Theoretical discourse on the application nature of brand communications in the crisis management system with regard to the practice of the hotel business

The article presents the result of the author's research on the nature and understanding of crises in hotel enterprises and tourism in general. The author's description of the system of theoretical knowledge and approaches to crisis management in the business environment is given. The possibility and expediency of brand communications in the anti-crisis management system is substantiated, including taking into account the requirements of the development of digital systems, the introduction of digital services and the management of digital brands of modern hotel enterprises. The limitations of the use of brand management in crisis management in the hotel business are clarified. The key characteristics of the phenomenon under study in the paradigm of the basis for the development of anti-crisis solutions from the point of view of the transformation of the brand platform and brand communication, including through practical experience in crisis management, are revealed.