Tkachuk (Stakhurska), SvitlanaStahurska, Svitlana2016-04-182016-04-182016Tkatchuk, 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.https://dspace.nuft.edu.ua/handle/123456789/22873The 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 examinedenmarketinginnovative marketing approachesmarketing of hospitalityindividual approach to the clientmechanism of service individualizationinnovational eco-hotel systemмаркетингінноваційні маркетингові підходимаркетинг індустрії гостинностііндивідуальний підхід до клієнтамеханізм індивідуалізації послугисистема інноваційного еко-готелюинновационные маркетинговые подходымаркетинг индустрии гостеприимстваиндивидуальный подход к клиентумеханизм индивидуализации услугисистема инновационного эко-отелякафедра маркетингукафедра економіки праці та менеджментуArticle