Project management in the hospitality industry: Theoretical foundations and practical aspects

Abstract

The aim of the study was to identify ways to implement adaptive project management in the hospitality industry of Ukraine using digital technologies, in particular artificial intelligence based on machine learning. The methodological basis consisted of statistical analysis of the Ukrainian hospitality market indicators for 2020-2024, a comparative study of international practices, and a case study using the example of hotel enterprises in Ukraine and Bulgaria. The results of the study showed that the Ukrainian hospitality market, despite the challenges of the COVID-19 pandemic and full-scale war, is showing signs of recovery: the growth rate of the number of accommodation establishments in 2024 increased by 2%, and tax revenues from tourist fees increased by 23% compared to 2023. It was found that Ukrainian hotels are mainly in the second stage of artificial intelligence implementation (using chatbots for external customer interaction), while Bulgarian companies have reached the third stage (integration of analytics and automation of internal processes). Using the example of the Casa di Fiore SPA & Medical and Izgreva Hotel Complex hotels, the effectiveness of chatbots with machine learning functions was analysed, which made it possible to reduce staff working hours and improve the level of service. A comprehensive assessment of the readiness of Ukrainian hospitality companies to move to higher stages of artificial intelligence implementation was provided, and practical recommendations for the integration of digital technologies into project management were formulated. The practical significance lies in providing a roadmap for the implementation of artificial intelligence tools, taking into account financial, technical and human resource constraints.