DETERMINATION OF HOTEL’S COMPETITIVE POTENTIAL
Journal Title: Проблеми і перспективи розвитку підприємництва - Year 2012, Vol 1, Issue 3
Abstract
The subject of the work is the essence of the competitive potential of the company. The relevance of the issue due to the presence methodical problems for evaluating the factors by which entities create and maximize its competitive potential. Based on the analysis of theoretical studies of our scientists discovered that controversial have any questions about the structure of the competitive potential of enterprises, criteria and methods of as-sessment. Justification of the above-mentioned is the aim of this work. As a result of studies adapted graphic-analytical model of assessing companies’ potential is for using in the hotel industry. The criteria of hotel competitive potential estimation are specified, in particular it is proposed to estimate the organizational, industrial and financial, marketing and image components, the indicators for each criterion are grouped. The selected structural elements of the competitive potential, in our opinion, should be understood as follows: - organizational component. It is determined by the availability of infrastructure elements of the ho-tel complex, their good location, rational organization of the hotel service; - production and financial component. It is determined by the availability of resources and their ef-fective use. For the hotel complex it matters capacity and financial stability, profitability; - marketing component. It is the basis of any hotel complex competitive potential, as it determines the availability of services, promotes awareness among potential clients, affects the positioning of the ho-tel, their consciousness and their desire to use the services; - image component - the ideas about of the hotel, which emerged as a result of using its services or as a result of information received from others. In today's internet-network development is one of the most influential factors ranked hotels on travel portals.
Authors and Affiliations
Yuliia Lavrova
Keywords
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- EP ID EP87849
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