241 Готельно-ресторанна справа

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https://ur.knute.edu.ua/handle/123456789/197

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CORPORATE HOTEL SALES PROMOTION SYSTEM «PREMIER INTERNATIONAL» HOTEL CHAIN
(KNUTE, 2020) Samarina Anastasiia
The hotel industry has grown rapidly in the last few years, earning large profits. The hotel business represents a huge potential for the market, as tourism in Ukraine has been rising lately. Every year the number of hotels increased, the old ones were reconstructed, and in large cities the number of international hotels increased. Marketing takes a huge role in the hotel, providing customer satisfaction and success at the competition. There is a lot of competition in the market and it is necessary to do marketing efforts aimed at achieving stable results for a sufficiently long period of time. In modern economic realities, in order to achieve success and strengthen hotel position in the service market, it is necessary to convey to consumers the benefits of the services provided by the hotel industry. In a competitive environment, hotels need to develop measures that would contribute to both the growth of demand for hotel services and the formation of a permanent customer base. There are many factors that affect the efficiency and profitability of hotels. Оne of the main factors being promotion. The dynamic development of the sphere of hotel services has led to the formation of a whole system for their promotion. The term «promotion», which means advancement, stimulation has firmly established its position in the modern world. The corporate hotel sales promotion system plays an important role in the marketing system of the company. It covers a large list of different ways to promote products and services. Its purpose is to increase the demand and sales of go ods and services. Therefore, it is so important for the hotel management to pay attention to the development of high-quality and effective promotion of the company. Purpose of research is to develop theoretical and methodological regulations, methods of effectiveness estimation, guidelines and suggestions for the organization of corporate hotel sales promotion system «Premier International» hotel chain, and implementation of new principals in overall operation of the hotel based on the study of new conceptual framework and methodological approaches to improve the assessment of the development of theoretical basis and creation of practical recommendations for sales promotion system. To achieve the goal of the work, it is necessary to solve the following tasks: to define the role of corporate system of service promotion in hotel business; to consider the organizational mechanism of service promotion of hotel business; give a general description of the «Premier International» hotel chain; describe the features of the corporate sales promotion system in «Premier International» hotel chain; evaluate the economic assessment of the hotel Premier Palace Kyiv; improvement proposals for the corporate service promotion system in «Premier International» hotel chain. The object of research is corporate hotel sales promotion system. The subject of research exploration of the theoretical positions, methodical basis and practical recommendations of forming the corporate hotel sales promotion system in «Premier International» hotel chain. Methods of research. Different methods and techniques of scientific research are used in this work: statistical observations – for establishing the dynamics of individual indicators, analysis and synthesis – for structuring approaches to classification, comparison, grouping, typing – for comparative analysis of indicators of the development of a hotel enterprise – in order to study the peculiarities of formation franchising development strategies, expert estimation techniques, mathematical methods.
CORPORATE SYSTEM OF HOTEL SERVICES PROMOTION BY RADISSON BLU
(KNUTE, 2020) Ramik Anna
In the hotel business, there are about 150 names of hotel operators or brands of hotel chains. Indeed, over the past hundred years, branding has become a very important part of the hotel industry. But only a few hotel brands made it to the list of the world's 100 most popular brands. And as a result of the expansion of the hospitality industry over the past years, many travel destinations have enriched their potential precisely with the presence of these highly reputable hotel brands. In the context of the current state of the hospitality services market, the content of the concept of "competitiveness" is changing, today it implies not only a special approach to the formation of pricing policy, but a whole range of measures aimed at improving the quality of services, developing the company's image, strengthening its own trademark (brand), using customer-oriented approach to customer service. All this makes the brand an effective tool for business development. The key goal of creating an effective brand is to achieve long-term competitive advantages in promoting a product or service in the market. Currently, many hospitality enterprises are faced with the fact that competitors are trying in their services to reproduce the qualities and characteristics of the best hotel chains - world leaders, which inevitably leads to a great similarity of the offered hotel service s and to some extent complicates the choice of consumers. A brand in the classical sense is an image in the perception of the consumer, a set of impressions and associations, it is this image that allows the consumer to distinguish and choose one or anothe r product or service. In turn, this process is defined in special marketing terminology as branding. Branding refers to the process of brand management, including brand creation, brand promotion to the market, and brand adaptation to changing conditions o f the external and internal environment. The value of a hotel brand is often distinguished by its tangible and intangible value. Brand intangible value usually includes those aspects that are most obvious to the consumer, but which are much more difficult to assess in specific amounts. The best example of this is the name and brand image. On the other hand, tangible characteristics are those specific brand components that can be 8 precisely defined, measured, and thus evaluated. These include marketing and sa les infrastructure, strategic alliances, and loyalty programs, components that either have specific value or generate cash flows for the hospitality industry. Every day, independent hotel owners find it harder and harder to compete with large hotel chains to win and retain customers. Independent hotel owners face increasing challenges with personnel management, supplier contracts, and new challenges in a competitive environment — especially technological innovation that is becoming part of a hotel brand’s product offering. Independent hotel owners are increasingly recognizing that their hotel's performance could be greatly improved if it operated under the name and management of an internationally renowned brand. Moreover, many studies confirm that hoteliers are becoming convinced that by building their own local hotel brand, they are unlikely to be on a par with the most respected hotel managers who are the dominant players on the global stage. Because building a brand is not only about creating a genuine brand image. Indeed, in reality, the company's prestige is the result of serious and continuous operational improvements over the years, which are reflected in the quality of the product or service and its recognition. Each hotel strives to create a strong brand in its activities, while it must provide a link to every aspect of the enterprise -customer relationship in order to create a long-term relationship between the consumer and the hotel brand. A long -term relationship between the consumer and the brand, based on respect and trust, fosters a sustainable consumer preference for the hotel and its services. Consequently, the formation and management of brands in the hospitality industry is based on a process aimed at creating an atmosphere of consumer loyal ty. The relationship between a brand and a customer can also be based on the value proposition of the service itself. Many relationships between a brand and customers arise when the brand is viewed more in relation to the organization itself than to its products and services. In hospitality marketing, the quality and completeness of services directly depends on the position of the hotel company, therefore, the key point of branding is a hotel that can offer quality services. Purpose of research. The purpose of the study is to develop theoretical and methodological regulations and proposals for the formation of the corporate brand system of the Radisson hotel chain and the introduction of new concepts in the principles of hotel positioning, as well as new approaches to creating and improving the corporate brand system, taking into account new trends and research. The object of research is theoretical, methodological and practical aspect of corporate brand structure in hotel business. The subject of research is exploration of theoretical provisions, methodological framework for the formation of the corporate brand system, its components, the impact on the marketing component, consumers and effective use and positioning of the brand in the proper market system of hotel services. Also development and implementation of new aspects of the «Radisson Blu» corporate brand. Methods of research. Various research methods are used, including classification, analysis, structuring and synthesis of information and data. Also analysis of brand indicators, its parts, structuring and analysis of cream components of the brand. The third part of the work uses the method of focus group interviews, analysis and organization of these answers.
Distribution of hotel services for the inbound tourism segment of «Holiday Inn» hotel chain»
(KNUTE, 2020) Sadovska Daria
For hospitality industry, a key part of any revenue management strategy revolves around distribution channel management. An effective hotel distribution system is imperative for maintaining the partnerships and business relationships that are necessary in order to optimize sales and maximize revenue. Distribution channel management is an important concept within the hotel industry and the use of a distribution channel manager can improve associated processes. As a result, management can be made faster and more accurate, more dynamic pricing strategies can be adopted, visibility can be enhanced and revenue can be increased. Many scholars are engaged in studying issues of hotel distribution. Francis Buttle gave an overview about principles of hotel distribution and channel management (first published 1986 by Holt, Rinehart and Winston in Great Britain). Carroll B., Siguaw J., recognized evolution in electronic hotel distribution and its effects on hotel chain and intermediaries in 2003. A.Mazaraki, S.Shapoval, S.Melnichenko, M.Boyko and others co-authors recognized general solutions for creation an effective distribution process for hotel chain and presented manual HoReCa in 2017, Kyiv. Very important question in hospitality is to evaluate distribution channels, to determine effectiveness each of them and create powerful distribution system for excellent revenue results. Distribution can make or break a hotel chain. Therefore, despite the wide range of publications about it, the problems of creating distribution hotel system for the inbound segment of customers remain unsolved. Thereby, the issues of determining the essence of the hotel distribution, as well as its reflection in the revenue management require for a further study. Having reviewed a number of papers related to issues of distribution of hotel services, the purpose of the work is to research distribution system for inbound tourism segment in Holiday Inn Inc., Kyiv. In order to address the purpose of the research the following objectives should be fulfilled while conducting this study: to research essence of distribution; to define principles of distribution and channel management; to identify the main functions of (and flows in) channels of distribution; to describe at least 10 types of channel intermediary for hospitality services; to explain the differences between conventional and vertical marketing system; to recognize 4-step channel planning process; to explain the difference between physical distribution in a hospitality context; to identify the key variables to be considered when selecting a trading area and a particular site for location; to describe process of distribution of the hotel services for the inbound tourism segment. The object of the research is hotel distribution, process of distribution hotel services for the inbound tourism segment as well. Theoretical basis of research methodology is a systematic approach to the study of distribution processes, the performance of domestic and foreign scholars dealing with the approach of application principles of distribution and channel management. General scientific methods, e.g. the methods of analysis and synthesis, are used to illustrate the distribution process of hotel services, classification distribution channels, and its functions for needs of management. The comparison method is used to determine the most effective approaches to reflect information about distribution in hospitality area. The experience of Holiday Inn Inc. is shown in reflection of data about distribution and channel management. In addition, in the study capitalization of research and development of the distribution system of the hotel services.
INTEGRATION GROWTH TECHNOLOGIES IN THE «INTERCONTINENTAL HOTELS GROUP» HOTEL CHAIN»
(KNUTE, 2020) Bolotenko Anton
Innovation in the hotel industry leads to the development of integrated growth technologies. Integration implies a unification, a combination of elements into a single whole. Thus, the introduction of certain types of innovations leads to their integration with existing resources in order to create new technologies or modernize, improve existing technologies to ensure the growth of the hotel industry. Today, two main trends affect the implementation of integrated growth technologies: strong competition, which promotes personalizat ion for occupying a certain niche and customer retention; rapid development of ICT and process automation, which is precisely the solution to the first problem for the hotel industry as well. Since competition requires the introduction of ICT in hotel operations, integrated growth technologies are developing in the hotel industry as a whole. In the literature, the subject of the introduction of integrated growth technologies is considered indirectly. In most publications for 2010 -2020, scientists consider the consequences of introducing innovations in the hotel industry, applications of Industry 4.0, innovation strategies, types of service innovations in different subsystems of the hotel industry. There is no comprehensive analysis of the metrological aspects of the implementation of integrated growth technologies in the hotel industry. Purpose of research is to develop theoretical and methodological regulations, methods of effectiveness estimation, guidelines and suggestions for the integration growth technologies implementation in the «Intercontinental Hotels Group» hotel chain, and new principals in overall operation of the hotel based on the study of new conceptual framework and methodological approaches to improve the assessment of the development of theoretical basis and creation of practical recommendations for system of integration growth technologies. The object of research is corporate hotel system of integration growth technologies. The subject of research is exploration of the theoretical positions , methodical basis and practical recommendations of forming system of integration growth technologies in the «Intercontinental Hotels Group» hotel chain. The research methodology consists of in-depth scientific methods and special methods. A secondary analysis of publications for 2000-2020 was carried out using a Science Direct [34] database to assess changes in the subject of research. Scientific novelty. For the first time, concepts of integration growth technologies in the hotel industry are defined in the study. For the first time, an assessment methodology for effectiveness estimation, guidelines and suggestions for the integration growth technologies implementation is formed.
International competitiveness of the «Premier International» hotel chain
(KNUTE, 2020) Daineko Iryna
Actuality. At present, the competitiveness of enterprises is gaining a special status, because a radical increase in the efficiency of the economy as a whole, the introduction of new production technologies and the extensive use of human capital depend on this, due to a significant increase in the constant updating and quality of products. The ongoing process of globalization, important structural changes, requires the response of businesses that want to remain competitive in new conditions by introducing the subject of this study, the elements of the accelerated development of scientific and technological revolution and the large-scale cross-border movement of capital in competition. The aim of the study is to develop the theoretical and methodological foundations of the hotel chain competitiveness The object of research is the process of forming of the hotel chain competitiveness The subject of research exploration of the theoretical positions, methodical basis and practical recommendations of forming the international competitiveness in «Premier International» hotel chain. In accordance with goal, the following tasks have been identified: - to study and develop the theoretical and methodological foundations of increasing the competitiveness of the organization; - to analyze the competitiveness of the of the «Premier International» Hotel; - to analyze the pricing policy of the «Premier International» Hotel; - to develop measures to increase the competitive position of the «Premier International» Hotel; - to assess the efficiency of the developed measures The aim is to study and substantiate the theoretica l aspects of the essence of competitiveness, as well as to study the factors of internal and external environment that affect the competitiveness of the hotel business in a market environment

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