SMM-Promotion of Innovative Services in the Hotel and Restaurant Business During the COVID-19 Pandemic

Abstract

Topicality. In the context of the Covid-19 pandemic, sms-promotion of innovative services in the hotel and restaurant business, which contributes to its development, is becoming important. It happens under the influence of modern innovative tools, which actively counteract the postpandemic crisis. The aim of this article is to determine the types of innovative services and products in the hotel and restaurant business in terms of COVID-19, as well as methods and tools for sms-promotion. Research methods. The research used general scientific methods: analysis, abstraction, induction, deduction, synthesis, inference, generalisation, comparison. Results of the research. The most common social networks and messengers, used for sms-promotion of innovative services are identified. It is established that sms-promotion of innovative services and products in the hotel and restaurant business must take place in compliance with certain rules. It is noted that an effective tool for sms-promotion is retargeting, targeting, advertising for bloggers, cooperation with influencers. The scheme of introduction of innovative products and services in the conditions of Covid-19 is developed. Conclusions and discussion. It is determined that the hotel and restaurant business is changing under the influence of Covid-19, where it is important to determine the uniqueness of individual hotel and restaurant businesses, goals and objectives, unique trade offer, key aspects (people, goals, strategy, technology) by POST method, content-plan (analysis of the target audience, goal setting, strategy selection, selection of tools). The list of actions for hotel and restaurant business in the field of sms-promotion of innovative services is offered: redistribution of the budget for contextual advertising, reconfiguration of targeting, constant communication with stakeholders, development of special offers for each target audience, organizing content on the site, constant updating of information, video, photo on all online platforms.