COMPARATIVE ANALYSIS OF THE STATE OF MARKET DEVELOPMENT OF HOTEL SERVICES IN UKRAINE AND EU COUNTRIES
Authors: Romanukha O. M. , Gorina G. O. , Vasylieva V. K. 
Published: June 2023

Objective. The objective of the present article is to study the trends in the development of the market of hotel services in Ukraine and the countries of the European Union, to determine their common and distinctive features.

Methods. A complex of general scientific methods is used: analogy, analysis, synthesis, logical generalization; statistical, comparative methods; multidimensional factor analysis. The initial fact of the study is the determination of the dependence of the development trends of the hotel market of Ukraine on the trends of the development of the European hotel market due to the geographical, economic and cultural-historical proximity of the regions. Based on the concept of concentric circles and the leading position of the European hotel market in the world, the hotel market of Ukraine developed to a greater extent under the weakened influence of the European, which is evidenced by both the geographical location of hotels and similar means of accommodation in Ukraine and service and technological innovations.

Results. A comparative analysis of the dynamics of the development of hotels and similar means of accommodation in Ukraine and the countries of the European Union was carried out according to the following indicators: the total number of hotels and similar means of accommodation; the ratio of the number of hotels and similar means of accommodation in the city and the countryside, on the coast and on the mainland; the number of beds in them; the number of overnight stays in hotels and similar places of accommodation; occupancy of beds; average length of stay in hotels and similar means of accommodation; dynamics of inbound and outbound tourism.

It was established that tourism acted as a catalyst for the development of the hotel market, both in Europe and in Ukraine. The level of development of the hotel industry was higher in those countries where there was a larger number of tourists. At the same time, if inbound tourism dominated in Europe, then in Ukraine, on the contrary, outbound tourism prevailed. The accommodation services market, during the studied period, developed dynamically and had the same growth rates. Hotels developed most actively in large cities, which became centers of the hotel business and pioneers of development. At the same time, there was a tendency to move hotels to the coast. During 2015-2019, a significant number of accommodation facilities were built there. These innovations were also typical for Ukraine. The loss of control over the Crimean peninsula intensified the interest of investors and vacationers in Odesa. This contributed to its rise to the first places in the state in terms of the rate of development of the hotel business. The indicators of Ukraine and the countries of the European Union were radically different in the ratio of the number of institutions and beds between the city and the village. Surprisingly, the majority of bed places in the countries of the European Union were located in rural areas. This explains well the reasons for the dominance of small-capacity hotels in the countries of the European Union and, as a result, higher bed occupancy rates in the EU countries - 45%, against 35% - Ukraine.

It is proven that under these conditions, the hotel market of Ukraine tried to adapt and integrate into the European one. According to quantitative indicators, Ukraine and the countries of the European Union were almost at the same level, with the exception of: Germany; France; Spain; of Italy They had higher development indicators and formed the axis of influence: Madrid-Paris-Berlin. The distance from this axis, according to the theory of concentric circles, determined the activity of the Ukrainian hotel market and the peculiarities of the internal location of accommodation establishments and their functioning.