THE IMPORTANCE OF MODERN INFORMATION TECHNOLOGIES IN THE RESEARCH OF THE MARKETING ENVIRONMENT OF HOSPITALITY INDUSTRY ENTERPRISES

The article examines the role of modern information technologies (IT) in the study of the hospitality marketing environment, which provide enterprises with innovative tools to increase efficiency, personalization and adaptability to dynamic market changes. Digital platforms such as social media, CRM systems, mobile applications, big data analytics and artificial intelligence are becoming an integral part of marketing strategies. They contribute to the creation of targeted advertising campaigns, analysis of consumer behavior, forecasting their needs and improving services, offering customers individualized services. Integrated reservation systems automate management processes, allowing enterprises to adapt offers to specific customer needs. For example, the use of CRM systems helps to collect and analyze data about customers, determine their preferences, interaction history and other important aspects that increase the accuracy of personalization. Mobile applications contribute to the convenience of communication between the enterprise and the customer, providing the opportunity to make a reservation, receive information or special offers in a few clicks. Social media plays a key role in building long-term customer relationships and brand loyalty. Social media monitoring tools allow you to quickly respond to customer feedback, identify trends in consumer behavior, and evaluate the effectiveness of marketing campaigns. Big data analytics allows you to not only analyze current trends, but also predict future changes in the market, which helps businesses quickly adjust strategies. Artificial intelligence automates many processes, including chatbots that provide 24/7 customer support, analyze their requests, and provide recommendations. Such technologies significantly improve the quality of service and customer satisfaction. Data analysis algorithms, in turn, ensure the accuracy of market research, contribute to the development of innovative offers, and allow you to identify hidden business opportunities. At the same time, the integration of IT into the hospitality industry is accompanied by certain challenges, including high costs for implementing and maintaining systems, as well as cyber risks associated with data security. However, the effective use of information technology allows hospitality businesses not only to adapt to modern market requirements, but also to increase their competitiveness, create new service standards, and strengthen customer trust