CONFERENCE CATERING WITHIN THE HOTEL AND RESTAURANT SERVICE SYSTEM AS A DRIVER OF COMPETITIVE ADVANTAGE FOR HORECA ENTERPRISES

Abstract

The article examines current trends in the development of conference catering as an integrated component of conference services and an important factor in increasing the competitiveness of hospitality industry enterprises. The necessity of transforming the traditional catering service model under the conditions of digitalization, changing consumer behaviour, growing demand for personalized service solutions, and the implementation of sustainable development principles is substantiated. Conference catering is considered as a multi-component service system that ensures the integration of hotel, restaurant, organizational, and technological support for business events. The role of the synergistic effect of interaction between individual components of conference services in creating additional value for corporate clients, improving service quality, and strengthening the competitive position of HoReCa enterprises is determined. An assessment of the catering potential of hospitality enterprises in the Khmelnytskyi region was conducted, which made it possible to identify the key factors determining the competitiveness of conference catering services. It was established that the highest competitive advantages are demonstrated by establishments with developed infrastructure, flexible service formats, extensive opportunities for personalization, and the ability to create comprehensive B2B service packages. The promising directions for the development of conference catering based on the implementation of modern concepts such as Menu Engineering, Lean Catering, Zero Waste Catering, Well-being Catering, and digital technologies for managing service processes are substantiated. A comprehensive approach to assessing the effectiveness of conference catering services according to the criteria of service quality, economic performance, and corporate customer satisfaction is proposed. The obtained results can be used by hospitality industry enterprises to improve the organization of conference services, optimize operational processes, and develop competitive service products in accordance with current market requirements.