Internet-advertising as a factor of competitiveness of hotel business in Kazakhstan
Abstract
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.
About the Authors
Zh. B. Rakhmetulina
L.N. Gumilyov Eurasian National University
Kazakhstan
Kazakhstan
Candidate of Economic Sciences, Associate professor
Astana
A. Omurzakov
L.N. Gumilyov Eurasian National University
Kazakhstan
Kazakhstan
DBA Student
Astana
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Review
For citations:
Rakhmetulina Zh.B., Omurzakov A. Internet-advertising as a factor of competitiveness of hotel business in Kazakhstan. Central Asian Economic Review. 2018;(1):93-100.
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