SERVICE ADAPTATION IN THE HOSPITALITY INDUSTRY
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Author(s): | Degtyareva Y. V., |
| Number of journal: | 3(76) | Date: | September 2026 |
| Annotation: | This article provides a theoretical foundation and develops a conceptual model for service adaptation of a hotel product as an integrated system for co-creating value in a dynamic and unstable environment, as well as in the transformation of the hospitality market. The article systematizes theoretical and methodological approaches to defining the concept of “adaptation” in economic literature, including in marketing and the service sector. This allows the author to formulate a definition of service adaptation in the hospitality industry as a paradigm based on service-dominant logic and envisioning the implementation of a mechanism for co-creating value through a system of interconnected projections integrated into the enter - prise’s service ecosystem. The article also presents the author’s conceptual model of service adaptation of a hotel product, which integrates three measurement loops (strategic, interactional, and process) into a single management framework based on the JTBD methodology and service design tools. The key performance indicators are the OS capability index, the TER service quality index, and the HSD service quality index. A key feature of the developed model is the synchronization of the “customer journey map” and “service map”, which helps eliminate service gaps and shape the hotel offering in line with value-rational consumer orientations. To conduct a comprehensive assessment of strategic capabilities, operational execution, and perceived consumer experience, the developed model proposes an expanded hotel services marketing mix, including the “Period” element, as well as a methodological approach to assessing the service adaptation of a hotel product through the integration of the three aforementioned indices. Application of the model and methodological approaches in hospitality businesses will allow for the integrating of consumer expectations, perceived service quality, and the internal effectiveness of the service system into a single management cycle, providing a methodological basis for the balanced service adaptation of a hotel product to the needs of the target market. | ||
| Keywords: | service adaptation, hospitality industry, hotel product, JTBD methodology, service design, hotel services marketing mix, OS index, TER index, HSD index, service gap, value-rational consumer orientations |
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| For citation: | Degtyareva Y. V. Service adaptation in the hospitality industry. Biznes. Obrazovanie. Pravo = Business. Education. Law. 2026;3(76):69—78. DOI: 10.25683/VOLBI.2026.76.1740. |
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