ІНТЕРАКТИВНИЙ МАРКЕТИНГ В ІНДУСТРІЇ ГОСТИННОСТІ: ЦИФРОВІ ІНСТРУМЕНТИ ДЛЯ ПРОСУВАННЯ У МУЛЬТИКУЛЬТУРНОМУ СЕРЕДОВИЩІ

The article examines modern approaches to the use of interactive marketing in the hospitality industry, focusing on its importance for personalizing services in a multicultural environment. The impact of globalization processes, which create new challenges for enterprises due to increased competition and growing consumer demands, is considered. The need to adapt marketing strategies to the cultural, linguistic and behavioral characteristics of customers is highlighted, which allows you to create unique offers that meet the needs and expectations of different audiences. The main attention is paid to psychographic segmentation as a key tool for a deeper understanding of customers. This method allows you to analyze the interests, values, behavioral patterns of guests and create personalized services that increase their satisfaction. The use of interactive marketing, in particular tools such as gamification, virtual and augmented reality, interactive surveys and personalized advertising, helps attract customers and form an emotional connection with the brand. This allows businesses not only to better understand the needs of guests, but also to quickly adapt their strategies to market changes. The role of digital platforms, websites and mobile applications in improving the quality of customer interaction is separately analyzed. They allow for a personalized experience by adapting content to the cultural and individual preferences of guests. The importance of interactive content, which contributes to increasing customer interest and forming their loyalty, is also emphasized. The article concludes that interactive marketing is strategically important for the hospitality industry. Its use provides businesses with competitive advantages, allowing them to create personalized services that meet customer expectations in a multicultural environment, strengthening their loyalty and satisfaction