POTENTIAL OF HOTEL AND RESTAURANT BUSINESS ENTERPRISES IN THE CONDITIONS OF GLOBALIZATION: STRUCTURAL COMPONENTS, CHALLENGES AND DEVELOPMENT PROSPECTS

Abstract

The article examines the potential of small and medium-sized enterprises in the hospitality and restaurant sector (HoReCa) as a complex and multidimensional system that integrates material and technical, financial, human, innovative, and organizational resources. Particular attention is paid to the dual impact of globalization processes on the industry: on the one hand, they create favorable conditions for business expansion, international cooperation, and access to new markets, while on the other hand, they intensify competitive pressure and raise requirements for service quality, operational efficiency, and innovation capacity. The study emphasizes that digitalization and the implementation of innovative technologies, such as online booking systems, CRM platforms, mobile applications, digital marketing, Big Data, and artificial intelligence, act as key drivers of long-term competitiveness. Service quality, the professionalism and motivation of staff, effective marketing strategies, and corporate reputation are highlighted as decisive factors shaping the success of HoReCa enterprises in both national and international markets. Furthermore, sustainable development, service diversification, and investment attractiveness are identified as strategic directions for strengthening the role of small and medium-sized enterprises in the modern global economy. A special focus is also placed on the importance of post-pandemic recovery measures, regional cooperation, and the growing role of public-private partnerships in adapting enterprises to structural changes in consumer demand. In this context, attention is drawn to the balance between traditional hospitality practices and innovative solutions that ensure flexibility, resilience, and customer orientation. The results of the research have both theoretical and practical relevance: they expand the conceptual understanding of enterprise potential in the HoReCa sector under globalization and regional development dynamics, and they can serve as a basis for developing effective management tools, regional development strategies, and recommendations for policymakers, entrepreneurs, and investors aimed at enhancing the competitiveness and resilience of tourism and hospitality businesses.