ІМІДЖ ПІДПРИЄМСТВА ІНДУСТРІЇ ГОСТИННОСТІ ЯК ІНСТРУМЕНТ ЗАБЕЗПЕЧЕННЯ КОНКУРЕНТОСПРОМОЖНОСТІ

Abstract

The article is devoted to the study of the role of the image of a hospitality company in ensuring competitiveness in the services market. The relevance of the problem is determined by the fact that today, in the difficult conditions of recovery of the development of the hospitality industry, each hotel and restaurant enterprise faces the task of maintaining competitiveness and ensuring the competitive advantages of hospitality establishments. The importance of the image of the enterprise in ensuring competitiveness is argued. Building a positive image is vital because it helps ensure a long-term competitive advantage. It has been proven that the image is an effective competitive tool and a key factor in strengthening the company’s position in the market, where success largely depends on how much the real image of the hospitality establishment corresponds to what is desired and expected by consumers. Creating a successful image of an enterprise in the field of hospitality is very important for creating competitive advantages, because it is based on the orientations and directions of the development of the human capital of the enterprise; is of great importance among the company’s resources; intangible assets, including its image, have come to the fore in the competitive struggle, so image management should be strategic in nature; forms added value and is an important component of competitive advantage, which contributes to ensuring high competitiveness of the enterprise in the long term. Effective ways of improving the image of hospitality enterprises, which are components or tools of marketing activities of institutions and the main elements in achieving success in the service market, have been identified. Among the promising areas of operation, the work with the image reserve is singled out: the introduction of innovative service and production technologies, the formation of the corporate culture of the staff, the introduction of innovative forms of staff training, the improvement of the system of encouraging and motivating employees; introduction of loyalty programs, strengthening of advertising support, improvement of marketing communication in order to increase the informational publicity of hospitality establishments. Implementation of the proposed measures will contribute to the successful operation of hospitality enterprises and strengthen their competitiveness.