DEVELOPMENT OF MARKETING IN TOURISM AND HOTEL AND RESTAURANT BUSINESS IN MODERN CONDITIONS
Abstract
The tourism and hotel and restaurant industry is considered one of the largest industries in the world economy in terms of invested capital and foreign exchange earnings. The importance of studying the features of marketing development in tourism and hotel and restaurant business in modern conditions is proved. It was determined that the tourism and hospitality industry has experienced many problems in recent years and had an unfavorable operating environment due to the negative impact of COVID-19 and military operations. The essence of marketing in tourism and hotel and restaurant business in modern conditions is determined. The main features of tourism and hotel and restaurant business in modern conditions are established. The main basic elements of the marketing development model in tourism and hotel and restaurant business in modern conditions are formed. All presented basic elements of the marketing development model in tourism and hotel and restaurant business in modern conditions are characterized. The key stages of marketing development in tourism and hotel and restaurant business in modern conditions are determined. Based on the results of the study, we have formed the main model for the development of marketing in tourism and the hotel and restaurant business in modern conditions. The key stages through which it is possible to achieve the effective development of marketing in tourism and the hotel and restaurant business in modern conditions are presented. The study has a number of limitations associated with the inability, due to the difficult situation in Ukraine, to carry out the practical application of the marketing development model in tourism and the hotel and restaurant business in modern conditions. Further research requires the question of analyzing the international experience of the features of the development of marketing in tourism and the hotel and restaurant business in modern conditions. Additional attention in further research requires the practical application of the marketing development model in tourism and the hotel and restaurant business and the analysis of financial and economic activities in modern conditions.
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Dzemyda, I. (2014). Electronic marketing for the development of international tourism. Business: Theory and Practice. DOI: https://doi.org/10.3846/btp.2014.19
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Szymańsk, E., Dziedzic, E., & Rutkowski, A. (2017). Organisational innovations in health resort-based tourism. Business: Theory and Practice. DOI: https://doi.org/10.3846/btp.2017.006
