Abstract:

Today business activity is one of the most important factors contributing to socio–economic and cultural development of regions. The investment attractiveness of lodging establishment is a complex indicator characterizing the expediency of investing in this enterprise. Choosing an object for investment investors evaluate the enterprise not as a separate economic entity operating in a certain territory, but as part of the industry, comparing it with other objects in this sphere. In this regard the role of corporate identity as a decisive factor in the choice of the investment object is increasing. Corporate identity acts as an instrument for the formation of company’s image and a carrier of information about it. All its elements should work for a favorable image of the company. Each component of the corporate identity makes a unique contribution to the long–term service to the benefit of the reputation of the company.

In modern conditions, the relevance of the study of entrepreneurial activity of business entities is due to the special role that entrepreneurship plays in accelerating the transition to an innovative economy and the need to more fully utilize entrepreneurship as one of the strategic resources and sources for the development of the Russian economy.

At the same time the importance of creating your own corporate identity, its role in attracting investment in the hotel business has not been realized by many companies yet and, therefore, it is one of the main tasks of modern corporate governance.