CONCEPTUAL FOUNDATIONS OF REPUTATIONAL RISK MANAGEMENT IN HOTEL ENTERPRISES

Abstract

The article examines the theoretical and methodological foundations of reputational risk management in hotel enterprises amid increasing digital transparency, intensifying competition, the influence of online reviews, and growing consumer sensitivity to service quality, safety, and ethical conduct. The purpose of the study is to substantiate the content, principles, functions, tasks, and process logic of reputational risk management in a hotel enterprise. It is substantiated that reputational risk management in a hotel enterprise is an integrated functional subsystem that combines strategic objectives, the quality of operational activities, stakeholder expectations, and information processes. The concept is defined as the continuous activity of management actors aimed at establishing the context; identifying, analyzing, assessing, monitoring, preventing, and treating risks; responding to reputational events; and restoring trust. The principles, functions, and tasks of such management are systematized. A cyclical sequence of stages is defined, including the establishment of context and criteria; identification, analysis, assessment, and prioritization; prevention and preparedness; response; recovery; review; and improvement. The need to combine stakeholder, process, situational, risk-oriented, and digital approaches to the identification and assessment of reputational risks is substantiated. The study employs theoretical generalization, systems analysis, structural and logical modeling, comparison, decomposition of management processes, and tabular and graphical visualization. The practical value of the study lies in the ability to use the proposed provisions to build a system for the early detection of reputational threats, develop a risk register, assign responsible persons, prepare response plans, and enhance the reputational resilience of hotel enterprises.