Developing a strategy for the participation of hotel enterprises in exhibitions: a theoretical aspect

This article suggests that the exhibition activity in the current market conditions is an instrument of promotion of hotel services or brands, while the focus is on the need to consider the specifics of the market in the planning arrangements and the financial costs of participation in the exhibition. In this regard, the article describes the main stages of planning and implementation of exhibition activities for the hospitality industry, as well as recommendations on the formulation of overall marketing objectives for hotels, including trademarks, pricing, distribution (sales) and communication sub targets. In the commodity objective the authors emphasize selection and implementation of effective policies to build a portfolio of services by providing a variety of existing range of hotel services of the required quality. In the pricing objective the study focuses on the selection and implementation of an effective pricing policy, including the definition of the range of prices, terms and payment terms and conditions and the magnitude of price discounts. The article provides a brief overview of the main instruments of marketing communications with consumers of exposure services, such as advertising, promotional activities, public relations, direct marketing and personal selling. The authors highlight the need to update competent approach to the design of exhibition booth of the hotel, so the main recommendation are suggested for the organization of the hotel stand at the exhibition, with a focus on the unity of the concept of the brand, which should be reflected in the design decisions of presentation materials, the appearance of the representatives of the hotel, in announcing, as well as in the design of the stand and other activities.