MANAGEMENT EFFICIENCY IMPROVEMENT ACTIONS FOR HOTEL AND RESTAURANT COMPLEX DEVELOPMENT

Abstract

The article considers the interpretation of such concepts as «hotel», «restaurant», analyzes the author's interpretations of the concept of «hotel and restaurant complex», as well as offers its own understanding of this category. The specific features of the services of the hotel and restaurant complex are highlighted. Defined as a hotel and restaurant complex is not defined at the legislative level in Ukraine. The main approaches to defining the essence of the hotel and restaurant complex are presented, which is expressed in the ratio of the tourism industry and the hospitality industry. The main components of the development of the hotel and restaurant complex are proposed in the work: intangibility and hospitality of the hotel and restaurant service; intangible nature of hotel and restaurant service; uneven demand, failure to save services; inseparability from the source of hotel and restaurant service; variability of hotel and restaurant ambassador. Measures to strengthen the effectiveness of its development management are identified: participation in specialized exhibitions; development of proposals for integrated tourism products; involvement in the discussion and submission of proposals to laws and regulations; certification, categorization and standardization of hotel services; development of an integrated system of planning and coordination of activities; participation in hotel development projects with the participation of international operators; promoting the promotion of the complex product of the hotel and restaurant complex through the production of promotional videos, printing of advertising and information materials and their distribution at points of tourist services. The article pays special attention to rebranding and Internet advertising as important measures for effective management of the hotel and restaurant complex. The essence of the concept of "rebranding" and the prerequisites for its application are determined: physical and moral obsolescence of the existing brand, the emergence of competitors, reduced sales of services, change of direction, merger. For the hotel and restaurant complex the scheme of means of Internet advertising in case of carrying out rebranding is offered.