DEFORMATION OF CONSUMER BEHAVIOR IN THE HOSPITALITY INDUSTRY UNDER MARTIAL LAW

The article examines the impact of martial law on the transformation of consumer behavior in Ukraine’s hospitality industry. It identifies key factors that shape new approaches to choosing hotel and restaurant services under crisis conditions, emphasizing the shift from traditional criteria to survival and safety priorities. The study demonstrates that security considerations have become the dominant criterion in consumer decision-making: the availability of shelters, autonomous power supply systems, and the ability of enterprises to respond promptly to threats are gaining increased importance. The analysis confirms that physical safety and infrastructure resilience are no longer competitive advantages but fundamental prerequisites for business operation. It is established that martial law leads to a significant structural shift in demand, manifested in a dramatic decline in international and domestic tourist flows across most regions, accompanied by an intensive increase in segments of forced temporary accommodation (internally displaced persons (IDPs), relocated businesses, volunteers). This structural transformation requires enterprises to redirect their service standards and target audiences. It is proven that economic constraints faced by the population reinforce rational decisionmaking, with consumers prioritizing affordable price offers, promotions, and stricter requirements for the price–quality ratio. The article highlights the growing importance of stability, reputational reliability, and corporate social responsibility in shaping consumer trust and loyalty during crises. Particular attention is given to acceleration service digitalization: the rapid expansion of online booking, the development of contactless food delivery services, the use of digital channels for timely safety communication, and the shift to contactless interaction with staff. The study emphasizes the importance of the psychological dimension of consumer behavior, manifested in the pursuit of emotional comfort, safety, and a sense of support. It concludes that the impact of martial law on consumer choice is complex and multidimensional. The adaptability of business models, digital maturity, flexible pricing policies, and openness of communication have become critically important conditions for the competitiveness and survival of Ukraine’s hospitality enterprises.