REGIONAL ASPECTS OF DEVELOPMENT OF COMPETITIVE ADVANTAGES OF THE HOSPITALITY INDUSTRY

Abstract

The hotel industry plays an important role in the development of the region, stimulating its socio-economic development, increasing competitive advantages, forming a positive image of tourists and guests of the region, providing jobs to the local population and more. All this is possible under the condition of coordinated work of all participants in the development of the hotel industry in the region and the presence of a clear and well-thought-out action plan given the presence of modern negative factors. Given the subject of our study, we consider it appropriate to consider the international experience of organization and development of the hotel industry and to determine the content and regulatory support of the studied processes.

The role of the hotel industry in the structure of regional development of the hospitality industry is generalized and determined. It is proved that the hotel industry is a priority in the development of tourism in most regions of Ukraine. In the region, the hotel industry performs an infrastructural function and allows the traveler to move into the category of a tourist, which to stay in the region for a longer time and spend more money.

It is proved that the hospitality sphere in the region is formed under the influence of a number of factors. Such factors include: development of tourist infrastructure, availability of attractive tourist facilities in the region; development of institutional support for the activities of hospitality entities, the volume of tourist flows, the promotion of the region as a tourist, interesting and safe place for tourists, the availability of qualified personnel in the hospitality industry, etc.

The international experience of hotel industry development is studied. It was found out that today Ukraine occupies one of the last places among the world's countries, especially European ones, in terms of quantitative and qualitative indicators of hotel development. Quantitatively, there are 27 thousand inhabitants per 1 hotel in Ukraine, while in the Czech Republic – 2.3 thousand, Estonia – 3.4 thousand, Bulgaria – 3.9 thousand.

The regional factors of development of competitive advantages of hotel economy (seasonality, specialization of hotel economy in region (tourist, resort, business, level of safety of region), availability of the developed tourist infrastructure, qualification of personnel of hotel economy, range of hotel services in region, complexity are defined regional tourism product, etc) It is proven that competitive advantage is beneficial, it must meet the requirements: to distinguish the hotel industry; to ensure a long-term market position; to meet the relevant modern needs of consumers; to build on available resources; changes in the market environment, to be formed at the strategic level, taking into account the interaction of all stakeholders.