ОСОБЛИВОСТІ РЕКЛАМИ В ТУРИЗМІ ТА ГОТЕЛЬНО-РЕСТОРАННОМУ БІЗНЕСІ

Abstract

The article discusses the features of tourist and hotel and restaurant advertising. It is noted that marketing in the tourism industry should perform three main functions: ensuring the effective functioning of enterprises in the tourist market; regulating tourist demand, prices, advertising activities; forming new needs of tourists, motivating them to visit existing tourist institutions. With effective advertising activities, all the declared functions will be performed, which is proven by foreign enterprises. It is established that at the level of integration, the activity of promoting a tourist product is based on orientation to the consumer and his requests; the formation of a brand strategy and the promotion of branding philosophy as the basis for a set of Marketing Communications; the implementation of Marketing Research in practice; attention to service programs; a balanced approach to product promotion using the entire set of Marketing Communications; the creation of integrated databases; attention to personal sales and personalities of sellers. Information and advertising level is provided on the Internet, on the company's websites, which describe the tourist products of the company with an emphasis on the uniqueness of the products, as well as in places of sale of tours. Advertising in tourism should be more creative, moving from simple information to argumentation or applying the image principle. It is at this stage that it is advisable to use PR technologies, and consumers will test Sales promotion technologies. Positioning focuses on the features of the company and product, such a position in the minds of customers makes it possible to reduce advertising costs in the future, it is easier to acquire a high level of loyalty and, as a result, maintain a high level of competitiveness. An important method is to organize study trips for employees. So, allowing managers to evaluate the safety of the trip and high-class service, as well as personally see all the resorts offered, the agency together with the operator creates a professional staff of managers. Agents will be more likely to recommend resorts that they have visited and evaluated perfectly on their own experience.