Competitiveness research at “Respect-Nova” PE in the hotel and restaurant business market and directions substantiation for its improvement
Students Name: Hryhoryshak Taras
Qualification Level: magister
Speciality: Marketing
Institute: Institute of Economics and Management
Mode of Study: full
Academic Year: 2023-2024 н.р.
Language of Defence: ukrainian
Abstract: The master’s thesis is devoted to the study of the competitiveness of the Ukrainian hotel and restaurant business, in general, and the hotel and restaurant complex «Respect hotel & spa» as part of the Private Enterprise «Respect Nova», in particular. In the process of writing the master’s qualification work, an analysis of scientific research on the chosen topic was carried out and it was found that Krykavskyi Ye. and Chukhrai N., exploring competitiveness, focused on the efficiency of a particular sector of the national economy [1]. Nestulia O. combines this term with leadership and notes that it is the leader who is able to play a central role in the organization of joint activities and regulate relationships in the group, including at the expense of their own character traits [2]. According to Skupeiko V. and Lykholat S. [3], competition occurs at all levels and requires compliance with certain market requirements or, otherwise, will oust the subject from the market. According to Barabash E. [4], Zhuravleva S. [5], Davydova O. [6], Shapovalova O. [7], the development of hotel and restaurant business institutions is especially successful subject to the introduction of innovative developments. Purpose: research of the hotel and restaurant business market and justification of directions for its improvement for a separately selected institution. Study object: the process of forming a marketing motivational program in the direction of increasing the competitiveness of the institution of hotel and restaurant business. Scope of research: theoretical and practical principles of the formation of marketing policy for the promotion of the hotel and restaurant business institution and determining its impact on competitiveness. Task: - explore modern approaches to studying the competitiveness of hotel and restaurant business institutions, show the role of leadership in the chosen field of research, reveal methods and models for determining the competitive level; - to analyze the hotel and restaurant business in Ukraine and the activities of PE «Respect-Nova» on it, to reveal the impact of the war, to analyze the financial and economic activities of the institution and to analyze marketing activities; - carry out marketing research of consumer preferences of customers, conduct a survey of respondents and analyze the results obtained, demonstrate the possibility of using strategic planning methods in the activities of the institution under study, - suggest ways to increase the level of competitiveness of the complex «Respect hotel & spa», predict foresight of future actions, present a draft innovation program. Research methods: general scientific (for cognition of scientific phenomena), system (to outline problems that impede development), analysis and synthesis (for the study of the object and in general and the selection of significant components), graphic (to visualize the results of the study), statistical (to determine the dependencies and relationships between various factors), questioning (to obtain information from respondents) and others. The research findings: The innovative program «Seven Sensual Notes from Respect hotel & spa» is presented to increase the level of competitiveness of the hotel and restaurant complex «Respect hotel & spa», which is part of PE «Respect Nova». By implementing this program, the institution will be able to keep the business in working condition, make a profit, and also give its customers intangible satisfaction based on the results of visiting the institution. The relevance of the implementation of this program was the result of analyzing the hotel and restaurant business market, analyzing the financial, economic and marketing activities of the enterprise under study, conducting a SPACE analysis, calculating the integral competitiveness indicator, building a BCG matrix, as well as a survey among guests of the establishment. Keywords: hotel and restaurant business, competitiveness, large-scale war, foresight sessions, foresight scenarios, innovations, strategic map. Referens: 1. Krykavsky, E.V. Industrial marketing: textbook [Text] / E.V. Krykavsky, N.I. Chukhray. Lviv: Natsion Publishing House. Lviv Polytechnic University, 2004. 428 p. 2. Nestulia O. O. Leadership in personnel management / Nestulia O. O. // Personnel management in the XXI century: personnel policy, motivation, remuneration: monograph / Kostyshyna T. A., Nestulia O. O., Nestulia S. I. [et al.] ; Poltava : Poltava. Writer, 2013. 498 p. 3. Skupeiko, V.V., Lykholat S.M. Implementation of European principles of formation of competitiveness of agricultural enterprises [Text] / V.V. Skupeiko, S.M. Lykholat // Scientific Bulletin of Uzhhorod National University: series: International economic relations and world economy. Uzhhorod: Helvetica, 2018. Vol. 18 NoPart 3. pp. 65-69. 4. Barabash E.V. Innovative technologies in the hotel business. URL: https://tourlib.net/statti_ukr/barabash.htm (date of access: 30.11.2023) 5. Zhuravleva S. M. Strategy of innovation activity at the enterprises of hotel industry. Economics. Management. Innovation. 2012. № 2. URL: http://nbuv.gov.ua/j-pdf/eui_2012_2_15.pdf (date of access: 28.11.2023) 6. Davydova O. Improvement of hospitality industry enterprises in the conditions of their innovative and technological development. Economic strategy and prospects for the development of trade and services: coll. Sciences. etc. / answered. Ed. O.I. Cherevko. Kharkiv, 2015. Vol. 1 (21). C. 241–256. 7. Shapovalova O. M. Innovative activity as a basis for increasing the competitiveness of the hotel industry. Bulletin of Volodymyr Dahl East Ukrainian National University. 2013. № 16. pp. 224–228.