RESEARCH OF THE COMPETITIVE STRATEGY OF THE HOTEL ECONOMY IN UKRAINE
Abstract
The article analyzes the current state of the hotel industry in Ukraine. Various competitive strategies for the development of the hotel industry are analyzed and systematized, taking into account foreign experience. In order to identify the strengths and weaknesses of the hotel industry in Ukraine, a SWOT analysis was carried out. According to the results of the analysis, it was found that in order to ensure the stable and dynamic development of the hospitality industry, it is important to improve the quality of domestic hotel services in accordance with world service standards. The purpose of this article is to identify promising ways to forecast a competitive strategy for the development of the hotel industry of Ukraine. Research of the influence of economic, social and political factors on the development of the hotel industry in the country. The objectives of the article are to study the process of forming a strategy to ensure the competitiveness of the enterprise in the field of hotel services. The method of analysis of scientific sources and the method of SWOT-analysis were used in the research. We have characterized promising directions for the development of the hospitality industry, incl. and the hotel industry, in line with the strategically oriented government policy. It has been determined that the development of the hotel industry will be facilitated by the development of national standards in accordance with international standards. Statistical data on the dynamics of development of enterprises of the hotel industry are analyzed. Taking into account the analysis of the internal and external environment of hotel facilities, a matrix of SWOT analysis is built, and variants of corporate strategies for enterprises in the sphere of hotel services are proposed. Taking into account the analysis of the internal and external environment of the hotels, potential threats and opportunities from the external environment are revealed, and the weak and strong sides of each of the hotel facilities are detailed, as well as the basic matrix of SWOT analysis is formed. The correct choice of the strategy will ensure its full implementation, have a positive effect for the further development and retention of the leading positions of the hotel industry in the market.
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