M. Kalnitskaya. Evaluation of the development of international hotel chains in the process of formation of organizational and cultural resources of the international tourism business.

Abstract

The article is an overview, the purpose of which is to assess the level of development of national and international hotel chains in Ukraine. The advantages and disadvantages of creating hotel chains were defined. As international practice shows, the integration of tourist businesses into hotel chains leads to a reduction in total costs, allowing subjects to increase their competitiveness and move intensively on international markets. This led to the conclusion about the relevance of following international experience in the process of creating national hotel chains by combining entities into a single corporation. As a result of studying the market, a rating of hotel brands was compiled, where a comparison between national and international hotel brands in terms of the number of accommodation facilities represented on the tourist market was made. It was revealed that in the Ukrainian hotel business market the most widely represented are such national chains as Reikartz (22 hotels), Premier Hotels (12 hotels), Royal Hotels (11 hotels). But international hotel chains are rare - Radisson Blu (3 hotels), Hotel IBIS (3 hotels), Ramada (2 hotels). A comparative analysis made it possible to determine that the national hotel chains are more widespread due to obvious advantages (adaptation to the local market, awareness in the country's legislative base, a better understanding of local traditions, consumer characteristics, adaptation and quick response to market changes - is the cultural component of the business). A comparative analysis of the pricing policy of the subjects of the international hotel chain and national brands showed an advantage in favor of the latter. These results allow to conclude that the hotel services sector is at the development stage, however, despite certain advantages over the international tourism business, it is actively entering the Ukrainian market and faces a number of problems, the most important of which is the lack of a unified business strategy. Further research will focus on studying successful examples of international tourism business with the aim of developing recommendations for creating a mechanism for the development of organizational and cultural resources as a tool of the competitiveness of international business.