Research on digital tools for designing and promoting hotel services in the context of the experience economy

Abstract

Annotation. The issues of strategy formation for hotel companies are the most relevant in the digital transformation system, which in the last couple of years has become increasingly important strategically in the restructuring of the hospitality industry. In the age of digital technologies, the tools available for sale on the market are increasingly used in all structural divisions of the hotel business, including in the marketing system. The issue of product promotion is increasingly intertwined with the economy of impressions, which is becoming the main vector in business management. The innovative potential of artificial intelligence, which offers ready-made solutions for enterprises for the hospitality industry, is an unexplored field for the implementation of marketing strategies and brand formation. The paper presents an analysis of the implementation of such a tool as a neural network in the context of the preparation of advertising material, and how promising this method is for the hotel business. The question of how promising this method is for the hotel business and what operational obstacles may arise in the way of implementing the described ideas is also considered.