PRINCIPLES OF FORMATION OF MARKETING COMMUNICATION STRATEGIES OF HOSPITAL ENTERPRISES

Abstract

The operation of hotel enterprises in the conditions of the modern economy is accompanied by a constant increase in the level of competition, taking into account the assessment of their competitiveness in conditions of risk and threats. At the moment, a certain number of problems are observed at the hotel industry enterprises, which are related to the political and economic situation of the state and the social situation of the population, which affect the effective functioning. Under these conditions, companies that have formed an effective system of marketing communications with consumers and other target audiences and have achieved customer loyalty gain tangible competitive advantages. Disclosed features of the development of marketing communications. Proposed tools for finding and implementing marketing communications. Defined communication strategies for hotel enterprises. The strategy of promotion of hotel services and the main stages of its formation are considered. Emphasis is placed on the selection of marketing tools, which must be harmoniously combined in order to achieve maximum impact on the market. Proposed means of marketing communications for the implementation of an intensive marketing strategy. and demand formation and sales promotion, i.e. the entire set of measures aimed at promoting hotel services. Three groups of marketing communication tools are distinguished depending on the impact on each of the stages of the buyer's psychological state in the process of making a purchase decision: advertising and public relations; personal sales, sales promotion; design of the point of sale, methods of presentation. Sensory tools for stimulating sales in hotel enterprises have been systematized and an algorithm of impact on consumers has been formulated. Sensory tools for stimulating sales in hotel enterprises have been systematized and an algorithm of impact on consumers has been formulated. The state of the hotel industry in Ukraine is considered. The essence of marketing communications of hotel enterprises is characterized. The influence of integrated marketing communications on the activities of hotel enterprises has been studied.