Information and Networking Technologies in the System of Promotion of Hotel Services

Abstract

The paper discusses the role of information network technologies in hotel product promotion. The Interaction of companies with potential and actual customers in a virtual environment is deemed to be the basis for the development of modern hotel business. In the context of digitization of the economy, an efficient model of promotion of hotel services should be based on the introduction of advanced Internet marketing technologies, which increases confidence and efficiency of communication with customers, and allows involving users in content creation. Well-established communications with real and potential consumers via social media have high potential for the hotel business development, where the customer-oriented approach is a key factor of efficient activity of an organization. The task of finding customers and doing business via social media has long become a top-priority for modern companies. The analysis of corporate webpages of international hotel facilities based on social networking platforms Facebook and Instagram, as well as evaluation of their indices of marketing effectiveness in social media showed, that content quality is an overarching factor in increasing user engagement and community attractiveness. The use of user generated content by hotel operators, as well as the hybrid form of user generated content and professional content (Co-generated Content technology) in social media appears to be promising for the development of customer loyalty and engagement. User generated content creates confidence of the target audience, adds emotionality to the resource, and saves product promotion costs, while professional solution to technical issues ensure the quality of the created content. This yields a significant increase in efficiency of online communications as compared to traditional user involvement mechanisms through the use of higher-quality content and its conceptual integrity.