Рекламная и PR-деятельность гостиничного предприятия

Abstract

The textbook examines the content and specifics of the advertising and PR activities of a hotel enterprise related to the peculiarities of the development of the market of hotel services and hotel products, analyzes advertising and PR tools and strategies aimed at ensuring the successful positioning of a hotel enterprise in the market. The issues of the organization of advertising and PR activities of hotels are highlighted, the issues of the use of channels for the distribution of advertising appeals and PR materials, the use of Internet technologies in advertising, the principles of creating advertising appeals, the formation of the image and brand of a hotel enterprise are considered in detail. For the first time, the features of the formation of advertising materials of a hotel enterprise, manipulation techniques used in the advertising text are considered. At the end of each chapter, there are questions and tasks that allow you to consolidate the theoretical material. Meets the requirements of the federal state educational standards of higher education of the latest generation. For students of educational institutions of higher education studying in the areas of training 43.03.03 "Hotel business", 43.03.02 "Tourism", and students of professional educational organizations studying in the specialty 43.02.11 "Hotel service". It can be used to teach students of organizations of additional professional education, students of both full-time and distance learning, and individual chapters can be useful for college students.