MATRIX METHOD OF COMPETITIVE ANALYSIS OF THE RESULTS OF ECONOMIC ACTIVITY OF HOSPITALITY ENTERPRISES IN THE CONDITIONS OF STRATEGIZATION AND DIGITAL TRANSFORMATION

Abstract

It is proposed to determine the overall level of economic activity of hospitality enterprises through complex indicators of effectiveness: index of final results of economic activity, index of resource use that express the change in the relative level of economic efficiency for the period under study. The reference value of the indicator of efficiency of economic activity of the enterprise is taken as 100%, as the best result at which economic activity is effective, is at a high level, and the set goals are achieved. On the basis of the obtained data with the help of cluster analysis, the ranges of efficiency of economic activity are allocated and the distribution of hospitality enterprises by efficiency in the distribution matrix for 2016-2019 is made. As a result of the study of economic activity of hospitality enterprises and evaluation of the effectiveness of their economic activity, it is found that in general, for the period 2016-2019 the efficiency of economic activity of hospitality enterprises is determined in relation to low indexes of final results of economic activity and use of resources (both less than one), so it is impossible to make a conclusion about the overall positive picture of enterprises.