Marketing provision of hospitality personnel under wartime conditions

Abstract

Modern transformations in human resource management are driven by the dynamics of digitalization, global challenges, and the growing demand for flexible forms of work organization. For Ukrainian businesses, additional challenges are posed by local threats associated with the war. Nevertheless, the business sector strives not only to survive but also to develop by integrating global managerial trends. The hospitality industry, which provides hotel, restaurant, and leisure services, has proven to be particularly vulnerable to pandemic and wartime crises. Service quality is a key success factor in this sector, directly dependent on personnel. Therefore, overcoming staff shortages and addressing the physical and moral exhaustion of employees requires innovative managerial approaches. Accordingly, the study of modern HR management strategies gains special importance. The purpose of the article is to identify effective formats for integrating marketing support practices into human resource management in order to minimize the risks of staff shortages and ensure the sustainable development of hospitality enterprises. The research methodology is based on systemic analysis, comparative methods, and case study, which allows for generalization of both international and Ukrainian experiences in applying HR strategies in the hospitality industry. The results reveal that marketing support of personnel management processes represents systematic actions grounded in marketing approaches to HR management and environmental auditing. These actions aim to implement competency-based requirements, motivational tools, and development programs that enhance employee customer orientation in alignment with the enterprise’s strategic goals. The article explores key factors of HR transformation, including digitalization, adaptive employment formats, and innovative models of employee support in crisis situations. Special attention is given to onboarding, outstaffing, and outsourcing models. It is shown that outsourcing in the hospitality sector reduces HR costs, increases operational flexibility, ensures access to highly qualified specialists, and enables management to concentrate resources on strategic tasks. A classification of functions suitable for outsourcing is proposed, including technical maintenance, IT support, marketing services, and selected administrative and service processes. Evidence suggests that outsourcing practices mitigate the risks of staff shortages and enhance the resilience of hospitality business models. Furthermore, combining flexible onboarding with outstaffing and outsourcing approaches within the ROBI-8 model strengthens organizational resilience, reduces the adaptation period for new employees, and decreases operational costs. The study substantiates the relevance of adaptive HR management as a tool for ensuring business resilience and preserving human capital. Conclusions. The marketing management concept is identified as a fundamental factor in the successful development of businesses under conditions of digital transformation and multiple crises in Ukraine. In modern practice, marketing principles and approaches are integrated into all key business processes, including marketing support for personnel management. Considering employees as internal clients fosters the creation of long-term competitive advantages through the development of customer-oriented and competent staff. A comprehensive marketing approach to HR management ensures a balance between internal and external resources and enhances managerial effectiveness in the medium- and long-term perspective.