CREATIVE MARKETING IN HOTEL RESTAURANT BUSINESS
Array
Abstract
The purpose of the paper is to identify, analyze and structure the basics and features of creative marketing for enterprises of hotel and restaurant business. Determine how creative marketing influences the development and promotion of modern hotel and restaurant facilities. To date, the theme of creative marketing is actively discussed by practicing management and marketing specialists. Because creative marketing involves a high risk and creative approach, not every manager will agree to use it. Most managers use traditional marketing in the development of their enterprise. The results are, in most cases, stable, but without a rapid rise. Therefore, in the time of fierce competition, when the marketing of the company becomes stable and predictable, this enterprise is gradually fading and it is squeezed by its competitors. Only a creative approach, willingness to risk, creativity, innovation can develop a business and take a steady position on the market. For restaurant and hotel business, the theme of creative marketing is very relevant. This is due to increased competition, access to the market (especially for small enterprises of restaurant and hotel), an increase in the quality and quantity of innovations in the market and rapid changes in market trends. Enterprises that are delayed more than 5 years in this area use creative marketing. Hotel-restaurant enterprises using only traditional marketing can remain on the market for more than 5 years only under the following conditions: this is part of the already well-known network, the enterprise differs incredible quality of services and low price for services simultaneously. But there are no such institutions. Therefore, at the moment, every enterprise that is interested in development, directly or indirectly uses creative marketing. But the problem is that not every entrepreneur, manager or marketer understands the essence of the effective use of creative marketing.
Keywords: marketing, creative, promotion, creative marketing
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