РЫНОЧНАЯ ОРИЕНТИРОВАННОСТЬ ОТЕЛЯ КАК ФАКТОР ПОВЫШЕНИЯ ЕЕ ЭФФЕКТИВНОСТИ

Abstract

The article examines the impact of the strategy of hotels targeting the market on their effectiveness in their activities. Given the author's understanding and definition of market-oriented hotel, different from the traditional concept of client-oriented and sales concepts. The measurement of effectiveness by a set of objective and subjective indicators, composition is proposed. Sets of hypotheses that link innovation to the efficiency of the hotel have been developed. Conducted sociological surveys and regression analysis of communication confirmed the hypothesis of a link between the market orientation of hotels and their effectiveness.

Keywords

• отели
• ориентированность на рынок
• показатели эффективности отеля
• инновации в отелях