Actualization of the Confidence Phenomenon in the Hospitality Industry as a Tool to Increase the Economic Efficiency of the Enterprise

Abstract

The purpose of the research is to analyze the degree of guests' confidence in the hotel enterprises services of Primorskiy Region and to develop recommendations for increasing confidence in their activities based on a strategic approach to the hotel business development. The reviews of staff and guests' feedback indicated the absence or even lack of the confidence service. Hospitality enterprises pay much more attention to technical and technological standards (buildings, equipment, technical facilities), while forgetting how much it helps to build guests' confidence and maintain an atmosphere of trust. The methods of CSI (Customer satisfaction index), NPS (Net Promoter Score) were used to evaluate the hotels confidence level. All these allowed us to propose the optimal way of increasing confidence level to organization, avoid dangers, and effectively use available resources with respect to market opportunities. As a result of research it has been found out that in small hospitality enterprises in the city of Vladivostok 32.7% of guests believe that a good atmosphere of trust is created in the small hospitality enterprises of Vladivostok, and 67.3% of guests noted a high atmosphere of trust and they are ready to recommend hotels to other guests. 1. Introduction

Phenomenon of Trust in Tourism Industry

“…Руденко в качестве предмета исследования рассматривали доверительный сервис в индустрии гостеприимства, как сильную и эффективную стратегию выстраивания положительных взаимоотношений между клиентом и персоналом, позволяющих каждой из сторон быть уверенной в порядочности, открытости, доброжелательности и честности другой стороны. Стратегия доверительного сервиса, отмечают авторы, должна строиться на четкой цепочке действий от контроля качества через удовлетворенность клиентов к повышению их лояльности посредством диалога, что позволит укрепить надежность, уверенность потребителей в услугах гостиничного предприятия [23].…”