Marketing Strategy for Hotel and Tourist Complex Companies
Purpose: The article aims at justifying the application of certain marketing strategies by hotel and tourist companies. The choice of marketing strategies is variable and depends on the potential, resource support and the specifics of the target consumer audience. Design/Methodology/Approach: To substantiate the marketing strategies demanded in the current situation, it seems necessary: first, to explore the emerging trends in the demand for tourism infrastructure, the demand for hotel services, estimated on the basis of general trends in tourism development; second, to assess the presence of marketing technologies, including in the framework of innovative marketing in the analyzed area, as well as the use of marketing strategies in building relationships with target audiences; third, to formulate recommendations on the choice of a marketing strategy, taking into account the capabilities and targets of the hotel company. Findings: The authors proposed general recommendations on the choice of the marketing strategy of a hotel and tourism company, based on its resource capabilities, goals and specifics of the existing or potentially interesting target segment. The conclusion is made about the need for continuous innovation in the framework of building relationships and customer service. Practical Implications: The findings could be incorporated into the management system of hotel enterprises when planning marketing programs. Originality/Value: The main contribution of the study is to focus on the competitiveness of a hotel and tourist company on a research marketing function aimed at choosing the direction of strategic development of activities and introducing innovations into the daily practice.