JEL Classification: L82; L83; M31; E32
PhD in Economics, Associate Professor of the Hospitality Department of Kyiv National University of Trade and Economics
INNOVATION MARKETING TECHNOLOGY OF THE HOTEL ENTERPRISES
Background. In the hospitality business, commercial success is substantially dependent on the ability of management to maintain the structure of the target needs of hotel clients and form an optimal portfolio of hotel services. In these circumstances marketing serves as a strategic guideline, the focus of which is to establish long-term relationships at the micro and macro levels, with all market participants. The consumer carries out the choice, guided not only by criteria of price and quality, but also image benefits. The question of definition of possibilities of forming high-quality hotel product with the help of the concept of experience marketing are the object of this study.
Analysis of recent researches and publications on selected subject allowed us to determine that the problem of the application of modern marketing trends, particularly of experience marketing, is gaining popularity in the world, but there are only the individual elements within the loyalty programs of the hotel in Ukraine. In this regard, the question of determining the possible ways of organizing sustainable impressions as a profitable business product has become the purpose of this article.
The aim of the study is to solve a scientific problem connected with the development and substantiation of theoretical and practical aspects of forming new ideas of hotel business development based on experience marketing.
Materials and methods. The methodological basis of the research consists of implementation of empirical and econometric methods.
Results. An important achievement of this study is the disclosure of key aspects of using the concepts of the experience marketing by the domestic hotels. The range of directions of image characteristics formation, which in the future is a means of enhancing competitiveness, was offered.
Conclusion. Despite the deepening recession and military threats, businesses need to take global marketing trends and at the intersection of threats and capabilities to develop its own model of socio-psychological and commercial interactions with customers and partners. Marketing techniques offered in the article are inexpensive, easy to realize and percept by the consumers of services and partners, flexible in terms of innovation, however, little used by domestic hotels. In-depth studies of the economic effects of experience marketing technology in domestic hotels are prospective
Keywords: hotel enterprise, experience marketing, relationship marketing, neuromarketing, DEA-analyse.
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