STRATEGY OF MARKETING DEVELOPMENT OF HOTEL SERVICES UNDER THE CONDITIONS OF INSTABILITY OF THE MARKET ENVIRONMENT

Abstract

Under the conditions of instability of the services market functioning, Ukrainian hotel service manufacturers faced problems of finding customers, fullness of rooms, competitiveness, and sometimes the threat of liquidation and other factors of negative impact of the changing market environment. Under such crisis conditions, economic-and-organizational problems of creating and implementing a complex strategy for the marketing development of hotel services, the purpose of which was the formation of end-user-oriented, inexpensive and effective marketing tools based on the use of modern technologies. According to the concept of marketing, the key to achieving the goals of the organization is to diagnose the demands and needs of target markets and to achieve the desired satisfaction in more efficient ways than in competitors, therefore it is advisable to monitor demand for services timely and reliably, to carry out effective scientific-and-technical activity to develop and implement innovative services, to combine planning, production and financing of services, to form a rational system of services distribution with constant improvement, to ensure consistent regulation and adjustment of production-and-economic activity of hotel business enterprises. The directions of realization of the complex strategy of hotel services marketing, focused on the consumer in the system of increase of client orientation are orientation on long-term cooperation with consumers, offer of innovative services and additional service to consumers, offer of competitive prices at high quality of hotel facilities and services to consumers. Ensuring the effective implementation of the set tasks by the staff to achieve marketing goals of the hotel involves the development of motivational systems for highly productive work, providing employees with opportunities for personal development and self-realization, career planning, support and training of the staff, creating a system of staff training. Carrying out of researches of the market of hotel services, development of communication activity, expansion of the range of hotel services, activity of sales hotels activity is aimed at providing increase of marketing activity of hotels. The development of a complex of integrated marketing communications of the hotel should be manifested in the expansion of the geographical area of the brand presence, change the positioning of competing hotels, gaining of new market segments, emergence of innovative hotel services.