ENVIRONMENTAL CERTIFICATION AS A TOOL FOR RATIONAL NATURE MANAGEMENT IN THE HOSPITALITY SECTOR

The research results confirm that environmental certification (ISO 14001, EU Ecolabel) is an effective tool for rational nature management in the hospitality industry. It was found that in Ukraine, the implementation level of such systems does not exceed 1%, leading to significant irrational overuse of resources. As a solution, an entropy-based management approach and a conceptual model for the national "Green Hospitality UA" initiative are proposed to stimulate "green" modernization. The implementation of these mechanisms is critically important for post-war recovery and environmental protection.