FEATURES OF APPLICATION OF THE MARKETING STRATEGY OF SEGMENTATION BY ENTERPRISES IN THE HOTEL&RESTAURANT MARKET

Abstract

Based on the analysis of the theoretical provisions of marketing, as well as the latest research and publications, the peculiarities of the application of the marketing strategy of segmentation by enterprises in the hotel&restaurant market are considered. It was found that the segmentation of the hotel&restaurant market is mostly carried out using a combination of several criteria. It was determined that the main criteria for segmentation of the hotel&restaurant services market are types of classic demographic, geographic, psychographic and behavioral segmentation factors. The main among them are the purchasing power of customers, the price of services, demographic and psychographic characteristics of customers, cuisine, perception of hotel and restaurant products. The peculiarity of formation of the segmentation strategy of the hotel&restaurant services market is outlined, which consists in taking into account the principles of effective segmentation and the peculiarities of the hotel&restaurant services market. The factors that influence the formation of the segmentation strategy of the hotel&restaurant services market have been identified: technological, competitive factors and factors related to consumer behavior. It has been determined that the most important factors among the outlined factors are technological, which are related to the features of services. In particular, their intangible nature, inseparability from the source of provision, variability of their quality, impossibility of storage, absence of the client's ownership of the service. The main advantages of the implementation of the segmentation strategy for the enterprises of the hotel&restaurant sector, which foresee a significant impact on the competitiveness of companies, and also facilitate access to innovations and access to new market segments, are substantiated. It was concluded that the development and implementation of an effective segmentation strategy enables the enterprises of the hotel&restaurant sector to implement the main principle of marketing - identifying and meeting the needs of customers.