Stamat Viktoriia, PhD (Economics), Associate Professor, Department of Management and Marketing, Mykolayiv National Agrarian University, Mykolaiv, Ukraine

ORCID ID: 0000-0001-5789-4023
e-mail: vmkolesnyk@ukr.net

Skoruk Anna, Bachelor Student of Management Faculty, Mykolayiv National Agrarian University, Mykolaiv, Ukraine

e-mail: skkorukk@gmail.com

Segmentation of the Target Audience sa an Important Stage of Marketing in the Market of Hotel and Restaurant Business

Abstract. Introduction. In modern conditions in the hotel and restaurant business market, the question of increasing competitiveness and finding solutions to retain consumers and attract the attention of new ones is gaining relevance. This is possible on the basis of accurate market segmentation and determination of the consumer groups that will become the target audience, i.e. market segmentation and selection of the target segment. The dialectical method of cognition, a systematic approach to the study of economic phenomena, which made it possible to obtain scientific results, as well as to formulate conclusions and practical recommendations, became the theoretical and methodological basis of the research.

Purpose. The purpose of the article is to develop theoretical and practical recommendations for target audience segmentation for hotel and restaurant businesses on the market in modern conditions of intense competition, using modern methods of target marketing.

Results. Stages of marketing processes for hotel and restaurant business establishments are highlighted: establishment positioning; target audience segmentation; search for competitors; formation of a plan of marketing activities; structuring of the marketing budget; formation of feedback and communication with guests; optimization of the menu in a restaurant or hotel; optimization of serving dishes; pricing in the hotel and restaurant business; service optimization; interior. The concept of segmentation of the target audience as a component of target marketing is characterized, as well as the methods of segmentation of the target audience are provided, which allow obtaining high-quality information about the actual needs of consumers and the formation of solutions and new offers to satisfy them. Practical recommendations are provided that can be used for both complex and individual hotel and restaurant businesses.

Conclusions. Based on the analyzed information, segmentation methods have been identified that are suitable for achieving greater research results, that is, high competitive advantages, increasing profits and the level of recognition and loyalty of consumers of hotel and restaurant establishments.

Keywords: target marketing; target audience segmentation; target audience; target market; positioning; hotel and restaurant business.

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