The topicality. The conditions of the pandemic lockdown prompted economic entities to restructure their activities in accordance with the new communication and operational rules. The service sector, the main purpose of which is the leisure organization, it has suffered the most from quarantine, as it has been banned. Therefore, some institutions have closed down, unable to withstand the crisis tendencies in the consumer market, financial pressure from landlords, and some have reformatted the business to new conditions of interaction with customers -remote services and delivery.Mitigation of quarantine has helped revive activities, but it is legitimate within the protocols and regulations of local and state authorities to prevent the spread of viral infections. Therefore, the management of economic entities implements compliance control, the purpose of which is to carry out economic activities in accordance with laws, regulations and protocols, deviation or ignoring which creates risks of reputational and financial losses. Compliance control identifies economic and reputational risks, carries out prevention and management, forming a set of real measures to protect business and its owners. Thus, the implementation of a compliance control system is an important component of the development strategy of economic entities, including the hotel business, and a relevant object of study.Purpose and methods. The purpose of the study is to theoretically analyze the compliance of hotel services and the formation of a model that identifies areas for improvement of hotel services in pandemic risks. The comparative nature of compliance as a category of proof of compliance with certain limitations contributed to the use in the research process of a set of general scientific methods, such as abstraction, analysis and synthesis, modeling, elimination of factors influencing the object of study, gap method for scoring compliance and allowed to substantiate the proposed imperatives of the framework conditions of compliance in the hotel business. Results. An empirical assessment of the financial losses of hotels from the pandemic caused by COVID-19 has been carried through in Ukraine. The directions of compliance of hotel service have been formed. The imperatives of framework conditions of service in hotels in the conditions
The relevance of the study of diversification approach to customeroriented management of the hotel and restaurant businesses is caused by the need to find areas of business management in the context of deepening economic crisis. The hotel and restaurant business in Ukraine has been in a crisis plateau for a long time, which changes in the types and nature of influence and over time only exacerbates market and economic risks. The viral pandemic, which has halted many hotel and restaurant businesses, has drawn the attention of scientists and experts to the importance of mitigating risks through other sectors of the economy that were less affected or on the contrary, benefited from quarantine restrictions. Cancelled services reservations caused significant losses, and only subjects of hotel and restaurant business, which had a financial safety margin and / or diversified business, were able to stay on the market and use this time to strengthen customer orientation through CRM-systems, branding, development of diversified business concepts in the framework of concentrated diversification. The purpose of this paper was to determine the theoretical aspects of the formation of diversification policy and development of the customer-oriented approach for the hotel and restaurant business. The paper deals with the internal capabilities of the hotel and restaurant entities for reorientation, re-profiling, and diversification of the business, which are determined on the basis of modelling the hotel service system. To consider the features of the diversified approach, a number of general scientific and specific methods were applied, which allowed to formulate the theoretical provisions of the directions of diversification. Restrictions on access to the current operating performance of hotels and restaurants in the conditions of the pandemic have created certain information gaps in the development of practices of the application of customer-oriented tools and technologies, areas of diversification. Therefore, directions for future research are the study of successful results of diversification activities for hotel and restaurant businesses in Ukraine and around the world
It is carried out an analysis of the preconditions and outlines the prospects for implementation of compliance into the hotel business entities in the service market. The theoretical basis is defined and the methodology of compliance control is developed. The main problems are identified. The directions of the application of compliance control in the management of the hotel business entities are given.Бовш Л., Гопкало Л. Комплаенс-контроль в гостиничном бизнесе. Проведен анализ предпосылок и очерчены перспективы внедрения комплаенса в деятельность субъектов гостиничного бизнеса на рынке услуг. Определен теоретический базис и разработана методология комплаенс-контроля. Установлены основные проблемы и приведены направления использования комплаенс-контроля в менеджменте субъектов гостиничного бизнеса.Ключевые слова: субъект гостиничного рынка, комплаенс, комплаенсконтроль, комплаенс-риски.
Theoretical aspects of digital marketing of the subjects of the hotel business, which became the basis for strengthening the innovative development of the hospitality industry, were studied. Negative factors that hinder the development of digital technologies and their use by the subjects of the hospitality industry were identified. The main tools of digital marketing, which are grouped according to their belonging and source of application, are considered and characterized. Priority goals for the development of digital marketing are defined. The methodology of evaluating the effectiveness of digital tools, as well as analyzed the practical aspects of their use by the subjects of the hotel business in Ukraine. The algorithm of analysis of digital marketing of subjects of hotel business and models for assessing the effectiveness of their use of digital technologies are proposed. Formed a system of digital marketing management, which is the relationship between the classical functions of management and digital marketing tools of the subject of hotel business.
In the last few years, leadership theory has evolved under the influence of technological innov ation and the growing role of impression marketing in shaping business-concepts. In this regard, the hospitality industry, which is one of the largest in terms of activity and number of staff involved today, needs clientoriented leaders. Consumers' needs in the hospitality industry are growing and becoming complexes, leading to the transformation and modification of the competencies of managers, who interpret the compliancequality control of services. The implementation of the leadership qualities of a manager in the corporate culture of a company creates a value system that is imitated by all the employees and centres the business processes around one goal -client orientation. Our contribution provides a comprehensive and concise overview of the determinants of leadership of the hospitality industry. We evaluate the hotel leadership issues and focus our attention on business process leaders as key elements in implementing the concept of customer-centric leadership.
The purpose of the study was to develop a priori perspectives and practical experience of implementing digital marketing strategies of medical tourism subjects. At the same time, communication systems (channels, means, tools) were subject to analysis and digital systems and technologies for providing medical services (techniques, AI-based technologies, etc.) and facility management. The system of digital communications, the nodal channels of the medical product, which are informationally connected in the distribution system, are defined: B2B (medical and tourist companies), B2C (product implementation through other distribution channels), C2C (communication between consumers, in particular opinion leaders, people with successful medical results, etc.). The considered direct distribution channels (B2C) are key drivers of medical product strategy, which should become a priority in the development of state programs for the development of tourism and support for medicine and investment goals for the development and implementation of medical innovations.
Nowadays, the investment flows define the prospects of development of the economic system of any level, as they give the innovative opportunities and are the instrument of compliance in the financial and legal field. Taking into account the significant resource potential of the Ukraine, it is important to study the industries-catalysts, able to mobilize the financial resources, to activate the development of infrastructure and to become an impetus for the development of the specific location and the regions as a whole, which a priori stimulates meeting the social needs. This study aims to analyze the parameters of social effectiveness of investments in the hospitality business, which creates the multiplicative effect in the territories’ development systems, involving many related industries, which are the donors for territorial communities financing, in the creation of the concept-product. As a weighty proportion in the territorial community’s GDP, the usefulness of the investments in the hospitality was analyzed through the lens of sociality, which nowadays acquires the signs of non-material asset in implementing the projects, as it ensures the communicative and information interaction, harmonizes the relationship between the investors, recipients of investments, local territorial community, and society.
The research views staff behavior as a complex mechanism of motivators through the lens of rationality, which obeys the principles of the transitivity axiom and the law of declining marginal utility in times of crisis, including the quarantine COVID-19 pandemic, budget constraints. The factors which affect the behavior of hotel and restaurant staff form a field for understanding behavioral responses. The interests and motives that regulate the behavior of the staff, in this case, reflect the map of utility, which allows modeling the usefulness of employment in an enterprise. It is substantiated that the behavior of the staff should be correlated with the influence of leadership and agile management methods (Scrum, Kanban). The Agile determinants in the pandemic client-oriented management of the hotel and restaurant business provide an algorithmic explanation for the application of the approaches in practice. Flexible management methods allow you to create organizational values for staff, which allows you to build value dependencies within cross-functional team management. The result is the consideration of motivational types of staff and methods for choosing the right Agile approach. It also suggested ways to reformat the hotel and restaurant business in the pandemic and change the professional roles of workers to survive and create conditions for rapid rehabilitation and recovery in the post-quarantine period.
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