The innovative marketing approaches in the sphere of hospitality

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dc.contributor.authorTkachuk (Stakhurska), Svitlana
dc.contributor.authorStahurska, Svitlana
dc.date.accessioned2016-04-18T07:48:08Z
dc.date.available2016-04-18T07:48:08Z
dc.date.issued2016
dc.description.abstractThe paper examines the innovative approaches which are to be used in marketing activity of firms and enterprises in the sphere of hospitality for the purpose of establishing the loyal relationships with customers and satisfaction their needs more effectively than the competitors. The sphere of hospitality is considered to be the producer of such specific product that consumers as a rule buy not because of urgent need, but to obtain benefits in the form of pleasure and to satisfy the needs of higher hierarchy such as the needs of self-actualization and self-esteem. The competition in hospitality sector is significant and the usage of marketing innovations is necessary. In the paper such innovations are classified into the following types: individual approach for every client, electronic management of the hotel, the interactive screens in hotel rooms, the innovational eco-hotel system and unusual solutions in hotel sphere. The individual approach for every client is considered to be the main condition of successful arketing activity of modern enterprise of the hospitality sphere. The mechanism of the service individualization as the process of several consecutive steps is proposed. The practical ways of realization of unusual solutions in the hotel sphere as application of the conception of impressions' marketing are examineduk_UA
dc.identifier.citationTkatchuk, S. The innovative marketing approaches in the sphere of hospitality / S. Tkatchuk, S. Stakhurska // Інтелект ХХІ : науковий економічний журнал. - К., 2016. - Вип. 1. - С. 62–67.uk_UA
dc.identifier.urihttps://dspace.nuft.edu.ua/handle/123456789/22873
dc.language.isoenuk_UA
dc.subjectmarketinguk_UA
dc.subjectinnovative marketing approachesuk_UA
dc.subjectmarketing of hospitalityuk_UA
dc.subjectindividual approach to the clientuk_UA
dc.subjectmechanism of service individualizationuk_UA
dc.subjectinnovational eco-hotel systemuk_UA
dc.subjectмаркетингuk_UA
dc.subjectінноваційні маркетингові підходиuk_UA
dc.subjectмаркетинг індустрії гостинностіuk_UA
dc.subjectіндивідуальний підхід до клієнтаuk_UA
dc.subjectмеханізм індивідуалізації послугиuk_UA
dc.subjectсистема інноваційного еко-готелюuk_UA
dc.subjectинновационные маркетинговые подходыuk_UA
dc.subjectмаркетинг индустрии гостеприимстваuk_UA
dc.subjectиндивидуальный подход к клиентуuk_UA
dc.subjectмеханизм индивидуализации услугиuk_UA
dc.subjectсистема инновационного эко-отеляuk_UA
dc.subjectкафедра маркетингуuk_UA
dc.subjectкафедра економіки праці та менеджментуuk_UA
dc.titleThe innovative marketing approaches in the sphere of hospitalityuk_UA
dc.typeArticleuk_UA

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