Marketing Strategies for Promoting a Tourist Product Based on Local Hotel and Restaurant Services

Abstract

The purpose of the study is to substantiate an effective marketing strategy for promoting a tourist product, taking into accounts the specifics and potential of the local hotel and restaurant sector, which is considered a key element of the tourist infrastructure. In the context of economic globalization, the dynamic development of tourism, and growing competition between tourist destinations, the creation of unique, authentic, and competitive tourism offerings becomes particularly important. The significance of forming personalized tourist experiences is substantiated, as they increasingly influence consumer choices, focusing on emotional immersion in the cultural, gastronomic, and social environment of the visited region.

Special attention is paid to HoReCa enterprises in increasing consumer satisfaction. In this context, local HoReCa enterprises are viewed not only as service providers but also as active participants in the value creation process for tourists. Mechanisms for integrating hotel and restaurant services into the overall concept of the tourist product are identified, as well as their role in improving the quality of customer service.

The article presents the theoretical foundations for creating a unique offer in the hospitality sector, emphasizing the use of local territorial features. The importance of adapting marketing approaches to leverage local resources and cultural and gastronomic identity is substantiated. The study also highlights the importance of cooperation between hotel and restaurant businesses, local leisure and recreation enterprises, and tour operators in developing a comprehensive tourist product.

As a result of the study, several recommendations are proposed to strengthen the competitive positions of tourism facilities. The findings confirm that hotel and restaurant services function not only as infrastructure components but also as strategic resources for creating competitive advantages for tourist destinations, ensuring long-term benefits and enhancing recognition at both national and international levels.