Hotel Services Market Research Articles

INNOVATIVE TECHNOLOGIES AS A FACTOR IN IMPROVING THE QUALITY OF SERVICE ORGANIZATION IN THE HOTEL AND RESTAURANT BUSINESS

This article reveals aspects of the impact of innovative technologies on improving the quality of service organization in the hotel and restaurant business. The issue of improving the quality of the organization of customer service at the enterprises of the hotel and restaurant complex was considered. The peculiarities of the application of innovative technologies at enterprises in modern conditions are analyzed. The development of information technologies and growing competition in the market of hotel services necessitate the active use of innovations in the operation of modern hotels. Nowadays, innovation is considered one of the important competitive advantages of the hospitality industry. At the same time, the spectrum of application of innovations in the activity of a hotel enterprise is quite multifaceted. The purpose of the study was to demonstrate the use of innovations in the activities of enterprises of the hotel industry. The hypothesis of the study was the assumption that the key trends in the development of innovations in the hotel industry are digitization, resource-saving technologies and environmental protection. The research methodology was based on system analysis. The article examines innovations in the hotel industry that are relevant to today's realities. Analysis of existing developments and experience of using innovations in modern hotel enterprises of Ukraine allowed the author to clarify the classification of types of innovations in the hotel industry. Based on the results of the research, the main problems that arise in the process of introducing innovations in the hotel industry have been verified, and methods of their elimination have been determined. Scope: the obtained results can be used in the practical activities of hotel enterprises in the modernization and improvement of the service process. The author proves that "green technologies" have been given a prominent place in the innovations of the hotel industry in recent years. At the same time, the idea of environmental protection is implemented not only in the aspect of providing comfortable conditions for guests, but also at all stages of the life of a hotel enterprise: from engineering research, design, construction and operation to major repairs, reconstruction and complete liquidation.

Use of hotel enterprise labor resources

The article discusses the issue of using the labor resources of a hotel enterprise from the perspective of their influence on the economic efficiency of the enterprise and strengthening its competitiveness in the hotel services market. Based on the analysis of theoretical approaches to the concept of "enterprise labor resources", a new definition of this concept is given in relation to the hotel enterprise. The author also examines the indicators of the use of labor resources of a hotel enterprise, thereby identifying ways to effectively use labor resources. The article has practical application for enterprises of the hotel industry of the Russian Federation.

CRITERIA FOR DETERMINING THE COMPETITIVENESS OF HOSPITALITY ESTABLISHMENTS

Today, the tourism and hospitality industries are important social, economic, and cultural categories that serve as the basis for the development of economies in many countries. Ukraine is no exception. Although the full-scale invasion of Ukraine by the Russian Federation has left its mark on this sector of the economy, causing great losses, the situation has not changed globally and its development remains a priority today, especially in the context of Ukraine's vector towards European integration. This is what makes the chosen research topic relevant. Competition is a driving force for social and economic progress. In the current business environment in the market of hotel and tourist services, in order to maintain the competitiveness of a hospitality institution, it is necessary to implement a whole range of measures to form and consolidate competitive advantages. The competitiveness of a hospitality establishment must be sustainable not only in economic and environmental terms, but also in social, cultural and political terms. Thus, since the beginning of the full-scale invasion, a large number of hospitality businesses have suspended operations for security reasons, lack of demand, technical reasons, or as a result of damage or destruction from shelling. At the same time, despite the widespread understanding of the importance of defining it, there is no uniformity in the scientific literature in understanding the criteria by which it should be determined. In the article, the author makes an attempt to systematize the existing criteria for the competitiveness of hospitality establishments and identify those that are important for the development of hospitality establishments. Using such research methods as analysis, synthesis and the systematic method, the author has determined that such criteria should include the following indicators: pricing features, quality of services and amenities, online presence, human resources, effectiveness of marketing strategies used, and the ability to adapt and minimize risks. By analyzing the activities of the company and competitors in this niche, owners will be able to ensure a high level of competitiveness of their company.

Problems of development and prospects for improvement of the tourism and hotel industry in Moscow

Subject. The article considers the development of the tourism and hospitality industry as drivers of growth in various sectors of the region's economy. Objectives. The aim is to analyze the current state and dynamics of the tourism industry and hospitality industry in Moscow, the development of promising areas to improve the efficiency of their activities. Methods. The study employs methods of statistical and economic analysis. Results. The analysis of data from statistical agencies and specialized Internet sources enabled to conclude on outstripping growth of the tourism industry in Moscow and the Moscow Oblast, compared to other regions of Russia. The study considered the main measures of State support to tourism outlined in the government program "Tourism Development", as well as specific results and amounts allocated from the Moscow budget for these purposes. We analyzed the main performance indicators of Moscow hotels, like the average length of stay per guest, average income per guest, average vacation rate, load factor. Conclusions. Based on government support measures and evidence on the economic indicators of the hospitality industry, the study unveiled the promising areas of growth of the tourism and hotel services market, such as increasing the tourist attractiveness of Moscow, reorientation of foreign tourist flows, development of services for the "digital travelers" sector, "green" marketing, personalization of services, etc.

РОЛЬ УПРАВЛІННЯ ДИСТРИБУЦІЙНИМИ КАНАЛАМИ ГОТЕЛЮ ПРИ ОВЕРБУКІНГУ

The application of the overbooking process for different segments of the hotel services market requires the study of factors and prerequisites for influencing demand. The main problem faced by hotels when using overbooking is that, despite a set of booking requests that exceeds the total number of rooms, there is a lack of room capacity in the intervals between bookings. Hotel owners and managers, including those with a limited capacity, are increasingly interested in revenue management methods, but not everyone has managed to implement a system of Revenue Management, which is an integral part of effective management. On the one hand, a revenuemanager can optimize profitability and profitability not only from room sales, but also from other hotel revenue centers; on the other hand, knowing (analyzing) the habits of regular guests, it is possible to increase their loyalty by offering a personalized approach to providing special conditions for hotel services. Determining the potential of bookings and their impact on the total revenue of a hotel is based on an arsenal of data on needs in the general economic aspect, which form the interests, expectations, and priorities of consumers in choosing a hotel service. From the perspective of market relations, it is the needs of consumers that are the basis for the formation of consumer demand for hotel services. In the practical context of distribution of hotel services, the main dispute in the formation of a room reservation guarantee system is reflected in the content of compensation processes for reasons of no-show or early departure. In accordance with this statement, the fundamental content, prerequisites and benefits of using overbooking for the guest are the flexible consumption, at the level of the hotel enterprise – it is to ensure the process of managing the occupancy as a set of separate areas of planning and maximizing revenues. However, it is worth noting that the increasing application of overbooking depends on individual decisions of the hotel company and requires differentiation of the hotel service, which, in particular, involves expanding the price plan, introducing new methods in the process of their promotion and transforming distribution. The problem is that the level of overbooking is determined primarily by the method of trial and error and can lead either to resale of rooms and forced relocation of guests or to an unreasonably large quantity of vacant rooms and a lack of revenue.

Innovative technologies in the hotel business as a factor in the sustainable development of the hospitality industry in the Rostov region

This study is aimed at analyzing the functioning features of the hotel services market in the city of Rostov-on-Don and the Rostov region, identifying factors for its sustainable development due to the introduction and application of innovative technologies in the hotel business. The intensive development of the hotel industry contributes to the need to develop new technologies for serving tourists in hotels, the introduction of innovative services and technical innovations. The article examines the key principles of innovation and the main types of innovation in the hotel industry, and assesses the accommodation facilities of the city of Rostovon- Don for the use of innovative technologies in the process of operation. In the hospitality industry, one can observe trends in the active implementation of new technologies: digitalization, streaming, virtual reality, etc. The transition to a digital future is sustainable and helps hotels successfully operate in accordance with ESG criteria and customer expectations. Processes related to innovation are aimed at establishing in full the results of research on a commercial basis to expand the list of products or services, improve their consumer characteristics, and develop innovative production technologies in order to strengthen the position of products in the market.

DEVELOPMENT TRENDS OF THE GLOBAL HOTEL MARKET AND THE PLACE OF UKRAINE IN IT

Objective. The objective of the present article is to study trends in the development of the hotel services market in the world and Ukraine. Methods. The following methods were used: analogy, analysis, synthesis, deduction, logical generalization; statistical method (for the systematization of statistical materials regarding the number of hotels, their size, number of beds, determination of the number of overnight stays and average room occupancy, assessment of the impact of tourist flow on the dynamics of the development of the hotel industry); multidimensional factor analysis (to identify external and internal factors affecting the development trends of the hotel market in Ukraine and the world). Results. A comparative analysis of the dynamics of the development of regional hotel markets in the world was carried out and the fate of the Ukrainian market in the world was determined. The following indicators were analyzed: the total number of hotels and rooms; level of distribution of hotel chains; share of coverage of the world hotel market by hotel chains; value of hotel brands; dynamics of investment in the hotel market by continent. As a result of the analysis, it was established that the main players in the market of hotel services in the world are the USA, the EU, and China. These countries formed centers around themselves that extended their influence to other regions. Hotel chains were the main tool of competitive confrontation. Their share in the total share of the world hotel market increased. They covered more than 50% of the market, and in some countries it reached 90%. US hotel chains covered 40% of the world market of hotel services, were represented on all continents of the world and actively competed with Chinese ones. At the same time, the impact of the COVID-19 pandemic did not lead to a reduction in the number of hotels among the chains. Fixing a decrease in the total number of accommodation facilities in the world (independent and chain), the number of chain hotels increased from 119,000 to 157,000 during the studied period, and the number of rooms from 12 million units to 13 million, respectively. The impact of the pandemic on the overall dynamics of the development of the global hotel market showed a decrease in the number of hotels and rooms in the Americas, Asia and Oceania. On the contrary, the share of EU countries has increased. The growth of Ukraine's share in the European market is also recorded. However, these increases were not due to an increase in the number of hotels, but to a lower rate of their reduction due to the COVID-19 pandemic. It was established that the dynamics of investment activity is gradually reaching pre-pandemic financing volumes. The leading position continues to be retained by the USA with a level of 60% of the global volume of investments in the industry. The countries of Europe, Asia and Oceania keep this indicator at the level of 30%. It has been proven that in the conditions of competition between the USA, China, and the EU, Ukrainian hotel chains could expand only towards the post-Soviet space (the countries of Central Asia and the Caucasus) - as a free territory.

INTERNATIONAL HOTEL SERVICE INDUSTRY TRENDS

Objective. The objective of the article is an overview of the current state of the global market of hotel services, an analysis of trends in the hotel industry. Methods. Data from international hotel companies, data from hotel groups by the number of rooms, and the main global trends in the hotel industry were used in the study of trends in the world market of the hotel industry. Results. The article examines the current state of the world market of hotel services and analyzes current global trends in the hospitality industry using data from international hotel companies, data from hotel groups by number of rooms, as well as the main international trends in the hotel industry. The results of the article are that the hotel industry has undergone enormous changes and destruction over the past two decades. In order to survive in the conditions of modern competition, hotel companies began to introduce innovations and monitor trends in the hotel industry. Hospitality international companies represent an industry in constant flux, where major hotel companies compete with innovation and growth strategies to remain competitive in the global hospitality industry market. The development of international hotel companies is the result of the expansion of the world market of hotel services and reflects the general trend towards globalization. The modern global hotel industry is characterized by several key trends - deeper specialization of services, the use of information systems for technological support and marketing, the creation of hotel chains, the integration of capital with other sectors of the economy, the use of scientific management and the development of a network of small hotel enterprises.

Peculiarities of the Hospitality Industry Development in Ukraine

Topicality. The hospitality industry plays a significant role in solving the problems of bringing the national economy out of the crisis, contributing to its structural transformation, which is of exceptional importance for Ukraine nowadays. Despite the huge recreational potential, the Ukrainian market of hotel and restaurant services is significantly lower than the world market of the hospitality industry in terms of economic efficiency. The main problems of the hospitality industry development are insufficient amounts of investment in renovation and building of new establishments, an inadequately developed market for the provision of hospitality services, imperfect infrastructure, technological backwardness of the industry, low solvency of the population, and the use of environmentally hazardous raw materials. It is no coincidence that improvement of modern infrastructure and introduction of modern technologies in the field of hospitality is recognized as one of the priority areas of the national economy development. The martial law declaration has negatively affected the activity of hotel and restaurant business establishments in Ukraine. All this determines the indisputable relevance of studying main trends and problems of the development of Ukrainian hospitality industry in today’s conditions. The aim of the article and research methods. The aim of the article is to analyze the current state and peculiarities of the hotel industry development in Ukraine. When conducting the research, general scientific research methods were used: comparison, generalization, analysis, synthesis and systematization, induction and deduction, tabular and graphic method, as well as scientific and theoretical developments of domestic and foreign scientists, informational materials of statistical and reference publications. Results. The article analyzed the current state of the hospitality industry in Ukraine. The practical aspects of hotel and restaurant business functioning were disclosed. It was established that the military aggression of the enemy has a negative effect on the dynamics of the development and functioning of hotel and restaurant enterprises. A significant number of them are functional or have been partially repurposed. The dynamics of temporary accommodation and catering organization enterprises were analyzed as the main criterion for the development of hotel and restaurant services. It was established that a significant decrease of enterprises and a reduction in the number of employed workers in the hospitality industry occured in 2021. It was noted that the consumer price index in 2022 increased significantly due to the raising in production expenses of the hotel and restaurant business from 103.7 to 122.5 %. In 2022, CPI growth was 100.9% in January, and 103.7% in December. So, the main reasons for the increase of CPI are the rapid growth of the dollar currency and consumer prices, as well as the devaluation of the Ukrainian currency. The financial activity of hotel and restaurant business enterprises was characterized. In 2020, temporary accommodation and catering organization establishments suffered a loss of UAH 6.500 million. However, in 2021, a slight increase in profit could be observed, as UAH 7.003 million. Thus, in 2021, a slight increase in profit could be noticed – UAH 7.003 million. The profitability of enterprises in 2021 was 9 %. This indicates the adaptation of the hospitality industry as a promising direction. Conclusions and discussion. So, in the course of the study, it was established that the hospitality industry is currently in unfavorable conditions, which are caused by the military aggression, which negatively affects the dynamics of the hotel and restaurant business development. In 2021, compared to 2020, there was a slight improvement in the financial result of the business, in accordance with the increase in income and profitability of temporary accommodation and catering organization establishments. However, with the aim of effective development and functioning of the hospitality industry, programs and projects of supporting the hotel and restaurant business are being implemented in the country with the assistance of international organizations.

ENVIRONMENTALIZATION OF HOTEL AND RESTAURANT BUSINESS

The aim of this article is to summarize and methodize the current information about ecological problems of hotel and restaurant sector, including Ukraine; to identify the main principles with the aim of ecologization of this tourism component based on world experience. Due to the current state of the world, Covid‑19 eco-friendly hotels are also in a good position. Greening is an added security health. Organic cuisine supports strong immunity. Natural and hypoallergenic materials in the hotel equipment have only a positive effect on the human body. Landscaping and interior landscaping spacious rooms provide cleaner air and favorable conditions for living, wellness, and rest. Worsening factors have emerged environmental indicators (increase in waste, mandatory individual packaging, etc.). The current state of hotel activities has led to the search for new one’s environmental measures and development strategies. In recent decades, the hotel business in Ukraine has been developing dynamically. Significant changes have been made for account of entering the market of hotel services of international networks such as Rixos, Rezidor, Hyatt, Wyndham Hotel Group. The policy of their activities contributed adjustments to the competitive position of the industry. Signs efficient hotel facility is a high level and quality control of services, environmental orientation, modern equipment and innovative technologies.

The system of staff motivation as a means of increasing the profitability of the hotel

The article discusses the influence of the motivation system on the profitability of the hotel. Today, the hotel services market is highly competitive. Supply often greatly exceeds demand. In this situation, the work of the staff and its motivation is important.

ОБЩАЯ ХАРАКТЕРИСТИКА СОВРЕМЕННЫХ РЫНКОВ ГОСТИНИЧНЫХ УСЛУГ Г. ЛИПЕЦКА И Г. ЕЛЬЦА (ЛИПЕЦКАЯ ОБЛАСТЬ)

The hotel services market of the Russian Federation is constantly changing, influenced by both external and internal factors. After serious unstable processes in the hotel sector related to COVID-19, the restoration of the hospitality industry of the Russian Federation as a whole is gradually taking place. The article examines the current state of the hotel services market in the Lipetsk region. Economic growth in the region contributes to the dynamic development of the hotel services market, expanding the range of services offered to guests. The opening of new enterprises, the successful operation of existing ones, the creation of facilities that attract tourists from other regions, the improvement of tourist infrastructure within our region are factors that largely influence the increase in the market of hotel services in the Lipetsk region. The current legislation in the field of hospitality in order to improve the quality of service to consumers of a hotel product has obliged hotel companies to undergo a mandatory classification procedure for certain types of accommodation facilities. The majority of the hotel companies operating in the Lipetsk region have been accredited in accordance with the type and category of the hotel company. The markets of hotel services in Lipetsk and Yelets became the objects of this study. The authors of the article consider the quantitative and qualitative characteristics of the modern market of hotel services in the Lipetsk region.

New opportunities for the Russian hotel business in conditions of socio-economic uncertainty

The article was written on the basis of the competitive work of the author Ruglov V.P. «Hotel as a sociocultural center in the megapols of modern Russia», which took 1st place at the XXI Saint Petersburg Open Competition named after Prof. V.N. Veniaminov). In their article, the authors write that over the past decades, the hotel business around the world has undergone certain transformations. The hotel can no longer be limited to just one accommodation service. In modern realities, a hotel is a whole system, a complex of various possibilities for the realization of a wide variety of goals and needs of guests and customers. Today, the hotel services market, including the Russian one, is a consumer market. In this economic space, in conditions of permanent uncertainty and large changes in environmental factors (international, political, legal, economic, socio-cultural, etc.), for the last three years, hotel companies have been fighting hard in all segments of the hospitality market, trying in every possible way to attract a guest to their hotels in order to survive and maintain or strengthen their positions among competitors. The authors believe that the transformation of a hotel enterprise as a socio-cultural center for the local community, especially in areas remote from the historical center of the city that do not have significant cultural and entertainment and cultural and educational centers (theaters, cinemas, museums, exhibitions, a conservatory, music halls, etc.), can significantly contribute to improving the competitiveness of a hotel in the megalopolis of modern Russia. sports complexes, stadiums), etc. The survey conducted by the authors among residents of St. Petersburg showed that people for a number of economic, social, cultural, psychophysiological reasons need organized friendly interaction, familiarization with art, history, culture, sports, etc. near home, but they do not have the opportunity to realize these needs and desires. In the article, the authors also give recommendations on the implementation of a new hotel concept.

HOTEL CHAINS IN UKRAINE: CURRENT STATE AND PERSPECTIVES OF OPERATION

Hotel chains are of great importance for the high-quality functioning of the hotel services market, as they have established service standards, sufficient financial resources, and are widely distributed on the world market. In turn, measures are needed to increase the efficiency of their activities. The article examines the essence of hotel chains, their advantages in the market of hotel services. Methods of organizing hotel chains are revealed. Franchise relations are the most common, which cover approximately 80% of all hotels, and their advantages and disadvantages are defined. The ranking of the largest hotel chains in the world is submitted. It is established that the Indian operator OYO is the leader in terms of the number of hotels in the world, and Marriott International is the leader in terms of the number of rooms sold. The main strengths of hotel chains are the appropriate quality of services, a joint advertising policy, uniform service standards, the availability of financial resources, the possibility of obtaining consultations in the network, the implementation of innovations, support for social projects, uniform staff training systems, a wide range of services, and the availability of consumer loyalty programs. The main problems of the development of hotel chains in Ukraine are highlighted: decline in activity due to the COVID-19 pandemic and military operations, damage to hotels, loss of customers, disruption of supply chains, problems with power outages, uneven territorial distribution of hotel chains, insufficient number of chains and hotels, low level of development of associated infrastructure, low interest of investors and lack of guarantees of protection of investments in the development of the infrastructure of hospitality enterprises, insufficient number and inadequate level of training of personnel for the hotel industry. The prospects for the development of hotel chains in Ukraine have been determined: the introduction of innovations (greening of activities, digital technologies, marketing innovations, crowdsourcing, etc.), diversification and personalization of services, increasing the safety of guests.

Interactive Technologies of Brand Formation of Territories for their Promotion in the Market of Tourist and Hotel Services

Interactive Technologies of Brand Formation of Territories for their Promotion in the Market of Tourist and Hotel Services

НОВІТНЯ РЕСТОРАННА СПРАВА В ІНДУСТРІЇ ГОСТИННОСТІ

The aim of the article is to substantiate the introduction of the latest restaurant business for hospitality enterprises by analyzing the main directions of molecular technologies. Research methodology. The article is based on scientific works of foreign and domestic scientists in the field of hotel and restaurant business. The general scientific methods of analysis for processing, presentation and generalization of the received data are used in the work. Research results. The introduction of innovations in the market of hotel services indicates the need for the harmonious development of hospitality facilities, which in the long run will provide the possibility of sustainable income for the establishments of the hospitality industry. The latest restaurant technologies enable hotel enterprises not only to occupy leading positions in their market segments, but also to meet global service standards. Therefore, the question of understanding the needs and wishes of consumers in eating unique dishes, using modern technologies, which is of significant importance for hospitality enterprises due to the formation of their culinary brand, is relevant. The possibility of introducing the latest restaurant business in the hospitality industry to expand catering services and attract consumers of hotel services in the restaurant business of the hotel enterprise is analyzed. The main directions of molecular technologies to meet the needs of consumers in extravagant and extraordinary technologies that meet the requirements of all lovers of gourmet dishes, including gourmets. Given the peculiarity of molecular technologies, ensuring the proper structural and mechanical properties of ready meals is impossible without the use in their recipes of food additives of natural origin and raw materials with emulsifying and gelatinizing properties, which are able to regulate the consistency and texture in order to obtain the required effect. The use of food additives agar-agar, carrageenan, sodium alginate, calcium chloride, egg powder, glucose, lecithin, trimolin, xanthan not only perform the role of improvers, but also have an important physiological value for the human body and contribute to improving the nutritional value of dishes with their use. Practical significance. The introduction of the main directions of molecular gastronomy in the restaurant business of the hotel company will expand the range of unique specialties on the menu, and in particular provide them with health, ensure a high level of organization of the technological process, reduce production losses and increase potential consumers of restaurant services.

INCREASING THE EFFICIENCY OF THE ORGANISATION OF HOTEL AND RESTAURANT COMPLEXES BY USING INTERNATIONAL INFORMATION TECHNOLOGIES (ON THE EXAMPLE OF VARNA, BULGARIA)

The article the essence of international information systems and technologies in the hotel and restaurant sphere. The need to integrate software into the operation of hotel complexes and restaurants as a basis for the formation and strengthening of competitive advantages for business entities in the rapidly growing market of hotel and restaurant services is substantiated. The role and features of the use of individual tools of international information technologies and systems in the hotel and restaurant business are highlighted. Information and communication facilities, components and tools that enable the storage, access, monitoring, processing and transmission of information in digital form are described. The most popular and downloaded programs in the hotel and restaurant industry in the world according to the results are described. The most common trends in information systems and technologies in the hotel and restaurant business have been identified, including mobile technologies (mobile applications, chatbots, virtual queues, QR codes for menus), contactless payments, the Internet of Things, robots, and virtual tours. The use of information and communication technologies in popularity hotels in Varna is analyzed.

Financial and legal regulation of hotel and tourism business

The article substantiates the relevance of the study of financial and legal regulation of hotel and tourism business. Arguments proving that hotel and tourism business, as a component of the real sector of economy, objectively has its own characteristics, both at the micro- and macroeconomic levels, are presented. The identification and research of the financial and legal levers of regulation of hotel and tourism business for restoration and development of this sphere of activity have been carried out. The problems of the complex analysis of financial and legal regulation of the activities of hotel, restaurant, and tourism business enterprises and ways to solve them are outlined, which will contribute to ensuring the financial stability of the hospitality sector in the long term. It is substantiated that despite the presence of a large number of various legal acts that regulate the work of tourism, recreational, and restaurant enterprises, there is no single system of their interconnection and comprehensive action. It has been determined that ensuring the financial stability of hospitality enterprises is impossible without a thorough and high-quality legal framework that would fully regulate and establish the rules and obligations of all participants in the market of hotel, restaurant, and tourism services. An assessment of the net profit (loss) of the enterprises of the hotel and restaurant business of Ukraine has been carried out, as well as of the financial results before taxation by types of economic activity in the sector of temporary accommodation and catering. As evidenced by the analysis carried out in the article, state financial support for innovative activity of hotel and restaurant business and obtaining financial monetary resources are very problematic, especially in modern conditions with a constant deficit of the state budget. The significance of formation of legal competences of specialists in the international hotel and tourism business is emphasized as a crucial component of their professional training, and the matrix of competences and program results from the international legal regulation of hotel and tourism business has been analyzed. It has been proven that during the training process it is essential to focus on the practical aspects of application of legal norms in real situations that arise in hotel and tourism business. This will help students develop not only theoretical knowledge, but also the skills to solve specific legal issues that may arise in their professional activities. The importance of taking into account changes in the legislation and the practice of regulation of the international hotel and tourism business, as well as ensuring the constant updating of students’ knowledge in this direction, is also emphasized. Measures to overcome the crisis in the post-war recovery of the hotel and tourism business in Ukraine are highlighted.

MARKETING RESEARCH OF THE SERVICES MARKET OF HOTEL AND RESTAURANT BUSINESS ESTABLISHMENTS

The article is devoted to the study of marketing aspects of the functioning and development of the services market of hotel and restaurant enterprises. The modern market of hotel and restaurant business services is a competitive and dynamic environment where companies constantly compete for the attention and loyalty of customers. Attracting and retaining customers is becoming an important task for businesses in this industry. However, success in the hotel and restaurant industry is not limited to providing quality services and creating a comfortable environment. Effective marketing planning and strategies play an important role in achieving competitive advantage. Marketing research is considered as a basis for determining the market opportunities of hotels and restaurants. The concept of the term «marketing research» is defined and the main factors that are the basis for understanding this concept are highlighted. The formation of an effective marketing information system in the hotel and restaurant industry has been studied. Methodological bases of hotel and restaurant services market research are defined. Conclusions and recommendations on improving the marketing strategy of hotel and restaurant business enterprises were formed. The results of the research will help identify the strengths and weaknesses of the market, reveal new opportunities for development, determine the needs and expectations of customers, as well as develop proposals for the promotion of services in the hotel and restaurant business. Therefore, conducting a marketing research of the market of services of hotel and restaurant business establishments is an important step for increasing the competitiveness of enterprises in this field and meeting the needs of customers. Marketing research occupies an important place in the life of any organization and is used by enterprises of all types – from small businesses to large corporations. Marketing research creates a scientifically and practically justified basis for making qualified decisions by managers and top management of the company.

Моделювання змінення цін на стандартні номери в польських готелях

The world market of hotel services is constantly changing, has a dynamic structure, develops in interaction with other markets of goods and services, is influenced by the market environment. Therefore, modern hotels have to adapt to a new type of tourists with rather high requirements for accommodation conditions. In Europe, there is a tendency to stay in 1* and 2* hotels. The study covers data from such Polish cities as Wroclaw, Poznan, Gdansk. And they are the spatial series, on the basis of which regression mathematical models are built for evaluating the trends of changes in the level of prices for the corresponding hotel rooms. The series are spatial because the data are collected at a specific moment in time, but from different objects located geographically at different points. The built models are not representative, but they provide an opportunity to assess the trends of price growth or decline and the possibility of entering into crisis economic manifestations. The work is devoted to the analysis of trends in hotel room price changes and the evaluation of these changes using the construction of regression economic-mathematical models of space and time series. The relevance and significance of the study lies in the analysis and assessment of price trends for standard hotel rooms in the popular segment of 1* and 2* hotels in Poland. This country is Ukraine's closest neighbor, therefore the study of economic trends in the development of its hotel industry is relevant not only for trends in Europe, but also for the future of the hotel segment of our country. The trends in the development of the hotel industry in Europe and in Poland in particular are analyzed. Extensive statistical material has been collected, which is up-to-date, because the figures are taken from booking sites as of November 2022. Most often, the analysis of economic trends in the development of the hotel industry is based on expert assessments or statistical data from travel agencies. The conducted analysis is based on approaches to mathematical modeling and the use of mathematical and statistical tools of the Microsoft Excel software. The conducted analysis showed the presence of a mathematically defined tendency towards a moderate increase in prices for «STANDARD» hotel rooms. The price function for these hotel rooms is increasing and crosses the growth limit which is the corresponding exponential function built on the base of the same spatial number series.