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

Abstract

The holistic system o f understanding the current situation o f hotel-type enterprises in the conditions o f intensified competition has been investigated in the article, and what capabilities o f digital tools will increase the efficiency o f economic activity in the market. Special attention has been paid to the essential characteristics o f the "enterprise competitiveness" (EC) definition in particular, as well as the analysis o f classical and marketing approaches to the management o f this process. The main attention in the article is focus on the study o f digital tools (multimedia technologies, interactive hotel event management systems and customer service, etc.), which are proposed to increase the EC efficiency o f the hotel enterprise. The role o f digital marketing has been analysed through the adaptation o f 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 fo r the competitive management o f the modern type hotel enterprise.