МАРКЕТИНГОВИЙ ПІДХІД ДО ЗАБЕЗПЕЧЕННЯ СТАЛОГО РОЗВИТКУ ГОТЕЛЬНОГО СЕГМЕНТА ІНДУСТРІЇ ГОСТИННОСТІ

In the context of globalization and the growth of environmental awareness in society, the hospitality industry, in particular its hotel segment, is faced with the challenges of adapting to economic, technological, legislative and personnel requirements. The integration of sustainable development principles into the business practices of hospitality industry establishments is critically important for ensuring a balance between economic efficiency, environmental responsibility and social value, especially in the face of global challenges. Purpose of the articleis to analyze the marketing approach as the main factor in ensuring the sustainable development of the hotel segment of the hospitality industry, to study its theoretical foundations, practical aspects of implementation, as well as related challenges and prospects. The subject of the study is focused on the application of sustainable marketing strategies in the hotel industry. The article focuses on such tools as green marketing, digital campaigns, sustainability certification and interaction with stakeholders to achieve economic, environmental and social goals. Research methods. The paper uses the methods of theoretical analysis, comparative analysis, synthesis and generalization, as well as the case method. The criteria of the Global Sustainable Tourism Council (GSTC) and their compliance with the UN Sustainable Development Goals (SDGs) are analyzed, as well as cases of leading hotel chains to demonstrate the practical application of marketing strategies. Research hypothesis. A marketing approach based on the principles of sustainability contributes to the harmonization of economic benefit, environmental stability and social responsibility, increases the competitiveness of establishments in the hotel segment of the hospitality industry and attracts environmentally conscious customers. Presentation of the main material. The article examines the theoretical principles of sustainable marketing in the context of the concept of socio-ethical, social, green, environmental and relationship marketing adapted to the hotel industry. The theoretical aspects of sustainable marketing, practical aspects of its implementation in the hotel industry, as well as the challenges and prospects associated with the adaptation of marketing strategies to the principles of sustainability are analyzed. Particular attention is paid to the study of how marketing tools can contribute to achieving a balance between economic efficiency, environmental responsibility and social value of hotel establishments. The article analyzes the GSTC criteria, which cover sustainable management, socio-economic, cultural and environmental aspects, and their compliance with the UN SDGs. Practical examples (Iberostar, Barceló, Jet2holidays) demonstrate how marketing tools such as eco-branding, digital storytelling, gamification, loyalty programs and AI-personalization contribute to reducing environmental impact, supporting local communities and increasing customer loyalty. Attention is also focused on the integration of technologies (AI, IoT) to optimize resources and promote sustainable practices. Conclusions and prospects for further research. A marketing approach that integrates sustainability principles provides a balance between economic, environmental and social goals, contributing to the competitiveness of hotel establishments. Creative marketing strategies, such as green branding and digital communications, attract eco-conscious customers and reduce environmental impact. Future research opportunities include exploring the adaptation of GSTC standards to a wider range of SDGs, particularly those with limited coverage (SDGs 1, 2, 7, 13, 14), and analyzing the impact of new technologies on sustainable practices.