АНАЛІЗ ПРОЄКТІВ НоReCa В КОНТЕКСТІ ЗАБЕЗПЕЧЕННЯ СТАЛОГО РОЗВИТКУ

The article is devoted to the issue of analyzing HoReCa projects in the context of ensuring sustainable development.  It is substantiated that the hospitality and restaurant business in modern conditions is considered one of the key segments of the global economy, which forms a significant part of the gross domestic product, creates jobs and determines the level of tourist attractiveness of the country. The paper determines that projects in the HoReCa sector are complex in nature, as they combine business, cultural, social and technological aspects. The analysis of such projects allows us to assess their potential, effectiveness, and compliance with current trends in the development of the global hospitality market. Measures for managing the promotion of products and services in the HoReCa sector are proposed, the main elements of which are: developing a marketing strategy, using a multi-channel communications system, conducting promotions, festivals and participating in exhibitions, establishing partnerships with suppliers, using innovative tools such as digital marketing, CRM systems, and big data analytics to personalize the service. It is noted that HoReCa projects should be considered from the perspective of economic, social, environmental, innovative, and strategic potential. A SWOT analysis of HoReCa projects was developed, strengths and weaknesses, opportunities and threats were identified. It is substantiated that to achieve long-term competitiveness, HoReCa enterprises need to: integrate sustainable development into business models (resource efficiency, "green" image, local authenticity); actively implement digital technologies and develop human capital through training and creating favorable working conditions. Examples of implementation of HoReCa projects as domestic and foreign businesses were considered. It has been determined that the economic impact of HoReCa provides job creation, especially for youth, women, and migrants, which contributes to increasing employment levels and reducing social tension. Promotes the development of local supply chains (farms, organic producers), stimulates the regional economy and reduces dependence on imports, promotes the introduction of innovations in the food sector (digital platforms, smart kitchens, zero-waste models), increases the competitiveness of enterprises and promotes sustainable growth. Social impact has been proven to shape a culture of responsible consumption, promote healthy eating practices and reduce food waste; HoReCa creates spaces of social interaction that strengthen community cohesion and support local identity. Socially oriented catering projects contribute to the integration of vulnerable groups (for example, through employment programs or providing food to the underprivileged). The environmental impact has been determined, which forms the use of sustainable practices (energy-efficient equipment, reduced plastic consumption, waste recycling) reducing the negative impact on the environment. Promotes focus on local products, reduces the carbon footprint associated with transportation, promotes the development of the concept of "green gastronomy", stimulates the rational use of resources and the support of biodiversity. It has been proven that the strategic dimension of sustainable development, in particular: decent work and economic growth; responsible consumption and production; combating climate change; sustainable development of cities and communities.