Clustering in the system of strategic management of hotel business enterprises: theoretical and methodological principles

Abstract

The article examines the theoretical and methodological principles of clustering as a tool for strategic management of hotel business enterprises in the context of increased competition and increasing requirements for the quality of tourist and hotel services. The essence of the concept of "hotel cluster" as an integrated association of hotel industry enterprises, related organizations and support institutions that interact with each other in order to increase the efficiency of activities, innovative development and the formation of sustainable competitive advantages is considered. The structural elements of the hotel cluster are determined, which include hotel enterprises, travel agencies, catering establishments, transport companies, educational and scientific institutions, local governments, as well as infrastructure and service organizations. The main approaches to the formation of cluster associations in the hospitality sector are analyzed, in particular, territorial, industry and network approaches, which allow ensuring effective coordination of the activities of participants and creating a synergistic effect. Specific features of clustering in the hotel industry compared to other sectors of the economy have been identified, including high dependence on tourist flows, seasonality of demand, a significant role of the service component, the need to coordinate service quality standards and the importance of developing tourism and recreational infrastructure. Methodological tools for assessing the effectiveness of cluster initiatives in the hotel business have been substantiated, which involves the use of a system of quantitative and qualitative indicators, in particular the level of occupancy of the room fund, the dynamics of tourist flows, the financial results of enterprises, the level of innovative activity and the degree of cooperation between cluster participants. Strategic directions for implementing cluster management models have been proposed, which include the development of partnership relations between hotel industry entities, the formation of a joint marketing policy, the improvement of infrastructure provision, the digitalization of management processes and the improvement of the quality of human resources.