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Computer Marketing Analysis of the Consumer Preferences in the Hotel Service Business

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Author(s): N. V. Popova | Y. I. Velichko

Journal: Economics of Development
ISSN 1683-1942

Volume: 58;
Issue: 2;
Start page: 62;
Date: 2011;
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Keywords: hotel facilities | hotel services | consumer preferences | needs

ABSTRACT
The world economy globalization, the international trade and corporation increase the development processes of the hotel service business both in Ukraine and in the Kharkiv region. Therefore the creation of a qualitatively new hotel business directed to the hotel service business consumer is of great importance. It requires the market situation analysis and a science-based strategy of its development.Marketing research of the hotel clients’ characters and preferences became a basis for strategic prospective of the Kharkiv hotel service business development. The research sample was formed among clients at random; however the preference was given to foreign clients. The sample volume was 205 people that correspond to a typical sample size for a special research with a small number of subgroups.The Kharkiv development prospects as a business centre and also as a city receiving EURO-2012 favor the development of the hotel service business. However the threat is in a long term of the projects recoupment, huge investments, the problem of terms and quantity of licensing documents. Therefore implementation of the complex public policy directed at the support and development of the national hotel business is important.It is reasonable to attract western managers, to use modern technologies of management, franchising, ways of brand promotion, advanced information technologies development and Internet-sales for improving hotel service. The development of qualitative national networks on the basis of regional operators and the use of the world achievements in this field are prospective too. It is also necessary to attract western investors the hotel complex building that is a part of the world chain that will create new workplaces, improve the staff professionalism and develop the competitive environment, stimulating the growth of the qualitative level of the hotel service business.

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