The relevance of the research lies in the fact that the individualization of students' physical education has occupied a prominent place in scientific studies. The goal of the research is to study the state of the functional capacity and health of students of higher educational institutions. Materials and methods of the research: аnalysis and generalization of literary resources, testing and surveys. Results are as follows: the average group parameters of systolic and diastolic blood pressure level of students are within normal limits. The vital capacity of lungs of young men is within the range of 3,98-4,3 liters. Conclusions of the research: the obtained data testify that 2,5 % of students have a low level of physical capacity and health, 5,1 %have a below midium level of physical capacity and health. Most of the boys (70,9 %) are referred to the normal level of physical capacity and health, 20 % have an above medium level of physical capacity and health and only 1,5 % have a high level of physical capacity and health.

The article is devoted to the principles of successful development and functioning of domestic restaurant enterprises in modern conditions of using Internet marketing. One of the features of the marketing concept of modern markets for goods and services – is to improve the quality of goods and reduce costs for their manufacture and sale in the formation of long-term relationships with consumers. An important role is also played by information technology, which is changing the general approach to marketing. With this in mind, a new direction in marketing is formed and developed – innovative marketing, which is an important part of the existence of marketing. Innovative marketing is the marketing activity of companies using innovative techniques through innovative types of marketing. Internet marketing is a set of social and managerial processes aimed at meeting the needs of consumers on the Internet in the formation of supply and exchange of goods and services using information and communication technologies. The current state of development of domestic restaurant enterprises is highlighted. The characteristic features of modern Internet marketing in the hospitality industry and the characteristics and analysis of SMM are presented. One of the main problems is the lack of attention to social networks as effective and modern tools for promotion. The urgency of creating and developing Internet marketing tools for restaurants at the national and regional levels is considered and the need for their application in practice as a multi-element system that has a positive impact on the functioning of the national economy is substantiated. The restaurant industry is considered as one of the main determinants of the hospitality industry. Approaches to the use of SMM tools in the marketing activities of Ukrainian restaurant enterprises are indicated. The activity of restaurant enterprises is characterized and the methods of their promotion in social networks are determined. The problems of methods of promoting enterprises of the restaurant industry in social networks are identified and ways to improve methods of promotion in social networks are proposed.

The article is devoted to the principles of successful development and functioning of the international hospitality industry in modern conditions. The current state of development of hotel and restaurant enterprises is covered. Features of modern development of the enterprises of hotel and restaurant economy are resulted. The urgency of creating and developing tools for hotels and restaurants at the international level is considered and the need for their application in practice as a multi-element system, which has a positive impact on the functioning of the international hospitality industry. The hotel and restaurant industry is considered as one of the main determinants of the hospitality industry. Approaches to the use of tools in the management of hotel and restaurant enterprises are indicated. The activity of hotel and restaurant enterprises is characterized and the methods of their management are determined. Ways of improvement of the enterprises of hotel and restaurant economy are offered. It is established that the environment of the world hospitality industry is the world market of tourist services. The world market of tourist services consists of national tourist markets, which have their own characteristics. Tourism services are based on all the characteristics of services, such as intangibility, inseparability, inconsistency and variability of quality. The world market of tourist services is affected by such phenomena as changes in the international division of labor, internationalization of finance, new technologies, unification of the consumer market, increasing competition, the process of transnationalization. It was found that the main actors in the global hotel and restaurant industry are enterprises of various types. A certain type of enterprise is formed depending on the specifics of available services. The formation of the type of management and operating costs depends on the type of enterprise. Hotels and restaurants have been found to have a significant impact on the global hospitality industry. It is investigated that the largest participant in the international tourist exchange is the European region. The most competitive countries by all indicators are European countries. The 2020 pandemic has caused significant damage to the global market for travel services, several times more than the losses during the 2009 crisis.

During the study to improve the efficiency of restaurant restaurants through the introduction of innovative technologies for automation of the control system was studied, analyzed and summarized existing scientific theoretical works of both Ukrainian and international authors, special attention was paid to the study and examples of practical applications. capabilities of automated production. The possibilities and prospects of electronic menus presented in the modern market of services with a comparison of the advantages and disadvantages of their functionality are thoroughly considered. The need to make changes in the management system of any enterprise involves getting acquainted with its features, structure and set of production links both within the enterprise and its interaction with the external environment. Analysis of business processes in the restaurant business allows us to offer the most effective automation technologies for both the overall management system and its individual parts. Therefore, in the context of this study, proposals for the introduction of electronic menus were developed and proposed. Evaluation of the effectiveness of the implementation of automation technology, in the form of an electronic menu, shows a number of advantages in the management system for both customers and staff and business representatives with whom the restaurant cooperates. It is the managers who work and solve the problems of both employees and customers, they are one of the most important components of the restaurant business staff. The set of requirements for restaurant management consists of inventory management, food safety, change planning, solving employee problems and ensuring a high level of customer service. Due to the high level of customer satisfaction with the terms of service and feedback from them, an efficient restaurant owner will be able to automatically attract new customers. The introduction of best practices and the implementation of effective proposals also lead to the realization of new opportunities, including increased business efficiency and profitability.