INFORMATION SYSTEMS IN THE FORMATION OF MARKETING STRATEGIES OF THE HOTEL AND RESTAURANT BUSINESS
Abstract
In the current environment of geopolitical instability, the hotel and restaurant business market needs to upgrade strategies to maintain the competitiveness of its participants. Enterprises in this industry must quickly adapt to the dynamics of the marketing industry under the significant influence of digital technologies. In the context of the transformation of modern marketing strategies, information systems and innovative digital tools allow more efficiently expanding the potential audience and tracking the dynamics of its behavior in relation to the hotel and restaurant business. The aim of the study is to analyze the potential of modern information systems in the formation of effective marketing strategies for the hotel and restaurant business. The materials used were industry publications and research results of recent years, statistics and official information on the development of the hotel and restaurant business. Research methods included analysis, synthesis, generalization, and specification. To analyze the data, the statistics of consumer behavior modeling were also used. The study analyzes modern marketing strategies of the hotel and restaurant business, including contextual advertising, content marketing, personalized offers and targeted advertising on social platforms. It is established that personalized advertising, social platforms and targeting have gained the maximum pace of development. The classification of project marketing strategies is considered, the basic strategies for managing them in the context of digitalization of business processes are allocated. The specifics of modern information systems in terms of forming marketing strategic decisions for the development of the hotel and restaurant business in conditions of instability are studied. It is substantiated that in the future, media tools in social networks and an individual approach will serve as critical factors for attracting new customers. Prospects for further research are seen in a detailed analysis of the impact of automation processes on advertising campaigns within the marketing strategies of the hotel and restaurant business.
References
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Azevedo, C., Roxo, M.T., & Brandão, A. (2024). Sustainable Tourism e-Communication Impact on Tourism Behaviour. In Smart Innovation, Systems and Technologies. Springer Science and Business Media Deutschland GmbH,no. 344, pp. 559-581. Available at: https://doi.org/10.1007/978-981-99-0333-7_40 (in English)
Yang, C., & Hu, J. (2024). Seize the Time! How Perceived Busyness Influences Tourists’ Preferences for Destination Advertising Messages. Journal of Travel Research, no. 63(3), pp. 588-605. Available at: https://doi.org/10.1177/00472875231164979 (in English)
Williams, J., Hartnett, N., & Trinh, G. (2023). Finding creative drivers of advertising effectiveness with modern data analysis. International Journal of Market Research, no. 65(4), pp. 423-447. Available at: https://doi.org/10.1177/14707853221134258 (in English)
Wang, C.L. (2021). New frontiers and future directions in interactive marketing: Inaugural Editorial. Journal of Research in Interactive Marketing, no. 15(1), pp. 1–9. Available at: https://doi.org/10.1108/JRIM-03-2021-270 (in English)
Grewal, D., Hulland, J., & Kopalle, P.K. (2020). The future of technology and marketing: a multidisciplinary perspective. J. of the Acad. Mark. Sci., no. 48, pp. 1–8. Available at: https://doi.org/10.1007/s11747-019-00711-4 (in English)
Rust, R. T. (2020). The future of marketing. International Journal of Research in Marketing, no. 37(1), pp. 15–26. Available at: https://doi.org/10.1016/j.ijresmar.2019.08.002 (in English)
Özoğlu, B., Topal, A. (2020). Digital Marketing Strategies and Business Trends in Emerging Industries. Digital Business Strategies in Blockchain Ecosystems. Contributions to Management Science. Springer, Cham. Available at: https://doi.org/10.1007/978-3-030-29739-8_18 (in English)
Peñalba-Aguirrezabalaga, C., Sáenz, J., & Ritala, P. (2020). Marketing-specific intellectual capital: conceptualization, scale development and empirical illustration. Journal of Intellectual Capital, no. 21(6), pp. 947–984. Available at: https://doi.org/10.1108/JIC-05-2019-0095 (in English)
Verma, S., Sharma, R., Deb, S., & Maitra, D. (2021). Artificial intelligence in marketing: Systematic review and future research direction. International Journal of Information Management Data Insights, 1(1). Available at: https://doi.org/10.1016/j.jjimei.2020.100002 (in English)
Waqanimaravu, M., & Arasanmi, C. N. (2020). Employee training and service quality in the hospitality industry. Journal of Foodservice Business Research, no. 23(3), pp. 216-227. Available at: https://doi.org/10.1080/15378020.2020.1724850 (in English)
Zibarzani, M., Abumalloh, R. A., Nilashi, M., Samad, S., Alghamdi, O. A., Nayer, F. K., & Akib, N. A. M. (2022). Customer satisfaction with Restaurants Service Quality during COVID-19 outbreak: A two-stage methodology. Technology in Society, no. 70. Available at: https://doi.org/10.1016/j.techsoc.2022.101977 (in English)
Elshaer, A. M., & Marzouk, A. M. (2024). Memorable tourist experiences: the role of smart tourism technologies and hotel innovations. Tourism Recreation Research, no. 49(3), pp. 445-457. Available at: https://doi.org/10.1080/02508281.2022.2027203 (in English)
QR Code Trends & Statistics Report 2023. (2024). UNIQODE. Available at: https://www.uniqode.com/blog/qr-code-insights/qr-code-trends-report (in English)
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