СУЧАСНИЙ ДОСВІД МАРКЕТИНГУ ВРАЖЕНЬ В ІНДУСТРІЇ ГОСТИННОСТІ

Abstract

The article studies the essence and features of experiential marketing and utilization of its main tools in the hospitality industry. Experiential marketing is defined as a creative process of managing successful long-term interaction with customers, which provides the company with competitive advantages and financial success. Experiential marketing is especially actively used in the field of hospitality, because here customers can get additional values through emotions, impressions, feelings. Authors determine the main directions of experiences and define the peculiarities of experiential marketing in the tourist industry. It is emphasized that travel companies should use new tools to build an emotional connection between the travel service and the consumer to give him real, vivid emotions, an original experience. New forms of tourism also allow tourists to create new emotions and impressions of the tourist product. The introduction of experiential marketing in the hotel business involves the creation of a hotel product that can provide unforgettable positive emotions and create the most vivid impressions for guests. In order to influence the emotional and sensory aspects of consumers of hotel services, hotel companies widely implement a variety of events. Creating unforgettable positive impressions for the guests of the hotel is facilitated through psychological additions to the tourist service; hotel design; tourist animation; personal approach. Various formats of marketing activities for the creation of wow-service and wow-effect in restaurants have been studied. Authors describe the classification and characteristics of events that are most often used as an occasion for organizing creative marketing activities in restaurants. Financial success of the hospitality industry largely depends on meeting the needs of modern consumers to get an unforgettable experience and emotional pleasure. To expand the range of impressions and increase their consumer value, hospitality companies need to implement marketing innovations and use the latest technologies. Synergistically, this will help ensure maximum satisfaction of customer requests and needs, increase their loyalty and form long-term and mutually beneficial relationships with them.