A Strategy for Ensuring Enterprise Competitiveness in the Sphere of Hotel Services

The aim of the article is to study the process of forming a strategy to ensure competitiveness of an enterprise in the sphere of hotel services. The content of the concepts “competitiveness of an enterprise in the hotel industry”, “competitive advantage” and “competitive strategy” is defined. Factors influencing the level of competitiveness of enterprises in the hotel industry are grouped. Taking into account the analysis of the internal and external environment of hotel facilities, a matrix of SWOT analysis is built, and variants of corporate strategies for enterprises in the sphere of hotel services are proposed. Within the framework of the study, 21 hotel facilities from 10 regions of Ukraine (Vinnytsia, Volyn, Dnipropetrovsk, Zakarpattia, Lviv, Ternopil, Kharkiv, Kherson, Khmelnytsky, Chernihiv) and Kiev are analyzed. From the positions of the system approach to enterprise competitiveness, a system of factors that influence the process of forming the strategy of enterprises in the sphere of hotel services is proposed. Taking into account the analysis of the internal and external environment of the hotels, potential threats and opportunities from the external environment are revealed, and the weak and strong sides of each of the hotel facilities are detailed, as well as the basic matrix of SWOT analysis is formed. Based on the results of the study, the following options for corporate strategies are proposed: the Maxi-Maxi strategy, the Mini-Maxi strategy, the Maxi-Mini strategy, and the Mini-Mini strategy. The correct choice of the strategy will ensure its full implementation, have a positive effect for the further development and retention of the leading positions of the hotel industry in the market