TY - JOUR ID - 90726 TI - Digital Tools of Marketing Strategies in Hotel Branding JO - Journal of Information Technology Management JA - JITM LA - en SN - AU - Banyeva, Iryna AU - Lebedieva, Nataliia AU - Parfinenko, Tetiana AU - Velychko, Olena AU - Petrova, Olena AU - Peresichna, Svitlana AD - Department of Hotel and Restaurant Business and Business Organization, Mykolayiv National Agrarian University, Mykolayiv, Ukraine AD - Department of Management, International Humanitarian University, Odessa, Ukraine. AD - Department of International E commerce and Hotel and Restaurant Business, V. N. Karazin Kharkiv National University, Karazin, Ukraine. AD - Department of Technology of Processing, Standardization and Certification of Livestock Products, Mykolayiv National Agrarian University, Mykolayiv, Ukraine AD - Department of Hotel, Restaurant and Tourist Business, Kyiv National University of Culture and Arts, Kyiv, Ukraine. Y1 - 2023 PY - 2023 VL - 15 IS - 1 SP - 62 EP - 88 KW - Digital Marketing KW - Digital tools KW - Marketing strategies KW - Brand KW - Hotel Branding DO - 10.22059/jitm.2023.90726 N2 - The condition of the hotel's competitiveness is a strong brand. The introduction of digital marketing in the strategy of hotel branding creates new opportunities for hotels when interacting with guests through digital channels. The purpose of this study is to develop theoretical and practical measures to improve the effectiveness of marketing strategies in hotel branding using digital tools.To achieve the goal of the study was conducted research on targeted branding some of the largest hotel chains. The results of the analysis showed that in the process of branding at each stage the corresponding goals have achieved by means of advertising, marketing, public relations management, personnel selection, corporate culture.This study substantiates the main tools of the strategy of the Digital Marketing and Sales. The brands need to constantly monitor changes in market positions and audience sentiment using all the features and channels. The priorities should be implemented by performing key tasks, in particular such astimely measurements as far as brand experience has a positive effect on customer satisfaction and loyalty. UR - https://jitm.ut.ac.ir/article_90726.html L1 - https://jitm.ut.ac.ir/article_90726_685c759b58e19850dfab7780c2d89c31.pdf ER -