ANIMATION AS A SALES PROMOTION TOOL IN HOTEL MANAGEMENT

Abstract

The article considers theoretical and methodological aspects of using animation as a sales promotion tool in hotel management, ensuring the effectiveness of hotel product promotion. Animation activities have become a part of the range of Russian hotel services relatively recently, but their popularity and role in solving commercial problems require closer attention from the management of hotel business entities. At present, animation is an integral part of a complex of hotel services, ensuring a comfortable stay of the entity in the hotel space. For some hotel enterprises, animation serves as a traditional form of hospitality and is automatically included in the list of basic services. The use of animation in the hotel space contributes to the achievement of a wide range of goals, the main one of which is the creation of a stable positive contact with the visitor. Properly organized animation activities not only form a positive attitude of the client towards the hotel, but also increase the degree of his loyalty, which in the conditions of fierce competition is critical for achieving stability in an aggressive market environment. In addition, within the framework of animation, both an own advertising campaign and advertising support of partners can be carried out. The presence of animation reflects the authoritative status of the hotel enterprise and immediately forms a high opinion in the client regarding the prestige of being in it. High-quality animation contributes to the satisfaction of guests, which is transmitted by them to target consumer groups and has a positive effect on the dynamics of potential demand. The construction of the animation service should correspond to the specifics of the hotel enterprise, and also correlate with seasonal factors and ongoing events in the socio-economic space of the territory of presence. Thus, the use of animation is a consequence of the dynamic development of the hotel industry and acts as an effective tool for promoting the hotel product in order to stimulate consumer demand and achieve commercial success.