МАРКЕТИНГОВІ СТРАТЕГІЇ ПРОСУВАННЯ ГОТЕЛЬНО-РЕСТОРАННИХ ПІДПРИЄМСТВ У ЦИФРОВУ ЕПОХУ

The article examines the peculiarities of the formation and implementation of marketing strategies for the promotion of hotel and restaurant enterprises in the conditions of the digital economy. It is substantiated that the digital transformation significantly changed the approaches to marketing activities in the field of HoReCa, causing the transition from traditional promotion tools to complex digital solutions focused on client-centricity, personalization and interactive interaction with consumers. It was determined that the modern consumer of hospitality services is characterized by a high level of digital activity, orientation to online reviews, ratings, visual content and mobile services, which requires enterprises to respond flexibly and constantly update marketing tools. The work analyzes the key components of digital marketing of hotel and restaurant enterprises, in particular social media marketing, SEO and SEM promotion, work with online booking platforms (OTA), online reputation management, content marketing, personalized marketing based on CRM systems and Big Data, as well as the use of artificial intelligence and chatbots. Social media has been shown to play a central role in building a brand image, attracting new audiences, and creating an emotional connection with consumers, and targeted advertising and influencer marketing increase communications efficiency and brand trust levels. Special attention is paid to the role of online booking platforms as a tool for expanding sales markets and forming consumer trust, as well as the need to develop Direct Booking strategies in order to reduce dependence on intermediaries and increase the profitability of activities is substantiated. It is summarized that content marketing and personalization are key factors in the formation of a unique customer experience and long-term guest loyalty. The article systematizes modern marketing strategies for the promotion of hotel and restaurant enterprises in the digital age, identifies their advantages and limitations, and proposes an integrated digital strategy model for HoReCa that reflects the interconnection of the main digital tools and emphasizes the need for their integrated use. It was concluded that the most effective are combined marketing strategies that combine multi-channel digital communications, data-based personalization and innovative technologies. The practical significance of the research lies in the possibility of using the obtained results and proposed approaches in the activities of hotel and restaurant enterprises in order to increase competitiveness, optimize marketing costs, increase customer loyalty and ensure sustainable development in a dynamic digital environment