STUDENTS’ FOOD SERVICE SET UP IN SCHOOL CANTEENS: THEORY AND PRACTICE BASICS

The article describes the analysis of transformation of food services at secondary school establishments in Kyiv. The main goal was to provide children with sufficient qualitative and safe food. Factors that contribute to the solution of this issue were identified. It was proved that the food service is an important part of this task. The current state of food service at school canteens and cafeteria was assessed. The following different method and ways of service were investigated: multi-profile nutrition, self-service with different payment methods for food, service by cooks and waters. The benefits, possible short-comings and difficulties of use of different methods were defined. Correctness of the use of these methods for the students of different age groups was scientifically proved. The measures which negatively impact the service level were also identified based on scientific research. The responsibilities of parents and other executive persons as moderators of food service process at school canteens were defined. The value of appropriate material and technical base which complies with building codes and rules as well as sanitary, hygienic and environmental standards for the serving process was demonstrated. The importance of customer service quality control was shown. The necessity of a study of customer demand with the help of surveys among students, teachers and parents was demonstrated as well as with the help of automatic system which will help to work out the number of methods for improving student service quality. A number of limitation factors which are introduced in connection with the spread of coronavirus infection were characterized and the assessment of these limitation factors on the quality of customer service was shown. The recommendations about using different limit methods were given. The necessity of new tender requirements to the food service providers in secondary schools were pointed out, which is supposed to improve their responsibility for the quality of service provided. The legitimacy of the use of various terms in the field of service was theoretically substantiated. The scientifically substantiated classification of methods and forms of service of students was carried out. The areas of work to bring the quality of food organization to the requirements and preferences of students were identified.

CURRENT PROBLEMS OF FINANCIAL SUPPORT OF THE HEALTHCARE INSTITUTIONS’ ACTIVITY IN UKRAINE IN THE CONDITIONS OF THEIR REFORM

The article considers the issues of formation of effective financial support for the activity of health care institutions (HСIs) of Ukraine in the conditions of their reform. It is noted that one of the main factors influencing the effectiveness and efficiency of the health care system is its financial security. Based on this, the need for effective management of HСIs funding was emphasized. After examining the existing views on the concept of "financial security", its author's definition is given. Thus, it is proposed to understand the financial support of the health care institution as the principles, sources and methods of attracting and distributing financial resources in the HСIs (family or private doctor), through the use of which protection, preservation, strengthening and restoration of public health is provided. Based on the official statistics of the World Health Organization and the Cabinet of Ministers of Ukraine, the authors review the current state of financial support of health care in Ukraine over the past 5 years and conclude that real per capita health expenditures are declining every year. And the main source of their funding is central government spending. In their structure, central government funds in the form of medical subventions averaged 77%. The other 23% was at the expense of local governments. In order to better understand the essence of the financial support of HСIs, the article reveals the main factors influencing its formation and analyzes the existing methods of financing their activities. All factors were divided into factors of internal and external environment, and the methods of financing the HСIs included budget funding, program-target method, payment for medical services. The authors revealed their main advantages and disadvantages and concluded that according to the Concept of Health Care Financing Reform in Ukraine, the industry should be financed mainly on a contractual basis. The way out of the difficult financial situation in health care is also the transition to insurance medicine and the introduction into the practice of providing medical services of the method of insurance of financial provision of HСIs on the basis of compulsory health insurance.

CONCEPTUAL FOUNDATIONS FOR IMPROVING THE ASSESSMENT OF THE EFFECTIVENESS OF TERRITORY POSITIONING

The article deals with the problems of positioning the Territory (Country, Region, United territorial communities). When positioning a territory, use only such characteristics that are important, for example, for business entities, investors, residents, or persons who are interested in this territory, and which they focus on when making their choice. It is proved that the results of positioning the territory can be considered the formation of economic, social, and attractive attractiveness of the territory. The essence of economic attractiveness as a set of results of financial and economic activity of the economic complex of the territory and its economic potential is considered. Social attractiveness is considered as a process of creating a qualitative state of the living conditions of society, and above all, increasing the level of its social well-being. Attractivity in the context of forming the attractiveness of the territory is considered as a symbiosis of appropriate household (comfortable) conditions for the life of the population and a clean environment, the existence of a favorable business environment that ensures the efficiency of business activities and creates the basis for meeting the various needs of society. The results of positioning a territory are considered as an intangible asset that has its value. The effectiveness of measures for positioning a territory (country, region, ah) can be determined using appropriate assessments of its effectiveness. In modern science, the concept of "efficiency" is considered an economic category that has independent qualitative and quantitative characteristics. Note that efficiency will be understood as the ratio between the results obtained and the costs (resources) for obtaining these results. When evaluating the effectiveness of territory positioning, we consider comparing the costs already incurred with the results of the positioning procedure. Thus, the importance of improving the assessment of the effectiveness of territory positioning is primarily due to the social nature of these costs. Estimating the cost-effectiveness of territory positioning is significantly complicated. This is because the results of this process (image creation, brand promotion, business reputation formation) are expressed not so much in monetary or value-form, but have an intangible effect. Difficulties in estimating the cost-effectiveness of territory positioning arise due to the uncertainty of the final result, which can only be predicted approximately. Thus, it is advisable to consider the results of positioning the territory as an intangible asset that has its value. The article offers an approach to assessing the effectiveness of territory positioning, which consists of using a system of indicators that combines economic, social, and attractive efficiency.

FOREST CERTIFICATION AS A TOOL TO ENSURE THE BALANCE OF FORESTRY LAND USE

The problem of ensuring the balanced use of forest lands determines the search for new economic and environmental tools that can influence this process. The need to improve the certification tool as part of the financial and economic mechanism for ensuring balanced forestry land use corresponds to the directions of state policy and European integration intentions of Ukraine, modern requirements of the ecological aspect of forestry land use. The work examines the practice in the field of forest certification in Ukraine from the point of view of balanced land use. Spatial-temporal analysis and assessment of the scale and dynamics of the spread of forest FSC certification in Ukraine has been carried out. The study was formed in three stages: (I) study of changes over time in the volume of forest certification on a national scale, (II) assessment of trends over time for indicators on a regional scale, (III) study of the relationship between individual indicators. The analysis of the impact of FSC-certification of forest management in Ukraine on the environmental indicators of forestry land use based on the results of the correlation between the statistical characteristics of certain economic and environmental indicators, such as the area of certified forests, capital investments, reforestation. Analysis of statistical data showed the relationship between environmental and economic performance over time and changes in specific characteristics on a regional scale. The study makes it possible, on the basis of an objectively existing causal relationship between phenomena and indicators, to identify the course of certain positive or negative processes in forestry land use. Forest certification can play a role in maintaining a balanced use of forest lands, preventing illegal logging, forest degradation and contributing to reforestation and capital investments. The study helps to identify certain key variables that limit the ability of forestry operators to ensure balanced use of forest lands and how forest certification can affect this. Foreign experience in stimulating forest certification has been investigated for the possibility of borrowing the experience of using management tools in order to motivate forest certification in Ukraine. It has been proven that certification is a significant environmental tool for ensuring a balanced level of land use and has the potential for further development.

ASSESSMENT OF THE ECONOMIC IMPACT OF THE REGION'S TOURISM INDUSTRY: MULTIPLICATIVE EFFECT

The tourism industry is expanding its influence on the region’s economy by increasing the accessibility and accessibility of tourist facilities (development of transport infrastructure, communication and information technologies, formation of extensive networks of the hospitality industry, wholesale and retail trade, etc.). A characteristic feature of the regional tourism industry is the multiplicative economic effect, which is manifested through the positive dynamics of economic indicators of business entities involved in the business process of creating and implementing a comprehensive tourism product. The paper proves that the sphere of tourism is formed and developed in the relevant area under the influence of various factors that are reproduced in this area. However, the sphere of tourism itself is considered as a factor that influences and changes the socio-economic development of the region. The main indicator of the multiplier effect is the cost of tourists, so the policy of the region should be aimed at maximally stimulating such costs. This is the first task of maximizing the multiplier effect. The second task is to reduce the level of savings. Recognizing the fact that the impact of the multiplier effect of tourism, compared to the impact of other activities, is the most significant because it is a catalyst for the development of many industries, considering existing models for calculating the generalized multiplier (and on their basis), the author proposes to create a method of accounting for the indirect impact of tourism on a number of components of the economy and social sphere (differentiated model of the multiplier) of the region and the country as a whole. The assessment of individual components of the tourism multiplier should be based on a clear methodological basis and the availability of appropriate software. Thus in each component of the tourist multiplier the contribution to the corresponding sector of economy and social policy of the state should be considered. Thus, the use of a tourism multiplier to assess the impact of social processes on the tourism industry makes it possible to determine the equilibrium relationship between consumption and income, ie the process of income generation in different sectors of the economy, at the expense of tourists and tourists.

POSTCORONAVIRUS RESTORATION OF BUSINESS ACTIVITY OF MICRO-ENTERPRISES IN THE REGION'S HOSPITALITY

The article considers the theoretical principles and practical aspects of postcoronavirus recovery of business activity of domestic micro-companies in the hospitality region. The essential characteristics of the hospitality industry are determined on the basis of generalization of domestic and foreign experience. The modern realities of the hospitality sphere of the region are studied. A number of factors that have a negative impact on the microbusiness of the regional hospitality sector have been identified. The analysis of experience of functioning of microenterprises in the conditions of action of factors of pandemic COVID-19 is carried out. The structure of microbusiness of Zaporizhzhia region by types of economic activity is presented and its analysis for 2015-2019 is carried out. The grouping of micro-enterprises in terms of their integration into the sphere of hospitality of the region on the basis of their division by types of economic activity is made. The opinion of the owners of micro-enterprises with a high degree of integration into the hospitality sector of Zaporizhia region regarding the prospects of rapid recovery of business activity was studied and a fragment of the SWOT-analysis matrix was compiled based on the results of the questionnaire. Effective recommendations for the selection of a vector of postcoronavirus recovery of business activity of domestic micro-companies in the region, which provides for innovative development on the basis of a customer-oriented approach, have been developed. The substantial readiness of the microenterprise for postcoronavirus innovation is structured on the basis of mobilization of its potential according to the components of the profile of the internal environment: production, finance, marketing, personnel, management. It is concluded that the priority condition for ensuring the competitiveness of the regional hospitality sector in the postcoronavirus space is to take emergency measures to preserve the economic potential of micro-enterprises, development of their intellectual potential, entrepreneurial spirit and culture.

MICROECONOMIC ANALYSIS OF CONSUMER BEHAVIOR FROM THE POINT OF VIEW OF GENERATION THEORY IN THE MIND OF DIGITALIZATION

The article examines the determinants of consumer behaviour characteristics amid information and communication technologies and their use in all social spheres. The relevance of the study is due to the fostering of digital economy and its interference into the social spheres, including transformation of consumer preferences and values when making purchasing decisions. The objective of the article is to determine consumer behaviour characteristics belonging to different generations. The transformation of structure, but directly of the consumption character in the digital economy has been analyzed. The analysis of socio-economic and historical preconditions` impact on the consumers` value orientations have been carried out. Within the theory of generations` framework, the issue of social groupings` (generations`) stability selection, their periodization and main values` figuring out have been considered. One of the key values that determines their affiliation to a society, a certain generation, and, accordingly, forms a certain microeconomic model of consumer behaviour is cosmopolitanism in the growing pace of information and communication technologies distribution and the availability of Internet resources. The most important feature of consumer behaviour in the formation and development of the digital economy which characterizes all generations – vertical trust – trust in public authorities and the media and horizontal trust – trust in information obtained from the inner circle and social networks, has been studied. Social networks` and environment`s impact on purchasing decisions in terms of generations – X and Y has been examined. The growing level of access to information, the range of consumer opportunities to maximize goods` utility through individual approach to supply have been analyzed. The peculiarities of market transformation and its focus on consumer preferences and values, digital technologies resources to reduce transaction costs when buying and selling, the prerequisites for shifting consumption from the long term to the short term have been identified.