Conceptual basis for the development of marketing in the hotel and restaurant industry

Globalization, crisis transformations in the service sector, falling consumer demand, oversupply in the market of hotel and restaurant services, and intensified competition actualize the solution of the scientific task of improving marketing concepts by the external challenges of an unstable business environment. The study aims to research, generalize, and develop theoretical and methodological approaches to forming an adequate conceptual basis for developing marketing activities for hotel and restaurant enterprises in the regional market of tourist services. It is determined that the marketing concept is an idea (approach) to organizing marketing activities based on the main idea, an effective marketing strategy, and specific tools for achieving certain goals. The theoretical and methodological basis for developing the concepts of marketing of the hotel and restaurant sphere (HRS) has been developed and presented. The factors of emergence and development of marketing in the hotel and restaurant industry, as well as the basic principles and main functions of marketing, are identified and substantiated. The modern marketing concepts for the hotel and restaurant industry in their evolution are researched and structured. The specific features of hotel services that influence the formation of a marketing concept for developing the hotel and restaurant industry are allocated. The study of the marketing concept of consumer value of the hotel and restaurant service/product is updated, the theoretical and methodological basis of which forms the model of the behavior of the service consumer and its determinants are determined, etc. With the development of the hotel and restaurant industry, there is a constant reorientation of the marketing activities of enterprises in this sphere to new levers of management and organization, which are inherent in modern marketing concepts. Improving the competitive position of the Ukrainian market of hotel and restaurant services/products will be facilitated by improving its functional structure, introducing modern thinking and technologies, improving the methods and forms of service, and conducting a consistent marketing policy. Keywords: marketing, marketing concept, management system, hotel and restaurant sphere (industry, business), service, tourist market.