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University Economic Bulletin

Article

The role and place of professional etiquette and communication in the formation of corporate culture in tourism enterprises

Oksana Roik, Olha Nedzvetska
Retrieved from Vol. 21, No. 1, 2026 Pages 50–60
Received
30.11.2025
Revised
08.04.2026
Accepted
12.05.2026
Published
03.07.2026
Views
5

Abstract

In the modern tourism market, corporate culture, etiquette and communication are playing an increasingly important role in ensuring businesses remain competitive and in enhancing the customer experience. The purpose of this article was to determine the role and significance of professional etiquette and communication in the formation of corporate culture in tourism enterprises and to quantitatively assess their influence on competitiveness. The methodological basis of the study was formed by a systemic approach using methods of analysis, synthesis, comparison, generalisation, structural-functional analysis, economic-statistical methods and correlation-logical modelling. The empirical basis included data from two representative enterprises of the Ukrainian tourism market – Join UP! and Reikartz Hotel Group – for 2022-2025. The results demonstrated a steady improvement in behavioural and communication indicators in both enterprises. In particular, customer ratings increased by 12.8% for Join UP! and by 9.8% for Reikartz Hotel Group, while the share of positive reviews increased from 64% to 80%, accompanied by a reduction in negative feedback from 18% to 9%. Financial results varied: Reikartz Hotel Group increased its revenue from UAH 11.5 million to UAH 17.2 million and demonstrated a strong positive correlation between behavioural and financial indicators (r = 0.95), confirming the commercial value of etiquette and service. Join UP! increased its revenue to over UAH 11.6 billion, but had weaker financial stability and a moderate inverse correlation between indicators (r = -0.62) due to war risks, debt and an unstable environment. It was proved that professional etiquette ensures the standardisation of employee behaviour and service consistency, whereas communication functions as a mechanism for implementing these standards in customer interaction. The practical value of the study lies in the possibility of applying the obtained results to improve corporate culture management systems, strengthen customer loyalty and enhance the competitiveness of tourism enterprises

Keywords

service quality; enterprise competitiveness; customer loyalty; organisational behaviour; economic performance; reputation management

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Suggested citation

Roik, O., & Nedzvetska, O. (2026). The role and place of professional etiquette and communication in the formation of corporate culture in tourism enterprises. University Economic Bulletin, 21(1), 50-60. https://doi.org/10.69587/ueb/1.2026.50