Formation and Implementation of the Marketing Policy of Enterprises of the Hospitality Industry in Modern Conditions

The theoretical aspects of the formation of marketing policy in hospitality industry establishments are analyzed. The need to apply marketing activities in the functioning of hospitality industry establishments is indicated, which is caused by changing preferences and requirements of guests to modern hospitality establishments, increased competition in the field of hotel and restaurant business, and the development of information technologies. The proposed author's definition of the marketing policy of establishments in the hospitality industry, by which the authors understand the art of managing business processes based on the main elements of the marketing complex ("5Р" concept), with the aim of creating strong communication chains between the establishment and the guest, by transforming the traditional goals of the enterprise into innovative ones that will create a demand for positive emotions obtained as a result of satisfaction with the provided food, accommodation, and recreation services. The multi-level integrated model of hotel and restaurant services has been improved. The proposed own vision of ensuring the competitiveness of hospitality industry services on the basis of product policy. The target audiences of the hotel and restaurant business establishments, which will be addressed by the events held within the framework of the implementation of the communications complex, have been identified. The practical aspects of marketing policy are analyzed using the example of the restaurant "Defilyada". The authors carried out a thorough analysis of the marketing policy of the restaurant "Defilyada", carried out a SWOT analysis and built a matrix of strategic analysis, on the basis of which specific strategic decisions were developed.