Digital Marketing of Hotel Business Entities

Abstract

Theoretical aspects of digital marketing of the subjects of the hotel business, which became the basis for strengthening the innovative development of the hospitality industry, were studied. Negative factors that hinder the development of digital technologies and their use by the subjects of the hospitality industry were identified. The main tools of digital marketing, which are grouped according to their belonging and source of application, are considered and characterized. Priority goals for the development of digital marketing are defined. The methodology of evaluating the effectiveness of digital tools, as well as analyzed the practical aspects of their use by the subjects of the hotel business in Ukraine. The algorithm of analysis of digital marketing of subjects of hotel business and models for assessing the effectiveness of their use of digital technologies are proposed. Formed a system of digital marketing management, which is the relationship between the classical functions of management and digital marketing tools of the subject of hotel business.