Positioning of hotel services manufacturers in regional market according to ranking of marketing approaches: Methodology and empirical studies

Abstract

Timeliness, significance, and necessity for positioning of hotel services manufacturers in the conditions of unstable market environment are substantiated. The authors develop and approbate methodology of positioning of hotel services manufacturers on the basis of ranking of marketing mixes that allows determining the position of hotel services manufacturer in the market depending on the level of use of marketing complex possibilities. The performed research proves that, based on the establishment of the position and level of use of marketing complex possibilities, hotels can form a strategy of hotel services marketing development that ensures orientation at a consumer, for the purpose of increase of satisfaction and loyalty of clients.