Yankovska H. Marketing communicative strategies of hotel industry enterprises

The dissertation is devoted to the development of theoretical and methodological foundations, the development of methodological and practical recommendations for the formation of marketing communication strategies in the market of hotel services. The scientific approaches to the definition of "marketing communications" and "marketing communication strategy" are investigated. The role of marketing communicative strategy in the system of strategic planning of the enterprise is assessed. The specific features of the formation of marketing communication strategies of enterprises on the market of enterprises of the hotel industry are revealed. The scientific and theoretical foundations of forms of marketing communication strategy are investigated. According to research results, the theoretical approach to determining the priorities among the main factors determining the list of means of marketing communications ("marketing mix") in the framework of forming a communicative marketing strategy for hotel industry enterprises was improved. This approach allows, in each specific case, taking into account the specific characteristics of the hotel company, to form a marketing communication strategy that will be most effective for this enterprise of the hotel industry. The analysis of the considered approaches allowed to determine the brand-oriented marketing communications management system of hotel industry enterprises, as a management system for a hotel enterprise, whose purpose is to form and support a strong brand of hotel industry enterprises with the help of all elements of the marketing complex, including marketing communication tools. Brand-oriented marketing communications management hotel industry enterprises involves the formation of a communication strategy for the brand, aimed at informing consumers, forming certain associations with the brand PGG, consolidating brand values and building loyalty from the hotel guests. The analysis of the influence of factors of the environment on the macro level on the dynamics of hotel industry development is carried out. The applied aspects of the formation and implementation of the marketing communication strategy by the domestic enterprises of the hotel economy are analyzed. The communication tools of the subjects of the hotel market used in their practical activity in relation to the formation and implementation of marketing communication strategies are explored. The influence of marketing communication strategies of hotel industry enterprises on the formation of brands is analyzed. In the course of the analysis, reserves have been identified for increasing the efficiency of the operation and competitiveness of the industry. Among these reserves is an increase in the communicative marketing activity of hotel enterprises. This will enable an increase in the intensity of the use of the hotel industry enterprises network, and with them - the financial performance of the entire hospitality industry in Ukraine. One of the important problems of the study was to find out the main factors that influence the choice of a particular hotel by a potential client. Among the factors that characterize the product marketing policy of hotel companies are: the range of services provided by the hotel, the comfort and cleanliness of hotel rooms, the level of work of the staff and the level of service in the restaurant facilities located in hotels. In this work, an analysis of the use of certain types of means of marketing communications directly by enterprises of the hospitality industry. Hotel industry enterprises selected in the sample represent such clusters of hotels by the level of services provided. The results of the analysis allowed to formulate a system of basic principles, which should be based on the development and implementation of marketing communication strategy of hotel enterprises. In the course of the research, the main factors of the formation of marketing communication strategies in the hotel industry were determined. The most important of them are as follows: taking into account the goals of the communicator enterprise; specificity of the market (consumer) of a particular hotel company; the stage of the hotel product life cycle, where the service is located; the availability and volume of financial resources of the communicator enterprise. The analysis allowed to develop recommendations for the formation of brand-oriented marketing communication strategies taking into account the specifics of the hotel industry and provide suggestions for improving the innovative elements and processes of marketing communication strategies of hotel industry enterprises. According to research results were developed proposes methodological recommendations for the phased formation of a marketing communication strategy at a specific enterprise of the hotel economy.