ІНКЛЮЗИВНІСТЬ ЯК ВИМОГА ЧАСУ ТА КОНКУРЕНТНА ПЕРЕВАГА ПІДПРИЄМСТВ ІНДУСТРІЇ ГОСТИННОСТІ

Abstract

The article substantiates that in the conditions of growing competition, ensuring the accessibility and openness of the institution and the services provided to the widest possible range of visitors, ie implementation of the principles of inclusion, can become one of the competitive advantages of the hospitality industry. Inclusion is a process of increasing the degree of participation of all citizens in society. This applies not only to people with disabilities, but also to parents with prams, people of other nationalities, members of the LGBT community, elderly people and any members of society who may have certain special needs at one time or another, need equal opportunities and tolerance attitude. And although the main role in creating a barrier-free space in the country is played by state and regional authorities, the actions of economic entities that directly provide services to consumers are no less important. In addition to the significant social effect, the implementation of the principles of inclusion will provide a number of benefits for businesses, as demonstrated by the example of the Maslow's hierarchy of needs through the prism of inclusive hospitality industry. Among the benefits gained, in particular, increased sales, financial stability of the company, increased productivity, protection of businesses from accusations of noninclusiveness and reputation during the active development of the Internet and social networks, consumer confidence, recognition and strengthening of brand reputation,staff motivation and realization of business owners' ambitions. It is determined that ensuring the accessibility of the studied subjects involves the implementation of mobile, visual, auditory and cognitive components and is to ensure the availability and diversification of services taking into account the needs of different categories of consumers, training staff to work with different categories of consumers, ensuring proper technical characteristics of tourist transportation, transport accessibility of facilities and arrangement of the surrounding area, universal design and design of barrier-free architecture, inclusive employment, inclusive marketing tools and security of the institution.