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dc.contributor.authorGavrilets, Olesya-
dc.contributor.authorГаврилець, Олеся Василівна-
dc.contributor.authorChuchka, Ivan-
dc.contributor.authorЧучка, Іван Михайлович-
dc.contributor.authorMarian, Gajdos-
dc.date.accessioned2020-09-10T06:10:07Z-
dc.date.available2020-09-10T06:10:07Z-
dc.date.issued2020-
dc.identifier.urihttp://dspace.msu.edu.ua:8080/jspui/handle/123456789/7219-
dc.descriptionGavrilets O. Management of the hotel industry enterprises competitiveness on the basis of digital technologies and marketing / O. Gavrilets, I. Chuchka, M. Gajdos // Маркетинг і цифрові технології : науковий журнал. - Одеса, 2020. - Том 4, № 2. - P. 6-16en_US
dc.description.abstractThe holistic system o f understanding the current situation o f hotel-type enterprises in the conditions o f intensified competition has been investigated in the article, and what capabilities o f digital tools will increase the efficiency o f economic activity in the market. Special attention has been paid to the essential characteristics o f the "enterprise competitiveness" (EC) definition in particular, as well as the analysis o f classical and marketing approaches to the management o f this process. The main attention in the article is focus on the study o f digital tools (multimedia technologies, interactive hotel event management systems and customer service, etc.), which are proposed to increase the EC efficiency o f the hotel enterprise. The role o f digital marketing has been analysed through the adaptation o f its tools (social networks, SEO, contextual advertising, email marketing, etc.) and goals (work with new customers, work with customer database, work on the image) and technical capabilities to achieve them fo r the competitive management o f the modern type hotel enterprise.en_US
dc.language.isootheren_US
dc.publisherОдесаen_US
dc.subjectenterprise competitivenessen_US
dc.subjecthotel industryen_US
dc.subjectmarketing management approachesen_US
dc.subjectdigital technologiesen_US
dc.subjectdigital marketingen_US
dc.subjectконкурентоспроможність підприємствen_US
dc.subjectготельна індустріяen_US
dc.subjectпідходи управління маркетингомen_US
dc.subjectцифрові технологіїen_US
dc.subjectцифровий маркетингen_US
dc.titleManagement of the hotel industry enterprises competitiveness on the basis of digital technologies and marketingen_US
dc.typeArticleen_US
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