Роль анімаційних програм у створенні унікальної маркетингової стратегії готелю

Abstract

Дослідження спрямоване на висвітлення ролі анімаційних програм в готельних підприємствах у створенні унікальної маркетингової стратегії готелю. У його межах автори систематизували анімаційні програми як складову маркетингової стратегії готелю та визначили їхній вплив на її формування. На основі цього розроблено алгоритм реалізації унікальної маркетингової стратегії готелю із застосуванням анімації, у якому кожний етап не лише виконує свою функцію, а й тісно взаємопов’язаний із наступними кроками.

Today, animation in the hospitality industry is not just entertainment, but an effective tool for creating emotional impressions that create a unique atmosphere for guests. It allows hospitality establishments to form a certain brand loyalty, which makes animation programmes a tool for creating a unique hotel marketing strategy. The study is aimed at highlighting the role of animation programmes in hotel enterprises in creating a unique hotel marketing strategy. The study uses such methods as systematisation (to reveal animation programmes as an element of a unique hotel marketing strategy), method, project method (to create algorithms for implementing a hotel marketing strategy using animation), as well as induction and deduction methods. In the course of the study, the author systematised animation programmes as an element of a hotel's unique marketing strategy, where the influence of the features of animation programmes (variety of programmes, individual approach, involvement of local culture, constant interaction with the guest, advertising potential) on the formation of hotel marketing strategies was established. On this basis, an algorithm for implementing a unique hotel marketing strategy using animation has been developed. This algorithm is based on the following sequential stages: analytical and diagnostic, conceptual and strategic, project and organisational, personnel and coordination, communication and marketing, testing, evaluation and correction, adaptive, brand building, and expansion stages. The content of each stage is defined and its characteristic features are identified. The conclusions confirmed that the introduction of animation programmes is an effective tool for building a unique marketing strategy that enhances emotional interaction with guests, contributes to the creation of memorable impressions and builds brand loyalty, which in turn increases the level of satisfaction and repeat visits. Further research may be aimed at determining the level of effectiveness of the implementation of animation programmes in hotel enterprises.