TRANSFORMATION OF CONSUMER VALUES IN CONDITIONS OF RESTRICTIONS, AND THEIR IMPACT ON THE OPERATIONAL MANAGEMENT OF THE HOSPITALITY INDUSTRY AND TOURISM BUSINESS
The subject of the research is consumer values relevant to the current state of the hospitality industry and the tourism sector of the Russian Federation. The spheres considered in this study are particularly susceptible to changes in consumer sentiment, which is a direct consequence of changes in the external environment. This trend is increasing from year to year, which forces business to constantly research, analyze consumer behavior and take it into account in the management of enterprises in the hospitality and tourism industries. This article describes the characteristics of the main consumer values that have been transformed as a result of the impact of sanitary-epidemiological and economical-political restrictions on the domestic hospitality and tourism industries. The necessity of applying the identified consumer values in the operational management of enterprises as a marketing management system, as well as their implementation in each subsystem, is substantiated.