title: Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° Ð¿ÑÐ¾ÐµÐºÑÐ° Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ ÐºÐ¾ÑÐ¿Ð¾ÑÐ°ÑÐ¸Ð²Ð½Ð¾Ð¹ ÑÑÐ²ÐµÐ½Ð¸ÑÐ½Ð¾Ð¹ Ð¿ÑÐ¾Ð´ÑÐºÑÐ¸Ð¸ Ð² Ð¿ÑÐ¾Ð³ÑÐ°Ð¼Ð¼Ð°Ñ Ð»Ð¾ÑÐ»ÑÐ½Ð¾ÑÑ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¢Ð¾ÑÐºÐ° Ð½Ð° ÐºÐ°ÑÑÐµ. ÐÑÐ¸Ð¾Ð·ÐµÑÑÐºÂ»)
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: Development of a project for the application of corporate souvenir products in the loyalty programs of a hospitality industry enterprise (a case study of the âTochka na Karte. Priozerskâ hotel)
Creators: name: Ð¡Ð°Ð¿Ð¾Ð¶Ð½Ð¸ÐºÐ¾Ð²Ð°, ÐÐ°ÑÑ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: Ð¿ÑÐ¾Ð³ÑÐ°Ð¼Ð¼Ð° Ð»Ð¾ÑÐ»ÑÐ½Ð¾ÑÑÐ¸
ÐºÐ¾ÑÐ¿Ð¾ÑÐ°ÑÐ¸Ð²Ð½Ð°Ñ ÑÑÐ²ÐµÐ½Ð¸ÑÐ½Ð°Ñ Ð¿ÑÐ¾Ð´ÑÐºÑÐ¸Ñ
Ð³Ð¾ÑÑÐµÐ¿ÑÐ¸Ð¸Ð¼ÑÑÐ²Ð¾
Ð±ÑÐµÐ½Ð´Ð¸Ð½Ð³
Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÑÑÐºÐ°Ñ Ð»Ð¾ÑÐ»ÑÐ½Ð¾ÑÑÑ
Ð¾ÑÐµÐ»ÑÐ½ÑÐ¹ Ð±Ð¸Ð·Ð½ÐµÑ
Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÐµ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸
loyalty program
corporate souvenir products
hospitality
branding
customer loyalty
hotel business
marketing strategies

description: ÐÐ°Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¿Ð¾ÑÐ²ÑÑÐµÐ½Ð° Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð²Ð»Ð¸ÑÐ½Ð¸Ñ ÐºÐ¾ÑÐ¿Ð¾ÑÐ°ÑÐ¸Ð²Ð½Ð¾Ð¹ ÑÑÐ²ÐµÐ½Ð¸ÑÐ½Ð¾Ð¹ Ð¿ÑÐ¾Ð´ÑÐºÑÐ¸Ð¸ Ð½Ð° Ð¿ÑÐ¾Ð³ÑÐ°Ð¼Ð¼Ñ Ð»Ð¾ÑÐ»ÑÐ½Ð¾ÑÑÐ¸ Ð² Ð¸Ð½Ð´ÑÑÑÑÐ¸Ð¸ Ð³Ð¾ÑÑÐµÐ¿ÑÐ¸Ð¸Ð¼ÑÑÐ²Ð°. Ð Ð¿ÑÐ¾ÑÐµÑÑÐµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð±ÑÐ»Ð¸ ÑÐµÑÐµÐ½Ñ ÑÐ»ÐµÐ´ÑÑÑÐ¸Ðµ Ð·Ð°Ð´Ð°ÑÐ¸: 1. ÐÐ½Ð°Ð»Ð¸Ð· ÑÐ¾Ð²ÑÐµÐ¼ÐµÐ½Ð½ÑÑ Ð¿ÑÐ¾Ð³ÑÐ°Ð¼Ð¼ Ð»Ð¾ÑÐ»ÑÐ½Ð¾ÑÑÐ¸ Ð² Ð¸Ð½Ð´ÑÑÑÑÐ¸Ð¸ Ð³Ð¾ÑÑÐµÐ¿ÑÐ¸Ð¸Ð¼ÑÑÐ²Ð° Ð¸ Ð¸Ñ Ð²Ð»Ð¸ÑÐ½Ð¸Ñ Ð½Ð° ÑÐ´ÐµÑÐ¶Ð°Ð½Ð¸Ðµ ÐºÐ»Ð¸ÐµÐ½ÑÐ¾Ð². 2. ÐÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ ÑÐµÐºÑÑÐµÐ¹ Ð¿ÑÐ¾Ð³ÑÐ°Ð¼Ð¼Ñ Ð»Ð¾ÑÐ»ÑÐ½Ð¾ÑÑÐ¸ Ð¾ÑÐµÐ»Ñ Â«Ð¢Ð¾ÑÐºÐ° Ð½Ð° ÐºÐ°ÑÑÐµ ÐÑÐ¸Ð¾Ð·ÐµÑÑÐºÂ». 3. ÐÑÐµÐ½ÐºÐ° Ð·Ð½Ð°ÑÐ¸Ð¼Ð¾ÑÑÐ¸ ÐºÐ¾ÑÐ¿Ð¾ÑÐ°ÑÐ¸Ð²Ð½Ð¾Ð¹ ÑÑÐ²ÐµÐ½Ð¸ÑÐ½Ð¾Ð¹ Ð¿ÑÐ¾Ð´ÑÐºÑÐ¸Ð¸ Ð² ÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ð¸ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÑÑÐºÐ¾Ð¹ Ð»Ð¾ÑÐ»ÑÐ½Ð¾ÑÑÐ¸. 4 Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÐºÐ¾Ð½ÑÐµÐ¿ÑÐ¸Ð¸ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÑÐ²ÐµÐ½Ð¸ÑÐ½Ð¾Ð¹ Ð¿ÑÐ¾Ð´ÑÐºÑÐ¸Ð¸ Ð² ÑÐ°Ð¼ÐºÐ°Ñ Ð¿ÑÐ¾Ð³ÑÐ°Ð¼Ð¼Ñ Ð»Ð¾ÑÐ»ÑÐ½Ð¾ÑÑÐ¸ ÑÐ°ÑÑÐ¼Ð°ÑÑÐ¸Ð²Ð°ÐµÐ¼Ð¾Ð³Ð¾ Ð¾ÑÐµÐ»Ñ. 5. Ð­ÐºÐ¾Ð½Ð¾Ð¼Ð¸ÑÐµÑÐºÐ°Ñ Ð¾ÑÐµÐ½ÐºÐ° Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ð½Ð¾Ð³Ð¾ Ð¿ÑÐ¾ÐµÐºÑÐ° Ð¸ ÐµÐ³Ð¾ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸. Ð Ð°Ð±Ð¾ÑÐ° Ð²ÑÐ¿Ð¾Ð»Ð½ÑÐ»Ð°ÑÑ Ð½Ð° Ð±Ð°Ð·Ðµ Ð¾ÑÐµÐ»Ñ Â«Ð¢Ð¾ÑÐºÐ° Ð½Ð° ÐºÐ°ÑÑÐµ ÐÑÐ¸Ð¾Ð·ÐµÑÑÐºÂ». Ð ÑÐ¾Ð´Ðµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð±ÑÐ»Ð¸ ÑÐ°ÑÑÐ¼Ð¾ÑÑÐµÐ½Ñ ÑÑÑÐµÑÑÐ²ÑÑÑÐ¸Ðµ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÐµ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð³Ð¾ÑÑÐ¸Ð½Ð¸ÑÐ½Ð¾Ð³Ð¾ Ð±Ð¸Ð·Ð½ÐµÑÐ°, Ð¼ÐµÑÐ°Ð½Ð¸Ð·Ð¼Ñ ÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ ÐºÐ»Ð¸ÐµÐ½ÑÑÐºÐ¾Ð¹ Ð»Ð¾ÑÐ»ÑÐ½Ð¾ÑÑÐ¸, Ð° ÑÐ°ÐºÐ¶Ðµ ÑÐ¾Ð²ÑÐµÐ¼ÐµÐ½Ð½ÑÐµ Ð¿Ð¾Ð´ÑÐ¾Ð´Ñ Ðº Ð±ÑÐµÐ½Ð´Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ ÑÐµÑÐµÐ· ÑÑÐ²ÐµÐ½Ð¸ÑÐ½ÑÑ Ð¿ÑÐ¾Ð´ÑÐºÑÐ¸Ñ. Ð ÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð¼ ÑÐ°Ð±Ð¾ÑÑ ÑÑÐ°Ð»Ð° ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÐºÐ¾Ð½ÑÐµÐ¿ÑÐ¸Ð¸ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ ÐºÐ¾ÑÐ¿Ð¾ÑÐ°ÑÐ¸Ð²Ð½Ð¾Ð¹ ÑÑÐ²ÐµÐ½Ð¸ÑÐ½Ð¾Ð¹ Ð¿ÑÐ¾Ð´ÑÐºÑÐ¸Ð¸ Ð² Ð¿ÑÐ¾Ð³ÑÐ°Ð¼Ð¼Ð°Ñ Ð»Ð¾ÑÐ»ÑÐ½Ð¾ÑÑÐ¸ Ð¾ÑÐµÐ»Ñ Â«Ð¢Ð¾ÑÐºÐ° Ð½Ð° ÐºÐ°ÑÑÐµ ÐÑÐ¸Ð¾Ð·ÐµÑÑÐºÂ», Ð²ÐºÐ»ÑÑÐ°ÑÑÐµÐ¹ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¸ Ð¿Ð¾ Ð°ÑÑÐ¾ÑÑÐ¸Ð¼ÐµÐ½ÑÑ, Ð¼ÐµÑÐ¾Ð´Ð°Ð¼ ÑÐ°ÑÐ¿ÑÐ¾ÑÑÑÐ°Ð½ÐµÐ½Ð¸Ñ Ð¸ Ð¾ÑÐµÐ½ÐºÐµ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ Ð²Ð½ÐµÐ´ÑÐµÐ½Ð¸Ñ Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ð½Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸.â
description: This work is devoted to the study of the impact of corporate souvenir products on loyalty programs in the hospitality industry. In the process of this research, the following tasks were solved: 1. Analysis of modern loyalty programs in the hospitality industry and their impact on customer retention. 2. Study of the current loyalty program of the âTochka na Karte Priozerskâ hotel. 3. Assessment of the importance of corporate souvenir products in shaping customer loyalty. 4 Development of a concept for using souvenir products within the framework of the hotelâs loyalty program. 5. Economic evaluation of the proposed project and its effectiveness. The work was carried out on the basis of the âTochka na Karte Priozerskâ hotel. During the study, existing marketing strategies in the hotel business, mechanisms for building customer loyalty, and modern approaches to branding through souvenir products were examined. The result of the work was the development of a concept for using corporate souvenir products in the hotelâs loyalty programs, including recommendations on the assortment, distribution methods, and evaluation of the effectiveness of the proposed strategy.