HOSPITALITY ETHICS AS A VALUE GUIDE IN THE FORMATION OF HORECA PROFESSIONAL

. The article substantiates the importance of hospitality ethics as a value guide in the professional formation of future HoReCa (Hotel, Restaurant, Catering) specialists. In modern conditions of global uncertainty, ecological instability, and increased customer awareness, ethical behavior is becoming an integral part of service quality and a marker of competitiveness in the hospitality industry. The research emphasizes that ethical competence is not an abstract theoretical construct but a practical and applied component of professional identity that influences decision-making, interpersonal communication, and corporate responsibility. Based on the analysis of national and international scientific publications, the study explores how hospitality ethics is interpreted in educational discourse and implemented in vocational training. The authors identify key ethical values, such as dignity, empathy, responsibility, integrity, and justice, which should be systematically incorporated into all stages of hospitality education. The article also outlines pedagogical strategies that foster ethical awareness and behavior in students, including scenario-based learning, case studies, ethical reflection, interdisciplinary integration, and the use of digital simulation tools. It is emphasized that forming an ethical culture in the HoReCa sphere requires not only methodological innovation but also the institutional commitment of educational providers and industry stakeholders. The novelty of the study lies in the proposed model for integrating ethics as a transversal professional competence. The study also emphasizes the role of transversal competencies, particularly ethical reasoning and value orientation, as essential elements in the lifelong education of hospitality professionals. Drawing on recent research in innovative entrepreneurship education, the integration of ethics into HoReCa training is presented as a dynamic process that supports adaptability, critical thinking, and responsible decision-making. This holistic approach prepares future hotel and restaurant professionals to address modern industry challenges and lead sustainable development initiatives in