Abstract
<jats:p>The article is devoted to the study of the role of the Finnish concept «Sisu» as a tool for the formation of corporate culture and professional values of personnel in the hotel and restaurant sector of Ukraine in wartime conditions. The publication reveals the essence of «Sisu», its cultural, psychological and philosophical foundations, key characteristics – perseverance, courage, inner strength, the ability to overcome difficulties and maintain stability in stressful situations, as well as their importance for modern personnel management in conditions of extreme instability. Special attention is paid to the analysis of how the principles of «Sisu» can be adapted to the domestic hotel and restaurant industry and integrated into the system of corporate culture, professional standards and employee motivation. The research examines practical approaches to the application of value-oriented management methods, consistent with the «Sisu» philosophy. It has been established that focusing on internal stability, responsibility, purposefulness and collective support contributes to increasing the efficiency of staff work, reducing staff turnover, building team spirit and maintaining a high level of service in crisis conditions. Based on the analysis of theoretical concepts and international experience, recommendations are proposed for the implementation of the «Sisu» principles in the HR strategy of hotel and restaurant enterprises of Ukraine. These recommendations are aimed at developing the internal motivation of employees, strengthening corporate identity and increasing the competitiveness of enterprises in conditions of instability. Finally, the need for a complex and adaptive approach to the use of the «Sisu» concept is emphasized, taking into account the psychological characteristics of the staff, extreme working conditions and the specifics of the Ukrainian hospitality market. Prospective directions for further research on the implementation of the value principles of «Sisu» and the analysis of the possibilities of their integration into strategic management and sustainable development of the domestic hotel and restaurant business are outlined. </jats:p>