ДОСЛІДЖЕННЯ СУЧАСНИХ АЛЬТЕРНАТИВ ТА ПРИНЦИПІВ СТРАТЕГІЧНОГО УПРАВЛІННЯ ЯК ФАКТОРУ РОЗВИТКУ ПІДПРИЄМСТВ У СФЕРІ ГОТЕЛЬНИХ ПОСЛУГ

The article substantiates the importance of the hotel business in the economy of Ukraine and the necessity of the increase of the attention of the hotel industry management to the issue of improving of strategic management. It has been determined that the lack of ability of managers to apply modern tools of strategic planning often leads their companies to a strategic crisis - an acute, deep crisis affecting all areas of the enterprise and leading to worsening of its efficiency indicators. Accordingly, the authors consider the table of contents, peculiarities of application and problems of the introduction of strategic alternatives to the development of enterprises of the hotel industry. Particular attention is paid to the definition of the concept and development factors, as a methodological basis for strategic development, the main current problems that today prevent the development of the domestic hotel industry; have been emphasized those elements of strategic planning, which are necessary to focus on first of all: to highlight the features of the market segment, formulate long-term goals, determine possible alternatives and tools to achieve the goals, pay special attention to personnel issues and development of a marketing program. In this work the features of the use and advantages of implementing have been considered of alternative strategic decisions in the activities of hotel business institutions: strategies to minimize costs, differentiation strategies, focus strategies and innovation strategies. Attention is paid to the formation of a system of principles, the implementation of which will allow to improve the effectiveness of strategic planning in the hotel industry, as well as the issue of evaluating the effectiveness of the chosen strategy. [ABSTRACT FROM AUTHOR]