Маркетингові стратегії для розвитку індустрії гостинності та туризму: адаптація до умов повоєнної економіки в Україні

Nataliia Sereda

doi:10.26906/EiR.2024.4(95).3606

Authors

Nataliia Sereda Kherson State Аgrarian and Еconomic University https://orcid.org/0000-0002-5639-0795

DOI:

https://doi.org/10.26906/EiR.2024.4(95).3606

Keywords:

marketing strategies, hospitality and tourism industry, consumer priorities, demand, digital platform, security, post-war recovery

Abstract

This article is devoted to the topical issue of developing practical recommendations for the formation of marketing strategies and post-war adaptation in the hotel and tourism business. Theoretical foundations and practical recommendations for the development of marketing strategies for the development of hotels and tourism industry in Ukraine are studied. The dynamics of the indicators of income from the hotel and tourism industry are analyzed. The need to determine the factors that affect the formation of marketing strategies for the development of hospitality and tourism industry has been demonstrated. The main marketing strategies for the development of hospitality and tourism industry are presented, and their use will not only restore the tourism industry, but also bring it to a new level, based on a deep understanding of the changing market situation, consumer needs and trends. It has been noted that in post-war reconstruction, tourists will focus more on finding safety, stability, comfort and emotional recovery. To remain competitive, hospitality and tourism businesses need to use innovative approaches to promote and manage global trends, including a focus on sustainable travel demand, personalized services and environmentally friendly practices.Therefore, marketing strategies in the hospitality and tourism industry should aim to create unique, safe and personalized tourism products that are comprehensive, adapt to new realities and allow you to engage.Marketing strategies for the development of hospitality and tourism industry in the post-war economy of Ukraine should be diverse, taking into account the needs of domestic and foreign tourists, with an emphasis on safety, innovation, environmental responsibility and social support. The recovery and development of the industry requires flexibility and rapid adaptation to changing situations, as well as constant attention to the psychological and emotional aspects of the tourist experience.Therefore, marketing strategies should consider these new needs in the context of digitization by providing the right products. The proposed marketing strategy for this industry in the postwar economy can be a decisive factor in attracting customers and ensuring sustainable growth of the market.

Author Biography

Nataliia Sereda, Kherson State Аgrarian and Еconomic University

Candidate of Economic Sciences, Associate Professor, Associate Professor of the Department of Hotel, Restaurant and Tourism Business

References

1. Гарбар Ж.В., Гонтарук Я.В. Маркетингові інновації в індустрії гостинності України. Індустрія туризму і гостинності в Центральній та Східній Європі. 2022. № 5. С. 36–44.

2. Мендела І.Я., Мендела Є.М. Маркетингові інновації в готельному бізнесі. Індустрія туризму і гостинності в Центральній та Східній Європі. 2022. № 4. С. 21–25.

3. Балацька Н., Вдовічена О., Радкевич Л., Стренковська А., Робул Ю. Digital technologies and digital marketing: new opportunities for tourism and hospitality business. Фінансово-кредитна діяльність: проблеми теорії та практики. 2022. Том 6 (47). С. 424–432.

4. Ivasciuc І.S. Organic Growth Marketing Strategies in Hospitality Industry. International Journal of Economic Practices and Theories. 2014. Vol. 4, No. 5 Special issue on Marketing and Business Development. URL: https://www.researchgate.net/publication/294258733_Organic_Growth_Marketing_Strategies_in_Hospitality_Industry (дата звернення: 20.11.2024).

5. Murniati, Suryaning Bawono. Hotel marketing strategies in digital era. URL: https://www.researchgate.net/publication/355083197_Hotel_Marketing_Strategies_in_the_Digital_Age (дата звернення: 20.11.2024).

6. Sagar Bhatt, Dr. Rakesh Dani Social Media: Marketing Strategies in Hospitality Industry. URL:https://www.researchgate.net/publication/362513213_Social_Media_Marketing_Strategies_in_Hospitality_Industry (дата звернення: 20.11.2024).

7. Anshul Garg, Jeetesh Kumar Social media marketing influence on Boutique Hotel customers’ purchase intention in Malaysia. Tourism & Management Studies. 2021. № 17(3). Р. 51–62. URL: https://dialnet.unirioja.es/descarga/articulo/8069385.pdf (дата звернення: 20.11.2024).

8. Belias Dimitriosa,, Rossidis Ioannisb, Ntalakos Angelosa, Trihas Nikolaos Digital Marketing: The Case of Digital Marketing Strategies on Luxurious Hotels. URL: https://www.sciencedirect.com/science/article/pii/S1877050923003496 (дата звернення: 20.11.2024).

9. Dafinka Mucunska, Dejan Nakovski. Digital Marketing in Hospitality – Case Study Hotel Manastir. UTMS Journal of Economics. No. 13(1). P. 67–75. URL: https://www.utmsjoe.mk/files/Vol.13.No.1/6. (дата звернення: 20.11.2024).

10. Jorge Daniel Hernandez-Padilla, Andre Donayre-Gallo1, Franklin Cordova-Buiza, Wilver Auccahuasi. Innovative Digital Marketing Strategies to Increase Demand in a Hotel Company. URL: https://papers.academic-conferences.org/index.php/ecie/article/download/1818/1574 (дата звернення: 20.11.2024).

11. Bilgihan, Anil, Ricci, Peter. New era of hotel marketing: integration of advanced technologies with basic marketing principles. Journal of Hospitality and Tourism Technology. 2023. Vol. 15 № 1. P. 123–137. URL: https://www.emerald.com/insight/content/doi/10.1108/JHTT-04-2023-0095/full/pdf?title=the-new-era-of-hotel-marketing-integrating-cutting-edge-technologies-with-core-marketing-principles (дата звернення: 20.11.2024).

12. Воляник Г.М., Марушко Н.С. Сучасні маркетингові стратегії у готельному бізнесі: інструменти залучення та утримання клієнтів. Економіка та суспільство. 2024. Випуск № 66. URL: https://economyandsociety.in.ua/index.php/journal/article/download/4628/4570/ (дата звернення: 20.11.2024).

13. Туристична статистика України: динаміка податкових надходжень по регіонах. Державне Агентство Розвитку Туризму України. 2023. URL: https://www.tourism.gov.ua/blog/turistichna-statistika-ukrayini-dinamikapodatkovih-nadhodzhen-po-regionah (дата звернення: 20.11.2024).

14. Публічний звіт Голови Державного агентства розвитку туризму України М. Олеськів за 2023 рік. URL: https://www.kmu.gov.ua/storage/app/sites/1/17-civik-2018/zvit2023/zvit_DART_2023.pdf (дата звернення: 20.11.2024).

15. Паславська В.В., Орлова О.М., Басараб О.В. Маркетингові стратегії готельно-туристичного бізнесу в умовах пандемії коронавірусу. Економіка та суспільство. 2021. Випуск № 32. URL: https://economyandsociety.in.ua/index.php/journal/article/view/851 (дата звернення: 20.11.2024).

1. Harbar Zh. V., Hontaruk Ya. V. (2022) Marketynhovi innovatsii v industrii hostynnosti Ukrainy [Marketing innovations in the hospitality industry of Ukraine]. Industriia turyzmu i hostynnosti v Tsentralnii ta Skhidnii Yevropi - The tourism and hospitality industry in Central and Eastern Europe. no. 5. рр. 36–44.

2. Mendela I. Ya., Mendela Ye. M. (2022) Marketynhovi innovatsii v hotelnomu biznesi [Marketing innovations in the hotel business Marketing innovations in the hotel business]. Industriia turyzmu i hostynnosti v Tsentralnii ta Skhidnii Yevropi - The tourism and hospitality industry in Central and Eastern Europe. no. 4. рр. 21–25.

3. Balatska N., Vdovichena O., Radkevych L., Strenkovska A., Robul Yu. (2022) Digital technologies and digital marketing: new opportunities for tourism and hospitality business. Finansovo-kredytna diialnist: problemy teorii ta praktyky - Financial and Credit Activities: Problems of Theory and Practice. vol. 6 (47). рр. 424–432.

4. Ivasciuc I. S. Organic Growth Marketing Strategies in Hospitality Industry. International Journal of Economic Practices and Theories. Special issue on Marketing and Business Development. Available at: https://www.researchgate.net/publication/294258733_Organic_Growth_Marketing_Strategies_in_Hospitality_Industry (accessed November 20, 2024).

5. Murniati, Suryaning Bawono. Hotel marketing strategies in digital era. Available at: https://www.researchgate.net/publication/355083197_Hotel_Marketing_Strategies_in_the_Digital_Age (accessed November 20, 2024).

6. Sagar Bhatt, Dr. Rakesh Dani Social Media: Marketing Strategies in Hospitality Industry. Available at: https://www.researchgate.net/publication/362513213_Social_Media_Marketing_Strategies_in_Hospitality_Industry (accessed November 20, 2024).

7. Anshul Garg, Jeetesh Kumar (2021) Social media marketing influence on Boutique Hotel customers’ purchase intention in Malaysia. Tourism & Management Studies. no. 17(3). pp. 51–62. Available at: https://dialnet.unirioja.es/descarga/articulo/8069385.pdf (accessed November 20, 2024).

8. Belias Dimitriosa, Rossidis Ioannisb, Ntalakos Angelosa, Trihas Nikolaos Digital Marketing: The Case of Digital Marketing Strategies on Luxurious Hotels. Available at: https://www.sciencedirect.com/science/article/pii/S1877050923003496 (accessed November 20, 2024).

9. Dafinka Mucunska, Dejan Nakovski. Digital Marketing in Hospitality – Case Study Hotel Manastir. UTMS Journal of Economics. no. 13(1), pp. 67–75. Available at: https://www.utmsjoe.mk/files/Vol.13.No.1/6. (accessed November 20, 2024).

10. Jorge Daniel Hernandez-Padilla, Andre Donayre-Gallo1, Franklin Cordova-Buiza, Wilver Auccahuasi. Innovative Digital Marketing Strategies to Increase Demand in a Hotel Company. Available at: https://papers.academic-conferences.org/index.php/ecie/article/download/1818/1574 (accessed November 20, 2024).

11. Bilgihan Anil, Ricci Peter (2023) New era of hotel marketing: integration of advanced technologies with basic marketing principles. Journal of Hospitality and Tourism Technology. vol. 15, no. 1. рр. 123–137. Available at: https://www.emerald.com/insight/content/doi/10.1108/JHTT-04-2023-0095/full/pdf?title=the-new-era-of-hotel-marketing-integrating-cutting-edge-technologies-with-core-marketing-principles (accessed November 20, 2024).

12. Volianyk H. M., Marushko N. S. (2024) suchasni marketynhovi stratehii u hotelnomu biznesi: instrumenty zaluchennia ta utrymannia kliientiv [Modern marketing strategies in the hotel business: tools for attracting and retaining customers]. Ekonomika ta suspilstvo - Economy and society. is 66. Available at: https://economyandsociety.in.ua/index.php/journal/article/download/4628/4570/ (accessed November 20, 2024).

13. Turystychna statystyka Ukrainy: dynamika podatkovykh nadkhodzhen po rehionakh. Derzhavne Ahentstvo Rozvytku Turyzmu Ukrainy [Tourism statistics of Ukraine: dynamics of tax revenues by regions. State Agency for Tourism Development of Ukraine]. (2023). Available at: https://www.tourism.gov.ua/blog/turistichna-statistika-ukrayini-dinamika podatkovih-nadhodzhen-po-regionah (accessed November 20, 2024).

14. Publichnyi zvit Holovy Derzhavnoho ahentstva rozvytku turyzmu Ukrainy M. Oleskiv za 2023 rik [Public report of the Head of the State Agency for Tourism Development of Ukraine M. Oleskiv for 2023]. Available at: https://www.kmu.gov.ua/storage/app/sites/1/17-civik-2018/zvit2023/zvit_DART_2023.pdf (accessed November 20, 2024).

15. Paslavska V. V., Orlova O. M., Basarab O. V. (2021) Marketynhovi stratehii hotelno-turystychnoho biznesu v umovakh pandemii koronavirusu [Marketing strategies of the hotel and tourism business in the context of the coronavirus pandemic]. Ekonomika ta suspilstvo - Economy and society. is. 32. Available at: https://economyandsociety.in.ua/index.php/journal/article/view/851 (accessed November 20, 2024).