title: Ð¤Ð¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ Ð¸Ð½Ð´ÑÑÑÑÐ¸Ð¸ Ð³Ð¾ÑÑÐµÐ¿ÑÐ¸Ð¸Ð¼ÑÑÐ²Ð° (Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ Ð¾ÑÐµÐ»Ñ Â«ÐÐ·Ð¸Ð¼ÑÑÂ»)
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð±Ð°ÐºÐ°Ð»Ð°Ð²ÑÐ°
titleType: Subtitle
title: Formation of a marketing strategy for a hospitality industry enterprise (on the example of the Azimut hotel)
Creators: name: ÐÐµÐ»ÐµÐ·Ð½Ð¾Ð²Ð°, ÐÐ¸ÐºÑÐ¾ÑÐ¸Ñ
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2025
Subjects: Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³
ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ
Ð²ÑÑÑÐ°Ð²Ð¾ÑÐ½Ð°Ñ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÑ
Ð³Ð¾ÑÑÐ¸Ð½Ð¸ÑÐ°
Ð¿Ð°ÑÑÐ½ÐµÑÑÐºÐ¸Ð¹ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³
ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¸
Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ ÑÑÐ»ÑÐ³
marketing
strategy
exhibition activities
hotel
affiliate marketing
communications
service promotion

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description: The purpose of the final qualification is to study the theoretical aspects of the marketing activities of a hospitality company, as well as to develop measures to improve the marketing strategy of the Azimut hotel for the future. The subject of the research is the marketing strategy of the Azimut hotel in a strategic perspective and the directions of its improvement. Research methods: the study and analysis of scientific literature on the problem under study, the method of comparison, methods of deduction and induction. SWOT analysis, PEST analysis of the influence of internal and external factors. The results of the final qualifying work: 1. The directions of improving the marketing strategy in the form of the Azimut hotels participation in the exhibition event on March 11-12, 2025 are proposed. The HOSPITALITY Business Day, as well as the use of affiliate marketing in the form of issuing four-tier club cards, will help increase marketing activity and attract more customers to the hotel. 2. The economic effect of implementing measures to improve the marketing strategy of the Azimut Hotel will amount to 746.4 thousand rubles under a pessimistic revenue increase scenario, and 1528.1 thousand rubles under an optimistic scenario. The scope of the proposed recommendations for improving the marketing strategy is that the measures can be implemented both at the research facility and applied by other accommodation facilities. The main conclusions of the work: 1. The Azimut Hotel in St. Petersburg is located in the Admiralteysky district of the northern part of St. Petersburg and is part of a chain of hotels under the Azimut brand. It should be noted that there is an increase in customer demand and interest in the hotels services, an increase in room occupancy rates, which ultimately leads to an increase in financial results both in the form of profit and profitability. 2. The analysis of the effectiveness of the marketing strategy of the Azimut hotel shows that the hotel company is successfully implementing a pricing policy aimed at providing discounts to regular customers and implementing a loyalty program. 3. Another important element of the effectiveness of a marketing strategy is the organization of the promotion of hotel services through various information distribution channels and intermediaries represented by digital aggregators of booking services, such as the Ostrovok, Sutochno.ru, Yandex.Travel, as well as travel operators.