АНАЛІЗ ДІЯЛЬНОСТІ КОМПАНІЇ В ІНДУСТРІЇ ГОСТИННОСТІ
Г. Л. Чміль

DOI: 10.32702/2306-6814.2020.15-16.47

УДК: 330.341:338.45

Г. Л. Чміль

АНАЛІЗ ДІЯЛЬНОСТІ КОМПАНІЇ В ІНДУСТРІЇ ГОСТИННОСТІ

Анотація

У статті здійснено системне дослідження, критична оцінка теоретичних положень та діючої практики аналізу компаній індустрії гостинності. З'ясовано, що основними дестабілізуючими чинниками у індустрії гостинності є: відтік іноземних інвестицій з України, підвищення ставок кредитування, труднощі у фінансуванні, зростання витрат на будівництво, адаптаційний карантин тощо. Здійснено аналіз господарської діяльності готелю за специфічними показниками: одноразова місткість готелю; можлива, фактична та планова пропускна спроможність готелю; кількість місце-днів простою; коефіцієнти завантаження готелю (плановий та фактичний). Доведено, що за причинами простоїв рівень завантаження номерного фонду готелю ТОВ "СТЮАРТ" за звітний період склав 72,4%, що є менше запланованого на 25,6 відсоткових пункти (98,0%). Це потребує вдосконалення роботи маркетингового відділу щодо розширення цільового сегменту ринку та збільшення обсягів надання готельних послуг.

Ключові слова: індустрія гостинності; готельне господарство; коефіцієнт завантаження; KPI-показники; стратегічний маркетинг.

Література

1. Aissa S.B., & Goaied M. (2016). Determinants of Tunisian hotel profitability: The role of managerial efficiency. Tourism management. 52. 478—487. URL: https://www.sciencedirect.com/science/article/abs/pii/S0261517715001685
2. Borovсanin D. (2015). A Comparative Analysis On Hotel Financial Performance. In SITCON 2015-Singidunum International Tourism Conference (pp. 198—201). Singidunum University. URL: http://portal.sitcon.singidunum.ac.rs/paper/37
3. Io M.U. (2016). Exploring the impact of hedonic activities on casino-hotel visitors' positive emotions and satisfaction. Journal of Hospitality and Tourism Management. 26. 27—35. URL: https://www.sciencedirect.com/science/article/abs/pii/S1447677015300048
4. Ivanova M. & Ivanov S. (2015). The nature of hotel chains: An integrative framework. International Journal of Hospitality & Tourism Administration. 16 (2). 122—142. URL: https://www.tandfonline.com/doi/abs/10.1080/15256480.2015.1023639
5. Li X., Wang Y. & Yu Y. (2015). Present and future hotel website marketing activities: Change propensity analysis. International Journal of Hospitality Management, 47. 131—139. URL: https://www.sciencedirect.com/science/article/abs/pii/S0278431915000304
6. Oukil A., Channouf N. & Al-Zaidi A. (2016). Performance evaluation of the hotel industry in an emerging tourism destination: The case of Oman. Journal of Hospitality and Tourism Management. 29. 60—68. URL: https://www.sciencedirect.com/science/article/abs/pii/S1447677016300808
7. Roque V. & Raposo R. (2016). Social media as a communication and marketing tool in tourism: an analysis of online activities from international key player DMO. Anatolia, 27(1), 58—70. URL: https://www.tandfonline.com/doi/abs/10.1080/13032917.2015.1083209
8. Salem I.E.B. & Сavlek N. (2016). Evaluation of hotel website contents: existence-importance analysis. Journal of Hospitality and Tourism Technology. URL: https://www.emerald.com/insight/content/doi/10.1108/JHTT-04-2016-0020/full/html

H. Chmil

ANALYSIS OF THE COMPANY'S ACTIVITIES IN THE HOSPITALITY INDUSTRY

Summary

The article provides a systematic study, a critical assessment of the theoretical provisions and current practice of analyzing companies in the hospitality industry. It was found out that the main destabilizing factors in the hospitality industry are: outflow of foreign investment from Ukraine, increase in lending rates, difficulties in financing, growth in construction costs, adaptation quarantine, and so on. Today, Ukrainian service companies operate not only in an unstable and unpredictable changing external environment, but also are interdependent with other economic entities. This creates additional conditions for enterprises to realize their own interests, and at the same time, restricts their business activity in relations with competitors and the state, which creates serious dangers for their functioning.the content analysis of scientific sources on the specifics of the activities of hotel enterprises in modern conditions has been Carried out. The analysis of economic activity of the hotel on specific indicators: one-time capacity of the hotel; possible, actual and planned capacity of the hotel; the number of place-days of downtime; hotel load factors (planned and actual). It is proved that for reasons of downtime, the level of occupancy of the hotel room stock of LLC "STEWART" for the reporting period was 72.4%, which is less than planned by 25.6 percentage points (98.0%). This requires improving the work of the marketing Department to expand the target market segment and increase the volume of hotel services. So, it is proposed to improve the methodology for analyzing the activities of hotel enterprises based on the use of specific indicators. Based on the results of the analysis, we can conclude that it is necessary to improve marketing communication with customers. It is expedient to use the tools of strategic marketing based on KPI indicators: portfolio of tourism services; quality travel services; image (business reputation) of the company; market share controlled by the company (segment); commitment to the consumers of tourism services; the ratio of marketing expenses to total expenses.

Keywords: hospitality industry; hotel management; load factor; KPI indicators; strategic marketing.

References

1. Aissa, S. B. and Goaied, M. (2016), "Determinants of Tunisian hotel profitability: The role of managerial efficiency", Tourism management, vol. 52, pp. 478-487, available at: https://www.sciencedirect.com/science/article/abs/pii/S0261517715001685 (Accessed 30 June 2020).
2. Borovсanin, D. (2015), "A Comparative Analysis On Hotel Financial Performance", SITCON 2015-Singidunum International Tourism Conference. Singidunum University, pp. 198-201, available at: http://portal.sitcon.singidunum.ac.rs/paper/37 (Accessed 30 June 2020).
3. Io, M. U. (2016), "Exploring the impact of hedonic activities on casino-hotel visitors' positive emotions and satisfaction", Journal of Hospitality and Tourism Management, vol. 26, pp. 27—35, available at: https://www.sciencedirect.com/science/article/abs/pii/S1447677015300048 (Accessed 30 June 2020).
4. Ivanova, M. and Ivanov, S. (2015), "The nature of hotel chains: An integrative framework", International Journal of Hospitality & Tourism Administration, vol. 16(2), pp. 122—142, available at: https://www.tandfonline.com/doi/abs/10.1080/15256480.2015.1023639 (Accessed 30 June 2020).
5. Li, X. Wang, Y. and Yu, Y. (2015), "Present and future hotel website marketing activities: Change propensity analysis", International Journal of Hospitality Management, vol. 47, pp. 131—139, available at: https://www.sciencedirect.com/science/article/abs/pii/S0278431915000304 (Accessed 30 June 2020).
6. Oukil, A. Channouf, N. and Al-Zaidi, A. (2016), "Performance evaluation of the hotel industry in an emerging tourism destination", The case of Oman. Journal of Hospitality and Tourism Management, vol. 29, pp. 60—68, available at: https://www.sciencedirect.com/science/article/abs/pii/S1447677016300808 (Accessed 30 June 2020).
7. Roque, V. and Raposo, R. (2016), "Social media as a communication and marketing tool in tourism: an analysis of online activities from international key player DMO", Anatolia, vol. 27 (1), pp. 58—70, available at: https://www.tandfonline.com/doi/abs/10.1080/13032917.2015.1083209 (Accessed 30 June 2020).
8. Salem, I. E. B. and Сavlek, N. (2016), "Evaluation of hotel website contents: existence-importance analysis", Journal of Hospitality and Tourism Technology, available at: https://www.emerald.com/insight/content/doi/10.1108/JHTT-04-2016-0020/full/html (Accessed 30 June 2020).

№ 15-16 2020, стор. 47 - 50

Рубрика: Економіка

Дата публікації: 2020-09-04

Кількість переглядів: 786