ROBLEMS OF IMAGE FORMATION OF ENTERPRISES OF THE HOSPITALITY INDUSTRY IN THE CONDITIONS OF THE GLOBAL PANDEMIC
Abstract. The purpose of the work is to study the problems of marketing support of the image formation of the hospitality industry in a pandemic. The pandemic has exacerbated the issue of competition, which has led to the intensification and updating of research in the direction of forming a positive image of the hospitality industry. Based on the interpretations of researchers, there is a definition of the image of the enterprise, which is described as a «synergistic» concept that covers different image levels, which are formed on the basis of values, communication and socio-economic relations between actors and cooperation. It is determined that the image of the enterprise is formed on the basis of the corporate culture of the company, where the fundamental component is a clear and understandable formulation of the mission of the organization. The author’s model of image formation of hospitality industry establishments is given.
It is proposed to consider consumer confidence as one of the key factors in stabilizing the hospitality industry, which opens the horizons of a new vision of the enterprise. Three main components of trust are investigated: trust of investors (investors), trust of the personnel to the organization, trust of clients. The author’s approach to the formation of modern components of trust is presented.
The global consumer sentiment during the pandemic of December 2020 — February 2021 in the developed world was analyzed, based on which it was concluded that consumers still plan to reduce their spending by at least 20% in the next four weeks compared to the previous four. The largest share of reduced costs is accounted for by restaurant services and travel.
The study helps to address many issues related to improving the functioning of the hospitality industry in a pandemic. It is concluded that in terms of reducing demand for hospitality services and strengthening the role of security in recreational and tourist activities, the formation of a new level of customer confidence is of particular importance, which should be based on a renewed interpretation of the principle of «feel at home» expanding the use of information and communication technologies.
Keywords: company image, hospitality industry, global pandemic, trust, planned consumer spending.
JEL Classification M14, L83, N10
Formulas: 0; fig.: 3; tabl.: 0; bibl.: 10.
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Copyright (c) 2021 У. Гузар, А. Голод, М. Паска , Ю. Феленчак , І. Стахів
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