Реалізація стратегії просування готельно-ресторанних послуг в умовах конкуренції

Abstract

В статі узагальнено загальні тренди просування готельно-ресторанних послуг в умовах конкуренції – визначено ключові риси, їх вплив на загальний розвиток закладу і налагодження стійкої взаємодії із споживачем. Проаналізовано дієві стратегії просування на прикладі лідерів українського і світового ринків, порівняно їх характерні ознаки, виокремлено особливі риси. Сформовано ефективну стратегію, визначено її ключову ідею із урахування високої конкурентної боротьби, узагальнено основні кроки реалізації і потенційні результати впровадження. This article is devoted to the formation of a unique strategy for promoting hotel and restaurant services and the justification of practical steps for its implementation based on an analysis of the theoretical and practical aspects of effective promotion in a competitive environment. The modern market for hotel and restaurant services is characterised by a high degree of competition, saturation and diversity of services offered. In such conditions, business development is accompanied by a permanent search for, transformation and implementation of strategies for promoting hotel and restaurant services. The role of integrated marketing strategies based on the principles of personalisation, branding and emotional customer engagement is growing significantly. Given these trends in the hotel and restaurant business sector, as well as the complexity of supporting the development of establishments in the realities of the Ukrainian market, limited by the risks of war, martial law conditions, and changes in demand, the research topic is of high practical importance, and the results obtained can be integrated into the activities of business entities to counteract the key problems of the sector. General scientific methods were used for the study, in particular analysis, comparison, abstraction and generalisation. The article summarises general trends in the promotion of hotel and restaurant services in a competitive environment, identifying key features and their impact on the overall development of the establishment and the establishment of sustainable interaction with consumers. Effective strategies for promoting hotel and restaurant services were analysed using the example of leaders in the Ukrainian and global markets, their characteristic features were compared, and key features that should be inherent in a generalised strategy for promoting services in the hotel and restaurant sector were identified. An effective strategy was developed, its key idea was defined taking into account the high level of competition, and the main steps for implementation and potential results were summarised. The theoretical significance of the article is related to the systematisation of approaches to the formation of marketing strategies in the hospitality sector, the generalisation of theoretical provisions on the promotion of hotel and restaurant services in a competitive environment, and its practical significance lies in the possibility of applying the proposed strategy and model for its implementation in the activities of hotel and restaurant enterprises in Ukraine to increase their competitiveness, improve marketing tools and strengthen market positions