Business modeling as a means of finding growth areas in the hotel industry
The development of the hotel business contributes to the search for innovative solutions and growth points for the company. The period of self-isolation has affected the reduction in tourist flow. Companies were faced with the task of finding new innovative solutions. The situation that arose became a catalyst for the use of advanced capabilities of IT solutions. One of the methods for analyzing problems and finding effective solutions is business modeling, which allows you to compare the basic and optimal models of the company. The article discusses options for using business modeling to find innovative solutions in the hotel business. The Business Model Canvas by Alexander Osterwalder was used as the main analysis tool, which allows you to search for new growth points, analyze the competitive environment and highlight the best business development practices. The work presents Osterwalder's current and target models, which made it possible to identify areas for the development of the hotel business. The article discusses the possibility of developing a loyalty program for corporate clients. To assess the possible risks from implementing a loyalty program, a SWOT correlation analysis was used. The result of the research is an assessment of business modelling capabilities to identify crisis phenomena in the company's activities and search for growth points on the example of the hotel business. The construction of Osterwalder's canvass allowed us to identify the segment of corporate clients and propose a set of measures to help solve the existing problems.
Shelepaeva, A. Kh. (2024), “Business modeling as a means of finding growth areas in the hotel industry”, Research Result. Business and Service Technologies, 10 (1), pp. 88-98. DOI: 10.18413/2408-9346-2024-10-1-0-7
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