BENCHMARKING IN THE MODERN WORLD-TRENDS IN THE HOTEL INDUSTRY MARKET IN GEORGIA
Anano Shanidze
E-mail: ms.ananoshanidze@gmail.com
PHD student of Business Administration Batumi Shota Rustaveli State University
Batumi, Georgia
https://orcid.org/0009-0002-6184-4402
Giorgi Tsulaia
E-mail: mr.georgitsulaia@gmail.com
PHD student of Business Administration Batumi Shota Rustaveli State University
Batumi, Georgia
https://orcid.org/0009-0007-9600-4565
Nanuli Makharadze
E-mail: maxaradze.nanuli@bsu.edu.ge
Associate Professor, Batumi, Shota Rustaveli State University
Batumi, Georgia
https://orcid.org/0000-0002-2322-0052
Abstract: For the purpose of using benchmarking in the hotel industry market, the article discusses the current situation in Europe and Asia and trends in the Georgian market.
Benchmarking is an important tool in hotel management, which includes not only the analysis of operational processes, but also the consideration of customer behavior and requirements. The research process focused on the challenges of implementing benchmarking, the problems of the Georgian hotel industry and their adaptation to international markets. Using statistical analysis and synthesis methods of the research, the main trends were revealed, which determines the justification of the use of benchmarking in such a rapidly developing market as Georgia.
The hotel industry is particularly sensitive to the impact of benchmarking, as this sector must constantly respond to growing customer expectations and global competition. In addition, benchmarking plays an important role in increasing competitiveness. Hotels can study the services of competitors, compare their cost and efficiency, which will help them develop innovative strategies. In some cases, the use of benchmarking will allow them to implement personalized services that will become the basis for increasing customer satisfaction.
Georgia's hotel industry, which is actively developing, will be able to establish itself in the global market with the help of benchmarking and improve the quality of Service.
Keywords: benchmarking, hotel industry, market, adaptation, customer, competitiveness.
JEL classification: M10, M31, Z32
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