THE INFLUENCE OF DESIGN ON THE COMPETITIVENESS OF HOTELS AND TOURIST AND RECREATION COMPLEXES IN THE CONTEXT OF MARKETING STRATEGIES

The article examines the role of designing hotel and tourist-recreational complexes in increasing their competitiveness, in particular through the influence on marketing strategies. In today’s hospitality industry, design is a powerful tool for attracting customers and ensuring their loyalty. The uniqueness, aesthetics and thoughtfulness of the interior allow the accommodation facility to stand out from the competition and satisfy the needs of the modern consumer, for whom products are not only high-quality service, but also a comfortable atmosphere. Thanks to thoughtful design, hotel and tourist-recreation complexes are able to influence the emotional state of guests and form positive associations, which contributes to repeated visits and recommendations. An increase in the number of visits to an accommodation facility thanks to the design has a positive effect on its economic condition.