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Directions of Application of Marketing Innovations in the Communication Policy of Hotel Enterprises
Budnikevich I. M., Blahun I. I., Krupenna I. A., Bokuchava V. B.

Budnikevich, Iryna M. et al. (2020) “Directions of Application of Marketing Innovations in the Communication Policy of Hotel Enterprises.” Business Inform 8:266–277.
https://doi.org/10.32983/2222-4459-2020-8-266-277

Section: Management and Marketing

Article is written in Ukrainian
Downloads/views: 2

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UDC 338.482.2:659.1

Abstract:
The article discusses the essence and directions of application of marketing innovations in the communication policy of hotel enterprises. Directions of application of marketing innovations by domestic and foreign hoteliers are closer defined; attention is focused on the importance of innovations in the promotion of a hotel and its services. The practice of leading market actors on the use of tools of «partisan» marketing in their communications with target audiences is generalized. It is noted that marketing innovations must be agreed with the concept of hotel promotion, they must be systematic and be produced constantly. A scheme of implementation of promotions, which are aimed at producing the WOW effect in hotel marketing, is described. The necessity and relevance of the use of digital technologies in the strategies of promotion by the hotel business actors is substantiated; directions of application of digital marketing technologies in the domestic hotel business are defined. It is specified that the transformation of the directions of competitive struggle of hotel enterprises for the attention of the audience has led to the redistribution of advertising budgets in favor of additional marketing tricks – site content, professional shooting, 360-degree video, bright interactive promotional developments, review work, planned SEO, administration of pages in social networks, PR events, contextual promotion. The emphasis is placed on the importance of developing functional landings that will attract attention to a particular service, get more applications, increase the conversion of website and collect a database of contact data for future work. It is determined that marketing innovations are implemented in the direction of personalization, individual marketing experience of the client, development of a CRM-system. The role of messengers and chatbots with artificial intelligence as new channels of attraction of guests to hotel enterprises is considered. The authors pay attention to a number of interesting marketing programs, which include marketing innovations aimed at addressing the challenges for hospitality enterprises caused by pandemics and quarantine measures. It is noted that such programs are developed by marketing firms and industry professionals not only to help hotels, but also to create attractive offers for guests.

Keywords: marketing innovations, marketing communication policy, hotel marketing, «partisan» marketing, WOW effect, digital marketing, promotion strategies, CRM system.

Fig.: 1. Tabl.: 2. Bibl.: 17.

Budnikevich Iryna M. – Doctor of Sciences (Economics), Professor, Head of the Department, Department of Marketing, Innovation and Regional Development, Yuriy Fedkovych Chernivtsi National University (2 Kotsiubynskoho Str., Chernivtsi, 58012, Ukraine)
Email: [email protected]
Blahun Ivan I. – Doctor of Sciences (Economics), Associate Professor, Professor, Department of Management and Marketing, Vasyl Stefanyk Precarpathian National University (57 Shevchenka Str., Ivano-Frankіvsk, 76018, Ukraine)
Email: [email protected]
Krupenna Inga A. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Marketing, Innovation and Regional Development, Yuriy Fedkovych Chernivtsi National University (2 Kotsiubynskoho Str., Chernivtsi, 58012, Ukraine)
Email: [email protected]
Bokuchava Viktoriia B. – Masters Student, Yuriy Fedkovych Chernivtsi National University (2 Kotsiubynskoho Str., Chernivtsi, 58012, Ukraine)
Email: [email protected]

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