FEATURES OF MANAGING THE EVENT-MANAGEMENT SYSTEM IN THE HOTEL AND RESTAURANT BUSINESS

Abstrakt

PRESENTATION AND PURPOSE OF THE STUDY. The modern hotel and restaurant business increasingly relies on event-management as a tool that shapes the perception of service quality and strengthens competitiveness. Events allow hospitality enterprises to diversify services, increase customer loyalty, attract new audiences and build recognizable brands. In the context of digitalization, changing consumer preferences, strong competition and unstable socio-economic conditions, event management becomes an important element of strategic development. The demand for flexible management systems and the ability to organize events of various formats has grown, especially considering global challenges that have influenced tourism and hospitality. The purpose of this research is to identify the main characteristics of building an effective event-management system in the hospitality industry and define its role in improving quality, communication and competitiveness.

RESEARCH METHODS. The study applies methods of abstraction, systematization, situational and comparative analysis, project approach, logical and analytical evaluation and modeling of organizational processes. This methodological base enabled the formation of substantiated conclusions regarding the structure and functioning of the event-management system.

THE RESULTS. Event-management in the hotel and restaurant business is understood as a multifunctional activity aimed at planning, organizing and implementing events that meet client expectations and increase the value of the hospitality product.

A key feature is strong customer orientation: events must be emotional, personalized and aligned with the goals of the target audience. Unlike standard operational services, event services involve complex coordination of many components – from scenario development and creative solutions to logistics, budgeting and communication. An important component is the integration of digital technologies.   Hotels  and  restaurants  increasingly  use event CRM systems, cloud planning platforms, automated registration tools, hybrid formats and online communication systems. For many hotels and restaurants, event activity becomes a source of additional revenue and a tool for attracting new customers through conferences, cultural programs, celebrations, presentations and gastronomic events.

CONCLUSIONS. Event-management is a key element of the modern strategy of hotel and restaurant enterprises. Its effective implementation helps improve service quality, optimize internal processes, attract new audiences and strengthen competitiveness. A well-structured event-management system integrates creative, technological, organizational and communication components, ensuring flexibility and adaptability in unstable market conditions. The ability of hospitality enterprises to develop professional event strategies becomes an important factor in resilience and long-term development, shaping the innovative potential of the entire industry.

KEYWORDS: event-management; hotel and restaurant business; management system; event technologies; hospitality industry; customer experience; innovations; project management.