IMPLEMENTATION OF EFFECTIVE CORPORATE CULTURE AND ITS INFLUENCE ON STRATEGIC DEVELOPMENT OF A HOTEL ENTERPRISE
Corporate culture acts as one of the most important elements of the internal environments of any hotel enterprise and has a direct impact on its strategic growth and development. It plays a variety of roles targeted at successful performance of both long and short-term business and corporate-level strategies and achievement of operational goals. Due to the corporate culture the internal marketing is induced at the hotels and the loyalty of hotel employees, agreeing to the corporate values of the hotel group, is reinforced to a significant extent. Hotel business as one of the service industries is characterized by the powerful influence of such internal resources as human ones. The process of rendering a hotel service is an inseparable from the employee interacting with a certain hotel guest. The staff of the hotel company has the direct impact on the guest impressions about the hotel property and their stays, therefore the hotel staff has also an indirect impact on the profitability of the hotel enterprise or a strategic business unit by means of growing the loyal and repeat clients. Due to the risks imposed by the COVID-19 the corporate culture contributes towards the overall decrease of direct and indirect costs of the hotel company including those on replacement and recruitment new hotel staff. The necessity to manage the changes in corporate culture caused by the post-pandemic transformation of the hotel business environment makes the research of hotel corporate culture a useful and practically applicable by any hotel business struggling to survive and enhance the hotel operational performance.