SPECIFICITY AND COMPLEX NATURE OF MARKETING OF THE HOSPITALITY AND TOURISM INDUSTRY

The article describes the concepts of “hospitality” and “hospitality industry”, analyzes various approaches to their interpretation, and also defines the place of the hospitality industry in the tourism industry. Special attention to tourism is paid to the common concept of “hospitality industry” and “industry”, after which these terms are often used together in the scientific literature, but they have significant differences. The views of scholars who emphasize different aspects of hospitality, such as interpersonal relations, generosity and care for the guest, are explored. Marketing approaches in the hospitality industry, which have a complex nature and are aimed at promoting products and services for tourists and the local population, are considered. It has been found that the hospitality industry is a broader concept than the tourism industry as it serves not only tourists but also local residents. Hospitality includes the provision of essential services such as accommodation and food, but emphasizes the importance of kindness and respect for tradition when providing these services. The tourism industry, at one time, focused on the organization of travel and the creation of a tourist product. The complexity of the hospitality industry is described, which arises from the interaction of all enterprises that ensure its activity, with an emphasis on their synergy. Considered the importance of marketing activities in the hospitality industry, which covers all stages of cooperation between enterprises - from marketing research to implementation and control. It was concluded that a comprehensive approach to marketing ensures the quality of the tourist product and helps satisfy the needs of consumers.