This article presents a comprehensive analysis of the formation and implementation of integrated marketing communications (IMC) within the hospitality industry, focusing on service delivery and customer interaction. It emphasizes the crucial role of both direct and indirect communication channels in shaping consumer perceptions, enhancing brand equity, and increasing customer loyalty in the hotel sector. Direct communication elements, such as service quality, pricing strategies, human resources, location, and customer service, are considered fundamental components of the marketing communication mix. These elements, experienced firsthand by customers during their stay, significantly influence their impressions and brand trust. The research highlights hotel enterprises' insufficient attention to marketing communications due to limited financial and human resources and the lack of specialized marketing personnel. Often, the responsibilities for marketing fall on hotel managers or staff whose primary duties are unrelated to marketing activities. As a result, advertising expenditures are frequently allocated on a residual basis, leading to limited use of traditional advertising methods, such as newspaper ads, which reach potential customers only during immediate demand. Furthermore, the study proposes a structured communication model tailored to the specifics of the hospitality market. This model incorporates a balanced combination of direct, indirect, and hybrid communication tools, using digital, visual, and verbal means to reduce the intangible nature of service offerings. The research also explores methods for evaluating brand value and the effectiveness of integrated marketing communication systems. Key evaluation principles include message dissemination, audience perception accuracy, alignment with organizational goals, and cost-benefit comparison. The article outlines six common approaches to brand valuation: financial-based, market comparison, cost-based, income-based, licensing fee-based, and brand value dynamics methods. These tools help hotel enterprises assess brand strength and optimize resource allocation. In conclusion, the paper argues for creating a unified marketing communication strategy that integrates service delivery processes with communication efforts. This approach enhances competitiveness, ensures consistent brand messaging, and fosters sustainable market positioning. The study's findings can be applied to improve communication policies and strategic decision-making in the hospitality business
Kolontaievskyi et al. (Wed,) studied this question.