ECOLOGIZATION OF THE HOTEL AND RESTAURANT SECTOR, IN THE CONTEXT OF SUSTAINABLE DEVELOPMENT OF TOURISM IN UKRAINE

Abstract

The paper examines the problems and prospects of greening as an innovative concept of hotel-restaurant development. The current state and trends in the development of greening of tourist infrastructure facilities in Ukraine and the world are analyzed. The criteria and legal principles of eco-hotels have been studied. The main causes and consequences of the negative impact of the hotel-restaurant sector on the environment have been established. The Ukrainian and world experience of existing eco-hotels are characterized, their problems are analyzed and recommendations are made for solving them and for the successful development of eco-hotels in Ukraine. The main tasks that determine effective activity in the eco-hotel business are formulated, in particular: the selection of the most promising target segments of the eco-hotel market and the development of a strategy focused on them; development and formation of ecological style, its correct use in internal and external premises of hotels and restaurants; development of a clear and, in accordance with the requirements of the market, program for the positioning of the eco-hotel; informing consumers through advertising and mass media about the positioning indicators of the eco-hotel and restaurant; development of proposals for the formation and correction of a positive image of the eco-hotel and restaurant in the minds of consumers. It is substantiated that the reorientation of existing hotel enterprises to “environmental” ones can solve several multi-faceted and multi-level tasks at the same time: ensure resource savings at the enterprise level; improve economic indicators due to compliance with the current trend; promote the development of the tourist cluster and the formation of ecological infrastructure in the region; promote the ideas of a “green” way of life in society; to form the market of ecological products and services; improve the image of the region and the country. Based on the results of the research, the following advantages of eco-hotels are highlighted: conservation of natural resources; reduction of water consumption; saving electricity; reduction of costs for energy resources; reduction of costs for materials undergoing secondary processing; attracting new customers due to a favorable environmental situation; positive positioning of the services market; additional opportunity to advertise the hotel; creating a reputation for the brand and the hotel as a socially responsible company. Positioning the hotel as an eco-hotel gives its owner a number of competitive advantages, among which the possibility of using this status for advertising purposes, creating a favorable microclimate for staff and guests, and increasing occupancy rates should be highlighted. It is well-founded that eco-hotels are promising hotels that are designed to maintain the state of the natural environment, raise environmental awareness and responsibility in society, and their guests can enjoy a healthy vacation in harmony with nature.