Behavioral mechanism of consumers of hotel and restaurant services during martial law

Introduction. The hotel and restaurant busi­ness is in a state of crisis: since the beginning of the war, its second stage has begun, which over­lapped with the pandemic crisis. However, even during the pandemic, business professionals tried to manage consumer behavior, which is a priority factor in shaping a company's competitiveness. Problem. In the conditions of martial law in Ukraine, one of the global problems of hospi­tality business is the formation of close relation­ships with consumers. Determining the beha­vioral mechanism of consumers during the war is a defining stage in the formation of the stra­tegic vector of enterprise activity. The aіm of the article is to determine the mechanisms of behavior of consumers of hotel and restaurant services and to establish the main directions of hotel business development. Methods. The methods of systematization, analysis and synthesis, graphical, tabular, etc. are applied. Results. Changes in the preferences and priorities of choosing an object of the hotel and restaurant business have been established. It was determined that scientific works do not pay attention to the methods of researching consu­mer loyalty in crisis conditions. Currently, the hotel and restaurant businesses have more threats than opportunities and more weaknesses than strengths. Based on the results of the research, a package of additional hotel services was formed, which will become a supporting factor for the country in wartime conditions. Conclusions. The restoration of work is currently possible with the application of posi­tive patriotic ideas in the management of the hotel business. Ukrainian consumers are interested in flash mobs and creative ideas aimed at suppor­ting Ukrainian soldiers. Experts believe that after the end of hostilities on the territory of Ukraine, it is foreign tourists who will be inte­rested in services that are undoubtedly related to the ethnic characteristics and history of our country.