CC BY
0SECTION - ECONOMICAL SCIENCES СЕКЦИЯ - ЭКОНОМИЧЕСКИЕ НАУКИ
UDC 640.4
Shurtabayeva Aktoty
bachelor's degree, Atyrau University of Oil and Gas
Kazakhstan, Atyrau
IMPLEMENTATION OF INTERNATIONAL SALES AND MARKETING
MANAGEMENT STANDARDS IN THE HOSPITALITY INDUSTRY
Abstract: This article explores the process of implementing international sales and marketing management standards in the hospitality industry. Special attention is given to the significance of international standards for improving service quality, optimizing business processes, and enhancing the operational efficiency of hotel enterprises. The main international standards, such as ISO 9001, ISO 14001, and ISO 22000, are analyzed as they contribute to improving quality management, environmental sustainability, and food safety. The advantages of applying these standards for hotel brands are also explored, including enhancing their competitiveness and appeal to international customers. Potential issues and challenges are discussed, such as implementation costs, staff training, and the need for adapting internal processes.
Keywords: international standards, hospitality industry, sales management, marketing, service quality.
INTRODUCTION
The hospitality industry, in its position of one of the most dynamically developing sectors within the world market, faces challenges concerned with enhancement of service quality and customer satisfaction. From perspective of globalization and growing competition, hotel enterprises are to seek ways strengthening their market positions by applying advanced methods and approaches.
One aspect of this process is the execution of international sales and marketing management standards, which standardize not only the services delivered to enhance their quality but also enhance overall operational effectiveness within the hotel business. It substantially affects sales and marketing management processes in the hospitality industry because they provide a unified foundation in strategy development
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and implementation, which can improve the customer experience, further optimize collaboration with partners, and make the hotel services more appealing for international clients. The aim of this study is to analyze the process of implementation of international sales and marketing management standards in the hospitality industry.
MAIN PART. FEATURES OF INTERNATIONAL STANDARDS IN THE
HOTEL INDUSTRY International standards of the hospitality industry represent the recommendations, norms, and requirements developed with the aim to organize processes that will ensure a high level of service quality, sales management, and marketing in the hotel business. They establish a common rule and procedure that should be followed by all participants of this industry, regardless of their geographical location, and therefore promote unification and transparency of business practices.
Several organizations on the international stage are involved in the development and implementation of standards that impact sales and marketing management in the hospitality industry. One of the most influential is the International Organization for Standardization (ISO), which develops and publishes standards for various industries, including the hospitality sector [1].
The main attention is directed at working out the sales methodology corresponding to modern market demands and requirements of customers. For example, quality management standards ISO 9001 provide a complex methodology of organization and control of processes of market tendencies' analysis, increasing efficiency of customer and partners' interaction, pricing policy management, and services promotion [2]. This can be achieved through the implementation of customer relationship management systems, which enhance the ability of hotel companies to collect and process information on customers' needs and preferences. As a result, marketing efforts become more personalized, increasing the conversion of potential clients into actual buyers.
Effective sales management also requires establishing systems for evaluating efficiency and the results of commercial operations. International standards recommend conducting regular audits of sales processes, assessing customer
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satisfaction, and implementing feedback mechanisms. This allows for quick responses to market changes, adaptation of strategies, and adjustments to marketing efforts according to current needs.
Meanwhile, marketing is no less important as such a strategic influencer of success in the hospitality business. The focus of international standards in this sphere has been directed to establishing long-term and efficient relations with customers due to profound knowledge of their needs and preferences. In such highly competitive environments, it becomes relevant not only to attract new clients but also to retain the existing ones by creating the most comfortable and personalized conditions for them.
Marketing standards such as ISO 14001 on environmental management and ISO 22000 on food safety management help hotel enterprises create ecologically acceptable and socially responsible marketing policies, thus providing a real competitive edge [3]. For instance, eco-oriented hotels are allowed to position themselves with the help of the mentioned standards as «green» brands and thus attract consumers who appreciate sustainable development and care about the future of the environment.
Attention is widely given to digital technologies in contemporary international marketing standards, namely using digital marketing technologies and big data analytics while carrying out promotions and creating specific market campaigns that guarantee effectiveness for this or that sort of ad: advanced usage of digital facilities promoting the brand. It is important to note that the standards require integrating marketing efforts across both online and offline channels, which maximizes audience reach and increases brand visibility.
The application of international standards also leads to enhanced interaction between various departments of the hospitality business, such as sales, marketing, and customer service departments. The standards imply the synchronization of these departments' operations to ensure maximum efficiency at all stages of service - from initial customer contact to service delivery and subsequent satisfaction monitoring.
At the same time, specialized organizations, such as the World Tourism Organization, also powerfully influence the standards of the hospitality industry. Such organizations elaborately develop recommendations and regulations for hotel
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companies with the aim of ensuring sustainable tourism, improving the quality of service and increasing the attractiveness of tourist services. The working group is also in charge of elaborating standards and assisting the hotel enterprise in practical application, training, and certification, which is updated regularly according to changes within the industry or new technologies that may arise [4].
Thus, international standards in the hospitality industry have a significant impact on improving service quality, introducing innovations in sales and marketing, and creating sustainable and ethical business models. The role of international organizations and their recommendations aimed at developing sustainable tourism and improving service quality is becoming increasingly important for hotel companies that strive not only to comply with global standards but also to adapt to the ever-changing market demands.
THE PROCESS OF IMPLEMENTING INTERNATIONAL STANDARDS IN
THE HOSPITALITY BUSINESS
Implementation of international standards in the hospitality business involves technical, organizational and cultural changes within a hotel enterprise, oriented towards improving the quality of services and increasing the efficiency of operation by adapting to global requirements for quality management, ecology, and safety, and other aspects of the hospitality business (fig. 1).
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Figure 1. The role of implementing international standards in the hospitality business Implementation of international standards first requires the needs assessment analysis of the hotel enterprise in terms of relevant international norms. At this stage, it is relevant to evaluate current practices and processes that need an upgrade or alignment with international requirements. It is not enough to understand which
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standards are necessary but also to prioritize their implementation in correspondence with current business objectives.
The next step is to create an implementation plan, which will include a detailed action roadmap. Such a plan needs to include specific steps, deadlines, and a distribution of responsibilities among employees. It has to consider the specific features of the hotel business: the volume and type of provided services, the size of an organization, the availability of necessary resources for the implementation.
Another important step involves personnel preparation. For the effective implementation of standards, every staff member, from top management right down to the operational staff, needs to have appropriate awareness about the requirements of international standards in respect to their contribution to the process. In this regard, training programs and workshops should be conducted to ensure that the personnel gain the appropriate level of knowledge and capacity.
The next phase is the development and implementation of new or the adaptation of existing business processes in line with international standards. This stage may involve revising operational procedures, introducing new technologies and systems, as well as upgrading infrastructure. In the case of hotel enterprises, this could concern not only service processes but also broader aspects such as energy resource management, environmental safety management, or adherence to food safety standards.
Once the standards are implemented at all levels, an audit and certification must be conducted to ensure compliance with the established norms. External audits, carried out by certification bodies, provide an objective evaluation and offer recommendations for improvement. It is crucial that, at this stage, the enterprise receives official certification, which serves as evidence of its compliance with international standards and guarantees a high level of trust from clients.
The final step is the maintenance and improvement of the standards. Implementing international standards does not end with obtaining certification. It is an ongoing process of improvement that requires regular monitoring, analysis, and adjustments to business processes. For this, it is necessary to implement performance
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evaluation systems and regular audits, which will allow for timely responses to changes and ensure continued compliance with high standards. For successful implementation of international standards, hotel enterprises must have the necessary resources, both material and intangible (table 1).
Table 1. Resources for implementing international standards [5, 6]
Resource Description
Human capital Qualified specialists with experience and knowledge of international standards, employees' willingness to learn and adapt. Effective communication between management and staff to create an atmosphere of cooperation.
Financial resources They are necessary for training employees, adapting procedures, and introducing new technologies and infrastructure. Costs of certification and external audits.
Technological resources Quality management systems, automated tools for monitoring and analyzing processes that help optimize processes and improve the quality of service.
Information and training resources Access to specialized literature, videos, trainings and seminars to train employees in new approaches and standards.
Thus, the implementation of international standards in the hospitality industry and their successful realization is only possible with a clearly organized structure that includes well-trained staff, necessary financial and technological resources, as well as strong leadership. The harmonious combination of these factors contributes not only to improving service quality but also to enhancing operational efficiency, which, in turn, increases the competitiveness of hotel enterprises.
Many hotel chains have successfully implemented international standards, allowing them to improve service quality, enhance operational efficiency, and meet global requirements in quality management, ecology, and safety. One example is Hilton, which actively applies international standards. Their implementation has enabled the chain to manage service quality effectively and minimize its environmental footprint through energy and water consumption reduction programs, as well as waste recycling [7].
Another example of a hotel chain that has successfully implemented international standards is Marriott International. The company adheres to ISO 9001 for quality management and ISO 14001 for environmental sustainability [8]. Additionally, Marriott follows strict safety regulations, including fire protection, cybersecurity, and
health standards, ensuring high service quality and compliance with global requirements.
These examples demonstrate that the application of international standards in the hospitality industry has a significant impact on the development and success of enterprises. One of the advantages of implementing such standards is a significant improvement in service quality. This, in turn, increases customer satisfaction and helps form a loyal customer base, which is an important factor in the context of high competition.
Another important advantage is the enhancement of the competitiveness of hotel enterprises. In the face of globalization and increasing competition in the hospitality industry, compliance with global standards helps companies stand out from competitors. Hotels that meet international standards can position themselves as more reliable and high-quality brands, which is particularly important when serving international customers. This also allows hotel enterprises to improve their reputation, attract new customer segments, and expand their geographical presence. Furthermore, international certification becomes an important tool for attracting partners, investors, and participating in various international tenders and projects.
However, implementing international standards also comes with certain challenges and risks. One of the significant factors is the cost of implementation. The certification process, staff training, infrastructure modernization, and the introduction of new technologies require substantial financial investments.
Another important challenge is staff training. For the successful implementation of international standards, it is essential that all employees, from top management to regular staff, are aware of the standard requirements and prepared for adaptation. This requires the development of training programs, conducting workshops and seminars, which demand additional time and financial resources.
Thus, the application of international standards in the hospitality business provides significant benefits but also involves certain challenges. It is crucial that hotel companies, when deciding to implement international standards, consider all aspects
of this process and carefully plan the necessary resources for the successful realization of changes.
CONCLUSION
International standards of the hospitality business are difficult for implementation and represent a process that influences significantly the improvement of the quality of service, rise of operational efficiency, and strengthening of competitiveness of hotel enterprises. All major steps involve not just technical and organizational changes but also those in the culture of the organization. Only in circumstances of the comprehensive approach-the training of staff, usage of modern technologies, and proper resource allocation-is it possible to be successful in international standards implementation.
However, despite the numerous advantages, the process of implementing international standards may face a range of challenges, such as resistance to change, a lack of financial and human resources, and technical and organizational barriers. It is essential not only to recognize these difficulties but also to develop strategies to overcome them in order to ensure the long-term successful adaptation to international requirements. Ultimately, the implementation of these standards contributes to the creation of more sustainable and ethical business models, the improvement of service quality, and the strengthening of market positions, which is key to the successful and sustainable development of hotel enterprises in the changing global market.
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