Перегляд за Автор "Samarina Anastasiia"

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    CORPORATE HOTEL SALES PROMOTION SYSTEM «PREMIER INTERNATIONAL» HOTEL CHAIN
    (KNUTE, 2020) Samarina Anastasiia
    The hotel industry has grown rapidly in the last few years, earning large profits. The hotel business represents a huge potential for the market, as tourism in Ukraine has been rising lately. Every year the number of hotels increased, the old ones were reconstructed, and in large cities the number of international hotels increased. Marketing takes a huge role in the hotel, providing customer satisfaction and success at the competition. There is a lot of competition in the market and it is necessary to do marketing efforts aimed at achieving stable results for a sufficiently long period of time. In modern economic realities, in order to achieve success and strengthen hotel position in the service market, it is necessary to convey to consumers the benefits of the services provided by the hotel industry. In a competitive environment, hotels need to develop measures that would contribute to both the growth of demand for hotel services and the formation of a permanent customer base. There are many factors that affect the efficiency and profitability of hotels. Оne of the main factors being promotion. The dynamic development of the sphere of hotel services has led to the formation of a whole system for their promotion. The term «promotion», which means advancement, stimulation has firmly established its position in the modern world. The corporate hotel sales promotion system plays an important role in the marketing system of the company. It covers a large list of different ways to promote products and services. Its purpose is to increase the demand and sales of go ods and services. Therefore, it is so important for the hotel management to pay attention to the development of high-quality and effective promotion of the company. Purpose of research is to develop theoretical and methodological regulations, methods of effectiveness estimation, guidelines and suggestions for the organization of corporate hotel sales promotion system «Premier International» hotel chain, and implementation of new principals in overall operation of the hotel based on the study of new conceptual framework and methodological approaches to improve the assessment of the development of theoretical basis and creation of practical recommendations for sales promotion system. To achieve the goal of the work, it is necessary to solve the following tasks: to define the role of corporate system of service promotion in hotel business; to consider the organizational mechanism of service promotion of hotel business; give a general description of the «Premier International» hotel chain; describe the features of the corporate sales promotion system in «Premier International» hotel chain; evaluate the economic assessment of the hotel Premier Palace Kyiv; improvement proposals for the corporate service promotion system in «Premier International» hotel chain. The object of research is corporate hotel sales promotion system. The subject of research exploration of the theoretical positions, methodical basis and practical recommendations of forming the corporate hotel sales promotion system in «Premier International» hotel chain. Methods of research. Different methods and techniques of scientific research are used in this work: statistical observations – for establishing the dynamics of individual indicators, analysis and synthesis – for structuring approaches to classification, comparison, grouping, typing – for comparative analysis of indicators of the development of a hotel enterprise – in order to study the peculiarities of formation franchising development strategies, expert estimation techniques, mathematical methods.