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The Economy of Experience for the Promotion of Hotel Products

The Economy of Experience for the Promotion of Hotel Products

Journal of Economic Regulation, , Vol. 8 (no. 3),

In this work, an attempt is made to use the terminology and tools of the economy of experience as applied to the hotel product. The analysis of the concept of "economy of experience" is analyzed from the point of view of changing human preferences and the appearance of the so-called "market ofexperience". The postulate is advanced that in the modern economy the sale of any goods and services corresponds with the sale of the corresponding impressions from using them, therefore the most successful business projects are aimed not only at satisfying physiological needs, impressions. The object of exchange is not only goods and services, but also impressions, respectively, the emergence of a new exchange object calls for the development of technologies that make this object more attractive to the direct consumer and show the manufacturer what benefits it can receive from the production and sale of impressions. An attempt has been made to transfer the tools of the economy of impressions to the area of promotion of the hotel product. The hotel economy is a dynamically developing branch of the economy, its development is determined by global economic processes, cultural, historical, sport interactions both within the country and between countries. Along with tourism, the hotel industry is an integral part of the creative economy and the economy of experience, which is based on the desires and needs of a person in gaining new experience. Practice shows that the use of tools in the promotion of the hotel product that affect the receipt of new impressions, feelings and experiences creates a basis for attracting regular customers, on which 60% of the income of the hotel company depends.

Keywords: economy of experience, hotel product, marketing communications

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Publisher: Ltd. "Humanitarian perspectives"
Founder: Ltd. "Humanitarian perspectives"
Online ISSN: 2412-6047
ISSN: 2078-5429