Маркетинговые коммуникации в индустрии гостеприимства (на материале гостевого дома "Вояж", город Анапа)

Abstract

Modern marketing requires much more than creating a product that meets the needs of the client, assign it the right price and make it available to target consumers. The hospitality organization must communicate with their customers. In the content of the communication should not be anything random. Because the marketing of services has a certain specificity, due to the differences of services from material goods, consequently, methods of promotion, the structure of the complex of marketing communications and approaches to its formation in the service sector differ from their counterparts on the physical market. A significant influence on the formation of a complex of marketing communications has the economic situation prevailing in the market, for example, under the impact of the economic crisis. The latest has been to reduce communication budgets, which to a certain extent, contributed to the development of marketing communications, including change of structure in favor of innovative and less costly kinds. These aspects require analysis and scientific interpretation.

Представлены результаты анализа маркетинговых коммуникаций гостевого дома "Вояж" г. Анапа.