Ділова репутація як стратегічний актив готельного підприємства: визначення та вимірювання

Olena Sushchenko; Serhii Chaikovskyi

doi:10.32515/2663-1636.2025.14(47).239-250

Authors

Olena Sushchenko Kyiv National University of Technologies and Design, Kyiv, Ukraine https://orcid.org/0000-0002-2645-8015
Serhii Chaikovskyi Simon Kuznets Kharkiv National University of Economics, Kharkiv, Ukraine https://orcid.org/0009-0002-5283-9652

DOI:

https://doi.org/10.32515/2663-1636.2025.14(47).239-250

Keywords:

reputation, strategy, assets, hotel enterprise, measurement, index, rating

Abstract

The purpose of the article is to develop conceptual approaches to substantiating the business reputation of a hotel enterprise as a strategic asset and to its measurement, taking into account financial, marketing, and digital management dimensions under the conditions of digital transformation in the service market.

The study systematizes existing scientific approaches to the interpretation and evaluation of the business reputation of hotel enterprises. The financial, marketing, and digital dimensions of business reputation as a strategic asset are identified and theoretically grounded. An integrated indicator—the Online-Offline Reputation Index (OORI)—is proposed, which aggregates key financial indicators, marketing metrics, and digital reputation parameters of hotel enterprises. The methodology for calculating the index is based on data normalization procedures, expert determination of weighting coefficients using the Analytic Hierarchy Process (AHP) and the Best-Worst Method, and the subsequent aggregation of indicators into a composite index. The study also substantiates the potential for early detection of reputational risks through the integration of Big Data tools and AI-driven analytics, enabling real-time monitoring of negative signals in customer reviews, digital ratings, and social media, thus enhancing the capacity for proactive and preventive management.

It is argued that in the contemporary competitive environment of the hospitality industry, business reputation is increasingly shaped not only by service quality but also by digitally mediated trust signals formed within the online environment. These signals exert a direct influence on financial performance, customer loyalty, and overall business resilience. The proposed approach ensures a comprehensive, reliable, and analytically robust assessment of business reputation as a strategic asset, suitable for monitoring, benchmarking, and supporting evidence-based managerial decision-making. Future research should focus on the development of dynamic reputation assessment models, cross-country comparative analysis, deeper integration of artificial intelligence in reputation management, and the investigation of the relationship between reputation indices and ESG indicators of sustainable development.

Author Biographies

Olena Sushchenko, Kyiv National University of Technologies and Design, Kyiv, Ukraine

Professor, Doctor in Economics (Doctor of Economic Sciences), Head of the Department of Tourism and Hotel and Restaurant Business

Serhii Chaikovskyi , Simon Kuznets Kharkiv National University of Economics, Kharkiv, Ukraine

Postgraduate (student of the third (educational and scientific) level of higher education)

References

Список літератури

1. Мармуль Л. О. Методи оцінки ділової репутації як нематеріального активу підприємства. Вісник Харківського національного технічного університету сільського господарства. 2010. Вип. 98. С. 19–25.

2. Сущенко О., Чайковський С. Особливості визначення та забезпечення ділової репутації туристичного підприємства. Центральноукраїнський науковий вісник. Економічні науки, 2024, вип. 12 (45). С. 149-161. DOI: https://doi.org/10.32515/2663-1636.2024.12(45).149-161.

3. Ткаченко Т. І., Чернега О., Гладкий О., Білик В., Лосицька Т. Цифровізація як інструмент формування репутації туристичної дестинації. Фінансово-кредитна діяльність: проблеми теорії і практики. 2022. № 1 (42). С. 371–383. URL: https://fkd.net.ua/index.php/fkd/article/view/3649 fkd.net.ua (дата звернення: 02.12.2025).

4. Чернега О. М. Репутаційний менеджмент національної туристичної дестинації. Східна Європа: економіка, бізнес та управління. 2021. № 2 (29). С. 8-14. URL: http://www.easterneuropeebm.in.ua/journal/29_2021/4.pdf (дата звернення: 02.12.2025).

5. Anderson, C. K. The impact of social media on lodging performance. Cornell Hospitality Report. 2012. 12(15). 4-11.

6. Barney, J. Firm resources and sustained competitive advantage. Journal of Management. 1991. 17(1). 99–120.

7. Deephouse, D. L. Media reputation as a strategic resource. Journal of Management. 2000. 26(6). 1091-1112.

8. Dowling G. Reputation repair. Springer, 2016.

9. Fombrun, C. (1996). Reputation: Realizing value from the corporate image. Boston, MA: Harvard Business School Press.

10. Fombrun, C., & van Riel, C. (2004). Fame & fortune: How successful companies build winning reputations. Upper Saddle River, NJ: FT Prentice Hall.

11. Han, H., Nguyen, H. N., Song, H., Chua, B.-L., Lee, S., & Kim, W. Drivers of brand loyalty in the chain restaurant industry. International Journal of Hospitality Management. 2018. 72. 144-152.

12. Keller, K. L. Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing. 1993. 57(1). 1-22.

13. Kim, S.-B., Barber, N. A., & Kim, D.-K. Sustainable CSR and customer responses in hospitality. International Journal of Hospitality Management. 2019. 83. 41–51.

14. Luca, M. Reviews, reputation, and revenue: The case of Yelp.com. Harvard Business School Working Paper. 2016. No. 12-016.

15. Martínez, P., del Bosque, I. R. CSR and customer loyalty in hotel services. International Journal of Hospitality Management. 2013. 35. 89-99.

16. Phillips, P., Barnes, S., Zigan, K., & Schegg, R. Understanding the impact of online reviews on hotel performance: A meta-analysis. Tourism Management. 2015. 50. 1-15.

17. Rindova, V., Williamson, I., Petkova, A., Sever, J. Being good or being known: An empirical study of reputation and status. Academy of Management Journal. 2005. 48(6). 1033-1049.

18. Sparks, B. A., Browning, V. The impact of online reviews on hotel booking intentions. Tourism Management. 2011. 32(6). 1310–1323.

19. Walker, K. A systematic review of the corporate reputation literature. Corporate Reputation Review. 2010. 12(4). 357–387.

20. Walsh, G., Beatty, S. E., Shiu, E. M. K. The customer-based corporate reputation scale: Replication and short form. Journal of Business Research. 2009. 62(10). 924-930.

21. Xiang, Z., Du, Q., Ma, Y., Fan, W. A comparative analysis of major online review platforms. Tourism Management. 2017. 58. 51–65.

22. Xie, H. J., Zhang, Z., Zhang, Z. The business value of online consumer reviews for hotels. International Journal of Hospitality Management. 2014. 43. 1-12.

23. Xie, K. L., Kwok, L., Wang, W. Effects of management responses on hotel review helpfulness. International Journal of Contemporary Hospitality Management. 2017. 29(1). 178-195.

24. Ye, Q., Law, R., Gu, B. The impact of online user reviews on hotel room sales. International Journal of Hospitality Management. 2009. 28(1). 180-182.

References

1. Marmul, L. O. (2010). Methods for assessing business reputation as an intangible asset of an enterprise. Visnyk Kharkivskoho Natsionalnoho Tekhnichnoho Universytetu, 98, 19–25. [in Ukrainian].

2. Sushchenko, O., & Chaikovskyi, S. (2024). Peculiarities of defining and ensuring the business reputation of a tourism enterprise. Tsentralnoukrainskyi naukovyi visnyk. Ekonomichni nauky, 12(45), 149–161. [in Ukrainian] https://doi.org/10.32515/2663-1636.2024.12(45).149-161.

3. Tkachenko, T. I., Cherneha, O., Hladkyi, O., Bilyk, V., & Losytska, T. (2022). Digitalization as a tool for forming the reputation of a tourist destination. Finansovo-kredytna Diialnist: Problemy Teorii i Praktuky, 1(42), 371–383. [in Ukrainian]

4. Cherneha, O. M. (2021). Reputation management of a national tourist destination. Skhidna Yevropa: Ekonomika, Biznes ta Upravlinnia, 2(29), 8-14. http://www.easterneuropeebm.in.ua/journal/29_2021/4.pdf [in Ukrainian]

5. Anderson, C. K. (2012) The impact of social media on lodging performance. Cornell Hospitality Report, 12(15), 4-11 [in English].

6. Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99–120 [in English].

7. Deephouse, D. L. (2000). Media reputation as a strategic resource. Journal of Management, 26(6), 1091-1112 [in English].

8. Dowling, G. (2016). Reputation repair. Springer [in English].

9. Fombrun, C. J. (1996). Reputation: Realizing value from the corporate image. Harvard Business School Press [in English].

10. Fombrun, C. J., & Van Riel, C. B. M. (2004). Fame & fortune: How successful companies build winning reputations. Pearson Education [in English].

11. Han, H., Nguyen, H. N., Song, H., Chua, B.-L., Lee, S., & Kim, W. (2018). Drivers of brand loyalty in the chain restaurant industry. International Journal of Hospitality Management, 72,144-152 [in English].

12. Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22 [in English].

13. Kim, S.-B., Barber, N. A., & Kim, D.-K. (2019). Sustainable CSR and customer responses in hospitality. International Journal of Hospitality Management, 83, 41–51[in English].

14. Luca, M. (2016). Reviews, reputation, and revenue: The case of Yelp.com. Harvard Business School Working Paper, 12-016 [in English].

15. Martínez, P., & del Bosque, I. R. (2013). CSR and customer loyalty in hotel services. International Journal of Hospitality Management, 35, 89-99 [in English].

16. Phillips, P., Barnes, S., Zigan, K., & Schegg, R. (2015), Understanding the impact of online reviews on hotel performance: A meta-analysis. Tourism Management, 50, 1-15 [in English].

17. Rindova, V., Williamson, I., Petkova, & A., Sever, J. (2005) Being good or being known: An empirical study of reputation and status. Academy of Management Journal, 48(6), 1033-1049 [in English].

18. Sparks, B. A., Browning, V. (2011). The impact of online reviews on hotel booking intentions. Tourism Management, 32(6), 1310–1323 [in English].

19. Walker, K. (2010). A systematic review of the corporate reputation literature. Corporate Reputation Review, 12(4), 357–387 [in English].

20. Walsh, G., Beatty, S. E., Shiu, E. M. K. (2009). The customer-based corporate reputation scale: Replication and short form. Journal of Business Research, 62(10), 924-930 [in English].

21. Xiang, Z., Du, Q., Ma, Y., Fan, W. (2017). A comparative analysis of major online review platforms. Tourism Management, 58, 51–65 [in English].

22. Xie, H. J., Zhang, Z., Zhang, Z. (2014). The business value of online consumer reviews for hotels. International Journal of Hospitality Management, 43, 1-12 [in English].

23. Xie, K. L., Kwok, L., Wang, W. (2017). Effects of management responses on hotel review helpfulness. International Journal of Contemporary Hospitality Management, 29(1),. 178-195 [in English].

24. Ye, Q., Law, R., Gu, B. (2009). The impact of online user reviews on hotel room sales. International Journal of Hospitality Management, 28(1), 180-182 [in English].