ORGANIZATION OF LEISURE TIME IN HOTEL BUSINESSES: THE CONSUMER'S PERSPECTIVE

Abstract

The article examines the organization of leisure activities in hotel establishments in Ukraine from the consumer’s perspective. Using a survey method, data were collected from over 150 respondents to analyze preferences, expectations, and satisfaction levels regarding various forms of leisure, including SPA services, swimming pools, themed evenings, excursions, and innovative interactive formats. The study identifies key factors influencing guest participation in leisure programs, such as interest in the activity format, accessibility, and availability of information. Findings indicate that effective leisure management requires a combination of authenticity, innovation, and multidirectional offerings, along with digital communication and personalization of services to meet the diverse needs of different guest segments. The research highlights that a well-structured leisure program not only enhances the overall guest experience but also strengthens emotional and behavioral connections with the hotel brand, thereby increasing customer loyalty and promoting repeat visits. Furthermore, the study demonstrates that integrating wellness, recreational, cultural, and interactive activities within hotel services contributes to the creation of a unique value proposition in the competitive hospitality market. Survey results reveal a high demand for relaxation-oriented services, including wellness and SPA programs, as well as active engagement in cultural, gastronomic, and outdoor experiences. The study underscores the importance of adapting leisure offerings to the expectations of various target audiences, including young travelers, families with children, business tourists, and other demographic groups. The research also emphasizes the role of modern digital tools, such as online booking systems, mobile applications, and virtual experiences, in enhancing convenience, personalization, and accessibility of leisure services. Overall, the findings provide insights for hotel managers seeking to improve service quality, diversify leisure programs, and implement innovative strategies to increase guest satisfaction and strengthen competitive advantages in the Ukrainian hospitality sector.