ОСОБЛИВОСТІ ЦІНОВИХ СТРАТЕГІЙ ЯК ФАКТОРУ ПІДВИЩЕННЯ КОНКУРЕНТОСПРОМОЖНОСТІ ПІДПРИЄМСТВ В ГОТЕЛЬНІЙ ІНДУСТРІЇ

Abstract

The article is devoted to the study of factors affecting the pricing process at hotel industry enterprises. In particular, these are the costs of the enterprise, the rate of profit, the level of demand, seasonality, geographical location, stardom, competition and others. Among these factors, more attention is paid to the study of the specifics of specific price strategies in the hotel industry, which serve as a factor in increasing the competitiveness of enterprises in this industry. The choice and implementation of a price strategy is one of the most important decisions of the management of a hotel enterprise, since profitability and competitiveness in the market depend on it. The list of such strategies includes: pricing strategy based on forecasting, differentiated pricing strategy, dynamic pricing strategy, discount strategy, instant sales strategy, and others. Each of these strategies has its own characteristics and is used by hotels depending on their specific goals, market conditions and customer segmentation. The development of a price strategy and price management tactics in the hotel sector is a constant iterative process. It is impossible to choose a strategy once and stay with it unchanged for a long period. It must constantly adapt to market conditions and situations. The chosen pricing strategy cannot be unambiguous, ideal or immutable. It should include a partial interweaving and combination of different strategies, taking into account the conditions of the external and internal environment. A combination and interchange of strategies is effective. The pricing strategy must be flexible and adapt to market changes. In this context, the strategy of elastic (flexible) price, which involves a quick response to fluctuations in market demand and supply, is of great importance. A correctly chosen pricing strategy can provide a hotel with increased competitiveness. The strategy of flexible prices should be recommended as a means of countering competitive pressure. The faster the hotel reacts to the actions of competitors, the greater the effect of its application. Overall, pricing strategy is a key element of success in the hospitality industry as it helps hotels to increase competitiveness, attract and retain guests, and increase revenue.