INCREASED COMPETITIVENESS ORGANIZATIONS IN THE HOTEL SERVICES MARKET EKATERINBURG

Abstract

At the present stage of economic development, ensuring a high level of competitiveness is a guarantee of stable economic growth and a stable position of the company in the market. Competition in the modern world is the most important way to increase the efficiency of the economic system and its individual economic entities.
The Russian market of hotel services for the period from 2019 to 2022 is characterized by complex multidirectional trends. In 2020, there was a decrease in all quantitative and qualitative indicators of the industry’s activity due to the COVID-19 pandemic. Since 2021, thanks to the development of domestic tourism, including with the help of state support, the restoration of the industry, the development of new recreational areas has begun. Experts note that some regions in 2022 reached the indicators of the «doc-shaped» 2019, including Yekaterinburg. And this positive trend is evident despite the departure of international hotel operators in 2022.
The purpose of this article is to develop measures to improve the competitiveness of an organization operating in the hospitality industry of Yekaterinburg. The object of the study is the hotel «Novotel Yekaterinburg Center». The subject is the competitiveness of the organization of the hospitality industry.
The comparison of the competitive advantages of Novotel with hotels of the same market segment — Park Inn and Ramada — according to the method of M. Porter showed that the coefficient of key success factors at Novotel is higher than at Ramada, but lower than at Park Inn.