Definition of the Essence of Marketing Communications Management in the Hotel and Restaurant Industry

Abstract

The aim of the article was to clarify the definition of the essence of marketing communications management in the hotel and restaurant industry. The proposed goal was achieved by studying and systematizing the scientific achievements of researchers on the effective management of the communication process with customers through the rational use of marketing communications in the hotel and restaurant industry. Marketing communications management in the hotel and restaurant industry often focuses on the relationship between different marketing activities and different aspects of customer relationships. The article formulates conclusions and suggests directions for further research. As noted, existing research provides a solid theoretical basis for studying the multidimensional relationship between the enterprise and its customers. Marketing strategies are designed to develop customer relationships and ultimately the financial value of customers through their impact on customer acquisition, retention, expansion and churn. Marketing research in the hospitality industry has extensively studied the relationship between various marketing activities and specific aspects of customer relationships, such as customer loyalty and retention. However, there is a lack of research that comprehensively examines the relationship between customer relationship dimensions and managerial actions or customer lifetime value. Such research will help to develop more theoretical measures of the impact of marketing activities in the hotel and restaurant industry. The results of the study contribute to our understanding of the relationship between the consumer and the enterprise in the hospitality industry and create a basis for future strategic management regarding marketing research in the hospitality industry and customer relationships. Although the concept of customer relationships has existed for a long time, it has not been studied as a multidimensional construct. Hospitality researchers have tended to focus on measuring specific aspects of customer relationships, such as customer commitment or loyalty.

Communication Process as an Important Structural Element of Modern Enterprise Management

“…The message is the actual physical product of the information encoding process. The effectiveness of encoding depends on: the sender's ability to appropriately encode the information intended for exchange; the sender's attitude towards the information being encoded; the sender's degree of awareness (depth of knowledge) of the information being encoded; the sender's socio-cultural environment [3].…”

Main Determinants of Communication Processes at Modern Enterprises

“…In fact, "communications" at enterprises should be understood as the exchange of information between structural units and employees in the communication environment of the enterprise through the interaction between the elements of the communication process of enterprises. And by "management of communications in enterprises" we consider it expedient to understand: the purposeful impact of an information message on the communication system through communication channels through the interaction of all elements of the communication process, which will ensure the development of communications in enterprises [6].…”