DIGITAL TECHNOLOGIES AND THEIR ROLE IN THE CRISIS MANAGEMENT OF HOSPITALITY ENTERPRISES

The hospitality industry is one of the most vulnerable areas to changes in the external environment, be it economic fluctuations, socio-political upheavals, global crises and war. In such circumstances, crisis management becomes critical to maintaining business stability, and digital technologies become an important tool for rapid adaptation and effective response to crisis situations. The article deals with the actual problem of introducing digital technologies into the crisis management of hospitality industry enterprises. Under the influence of global challenges such as economic crises, the COVID-19 pandemic, war, instability of the market environment and changing consumer priorities, traditional management models lose their effectiveness. In this regard, of particular importance is the digital transformation, which allows enterprises to respond flexibly to changes, reduce risks and ensure the continuity of business processes. The study analyzed modern digital solutions, in particular automated control systems, online services for booking, analytical tools based on Big Data, digital marketing, chatbots, mobile applications and tools based on artificial intelligence. It considers their influence on strategic planning, personnel management, customer service, logistics and financial stability of enterprises. Prospects for using digital technologies for the formation of new business models and creating additional value for consumers are outlined. The conclusions emphasize that digital technologies not only contribute to overcoming the crisis, but also form the basis for long-term development, increasing competitiveness, sustainable functioning and innovative growth of hospitality enterprises in the face of constant uncertainty and dynamic market changes. Prospects for further research are to study the effectiveness of specific digital strategies at different stages of the crisis cycle and to develop digital adaptation models adapted to the characteristics of the regional hospitality market