COMMUNICATION PROCESSES OF GASTRONOMIC ESTABLISHMENTS: SPECIFICS, DIGITAL TOOLS, AND THE ROLE OF COMMUNITY MANAGEMENT
DOI:
https://doi.org/10.33042/2522-1809-2024-5-186-39-47Keywords:
gastronomic establishments, communication processes, community management, digitalisation, organisational support, web analyticsAbstract
The article explores the issues of the relevance and necessity of improving the communication processes’ effectiveness in gastronomic establishments. It highlights the meaningful advantages of establishing well-organised communication processes to enhance gastronomic establishment operations, refine communication strategies, and strengthen their competitive positions in the market.
The study aims to systematise methodological approaches to the communication processes implemented by gastronomic establishments and to substantiate the content and benefits of using community management in building effective communication processes for these establishments.
The authors point out that the operations of gastronomic establishments have always been highly profitable. However, global crises, COVID-19 restrictions, and military actions have posed significant challenges for the gastronomy industry in Ukraine.
The study focuses on the fact that building effective communications in gastronomic establishments is an efficient measure to ensure their stable development, provide substantial competitive advantages, and improve their financial condition.
The work presents the authors’ interpretation of the ‘communication process of a gastronomic establishment’ concept. By this, the authors mean a targeted interaction with their consumers, including using various communication channels, providing timely and clear information, actively receiving and analysing feedback, and personalising services to meet the needs and expectations of consumers, increase their loyalty, and promote stable functional development.
The article emphasises the significant impact of digitalisation on the communication processes of gastronomic establishments. The authors propose a vision of digital options and the positive consequences of building communication processes in gastronomic establishments.
Additionally, the authors focus on the essence and relevance of community management in gastronomic establishments, presenting their definition of this concept and substantiating the advantages of its implementation by gastronomic establishments.
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