Основні рецензенти
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Мушникова Світлана Анатоліївна - Український державний університет науки та технологій
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Амоша Олександр Іванович - Інститут економіки промисловості Національної академії наук України
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Ареф’єва Олена Володимирівна - Національний авіаційний університет
Прохорова Вікторія Володимирівна - Українська інженерно-педагогічна академія
Єрмошкіна Олена Вячеславівна - Національний університет «Львівська політехніка»
Пашкевич Марина Сергіївна - Національний технічний університет «Дніпровська політехніка»
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Чуріканова Олена Юріївна - Національний технічний університет «Дніпровська політехніка»
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Бойченко Микола Вікторович - Національний технічний університет «Дніпровська політехніка»
Трифонова Олена Василівна - Національний технічний університет «Дніпровська політехніка»
Швець Василь Якович - Національний технічний університет «Дніпровська політехніка»
Красовська Олена Юріївна - Національний технічний університет «Дніпровська політехніка»
Касян Сергій Якович - Національний технічний університет «Дніпровська політехніка»
Петруня Юрій Євгенович - Університет митної справи та фінансів
| Issues | Sections | Authors | Keywords |
Article
| Issue: | 2020 №2 (70) |
| Section: | Marketing |
| UDK: | 339.138: 64 |
| DOI: | https://doi.org/10.33271/ev/70.105 |
| Article language: | Ukrainian |
| Pages: | 105-114 |
| Title: | Innovative marketing tools of the hotel industry |
| Authors: | Listrova O. S., National Aerospace University named after M. Ye. Zhukovsky «Kharkiv Aviation Institute», Matviienko O. O., National Aerospace University named after M. Ye. Zhukovsky «Kharkiv Aviation Institute», Solomyna T. V., National Aerospace University named after M. Ye. Zhukovsky «Kharkiv Aviation Institute» |
| Annotation: | Methods. The scientific tools selected for the research include the abstraction method when determining the essence of the category of «innovative marketing»; systems analysis, retrospective analysis, standard methods of marketing research when analyzing the practice of hotel industry innovative marketing; critical analysis methods for rethinking the elements of the hospitality marketing complex. Results. The article is devoted to the study of innovative marketing tools and their usage in the hotel industry. The relevance and importance of creating an innovative hotel marketing mix with a focus on the use of sensory marketing has been proven. One of the elements of the hotel’s marketing mix, «material evidence of services» is considered. When considering the innovative complex of hotel marketing, positive experience is summarized, and practical examples of the best world hotels are systematized. Conclusions are made on the basis of the analysis of the practice of applying innovative solutions to influence the senses of customers to create a «physical evidence of services» in the current conditions of permanent competition growth in the hotel business market, modernization and the emergence of new consumer trends, fast dynamics and perturbation of customer requests and preferences. Novelty. The practical innovative marketing tools of hotel business management are offered based on sensory marketing tools according to sensory sphere of a person. The article presents the approach of «seven sensual notes of hospitality», such as «sight», «hearing», «smell», «taste», «touch», «intuition», «impression» in order to create a «physical evidence of services». Practical value. This systematic set of tools for the practical application of sensory marketing allow hotel businesses to be competitive and to increase the income of their activities. The results of the studying have practical value for hotel marketing professionals who are working on creating a diverse marketing complex that could reach various types of customers with different preferences and priorities. |
| Keywords: | Hospitality industry, Hotel business, Innovative complex of hotel marketing, Physical evidence of services, «sensual notes of hospitality», Sensory marketing, Aromatherapy, Boutique hotel, Customer experience marketing, Augmented reality marketing |
| File of the article: | EV20202_105-114.pdf |
| Literature: |
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Editor-in-Chief
Makurin A. A., Doctor of Economic Sciences, Professor, Department of International Relations and Audit, Dnipro University of Technology
Deputy Editors-in-Chief:
Buleev I. P., Doctor of Economic Sciences, Professor, Chief Researcher, Department of Enterprise Economics, Institute of Industrial Economics of the National Academy of Sciences of Ukraine, Ukraine
Vahonova O. H., Doctor of Economic Sciences, Professor, Head of the Department of Applied Economics, Entrepreneurship and Public Administration, Dnipro University of Technology
Chair of the Editorial Board
Bezuhla L. S., Doctor of Economic Sciences, Professor, Head of the Department of Tourism and Enterprise Economics, Dnipro University of Technology
Members of the Editorial Board:
- Andrii Andriiovych Makurin, Doctor of Economic Sciences, Professor, Professor at the Department of International Relations and Audit, Dnipro University of Technology, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0001-8093-736X - Oleksandra Hryhorivna Vahonova, Doctor of Economic Sciences, Professor, Head of the Department of Applied Economics, Entrepreneurship and Public Administration, Dnipro University of Technology, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0001-6553-7771 - Liudmyla Serhiivna Bezuhla, Doctor of Economic Sciences, Professor, Head of the Department of Tourism and Enterprise Economics, Dnipro University of Technology, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-6520-4325 - Maryna Illivna Ivanova, Doctor of Economic Sciences, Professor, Professor at the Department of Management, Dnipro University of Technology, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-1130-0186 - Oksana Vitaliivna Bashtannyk, Doctor of Sciences in Public Administration, Professor, Professor at the Department of History, Political Theory and Law, Dnipro University of Technology, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0003-4067-3261 - Olena Olehivna Akhmedova, Doctor of Sciences in Public Administration, Associate Professor, Professor at the Department of Tourism and Hotel and Restaurant Business, Kyiv National University of Technologies and Design, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0003-1573-7710 - Mykola Petrovych Horodyskyi, Candidate of Economic Sciences, Associate Professor, Zhytomyr Polytechnic State University, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-2093-5263 - Eleonora Yuriivna Tereshchenko, Candidate of Economic Sciences, Associate Professor, Associate Professor at the Department of Enterprise Economics and Finance, Kyiv National University of Trade and Economics, Ministry of Education and Science of Ukraine, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0003-2272-5224 - Valentyna Andriivna Pavlova, Doctor of Economic Sciences, Professor, Professor at the Department of Entrepreneurship, Alfred Nobel University, Dnipro, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-6762-8041 - Ivan Petrovych Buleev, Doctor of Economic Sciences, Professor, Chief Researcher, Department of Enterprise Economics, Institute of Industrial Economics of the National Academy of Sciences of Ukraine, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-7912-3649 - Olha Volodymyrivna Zakharova, Candidate of Economic Sciences, Associate Professor at the Department of International Economic Relations, Vasyl Stefanyk Carpathian National University, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-8718-0205 - Joanna Rosak-Szyrocka, PhD, Assistant Professor at Częstochowa University of Technology, Poland
https://wis.pcz.pl/wykladowcy---sprawozdawczosc/dr-joanna-rosak-szyrocka
https://orcid.org/0000-0002-5548-6787 - Jolanta Miko Nalivaike, Doctor of Social Sciences, specializing in Management, Vice-Dean of the Faculty of Business Management, Associate Professor at the Department of Management, Vilnius Gediminas Technical University (VILNIUS TECH), Lithuania, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0003-1009-4111 - Marat Kuralbekovich Kamysbayev, Doctor of Economic Sciences, Professor, Department of Management and Mathematical Economics, Kazakh National Research Technical University, Almaty, 050000, Kazakhstan, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-6952-6030 - Jan Skonieczny, PhD in Economics, Assistant Professor at the Department of Organization and Management, Wrocław University of Science and Technology, Poland, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-1027-991X
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