Improvement of Marketing Communications of the Hotel Chain under the Conditions of Franchising Relations
Lebedeva T.E.1, Egorov E.E.2, Semenov S.V.3, Romanovskaya E.V.4, Prokhorova M.P.5, Smirnov N.A.6
1Lebedeva Tatiana Evgenyevna*, Nizhny Novgorod State Pedagogical University.
2Egorov Evgeny Evgenievich Nizhny Novgorod State Pedagogical University, K. Minin
3Semenov Sergey Valeryevich Nizhny Novgorod State Pedagogical University, K.Minin
4Romanovskaya Elena Vadimovna Nizhny Novgorod State Pedagogical University, K. Minin
5Prokhorova Maria Petrovna Nizhny Novgorod State Pedagogical University, K. Minin
6Smirnov Nikolay Alexandrovich Nizhny Novgorod State Engineering and Economic University
Manuscript received on December 13, 2019. | Revised Manuscript received on December 22, 2019. | Manuscript published on January 10, 2020. | PP: 3503-3507 | Volume-9 Issue-3, January 2020. | Retrieval Number: C8074019320/2020©BEIESP | DOI: 10.35940/ijitee.C8074.019320
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: The article deals with the issue of improving marketing communications in a hotel from the international hotel chain. The topic of the article in modern conditions is relevant and important in the development of effective marketing communications for many hotels that have opened in Russia recently. It is particularly relevant in connection with the fact that opened hotels representatives of international hotel chains operating in Russia on a franchise basis. The authors see the purpose of the article in formation of proposals to improve the current system of marketing communications. The authors analyzed the theoretical and methodological foundations of the formation of marketing communications in the organization; analyzed the existing system of marketing communications in the Hotel “ibis” in Nizhny Novgorod. The analysis devoted to the research of the theoretical and methodological foundations of the formation of marketing communications in the organization allowed us to conclude that marketing communications in the organization are a concept according to which the organization carefully thinks and coordinates the work of its many communication channels to develop a clear, consistent and convincing presentation about the organization and its goods (products, services). The main purpose of such communications is to demonstrate to contact groups the most important characteristics of the goods (services). The basis for the formation of an effective complex of marketing communications in the organization is segmentation, which allows obtaining the necessary information socio-economic and psychological characteristics of target audiences. The authors proposed the necessary list of communication activities, which does not violate the requirements of the franchise to the implementation of marketing activities. This confirms the practical significance of this article. The proposed measures will allow effective use of marketing tools for promoting the hotel. Companies will receive competitive advantages, attract more guests, and increase the economic efficiency of their activities with the proposed set of measures.
Keywords: Hotels, Marketing Communications, International Hotel Chains, Franchise.
Scope of the Article: Communications