Annotation

The article highlights the peculiarities of the marketing activities of hotels and restaurants. The work analyzes scientific research and publications on this topic. The interpretations of the concepts "marketing" and "marketing of hotels and restaurants" are given. The traditional scheme of marketing of the hotel and restaurant industry is shown in the article. The concept of marketing of hotel and restaurant enterprises and components of a complex of marketing of hotels and restaurants are graphically displayed. Inseparability of the production-consumption process, inability to storing, and changeability are specific qualities that affect the marketing activities in the service sector. Additional standards of marketing activities for service enterprises are reflected in the article. Measures to promote the product at the market are presented in the article. Possibilities of IT-technologies application, and online booking of hotel rooms, as well as viewing the menu on the restaurant's website are described in the text. Ways to attract more customers are outlined in the article. Information about advertising as a means of marketing activities is highlighted. The role of PR in the marketing policy of hotels and restaurants is described. The information on franchising as one of the ways to develop establishments of a network of tourist service is given. The development of the entertainment component of the tourist product as an element of encouraging customers in restaurants and hotels is proposed. The practical tasks of marketing restaurant and hotel products are described in the article. Measures for successful marketing management and organization of information and advertising activities at the market of hotel and restaurant services are proposed.