Improving the Indicator System for Assessing the Competitiveness of HoReCa Enterprises

The article substantiates the necessity of improving the system of indicators for assessing the competitiveness of HoReCa enterprises, considering the specifics of their functioning under conditions of intensified competition, the dynamics of consumer preferences, and the increasing importance of intangible assets. The relevance of the topic stems from the insufficient adaptability of traditional methodologies to the hotel and restaurant sector, where service quality, customer experience, and digital presence are of crucial importance. The study uses the structural-logical, comparative, and systemic approaches, as well as methods of content analysis of scientific sources, grouping, classification, and expert summarization. Based on the analysis of contemporary scientific works, a classification of methods for assessing competitiveness was developed, and criteria for selecting relevant indicators were established, taking into account the industry-specific features of HoReCa. The main result of the research is the development of an integrated system of indicators that encompasses five blocks: financial efficiency, market position, marketing and service characteristics, digital reputation, and innovation. The system allows for creating a comprehensive view of the competitive status of the enterprise and serves as a foundation for constructing an integral index of competitiveness. Further research should be focused on developing a methodology for weighting indicators, creating an adaptive normalization model, and practically testing the system using real HoReCa enterprises with the application of multi-criteria analysis methods. The practical significance lies in the potential use of the proposed system as a tool for strategic planning, monitoring effectiveness, and managing competitiveness. It can be utilized by managers of HoReCa establishments, consultants, and investors to make informed decisions. The social consequences of the research findings may manifest in promoting the improvement of service quality, creating jobs, and forming a transparent system for evaluating efficiency in the hospitality sector. The originality of the work lies in the combination of quantitative and qualitative indicators within a unified system adapted to the HoReCa industry, which ensures its high practical value for business and science.