Abstract
Timeliness, significance, and necessity for positioning of hotel services manufacturers in the conditions of unstable market environment are substantiated. The authors develop and approbate methodology of positioning of hotel services manufacturers on the basis of ranking of marketing mixes that allows determining the position of hotel services manufacturer in the market depending on the level of use of marketing complex possibilities. The performed research proves that, based on the establishment of the position and level of use of marketing complex possibilities, hotels can form a strategy of hotel services marketing development that ensures orientation at a consumer, for the purpose of increase of satisfaction and loyalty of clients.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Similar content being viewed by others
References
Bagiev GL, Tarasovich BM, Ann X (2006) Marketing, 3rd edn. Peter, Saint Petersburg, p 736
Luneva EA, Malygina AA (2010) The attribute concept and the process of development of strategy of positioning the company’s image. Mark Mark Res 1:20–33
Plotnikov VA, Shamakhov VA (2015) The strategy of territorial development and quality of life. Manag Consult 7(79):57–64
Pospelovskiy DV (2013) Positioning of tourist products as the growth factor of competitiveness of enterprises of tourism. J Russ Entrep 12:102–107
Prokofiev S (trans) (2005) Impeccable service: the book on how to attract and retain guests for waiters, managers and restaurant owners. Restorannye Vedomosti, Moscow, p 264
Rozdolskaya IV, Makrinova EI, Ledovskaya ME, Lysenko VV (2015) Formation of strategy of market positioning of the services of social tourism. Herald Belgorod Univ Coop Econ Law 2(54):37–44
Shilenko SI, Shilenko SM, Trunova SE (2016) Strengthening the role of the communication functions of marketing in the context of the dynamic development of e-commerce. Fundam Res 4–3:690–694
Trout J (2007) Positioning: the battle for the minds. Piter, Saint Petersburg, p 327
Volkov Y (2008) Hotel and tourist industry. Feniks, Rostov-n/D, p 638
Volovikov BP (2010) Adjustment of marketing strategy based on the results of market research. Mark Russ Abroad 6:63–69
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2017 Springer International Publishing AG
About this paper
Cite this paper
Makrinova, E.I., Svyataya, E.O., Strukov, G.N., Pereverzeva, E.S., Grigoryeva, V.V. (2017). Positioning of Hotel Services Manufacturers in Regional Market According to Ranking of Marketing Approaches: Methodology and Empirical Studies. In: Popkova, E. (eds) Overcoming Uncertainty of Institutional Environment as a Tool of Global Crisis Management. Contributions to Economics. Springer, Cham. https://doi.org/10.1007/978-3-319-60696-5_67
Download citation
DOI: https://doi.org/10.1007/978-3-319-60696-5_67
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-60695-8
Online ISBN: 978-3-319-60696-5
eBook Packages: Economics and FinanceEconomics and Finance (R0)