Management of the hotel industry enterprises competitiveness on the basis of digital technologies and marketing

Abstract

The holistic system of understanding the current situation of hotel-type enterprises in the conditions of intensified competition has been investigated in the article, and what capabilities of digital tools will increase the efficiency of economic activity in the market. Special attention has been paid to the essential characteristics of the "enterprise competitiveness" (EC) definition in particular, as well as the analysis of classical and marketing approaches to the management of this process. The main attention in the article is focus on the study of digital tools (multimedia technologies, interactive hotel event management systems and customer service, etc.), which are proposed to increase the EC efficiency of the hotel enterprise. The role of digital marketing has been analysed through the adaptation of its tools (social networks, SEO, contextual advertising, email marketing, etc.) and goals (work with new customers, work with customer database, work on the image) and technical capabilities to achieve them for the competitive management of the modern type hotel enterprise.