УДК 338.487:658.8:640.4

DOI: https://doi.org/10.36887/2415-8453-2025-2-19

Ustik Tetiana,
Doctor of Sciences in Economics, Professor, Professor of the Department of Marketing and Logistics,
Sumy National Agrarian University
https://orcid.org/ 0000-0001-9967-0669

JEL classification: M31; L83

The formation of market relations in the Ukrainian economy on the model of sustainable development necessitates the improvement of marketing, its ability to counteract the challenges of the negative impact of a changing market environment, where imperfections in the market conditions of hotel and restaurant services, excessive hotel and restaurant supply against the background of a decline in consumer demand for this type of service, and the lack of an effective organizational and economic mechanism for the development of the hotel and restaurant business at the regional level remain urgent. At the same time, the intensification of competition in the field of tourism and hospitality in the modern period necessitates the introduction by business entities of innovative marketing strategies adapted to industry micro- and macroeconomic risks and current problems of development of the Ukrainian hotel and restaurant business, etc. The study aims to generalize and develop theoretical and methodological foundations and practical recommendations for improving the methods and tools for implementing effective marketing strategies of enterprises in the hotel and restaurant business. It is determined that in a highly competitive environment, effective marketing plays a crucial role in the tourism and hospitality industry. The expediency of using the concept of “adaptive marketing strategy” as a way to achieve the strategic marketing goals of enterprise through the implementation of prompt and effective management decisions to ensure the necessary level of viability of enterprise and maximum satisfaction of consumer needs is substantiated, and a model of the basic determinants of forming an adaptive marketing strategy for enterprises in the hotel and restaurant industry (HRI) is proposed. It has been determined that several specific features and industry-specific conditions are necessary for developing the modern hotel and restaurant industry, and the need to introduce marketing activities that correspond to more innovative and evolutionary modified models of “5P… 7P”. Generalizing several existing theoretical and methodological approaches will allow us to highlight important accents, which, if considered at the development stage, will allow us to succeed in the final stage of its implementation: 1. Assessment of the value of profit growth. 2. Features of positioning the hotel/restaurant service/product on the target consumer market. 3. Increase in market share and sales volume. 4. Development of new segments of the consumer market and entry into new markets. 5. Marketing pricing. The methods for analyzing the adaptive marketing strategy of enterprises and the latest trends in the development of the hotel and restaurant business on a marketing basis are determined. It is proven that the implementation of a comprehensive adaptive marketing strategy for the hotel and restaurant business, focused on the consumer in the system of increasing customer focus, leads to long-term cooperation with the consumer through the offer of innovative services/products, additional services, competitive prices with high-quality 100% service.

Keywords: marketing, adaptive marketing strategy, hotel and restaurant business, marketing tools, competitive advantages, hotel and restaurant service/product, marketing management system.

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The article was received 28.03.2025