KEY INDICATORS OF DEVELOPMENT OF THE ENTERPRISES OF HOTEL ECONOMY IN ZAKARPATTIA REGION

Abstract

The article analyses the current state of the hotel business in Zakarpattia region. It is noted that to the development of the hotel industry of Zakarpattia region, the growth of tourist flows, contributes the presence of a large number of cultural and historical monuments, as well as the attractiveness of eco-tourism associated with unique natural formations - thermal and therapeutic waters and the like. It is noted that the unique border geographical location of the region, rich natural and ethnic and cultural resource potential of the region provided recognition of the most promising recreational zone in Europe with the possibility of year-round (post-season) service of tourists. Surveying on the Western border of Ukraine with four Central European States – Poland, Slovakia, Hungary and Romania contributes to the development of inexpensive (especially for residents of EU countries) rest, and the predominance of the rural population successfully demonstrates the development of one of the sectors of the tourism industry – rural tourism. It is proved that there is a significant dependence of the activity of the tourist season on weather and climatic conditions. However, the majority of hotel farms of Zakarpattia region even in the most favourable seasons are not busy, which indicates the problems of hotel management. The rating of Zakarpattia region among other administrative and territorial units of Ukraine on indicators of the operational program is investigated. Thus, the number of hotels and similar accommodation facilities in 2017 Zakarpattia ranked third, which makes the region one of the most adapted to receive domestic tourists and foreign citizens. The coefficient of hotel capacity utilization was analyzed. The uneven demand for hotel services was revealed. The problems of seasonality directly affecting the functioning of hotel facilities were revealed. This is a significant influence factor encouraging entrepreneurs to deal with these topical issues of development of the sphere of hotel services. In the process of the study, the assessment of income indicators from the provided hotel services was carried out. It is revealed that the Zakarpattia region in terms of the number of visitors served occupies the seventh position among the regions of Ukraine, which makes the region attractive for attracting investment in the organization of new enterprises. At the same time, the unstable situation in the country affects the performance of the enterprises of the hotel business of the Zakarpattia region and causes the need for redistribution of tourist flows. The share of domestic tourists using hotel services in the region is increasing. The approaches to ensuring the development of the studied sphere are generalized. Therefore, in the hospitality industry contemporary issues an in-depth monitoring hotel management, utilization of research results for development of measures on formation of strategies of development of hotel business in the future. It is reasonable to generalize and use analysis on the demand for tourist and recreational services, improvement of market services, development of scientific and technical programs and projects, attraction of investments into development of enterprises of hotel business in the region, as well as adaptation of constituent entities of the hotel industry of the region to international industry standards and increase of economic efficiency of functioning of the hotel enterprises of the region on the basis of ensuring the training of personnel potential, the development of foreign technologies and management in the hospitality industry. Thus, the development of business in the regions, increasing the status of Ukraine as a country attractive for travel, including foreign tourists, improving the welfare of Ukrainians and the emergence of interest in recreation in the country are the main factors that now determine the growth of demand for hotel services, which is a promising direction for further research