COMMUNICATIONS IN THE ACTIVITIES OF HOSPITALITY INDUSTRY ENTITIES: MODERN APPROACHES

Abstract

The article presents a comprehensive analysis of modern approaches to organizing the communication process in the hospitality industry, which is one of the most dynamic and customer-oriented sectors of the contemporary economy. Given the increasing competition in the Ukrainian market and the growing consumer demands for service quality, hospitality enterprises are compelled to actively implement effective communication strategies tailored to the needs of their target audience. At the core of the study lies the marketing mix concept "4P" (Product, Price, Place, Promotion), which is considered the foundation of a strategic approach to building marketing communications in the hospitality sector. The study analyzes the practical application of each element of the "4P" model in the hotel and restaurant business. It is demonstrated that the product in the hospitality sector is not merely a set of tangible services, but the creation of a unique emotional experience for the client. Pricing is determined not only by costs but also by the perceived value of the services. The place factor includes both the physical location and accessibility through digital platforms. Promotion is presented as a multi-component system that integrates both traditional and innovative communication tools. The "4P" concept is examined in correlation with the quality of a company’s communication with its consumers. Particular attention is paid to identifying the main characteristics of the communication process in the hospitality industry: personalized customer approach, two-way communication, the importance of non-verbal cues, multi-channel interaction, cultural adaptability, and emotional richness of the interaction. It is emphasized that successful communication has the power to create a positive customer experience, which is a decisive factor in building loyalty and encouraging repeat visits. The article also highlights key technological tools currently used by hospitality enterprises to ensure effective interaction with clients. These include CRM systems, online platforms and mobile applications, chatbots, email marketing, social media, reputation management systems, and voice assistants. Each tool is analyzed in terms of its functional purpose and business benefits. Significant emphasis is placed on the importance of both external and internal communication. Internal communication is viewed as the foundation for cohesive teamwork, high staff motivation, responsiveness, and service quality. Meanwhile, external communication serves as a tool for shaping a positive image, managing reputation, and attracting new clients. It is established that effective interaction between these two types of communication ensures the sustainable development of the enterprise and its competitiveness in the market.