Researching the Consumer Segment as the Basis for Improving the Hotel Service Delivery System and Management

The main aim of the research is to determine the key characteristics of the consumer segment of hotel services and to develop practical recommendations for improving the system of their delivery and management in accordance with the identified needs and expectations of guests. The study has planned the development of the hotel service market, which is evolving slowly as market relations evolve, creating temporary or long-term imbalances between actual demand and available supply. A number of factors influencing the supply of hotel services are presented. Factors that stimulate demand in the hotel industry have been identified. A characterization of hotel guests and similar accommodation establishments in Ukraine is provided. The research on the consumer segment of hotel services has been conducted through the generalization of data regarding the purpose of visits in quantitative and percentage terms. A matrix of models predicting the attendance values of hotels and similar accommodation facilities by guests based on their purpose has been constructed. It is found that the majority of those staying in hotels and similar accommodation facilities in Ukraine, in terms of both number and structure, do so for leisure and recreation. The fluctuations in the number of such guests in operation are depicted graphically. To enhance the hotel services system, the methodology for managing them has been refined, which entails the ongoing implementation of measures – service innovations – to improve service quality, considering current market trends. Based on the results of the conducted work, it is concluded that a deep understanding of the target audience – the consumer contingent – the guests – is essential for the effective operation of a hotel or similar accommodation facility. The enhancement of the hotel service system should be based on the results of analyzing consumer needs in the following areas: improving service quality, expanding the range of services, and individualizing the approach to guest service.