Короткий опис (реферат):
The article is devoted to the study of marketing aspects of the functioning and development of the services market of
hotel and restaurant enterprises. The modern market of hotel and restaurant business services is a competitive and dynamic
environment where companies constantly compete for the attention and loyalty of customers. Attracting and retaining customers
is becoming an important task for businesses in this industry. However, success in the hotel and restaurant industry is not
limited to providing quality services and creating a comfortable environment. Effective marketing planning and strategies play
an important role in achieving competitive advantage. Marketing research is considered as a basis for determining the market
opportunities of hotels and restaurants. The concept of the term «marketing research» is defined and the main factors that are
the basis for understanding this concept are highlighted. The formation of an effective marketing information system in the
hotel and restaurant industry has been studied. Methodological bases of hotel and restaurant services market research are
defined. Conclusions and recommendations on improving the marketing strategy of hotel and restaurant business enterprises
were formed. The results of the research will help identify the strengths and weaknesses of the market, reveal new opportunities
for development, determine the needs and expectations of customers, as well as develop proposals for the promotion of services
in the hotel and restaurant business. Therefore, conducting a marketing research of the market of services of hotel and restaurant
business establishments is an important step for increasing the competitiveness of enterprises in this field and meeting the needs
of customers. Marketing research occupies an important place in the life of any organization and is used by enterprises of all
types – from small businesses to large corporations. Marketing research creates a scientifically and practically justified basis for
making qualified decisions by managers and top management of the company
