Ділова репутація як стратегічний актив готельного підприємства: визначення та вимірювання
Business Reputation as a Strategic Asset of a Hotel Enterprise: Definition and Measurement

Summary/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.

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