Analysis of the Competitiveness of Services of Hotel Enterprises Using the Parametric Method

Abstract

Many hotels appear on the market every year, which means that the competition between them also increases. Companies strive to introduce new products and services and improve existing ones in order to surpass competitors. There is an increasing need to assess the market situation. As a result, the importance of such a concept as competitiveness and methods of its assessment increases. The purpose of this article is to analyze the competitiveness of services of hotel enterprises (on the example of the Center-Hotel LLC) using the parametric method. As part of the expert evaluation, the parameters were determined according to the Regulation on the Classification of Hotels; the correspondence of the services of the Center-Hotel LLC and its competitors to the assigned category was revealed; the number of correspondences and the expression of the result as a percentage were calculated; the final assessment by type of services was formed. As part of the consumer evaluation, parameters were determined, weight was assigned to each parameter; the consumer ratings of the Center-Hotel LLC and its competitors were grouped in the form of an assessment/number of respondents; the sum of points/ratings was calculated taking into account the weight and the final assessment by type of services was formed. The article considers the sequence of parametric analysis, a modification of this method for hotel enterprises and an example of the application of analysis for a specific enterprise in the industry; the advantages and disadvantages of parametric analysis for hospitality enterprises are identified.