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A Marketing Strategy for Customer Engagement in the Hospitality Industry
Zhehus O. V., Savytska N. L., Kots S. V.

Zhehus, Olena V., Savytska, Nataliia L., and Kots, Serhiy V. (2025) “A Marketing Strategy for Customer Engagement in the Hospitality Industry.” Business Inform 5:538–544.
https://doi.org/10.32983/2222-4459-2025-5-538-544

Section: Management and Marketing

Article is written in Ukrainian
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UDC 338.48:640.4:658.8

Abstract:
In the context of growing socioeconomic turbulence and the challenges faced by the hospitality industry, this article develops theoretical and methodological approaches to the design and implementation of a marketing strategy aimed at enhancing business resilience. The study underscores the need to transition from transactional marketing models to emotionally and value-oriented strategies that foster deep, long-term relationships with customers. The authors have refined the methodological instruments for the development and implementation of a marketing strategy to ensure the resilience of businesses in the hospitality industry. Considering that sustainable competitive advantages in the hospitality industry depend on uniqueness, the key factors influencing this have been identified as emotionality and consumer value. Based on this, a scientific and methodological approach is proposed for the development of a marketing strategy based on the selection of emotional-value positioning using a matrix approach, which will help attract customers and increase sales volume. A key innovation of the research is the introduction of the emotional-value positioning matrix (EVP matrix) – a strategic tool that assists businesses in selecting optimal positioning strategies, taking into account emotional engagement and perceived value for the customer. The authors’ methodology identifies four positioning zones – survival, emotional illusion, rational choice, and emotional value – each with specific recommendations and risk profiles. The study emphasizes that emotional engagement and perceived value are crucial for creating competitive advantages in the hospitality industry. It concludes with a structured six-stage methodology for formulating and implementing a marketing strategy that integrates emotional communication, content relevance, and social responsibility. This approach will strengthen the ability of businesses in the hospitality industry to generate customer flows, enhance their satisfaction and loyalty, and thereby ensure business resilience in today’s challenging environment and in the future.

Keywords: marketing strategy, stability, resilience, hospitality industry, competitive advantages, value, positioning.

Tabl.: 3. Bibl.: 14.

Zhehus Olena V. – Doctor of Sciences (Economics), Professor, Professor, Department of Marketing, Reputation Management and Customer Experience, State Biotechnological University (44 Alchevskykh Str., Kharkiv, 61002, Ukraine)
Email: [email protected]
Savytska Nataliia L. – Doctor of Sciences (Economics), Professor, Head of the Department, Department of Marketing, Reputation Management and Customer Experience, State Biotechnological University (44 Alchevskykh Str., Kharkiv, 61002, Ukraine)
Email: [email protected]
Kots Serhiy V. – Student, State Biotechnological University (44 Alchevskykh Str., Kharkiv, 61002, Ukraine)

List of references in article

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