TOURISM AND HOTEL AND RESTAURANT MARKETING: MODERN CHALLENGES

Abstract

In the conditions of a high degree of commercialization and a competitive environment, issues of development of the tourism and hotel and restaurant industries should be developed taking into account a comprehensive approach to the systematization of all elements of development, also taking into account external challenges. Accordingly, in order to ensure the effective operation of tourism and hotel and restaurant enterprises, it is advisable to address the issue of implementing marketing measures. The purpose of the article is to determine new tasks and priorities of the marketing system in tourism and the hotel and restaurant industry, taking into account modern challenges and development prospects. The article defines the tasks of marketing technologies in the processes of ensuring operational activity, strategic development of tourism and hotel-restaurant enterprises, in particular, it is noted that it is marketing mechanisms through analysis that can ensure the determination of strategic vectors for the development of the tourism and hotel-restaurant industry, as well as individual enterprises of the industry. The article analyzed the challenges of the external and internal environment to the development of tourism and the hotel and restaurant industry, in particular, the consequences of quarantine restrictions and the full-scale military invasion of Ukraine by the Russian Federation were analyzed. A significant reduction in sales volumes in the field of tourism and hotel and restaurant industry, a decrease in the level of financial and economic support and financial stability of enterprises was determined. The article analyzed the trends in the development of tourism and the hotel and restaurant industry, which consist in the reduction of the main financial and economic indicators due to external influences and the formation of deferred demand. As a result, the role of marketing in the development of tourism and the hotel and restaurant industry was substantiated. As a result of the conducted research, the cyclical process of implementing a system of marketing mechanisms aimed at identifying new requests and forming transformational processes for the development of enterprises in the field of tourism and the hotel and restaurant industry is presented. An algorithm for the use of marketing mechanisms in business has been developed in order to ensure investment attractiveness, financial stability and orientation to the modern needs of the client in the field of tourism, hotel and restaurant business. Keywords: marketing, tourism, hotel and restaurant business.