Сучасні тренди маркетингу гостинності
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Файли
Дата
2018
Автори
Ковальчук, С.В.
Забурмеха, Є.М.
Яремчук, Т.В.
Kovalchuk, S.
Zaburmekha, Ye.
Yaremchyk, T.
Назва журналу
Номер ISSN
Назва тому
Видавець
Хмельницький національний університет
Анотація
У статті розглянуто еволюцію гостинності в Україні. Досліджено специфіку маркетингу у сфері гостинності,
приділено увагу обґрунтуванню системи маркетингових інструментів у сфері гостинності. Визначено особливості
використання «маркетинг-міксу» в даній галузі та перспективи його застосування на практиці з урахуванням розвитку
інновацій. Розглянуті особливості використання маркетингу відносин у сфері гостинності та визначені п’ять рівнів взаємин
готелів зі споживачами. Проаналізовані різні форми об’єднання підприємств гостинності і управління ними, включаючи
готельні ланцюги, консорціуми, сімейства і асоціації, об’єднання на основі франчайзингу, спільні готельні підприємства.
The article considers the evolution of hospitality in Ukraine. The specifics of marketing in the field of hospitality were investigated and attention was paid to the justification of the system of marketing tools in the field of hospitality. The features of the use of «marketing mix» in this field and the prospects of its application in practice taking into account the development of innovations are determined. Features of marketing of relations in the sphere of hospitality are considered and five levels of hotelcustomer relations are defined. The various forms of the association of hospitality enterprises and their management are analyzed, including hotel chains, consortiums, families and associations, franchising association, joint hotel enterprises. In recent decades the following trends were outlined in the development of hospitality facilities: the formation of new directions in the provision of services in the field of hospitality; deepening of the specialization of institutions in the field of hospitality; creation of international chains of hospitality establishments; improvement of forms of work and introduction of achievements of scientific and technological progress; the use of digital marketing to maximize the reach of real and potential consumers. In today's world of hospitality, techniques of digital marketing are widespread used. Digital marketing is the transfer of all aspects of traditional marketing to the field of e-business. It combines many forms and activities.
The article considers the evolution of hospitality in Ukraine. The specifics of marketing in the field of hospitality were investigated and attention was paid to the justification of the system of marketing tools in the field of hospitality. The features of the use of «marketing mix» in this field and the prospects of its application in practice taking into account the development of innovations are determined. Features of marketing of relations in the sphere of hospitality are considered and five levels of hotelcustomer relations are defined. The various forms of the association of hospitality enterprises and their management are analyzed, including hotel chains, consortiums, families and associations, franchising association, joint hotel enterprises. In recent decades the following trends were outlined in the development of hospitality facilities: the formation of new directions in the provision of services in the field of hospitality; deepening of the specialization of institutions in the field of hospitality; creation of international chains of hospitality establishments; improvement of forms of work and introduction of achievements of scientific and technological progress; the use of digital marketing to maximize the reach of real and potential consumers. In today's world of hospitality, techniques of digital marketing are widespread used. Digital marketing is the transfer of all aspects of traditional marketing to the field of e-business. It combines many forms and activities.
Опис
Ключові слова
індустрія гостинності, маркетинг-мікс, товар, ціна, просування, місце, процес, персонал, сфера послуг, цільовий ринок, hospitality industry, marketing mix, product, price, promotion, place, process, personnel, service sector, target market
Бібліографічний опис
Ковальчук, С.В. Сучасні тренди електронної комерції [Текст] / С. В. Ковальчук, О. Б. Вальков, Л. І. Забурмеха // Вісник Хмельницького національного університету. Економічні науки. – 2018. – № 3, т. 2. – С. 254-256.