ASSESSMENT OF THE COMPETITIVENESS OF THE HOTEL BUSINESS: UKRAINE AND EUROPE

Introduction. In the process of forming the market environment; business entities are forced to ensure the efficient functioning of their enterprises and quickly adapt to new conditions. The interest of enterprises in success on the market emphasizes the need to increase competitiveness; which acts as a key factor for the survival of enterprises in the conditions of the financial and economic crisis and its further effective development. The purpose of this study is a critical review and systematization of methods for assessing the competitiveness of enterprises; their adaptation to the hotel business; as well as practical testing and evaluation of the competitiveness of hotel enterprises. Method (methodology). In order to achieve the goal; the article uses a number of general scientific and special methods: the method of theoretical generalization; abstract-logical; comparison; the method of expert evaluations; the integral method. The results. The study carried out a critical review of the existing methods of assessing the competitiveness of enterprises; on the basis of which it was established that there is no single approach to the assessment of the competitiveness of enterprises; there is no generally accepted classification of methods used for such an assessment. It was established that the systematization of these methods is a necessary condition for obtaining reliable estimates and developing measures aimed at increasing the competitiveness of the enterprise. It has been proven that the competitiveness of a hotel service is determined by its ability to effectively combine all these levels of services; ensuring high quality of service and meeting the needs of customers. This requires an integrated approach to management; marketing and strategic planning to ensure sustainable development and compliance with modern market requirements. It was determined that the competitiveness of hotel enterprises is determined by a set of four main groups of factors: factors characterizing the enterprise; factors characterizing the service; factors characterizing service; factors characterizing marketing. A comparative analysis of the functioning of the hotel business in European countries and in Ukraine was carried out based on the calculation of the price competitiveness indicators ADR and RevPAR; the results were obtained; which indicate the low competitiveness of the hotel business in Ukraine in comparison with the countries of Europe and some leading countries of the world. A system of criteria for assessing the competitiveness of hotel enterprises was proposed; a comparative assessment of the competitiveness of hotel enterprises in Lviv was carried out; which is an element of the scientific novelty of the study. Conclusions. According to the results of the study; the need to develop a specific methodology for assessing the competitiveness of hotel business enterprises was established; which will contribute to increasing the efficiency of planning and organizing their activities. Since the level of competitiveness of the hotel business of Ukraine is currently the lowest among European countries; it is necessary to find directions for its improvement based on the principles of complexity; continuity; systematicity; scientificity; and purposefulness.