MARKETING TOOLS FOR MANAGING GLAMPING DEVELOPMENT IN UKRAINE'S HOTEL BUSINESS
Abstract
The article substantiates marketing tools for managing glamping development in the hotel business of Ukraine. The relevance of the study is determined by changes in domestic tourism, new consumer priorities, the growing role of digital communication, and the need for flexible accommodation formats under market instability. Glamping is considered not only as an innovative type of accommodation, but also as a complex hotel product that combines recreation in nature, comfort, privacy, visual attractiveness, emotional experience, safety, and personalized service. The purpose of the article is to justify a system of marketing tools for managing glamping development and to define their role in strengthening the competitiveness of glamping projects. The methodological basis includes a systems approach, analysis and synthesis, comparison, generalization of market data, elements of consumer behavior analysis, and structural-logical modelling. The study identifies key consumer priorities in the glamping market: comfort in a natural environment, safety, location aesthetics, environmental responsibility, individualized experience, and convenient booking. It is shown that these priorities should determine positioning, communication messages, service packages, and promotion channels. The article systematizes the main marketing tools for glamping development, including SEO promotion, contextual advertising, Google Maps, social media, online reviews, visual content, partnership channels, and CRM communications. A conceptual model of marketing management of glamping development in Ukraine's hotel business is proposed. The model reflects a continuous cycle: market analysis, audience segmentation, value proposition formation, product positioning, selection of digital and partnership promotion channels, online reputation management, evaluation of marketing effectiveness, and correction of the product, service, and communications. The practical value lies in the possibility of using the proposed approach by glamping operators, owners of suburban recreation complexes, small hotel enterprises, investors, and regional tourism stakeholders to increase digital visibility, customer trust, occupancy, online reputation, and competitiveness.
References
Craig C. A., Karabas I. Glamping after the coronavirus pandemic // Tourism and Hospitality Research. 2021. Vol. 21, No. 2. P. 251–256. DOI: https://doi.org/10.1177/1467358421993864.
Breier M., Kallmuenzer A., Clauss T., Gast J., Kraus S., Tiberius V. The role of business model innovation in the hospitality industry during the COVID-19 crisis // International Journal of Hospitality Management. 2021. Vol. 92. Article 102723. DOI: https://doi.org/10.1016/j.ijhm.2020.102723.
Sigala M. Tourism and COVID-19: Impacts and implications for advancing and resetting industry and research // Journal of Business Research. 2020. Vol. 117. P. 312–321. DOI: https://doi.org/10.1016/j.jbusres.2020.06.015.
Kiryakova-Dineva T., Vasenska I., Koyundzhiyska-Davidkova B. Glamping: An active back-to-nature trend in the post-pandemic tourism reality // Proceedings of the International Conference on Tourism Research. 2022. P. 175–182. DOI: https://doi.org/10.34190/ictr.15.1.290.
Мітяєва Т., Горішевський П. Війна та готельно-ресторанна сфера: виклики та адаптація. Економіка та суспільство. 2024. Вип. 62. DOI: https://doi.org/10.32782/2524-0072/2024-62-146
Краснокутська Ю., Сегеда І., Безпалова А. Післявоєнне відновлення туристичної індустрії України в контексті сталого розвитку. Економіка та суспільство. 2023. Вип. 56. DOI: https://doi.org/10.32782/2524-0072/2023-56-88
Бойко В. О. Глемпінг – новий тренд індустрії гостинності // Таврійський науковий вісник. Серія: Економіка. 2021. № 8. С. 22–28. DOI: https://doi.org/10.32851/2708-0366/2021.8.3.
Поворознюк І. М., Нещадим Л. М. Перспективи розвитку глемпінгу для регіональної індустрії гостинності // Економіка та суспільство. 2022. Вип. 37. DOI: https://doi.org/10.32782/2524-0072/2022-37-13.
Бондаренко Л. А., Горбатюк Н. А. Глемпінг-туризм як перспективний розвиток для регіональної індустрії гостинності // Економіка та суспільство. 2024. Вип. 63. DOI: https://doi.org/10.32782/2524-0072/2024-63-31.
Дімчогло А. І., Qian W. Розвиток глемпінг-індустрії в умовах посткризової трансформації економіки // Трансформаційна економіка. 2025. № 2(11). С. 159–164. DOI: https://doi.org/10.32782/2786-8141/2025-11-26.
Безручко Л., Білоус С., Філь М. Готельне господарство України в умовах війни: сучасний стан та перспективи розвитку // Економіка та суспільство. 2023. Вип. 47. DOI: https://doi.org/10.32782/2524-0072/2023-47-43.
Баженова С., Пологовська Ю., Канцур І. Розвиток готельно-ресторанного бізнесу в умовах сьогодення // Економіка та суспільство. 2022. Вип. 38. DOI: https://doi.org/10.32782/2524-0072/2022-38-22.
El-Said O. A. Impact of online reviews on hotel booking intention: The moderating role of brand image, star category, and price // Tourism Management Perspectives. 2020. Vol. 33. Article 100604. DOI: https://doi.org/10.1016/j.tmp.2019.100604.
Han H., Lho L.-H., Jung H., Ariza-Montes A., Araya-Castillo L. Social networking service as a marketing technology tool and sustainable business in the lodging industry: Investigating the difference across older and younger age groups among tourists // Sustainability. 2021. Vol. 13, No. 10. Article 5673. DOI: https://doi.org/10.3390/su13105673.
Pahor Zvanut A., Zabukovec Baruca P. Social media marketing strategy in the tourism industry: A systematic literature review // Tourism Planning & Development. 2025. DOI: https://doi.org/10.1080/21568316.2025.2549069.
Fernandes E., Moro S., Cortez P., Batista F., Ribeiro R. A data-driven approach to measure restaurant performance by combining online reviews with historical sales data // International Journal of Hospitality Management. 2021. Vol. 94. Article 102830. DOI: https://doi.org/10.1016/j.ijhm.2020.102830.
Tajeddini K., Rasoolimanesh S. M., Gamage T. C., Martin E. Exploring the visitors' decision-making process for Airbnb and hotel accommodations using value-attitude-behavior and theory of planned behavior // International Journal of Hospitality Management. 2021. Vol. 96. Article 102950. DOI: https://doi.org/10.1016/j.ijhm.2021.102950.
Харенко Д. О., Шикіна О. В., Тітомир Л. А. Сучасний стан та організація готельного бізнесу України в умовах війни // Економіка та суспільство. 2025. Вип. 79. DOI: https://doi.org/10.32782/2524-0072/2025-79-30.
Харенко Д. О., Каламан О. Б., Шикіна О. В. Управління розвитком глемпінгу в Україні як інноваційного сегмента готельного бізнесу. Причорноморські економічні студії. 2026. Вип. 98. С. 216–222. DOI: https://doi.org/10.32782/bses.98-32.
Craig, C. A., & Karabas, I. (2021). Glamping after the coronavirus pandemic. Tourism and Hospitality Research, 21(2), 251–256. DOI: https://doi.org/10.1177/1467358421993864
Breier, M., Kallmuenzer, A., Clauss, T., Gast, J., Kraus, S., & Tiberius, V. (2021). The role of business model innovation in the hospitality industry during the COVID-19 crisis. International Journal of Hospitality Management, 92, 102723. DOI: https://doi.org/10.1016/j.ijhm.2020.102723
Sigala, M. (2020). Tourism and COVID-19: Impacts and implications for advancing and resetting industry and research. Journal of Business Research, 117, 312–321. DOI: https://doi.org/10.1016/j.jbusres.2020.06.015
Kiryakova-Dineva, T., Vasenska, I., & Koyundzhiyska-Davidkova, B. (2022). Glamping: An active back-to-nature trend in the post-pandemic tourism reality. International Conference on Tourism Research, 15(1), 175–182. DOI: https://doi.org/10.34190/ictr.15.1.290
Mitiaieva, T., & Horishevskyi, P. (2024). Viina ta hotelno-restoranna sfera: vyklyky ta adaptatsiia [War and the hotel and restaurant sector: Challenges and adaptation]. Ekonomika ta suspilstvo, 62. DOI: https://doi.org/10.32782/2524-0072/2024-62-146 [in Ukrainian].
Krasnokutska, Yu., Seheda, I., & Bezpalova, A. (2023). Pisliavoienne vidnovlennia turystychnoi industrii Ukrainy v konteksti staloho rozvytku [Post-war recovery of Ukraine’s tourism industry in the context of sustainable development]. Ekonomika ta suspilstvo, 56. DOI: https://doi.org/10.32782/2524-0072/2023-56-88 [in Ukrainian].
Boiko, V. O. (2021). Hlempinh – novyi trend industrii hostynnosti [Glamping as a new trend in the hospitality industry]. Tavriiskyi naukovyi visnyk. Seriia: Ekonomika, 8, 22–28. DOI: https://doi.org/10.32851/2708-0366/2021.8.3 [in Ukrainian]
Povorozniuk, I. M., & Neshchadym, L. M. (2022). Perspektyvy rozvytku hlempinhu dlia rehionalnoi industrii hostynnosti [Glamping prospects for the regional hospitality industry]. Ekonomika ta suspilstvo, 37. DOI: https://doi.org/10.32782/2524-0072/2022-37-13 [in Ukrainian]
Bondarenko, L. A., & Horbatiuk, N. A. (2024). Hlempinh-turyzm yak perspektyvnyi rozvytok dlia rehionalnoi industrii hostynnosti [Glamping tourism as a promising development for the regional hospitality industry]. Ekonomika ta suspilstvo, 63. DOI: https://doi.org/10.32782/2524-0072/2024-63-31 [in Ukrainian]
Dimchohlo, A. I., & Qian, W. (2025). Rozvytok hlempinh-industrii v umovakh postkryzovoi transformatsii ekonomiky [The development of the glamping industry in the context of post-crisis economic transformation]. Transformatsiina ekonomika, 2(11), 159–164. DOI: https://doi.org/10.32782/2786-8141/2025-11-26 [in Ukrainian]
Bezruchko, L., Bilous, S., & Fil, M. (2023). Hotelne hospodarstvo Ukrainy v umovakh viiny: Suchasnyi stan ta perspektyvy rozvytku [The hotel industry of Ukraine in wartime: Current state and development prospects]. Ekonomika ta suspilstvo, 47. DOI: https://doi.org/10.32782/2524-0072/2023-47-43 [in Ukrainian]
Bazhenova, S., Polohovska, Yu., & Kantsur, I. (2022). Rozvytok hotelno-restorannoho biznesu v umovakh sohodennia [Development of the hotel and restaurant business in today’s conditions]. Ekonomika ta suspilstvo, 38. DOI: https://doi.org/10.32782/2524-0072/2022-38-22 [in Ukrainian]
El-Said, O. A. (2020). Impact of online reviews on hotel booking intention: The moderating role of brand image, star category, and price. Tourism Management Perspectives, 33, 100604. DOI: https://doi.org/10.1016/j.tmp.2019.100604
Han, H., Lho, L.-H., Jung, H., Ariza-Montes, A., & Araya-Castillo, L. (2021). Social networking service as a marketing technology tool and sustainable business in the lodging industry: Investigating the difference across older and younger age groups among tourists. Sustainability, 13(10), 5673. DOI: https://doi.org/10.3390/su13105673
Pahor Zvanut, A., & Zabukovec Baruca, P. (2025). Social media marketing strategy in the tourism industry: A systematic literature review. Tourism Planning & Development. DOI: https://doi.org/10.1080/21568316.2025.2549069
Fernandes, E., Moro, S., Cortez, P., Batista, F., & Ribeiro, R. (2021). A data-driven approach to measure restaurant performance by combining online reviews with historical sales data. International Journal of Hospitality Management, 94, 102830. DOI: https://doi.org/10.1016/j.ijhm.2020.102830
Tajeddini, K., Rasoolimanesh, S. M., Gamage, T. C., & Martin, E. (2021). Exploring the visitors’ decision-making process for Airbnb and hotel accommodations using value-attitude-behavior and theory of planned behavior. International Journal of Hospitality Management, 96, 102950. https:/ DOI: /doi.org/10.1016/j.ijhm.2021.102950
Kharenko, D. O., Shykina, O. V., & Titomyr, L. A. (2025). Suchasnyi stan ta orhanizatsiia hotelnoho biznesu Ukrainy v umovakh viiny [The current state and organization of Ukraine’s hotel business in wartime]. Ekonomika ta suspilstvo, 79. DOI: https://doi.org/10.32782/2524-0072/2025-79-30 [in Ukrainian]
Kharenko, D. O., Kalaman, O. B., & Shykina, O. V. (2026). Upravlinnia rozvytkom hlempinhu v Ukraini yak innovatsiinoho sehmenta hotelnoho biznesu [Management of glamping development in Ukraine as an innovative segment of the hotel business]. Prychornomorski ekonomichni studii, 98, 216–222. DOI: https://doi.org/10.32782/bses.98-32 [in Ukrainian].
Copyright (c) 2026 Дмитро Харенко, Катерина Федосова, Володимир Павлоцький
This work is licensed under a Creative Commons Attribution 4.0 International License.
