FORMATION OF CORPORATE CULTURE AS A FACTOR INCREASING THE COMPETITIVENESS OF A TOURIST ENTERPRISE

Abstract

In the conditions of high competition at the level of countries, corporations, and individual enterprises, the long-term competitiveness of a tourist enterprise is determined by the full use by the management and staff of their intellectual and business potential for the benefit of effective reproduction and sustainable development of the organization. The purpose of the article is to study the role of corporate culture in increasing the competitiveness of a tourist enterprise. The company's employees are the main driving force for achieving goals and implementing the development strategy. The extent to which each employee of the company is involved in the company's activities depends on the degree of achievement of the company's strategic goals, hence its long-term competitiveness and development in market conditions. Involvement of personnel in the company's activities is the most important factor in the development of any company in modern conditions of competition. The vital potential and successful functioning of the organization depend on the effectiveness of the corporate culture formed in it: stable norms and values, examples of positive and negative behavior and other significant elements that influence the formation of culture in the company. To determine the strength and level of development of the existing corporate culture in the company, as well as to identify directions for further improvement, it is necessary to periodically evaluate the effectiveness of the funds invested in the development of this direction in the organization.

Corporate culture affects the efficiency of the organization's managers, the level of service, interaction with the internal and external environment. Formation of corporate culture is an urgent task of every tourist organization that strives to function fruitfully and fully in the modern competitive environment.