INTERNATIONAL AND NATIONAL AWARDS AND COMPETITIONS - A MARKETING TOOL IN THE FIELD OF QUALITY OF HOSPITALITY SERVICES

Abstract

Introduction. One of the modern tools in the field of quality management - quality awards, competitions to
determine the best, which are currently being developed and operated both at the international (regional) level
and national (state, industry, corporate). At the same time, the presence of prizes (or determination of the winner
of the competition) is not only a sign of quality, but also a tool for creating an attractive image of products and
services for consumers. This gives rise to a significant number of different awards and competitions in the field
of hospitality. Choosing the most prestigious and objective is a difficult and urgent task for the hotel and
restaurant business
The purpose of the article is a comparative analysis of the criteria for evaluating awards and competitions
in the hotel and restaurant industry and the development of proposals for the use of participation in competitions
for image measures for the quality of services.
Results. It was noted that industry and national awards, both international and national, are widely used
in the quality assessment system. This tool is especially important and widespread in the hospitality industry.
Thus, the most famous international award in the restaurant industry should be considered the "Michelin Guide".
The evaluation of various international awards on the basis of comparative analysis is studied. Ukrainian
national restaurant award and hoteliers' award are presented. The importance of both competitions and awards
marketing tool as quality is proved.
A study of international and national awards and competitions in the quality management system in the
field of hospitality. The need to use these marketing tools to enhance the attractiveness of their own image and
assure the consumer as the quality of their services has been proven, because today the use of these tools by
national hospitality companies is insufficient.
Originality. The information about the winners of the national awards - restaurant award Salt and hoteliers
award is summarized and the importance of participation in competitions for the formation and maintenance of
an attractive image is substantiated.
Conclusions. A study of national awards in the field of quality demonstrated their limited number and
variety of evaluation methods in determining the winners. In the field of hospitality in Ukraine, the most famous
are: the restaurant award "Salt", the hotel award "International Hospitality Awards" (which has already become
international) and the tourist award of Ukraine "Ukraine Tourism Awards". The list of these awards has not yet
been formed for the professional community and, unfortunately, has not received the reputation and prestige of
the "Michelin Guide", but awareness of the importance of participating in such competitions for hotels and
restaurants is already there. Therefore, for these institutions in the field of service is relevant and appropriate to
intensive use of this marketing tool with a system of quality management of products and services and in the
system of image activities. First of all, we consider it expedient to intensify the use of logos and attributes of these
contests on social networks as an element of the image (corporate) attributes to attract consumers' attention to
contests and awards. This will shape the perception of participation in competitions - as a bar for a high level of
service quality.