EUROPEAN APPROACHES TO CERTIFICATION OF HOTEL SERVICES AND PROSPECTS FOR IMPLEMENTATION IN UKRAINE

Abstract

The relevance of the study is determined by the urgent need to harmonize Ukraine’s national system of hotel service certification with European standards of quality and sustainable development. In the context of Ukraine’s integration into the EU tourism area and the post-war recovery of the hospitality industry, transparent mechanisms of quality evaluation are essential for restoring consumer trust, enhancing competitiveness, and attracting investment. It has been proven that the adoption of European approaches can act as a catalyst for the modernization of the Ukrainian hospitality sector through the integration of digitalization, environmental responsibility, and managerial maturity. The purpose of the article is to provide a scientific rationale and define strategic pathways for integrating European models of hotel service certification into the Ukrainian legal and institutional framework, taking into account international quality standards, the principles of sustainable tourism, European integration priorities, and the objectives of post-war restoration of tourism infrastructure. Methodology of the research is based on systemic, comparative, and structural-functional approaches that made it possible to study the interrelation between legal, organizational, and technological aspects of certification. Content analysis of EU normative documents was applied, as well as a generalization method to systematize the practices of Hotelstars Union, Green Key, and EU Ecolabel. A logical-analytical method was used to evaluate the prospects of implementing European certification models in Ukraine. Research results. It has been established that the European system of hotel certification functions as a multi-level quality control model combining state regulation, voluntary environmental labeling, and digital monitoring. It has been revealed that Ukraine’s current model remains fragmented, lacking transparency and technological integration. The expediency of creating a national electronic register of certified accommodation facilities, implementing adapted ISO 22483 and ISO 18513 standards, and stimulating “green” investments in hotel modernization has been substantiated. Scientific novelty lies in improving the conceptual model of hotel service certification as a tool for ensuring quality, trust, and sustainability, as well as in defining mechanisms for integrating mandatory and voluntary standards within a unified digital quality management system. It has been proven that such a model could serve as a basis for European recognition of Ukrainian certificates. Conclusions. It has been summarized that the effective adaptation of European certification approaches requires reform of the normative base, development of digital infrastructure, training of qualified auditors, and implementation of partnership mechanisms between the state, business, and professional associations. Prospects for further research are related to modeling an integrated certification system for Ukraine’s hotel industry, assessing its impact on competitiveness and sustainable development, and examining the socio-economic effects of introducing ecological and digital standards in the post-war reconstruction of the tourism sector.