MODERN APPROACHES TO ORGANIZING THE ACTIVITIES OF TOURIST ACCOMMODATION ESTABLISHMENTS (ON THE EXAMPLE OF THE “TOURIST” HOTEL, LVIV)

Abstract

The article examines modern approaches to organizing the activities of tourist accommodation establishments in the context of the transformation of the hospitality industry, identifies key factors for increasing the efficiency of their functioning, and outlines directions for adapting to modern trends in the development of the tourism sector. The essence of the concept of "tourist accommodation establishments" is clarified. It is substantiated that the effective operation of hotel enterprises depends not only on the level of their material and technical resources but also on the implementation of innovative technologies, the professional competence of personnel, and the application of modern marketing tools. The study is based on an analysis of the features of the functioning of the Tourist” Hotel (Lviv) and the development of practical recommendations aimed at increasing the efficiency of its activities. It has been proven that the hotel is an important entity of the tourism infrastructure, which carries out its activities in accordance with modern requirements in the field of hospitality and provides a wide range of basic and additional services for consumers. The findings indicate that “Tourist” Hotel possesses several competitive advantages, including a favorable location, an adequate material and technical base, and a positive reputation among consumers. The hotel also benefits from convenient access to major transport hubs, tourist attractions, and the city's cultural and historical heritage sites, making it an attractive accommodation facility for visitors. To identify the hotel's strengths and weaknesses, as well as potential opportunities and threats, a SWOT analysis was conducted. Based on the research findings, a comprehensive set of organizational and managerial measures is proposed to improve the operational efficiency of “Tourist” Hotel. These measures include enhancing service quality, implementing modern digital technologies in hotel management, improving the range of supplementary hotel services, optimizing the hotel's marketing policy, establishing a hotel service quality assessment system, and introducing energy-efficient technologies and sustainable development principles. The feasibility of using the recreational potential of natural areas located in the immediate vicinity of the “Tourist” hotel is substantiated, which will contribute to increasing the tourist attractiveness of the institution and the development of sustainable tourism.