Abstract

 
 
 Modern views on the role and importance of partnership marketing are the basis for the effective strategyormation for the competitiveness of the hotel and restaurant industry and the tourism business in a crisis time of the tourism industry due to the coronavirus pandemic and the effect of restrictive measures. The presented article is aimed at the using modern analytical and methodological tools for assessing the competitive status and marketing activity of the hotel and restaurant enterprises and tourism business in the context of applying the principles of marketing partnerships and its implementation in practice of tourism. The purpose of the article is to develop and implement a model of resource-activity potential management and the forma- tion of a competitive status of hotel and restaurant business enterprises and the development of tourism industry based on marketing of affiliate relations. With the help of the factor analysis it is formed the components and indicators of competitive status of the hotel and restaurant enterprises and tourism business, emphasizing the importance of marketing activity in the field of the service promotion and partnership with stakeholders as a reflection of mobilization and the full use of marketing potential.This methodical approach to assessing the level of competitive status of the enterprises of hotel and restaurant industry and tourism business in the context of the resource and activity support on the implementing principles of the concept of marketing partnerships is proposed. It is established that enterprises have unstable dynamics of the integrated indicator of resource potential and activity, which indicates a lack of attention from managers and managers of the hotel and restaurant business to the formation of partnerships with stakeholders on a long-term basis. The results of the impact modeling of the marketing activity of the hotel and restaurant enterprises and tourism business on the level of their competitive status allowed to propose the measures of managerial influence aimed at solving the problem of increasing competitive status in the difficult conditions of the tourism industry. The practical value is the formation and implementation of the activities aimed at the establishing long-term partnerships with stakeholders in order to form a competitive status of the hotel and restaurant industry and tourism business.
 
 
Highlights
In the context of the intensification of the crisis phenomena at the level of the national economy due to the pandemic and the effect of restrictive measures for the enterprises of the hotel and restaurant industry and the tourism sector of Ukraine, it has become the need to determine the main directions of the development which will ensure the expansion of the production scale, and create the basis for their long-term effective functioning in the interaction with the external environment
The enterprises key stakeholders who works at the hotel and restaurant industry traditionally include investors, creditors, enterprise managers, employees, suppliers, consumers, the public and state organizations, as the successful operation of the hotel and restaurant economy depends on the welfare of the economy infrastructure of the region
We propose to assess the competitive status of hotel and restaurant enterprises on the basis of our resource and activity potential study which is the internal factor in the formation of competitiveness, as well as the influence of external factors of the marketing environment which characterize the resource-active business (McKercher, 2004; Chang, 2016)
Summary
In the context of the intensification of the crisis phenomena at the level of the national economy due to the pandemic and the effect of restrictive measures for the enterprises of the hotel and restaurant industry and the tourism sector of Ukraine, it has become the need to determine the main directions of the development which will ensure the expansion of the production scale, and create the basis for their long-term effective functioning in the interaction with the external environment This approach requires from the the hotel and restaurant enterprises and tourism business to increase the level of competitiveness, competitive status which are the basic components in the system of planning activities and forming a competitiveness strategy. Based on the promising areas of the principles implementation of the marketing partnerships in the hotel and restaurant industry and tourism business with the modern tools using of the economic and analytical analysis there is a direct need to assess the competitive status and marketing activity as a basis for the competitive strategy of the hotel and tourism business. establishing long-term partnerships with the stakeholders
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