EVALUATION OF THE EFFECTIVENESS OF MARKETING MANAGEMENT ACTIVITIES OF ACCOMMODATION FACILITIES
DOI:
https://doi.org/10.33042/2522-1809-2024-5-186-33-38Keywords:
marketing management, management effectiveness, performance evaluation, factor-criterion model, accommodation facilitiesAbstract
The article aims to determine the indicators and the algorithm for evaluating the effectiveness of the management of marketing activities of accommodation facilities. The main approaches to defining the concepts of ‘efficiency of marketing activity management’ and ‘effectiveness of marketing activity management’ are analysed. The study considers the organisational-economic mechanism used in the organisational, financial, and economic management of accommodation facilities. It defines the features and conditions of using the qualimetry methodology to evaluate the effectiveness of the organisational and economic mechanism for managing the marketing activities of an enterprise. It analyses the key performance indicators of marketing management. The authors provide recommendations on the criteria for evaluating the effectiveness of the current mechanism for managing the marketing activities of hotel enterprises and a scale for assessing performance indicators. They provide formulas for determining the absolute indicator of evaluating the effectiveness of the organisational-economic mechanism of enterprise marketing activity. The article describes creating a factor-criterion evaluation model as a process of finding out the importance of each factor, carried out by ranking by experts. It considers the conditions for conducting a group expert evaluation. It further proposes a factor-criterion model for evaluating the effectiveness of enterprise marketing activities. The priority of evaluating the criteria for the effectiveness of the mechanism of marketing activities in the hotel industry is in the following order: in the first place is the level of relations effectiveness; in the second place are the level of efficiency of levers and the criterion of compliance with the principles; in the third place is the level of effectiveness of the marketing information system; in the fourth place – the level of effectiveness of the regulatory framework; in the fifth place – the criterion of effectiveness of methods. Based on the results of the calculations, the state of efficiency of the existing organisational and economic mechanism of marketing activities at the hotel enterprise is determined, estimated at 68 %, and considered satisfactory.
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