The article analyzes the components of crisis phenomena and their impact on the functioning of the hospitality industry. The crises in the hospitality industry caused by the armed aggression in the east of the country, the annexation of the Crimean Peninsula, the outbreak of COVID-19, the military invasion of the Russian occupiers are considered and their consequences are studied. It is noted that influencing key sectors of the economy, the hospitality industry is increasingly becoming one of the most important indicators of socio- economic development, both in certain regions and the country as a whole. Crisis phenomena, which are constantly in close contact with the economy, have significantly affected the behavior of the hospitality industry, the use of new technologies for production, hired labor, procurement of necessary equipment, lower incomes, higher raw materials, higher taxes, higher utility tariffs and other economic factors. At the same time, hotel and restaurant enterprises form and provide services that meet the physical and spiritual and moral needs of the population and have a significant consumer demand, regardless of the social status of citizens. At the same time, a number of services of hotel and restaurant business enterprises carry increased social responsibility to citizens. These issues cannot be left without special attention and control by the state. The state must make much more efforts to support all hospitality industries, especially the tens of thousands of small business owners, whose rapid resumption will allow them to re-employ and retain millions of employees. Prospects for further research are scientific research on new systems of reforming the industry, because despite the fact that in recent years has accumulated considerable experience in the methodology of crisis diagnosis, the hospitality industry periodically experiences economic crises that depend on a number of factors study and improvement, which determines the feasibility of further research aimed at improving the development of hotel and restaurant business in times of crisis.

The simplest form and at the same time a component of the crisis is the crisis phenomenon. The hotel business periodically experiences economic crises. Hotel development is characterized by the periodic emergence, exacerbation and resolution of DEVELOPMENT OF PRODUCTIVE FORCES AND REGIONAL ECONOMY Issue I (81), 2021 27 socio-economic conflicts. The relevance of the research is due to the significant attention to the implementation of strategies for protection against crises and future development of the business entity, which will eliminate the existing shortcomings and increase the efficiency of the hotel industry. The article analyzes current events in the world and trends in the economy of Ukraine regarding the development of the hotel business; a content analysis of the number of hotels and similar accommodation in Chernivtsi; changes in tourist flows in Chernivtsi were identified and the dynamics of the number of Ukrainian citizens and foreigners who were in collective accommodation was modeled. In the process of analysis, it was found that the social effect of research in practice is as follows: expansion of priority measures to increase the activity of the hotel industry, including, inter alia, the creation of a strong investment microclimate; providing tourists with comfortable and safe conditions for coming to Chernivtsi; improving working conditions and service culture at the hotel industry in crisis situations. Prospects for further research are the development of new concepts and mechanisms for managing hotel facilities in a crisis, the implementation of scientific research on new systems for reforming the industry, because in a constantly changing internal and external environment, the hotel business faces new challenges and challenges.