hotel and restaurant industry is interpreted as a multidimensional process combining technological modernization, human resource adaptation, managerial transformation, and institutional synergy. The practical significance of this study lies in forming a holistic vision of the risks and opportunities for digital renewal in HoReCa amid post-crisis recovery and heightened economic uncertainty. The research results may be used in the development of sectoral digitalization strategies, regional support programs for small businesses, and initiatives by professional associations supporting digital modernization in the hospitality industry.