PECULIARITIES OF FORMATION AND MAINTENANCE OF THE IMAGE OF HOTEL AND RESTAURANT BUSINESS ENTERPRISES
Abstract
Currently, one of the components of the success of the enterprise is a positive image, which contributes to the growth of competitiveness and efficiency. Image is an important tool for achieving the strategic goals set by the company. In this regard, the importance of developing specific measures to form a positive image and reduce the risk of losing the reputation of the enterprise. The article considers the specifics of providing accommodation services in hotel facilities. The factors influencing the formation of a favorable image of service enterprises are identified, which are divided into 4 groups. It is established that the consumer of services, as a rule, is interested in conformity of the price and quality of the provided services. It is determined that in the complex of management functions at the enterprises of the service sector one of the leading places is occupied by the management of the customer service process. The main feature of the image of the hotel and restaurant company is the dependence of the perception of this institution on the tourist destination in which it is located. It is determined that this approach is to assign to each hotel or restaurant the image of the whole resort and all those who are there these institutions as a whole, because tourists probably already have an idea of destination, which is based not only on the tourist attractiveness of the region. Other features of the image of a hotel or restaurant should include the visual component of the image, the level of innovation and quality of services provided, and finally, cooperation with other institutions and networks. It is established that the image of the hotel and restaurant should not lose its relevance and, eventually, will cease to be an image as such. If the hotel and restaurant does not want to lose its position in the market, its rating should be constantly maintained, and the style – to be updated, at least in the introduction of minor elements of novelty that allow the institution to always remain "fresh", original and unforgettable. Prospects for further research may be the development of an effective strategy for the formation of a positive image for the hotel and restaurant business.
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