IMAGE MANAGEMENT OF HOSPITALITY ENTERPRISES AND FEATURES OF ITS FORMATION

The article is devoted to the study of the image of the hospitality industry as the main determinant of the successful functioning of the hotel and restaurant industry. The topic of the research is relevant, because today, in the conditions of market competition, the image plays an important role in the formation of the stability of the enterprise. Hospitality establishments that want to be successful and recognized must pay attention to creating a positive image. This is an important element of strategic planning that helps the enterprise find its place in society and become popular among customers. The work examines the aspects of the formation and development of the image of the enterprise and it is found that the image is a complex concept, the elements of which are reputation, product and service quality, design, popularity, price, discount system, mission and strategy of the institution, corporate style, etc. The named components form the unique characteristics of the enterprise, which influence its perception by consumers. The theoretical and methodological foundations of the formation and management of the image of the hospitality establishment, which contribute to the successful functioning of the enterprise on the service market, are substantiated. It was found that the management of the image of the enterprise should be based on the modeling of its various characteristics, including: perception groups, a set of perceived and measurable characteristics of the enterprise, the estimated values of the properties and their weight, the duration of the existence of the image, its clarity and stability, the level of positivity or negativity, optimality, direction of the company’s activities, expenses for image creation and maintenance. The process of forming and managing the image of the enterprise should be strategic, and the activity coordinated and systematic. Creating an image is a complex and multifaceted process, in which, when planning a program of image activities, it is necessary to act in a coordinated manner, with maximum consideration of all possible circumstances. Effective ways of improving the image of the hospitality enterprise have been determined, the most productive of which is the development of one’s own well-thought-out program for creating a positive image with the mandatory formation of interrelated elements: the foundation, external, internal and intangible images, covering all components and means of creating a successful image. The main factors that effectively influence the formation of a positive image of enterprises in the hospitality industry have been established. The company’s current image must meet today’s criteria and requirements, satisfy current consumer demands and provide such services as modern standards require.