Adaptation of profitability strategies of Kursk hotel companies in a changing macroeconomic environment

Relevance. The development of the tourism industry in Russia is one of the priorities, while the unstable tourist flow due to the ongoing sanctions pressure from unfriendly countries and the ongoing special military operation requires the development of adaptive models of strategic profitability management of hotel enterprises. It is important to note the choice of the subject: the Kursk region is a border region of the Central Federal District, a counterterrorism operation is currently underway on its territory, and the hotel industry enterprises had to face a flood of internally displaced persons, and some of them became temporary accommodation centers, which undoubtedly affected their profitability.

The purpose is to evaluate the dynamics of profitability of Kursk hotel enterprises in the context of a changing macroeconomic environment, in order to adapt the development strategy.

Objectives: based on the analysis of available statistical data, to determine the dynamics of profitability of hotel enterprises in Kursk, to trace the impact of the transformation of the macroeconomic environment on the level of profitability, based on the data obtained, to determine promising areas of strategy for the development of hotel enterprises.

Methodology. Methods of quantitative analysis, methods of comparing economic phenomena and processes, and generalization of analyzed economic information are used.

Results. The growth in profitability of Kursk hotel enterprises of all star categories is confirmed by fairly convincing quantitative data, while the greatest increase in profitability is noted in organizations operating as a private company.

Conclusions. The success of adaptation is determined by the company's ability to quickly reorient itself to government procurement. The high volatility of profitability associated with dependence on short-term contracts and the risks of a sharp increase in transaction costs has been revealed. Strategic adaptation methods based on priority partnership with government agencies and managed diversification are proposed.

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