Increasing marketing activity of hotel and restaurant business enterprises as a basis for the development of the tourism industry


Keywords: partnership marketing, tourism, hotel and restaurant business, tourism business, competitive potential

Abstract

Modern views on the role and importance of partnership marketing are the basis for the effective strategyormation for the competitiveness of the hotel and restaurant industry and the tourism business in a crisis time of the tourism industry due to the coronavirus pandemic and the effect of restrictive measures. The presented article is aimed at the using modern analytical and methodological tools for assessing the competitive status and marketing activity of the hotel and restaurant enterprises and tourism business in the context of applying the principles of marketing partnerships and its implementation in practice of tourism. The purpose of the article is to develop and implement a model of resource-activity potential management and the forma- tion of a competitive status of hotel and restaurant business enterprises and the development of tourism industry based on marketing of affiliate relations. With the help of the factor analysis it is formed the components and indicators of competitive status of the hotel and restaurant enterprises and tourism business, emphasizing the importance of marketing activity in the field of the service promotion and partnership with stakeholders as a reflection of mobilization and the full use of marketing potential.This methodical approach to assessing the level of competitive status of the enterprises of hotel and restaurant industry and tourism business in the context of the resource and activity support on the implementing principles of the concept of marketing partnerships is proposed. It is established that enterprises have unstable dynamics of the integrated indicator of resource potential and activity, which indicates a lack of attention from managers and managers of the hotel and restaurant business to the formation of partnerships with stakeholders on a long-term basis. The results of the impact modeling of the marketing activity of the hotel and restaurant enterprises and tourism business on the level of their competitive status allowed to propose the measures of managerial influence aimed at solving the problem of increasing competitive status in the difficult conditions of the tourism industry. The practical value is the formation and implementation of the activities aimed at the establishing long-term partnerships with stakeholders in order to form a competitive status of the hotel and restaurant industry and tourism business.

Author Biographies

Nataliia V. Kuzmynchuk
V. N. Karazin Kharkiv National University, Kharkiv
Svitlana V. Dombrovska
National University of Civil Defense of Ukraine, Kharkiv
Oksana B. Konarivska
National University of Water and Environmental Engineering, Rivne
Nelli A. Leonenko
National University of Civil Defense of Ukraine, Kharkiv
Svitlana V. Chernobrovkina
National Technical University «Kharkiv Polytechnic Institute», Kharkiv
Natalya V. Asaulenko
National Academy of Food Technologies, Odessa

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Published
2021-07-18
How to Cite
Kuzmynchuk, N., Dombrovska, S., Konarivska, O., Leonenko, N., Chernobrovkina, S., & Asaulenko, N. (2021). Increasing marketing activity of hotel and restaurant business enterprises as a basis for the development of the tourism industry. Journal of Geology, Geography and Geoecology, 30(2), 306-314. https://doi.org/https://doi.org/10.15421/112127

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