Impact of Marketing Strategy on the Competitiveness of Tourism and Hotel Businesses
(Pages 399-405)Tatiana Samonova1, Iryna Antonenko2, Iryna Melnyk3, Oleh Parubets4,* and Oksana Kuchai5
1PhD in Economics, Associate Professor at the Department of Hotel and Restaurant Business, Kyiv University of Tourism, Economics and Law, Kyiv, Ukraine.
2Full Doctor in Economics, Professor at the Department of Tourism and Hotel Business, National University of Food Technologies,
Kyiv, Ukraine.
3PhD in Economics, Associate Professor at the Department of Tourism and Hotel Business, National University of Food Technologies, Kyiv, Ukraine.
4PhD in Economics, Associate Professor at the Department of Tourism and Hotel Restaurant Business, Kyiv Applied College of
Tourism and Hospitality, Kyiv, Ukraine.
5PhD in Economics, Associate Professor at the Department of Psychology and Tourism, Kyiv National Linguistic University, Kyiv,
Ukraine.
DOI: https://doi.org/10.55365/1923.x2022.20.47
Abstract:
The relevance of the study is conditioned by the need to analyse modern marketing theory and its provisions and systematise current methods of marketing promotion of travel companies. In this regard, the purpose of the study is to develop an algorithm for creating a marketing strategy for a tourist and hotel business enterprise, describe the process of identifying competitors, disclose parameters for assessing the competitiveness of tourist and hotel business enterprises, systematise strategies for increasing demand during periods of low demand for tourist services, list elements of a modern marketing strategy for the development of tourist and hotel business enterprises, present the main characteristics of brand positioning in the market. The main approach in the study is the method of system analysis, which was used to consider a complex system of relationships between marketing strategy and the effectiveness of the tourism business. In addition, the following methods of scientific knowledge were used: synthesis, deduction, classification, data grouping, comparison, generalisation, and analysis of information sources. The study presents the results of the analysis, developed an algorithm for creating a marketing strategy for a tourist and hotel business enterprise, described the process of identifying competitors, identified the parameters for assessing the competitiveness of tourist and hotel business enterprises, systematised strategies for increasing demand during periods of low demand for tourist services, listed elements of a modern marketing strategy for the development of tourist and hotel business enterprises, presents the main characteristics of brand positioning in the market.
Keywords:
Diversification of the Tourist Market; Economy; Image of the Tourist Brand; Price Competitiveness; Sustainable Development of the Tourism Industry.
How to Cite:
Tatiana Samonova, Iryna Antonenko, Iryna Melnyk, Oleh Parubets and Oksana Kuchai. Impact of Marketing Strategy on the Competitiveness of Tourism and Hotel Businesses. [ref]: vol.20.2022. available at: https://refpress.org/ref-vol20-a47/
Licensee REF Press This is an open access article licensed under the terms of the Creative Commons Attribution Non-Commercial License (http://creativecommons.org/licenses/by-nc/3.0/) which permits unrestricted, non-commercial use, distribution and reproduction in any medium, provided the work is properly cited.