Year: 2022 | Month: June | Volume 67 | Issue 3
Business Planning and Marketing of Gastronomic Projects in the Hotel and Restaurant Industry
Inna Nesterchuk
Igor Komarnitskyi
Valentyna Samoday
Tetіana Chunikhina
Taisia Chernyshova
Svitlana Tyshchenko
DOI:10.46852/0424-2513.3.2022.23
Abstract:
The successful formation and implementation of a gastronomic project in the hotel and restaurant industry require careful business planning and a developed marketing strategy. A gastronomic project is a unique product; it is necessary to highlight its difference from competitors and create a favorable image. Marketing can help achieve the performance of a gastronomic product even with a small number of tourists. The article reveals the definition and features of gastronomic tourism and also shows its beneficial effect on the development of the region. The activities that are necessary for the development of a gastronomic project are given. The main participants in the gastronomic project are listed. In addition to restaurants and hotels, Food and Beverage Businesses, Travel and Hospitality Businesses, and other related businesses take an active role in gastronomic tourism. And as target consumers – various groups of gastronomic tourists. Gastronomic projects in the hotel and restaurant industry, the uncertainty of the external environment, innovative nature, and dependence on a large number of participants require careful analysis and correct assessment of the situation, and as a result of careful business planning and development, marketing strategy. The article lists the main stages of the formation of business planning, lists the main sections of the business plan, as well as the main steps and features of the marketing strategy. As a result, the mechanism of formation and implementation of the marketing strategy of gastronomic projects in the hotel and restaurant industry is considered.
Highlights
- Gastronomic tourism, with one of the highest profit and work multipliers in its and akin fields, is a field of the economy that can be a “growth point” and the foundation of significant prosperity for the whole region
- The stimulation of the development of gastronomic tours is predetermined by its specialization, categories, functions, and advantages, which should include the rapid turnover of capital in this area, high profitability, the possibility of creating new jobs, a positive impact on the formation of the image of the territory, and the popularization of the country as a place for gastronomic recreation, synergistic influence on the development of other areas of activity.
- The success of a gastronomic project depends to a large extent on careful business planning and a developed marketing strategy
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