Public marketing in tourism and its impact on business development

The objective of the article is to analyze at a theoretical level public marketing in the tourism sector and its impact on business development. After the COVID-19 pandemic, everything indicates that tourism is positioned as a profitable business that has the capacity to boost the development of different dimensions of the economy, hence most advanced countries have developed a tourism marketing policy to promote their different natural, cultural, infrastructure and recreation options. Methodologically it is a documentary and analytical research. The results obtained allow us to conclude that a good marketing strategy is essential when it comes to attracting investments and tourists;however, this strategy is not standard, but will depend on the capacities, resources, hotel infrastructure and, of course, the interests and business development plans of each country. Moreover, the most appropriate way to assess the success or failure of public marketing, that is, that developed by the State and its institutional framework, is to analyze, through concrete empirical evidence, the results of this propaganda strategy with a model very similar to that used in the field of public policy evaluation in general.

Administrating the development of tourism and hospitality industries during the COVID-19 pandemic

Starting from 2020 to the present day, because of the COVID-19 pandemic in the sphere of tourism and hotel industry, as well as in related areas, there has been a decline or even complete cessation of activity, as a result of which a significant number of enterprises have become bankrupt or in crisis. So there is a need to find such a way of development of the spheres of tourism and hospitality, which would provide an opportunity not only to preserve these areas, but also to provide, after leaving the pandemic, the conditions for their further development in such a manner that as many as possible business entities are involved in their activities. It is also necessary to take into account the demand of people - potential recreants (tourists and vacationers), which should be satisfied, despite the pandemic, because during isolation and restrictions in movement and communication with nature, a depressed and painful state occurs, which leads to a deterioration in efficiency and a decrease in the number of able-bodied personnel. As an instrument to overcome the existing crisis, it is proposed to create campsites with the involvement of all stakeholders from enterprises in the sphere of tourism, hotel and other industries. Such an approach makes it possible to work during a pandemic due to the lack of crowding in one place. At the same time, thanks to the differentiated approach when creating campsites, it is possible to satisfy the maximum possible range of demand from potential tourists and vacationers by creating conditions of stay that are different in comfort. As for the possibility of working not only during a pandemic, but also after its completion, camping is best suited for this, since when it is created, a stable entrepreneurial managed structure is formed - a territorial recreational system that becomes the core for the further development of tourism, hotel industry and other areas directly or indirectly related to their activities.

Digitalization as a tool for ensuring innovative development of restaurant business

The aim of the study is to identify and systematize innovations in the restaurant business in the context of digitalization of business process management. The article proves that the globalization of crisis phenomena in the national and world economy, in particular complicated by the COVID19 pandemic, the variability of the market environment necessitates an innovative orientation of the restaurant business. The definition of “innovation in the restaurant business” as a creative entrepreneurial process of creating and/or improving and commercializing a new product, service or technology with the appropriate transformation of management methods, which increase the efficiency of business processes while bifurcating quality management parameters and form the basis for further development. The classification of the combination of innovations in the restaurant business according to the criteria on the basis of the results of the transformation of the combinatorial clustering of innovations is given. It is proved that digitalization creates a basis for innovative business process management formats of restaurants, which allow to form their own ecosystem of information and communication interaction with consumers and other stakeholders, based on customer orientation, innovation, partnership and synergy. Factors of gradual and rapid digitalization of the restaurant business are highlighted, the combined effect of which necessitates the introduction of adaptive models of innovative digital management by restaurant business owners. © 2021 Ascociacion Internacional de Economia Aplicada. All right reserved.