caerCentral Asian Economic ReviewCentral Asian Economic Review2789-43982789-4401Университет Нархозcaer-279Research ArticleБИЗНЕС И КОРПОРАТИВНОЕ УПРАВЛЕНИЕBUSINESS AND CORPORATE MANAGEMENTInternet-advertising as a factor of competitiveness of hotel business in KazakhstanInternet-advertising as a factor of competitiveness of hotel business in KazakhstanРахметулинаЖ. Б.RakhmetulinaZh. B.

Astana

Candidate of Economic Sciences, Associate professor

Astana

OмурзаковА.OmurzakovA.

Astana

DBA Student

Astana

Евразийский национальный университет имени Л.Н. ГумилеваКазахстанL.N. Gumilyov Eurasian National UniversityKazakhstan2018280220180193100Copyright © Рахметулина Ж.Б., Oмурзаков А., 20182018Рахметулина Ж.Б., Oмурзаков А.Rakhmetulina Z.B., Omurzakov A.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://caer.narxoz.kz/jour/article/view/279

В статье рассмотрены методы совершенствования технологий интернет-рекламы для повышения конкурентоспособности гостиничного бизнеса в Республике Казахстан. Охарактеризованы основные интернет-технологии в рекламной деятельности, перспективные инструменты повышения конкурентоспособности в интернет-среде. Для повышения конкурентоспособности в гостиничном бизнесе авторами предложено использовать в интернете контекстную рекламу, социальные сети, создавать интернет-магазин и пр.

Purpose – to conduct an analysis of research methods of Internet-advertising to improve the competitiveness of the hotel business in the Republic of Kazakhstan.

Methodology – the method of marketing analysis, the graphic method, as well as general scientific methods are used: synthesis, analysis, comparison, generalization.

Originality/value – the research is focused on the direction of its results to ensure effective use of contextual advertising in the activities of the hotel business. The authors conducted an analysis of the methods of Internetadvertising, which allows hotel enterprises to expand the range of services, generate demand for the future, diversify and adapt the programs for serving the target customers, provide timely analysis of the quality and level of consumer satisfaction, and thus provide better customer service in comparison with competitors.

Findings – The development and implementation of advertising campaigns of the hotel is an important part of its marketing communications and acts as one of the key tools for creating a competitive advantage in selected markets.

The improvement of Internet advertising technologies is currently one of the main tasks for increasing the competitiveness of the hotel business in the Republic of Kazakhstan.

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The authors declare that there are no conflicts of interest present.