INNOVATIVE-INCLUSIVE PRACTICES IN MARKETING OF TOURISM AND HOTEL AND RESTAURANT ENTERPRISES

Abstract

The problem of ensuring inclusiveness in the marketing activities of tourism and hospitality enterprises is becoming increasingly relevant due to the growing social diversity of customers, as well as the need to form an accessible, ethical and sensitive to the needs of vulnerable groups service. In practice, inclusion issues in this area are mostly implemented in the form of fragmented solutions that are not integrated into the overall marketing strategy, which reduces their effectiveness and long-term impact. In this regard, there is a need to systematize inclusive practices, determine their role in the marketing model and develop a mechanism for implementing these approaches at the strategic level. The purpose of the study is to substantiate approaches to integrating inclusive tools into the marketing strategy of tourism and hospitality enterprises, in particular in the context of using artificial intelligence technologies as a catalyst for accessibility, personalization and improving the quality of service. The research used general scientific methods of analysis and synthesis, a comparative approach to assessing traditional and inclusive marketing, elements of structural-logical modeling, as well as systematization of practical examples of innovations in the field of tourism and hospitality. The main results of the study are: classification of inclusive marketing practices according to the 7P model, identification of areas of influence of artificial intelligence technologies on increasing accessibility and quality of service; formation of a mechanism for implementing inclusive approaches into the marketing strategy of enterprises, which includes audit, strategic positioning, adaptation of marketing tools, digital transformation, interaction with communities and partners. The conclusions substantiate that the implementation of inclusive practices in the marketing activities of tourism and hotel and restaurant enterprises contributes to expanding the target audience, increasing profitability, strengthening the brand and forming a positive image of a socially responsible business. It is proposed to consider inclusion not only as a requirement of the time, but as a strategic asset of an enterprise, which enhances its competitiveness in domestic and international markets.