Issue: № 5, 2025
Doi: https://doi.org/10.37634/efp.2025.5.25
The relevance of the paper is determined by the need to enhance the effectiveness of marketing communications in the hotel and restaurant business in the context of digital transformation and increasing competition in cross-border regions. The expansion of tourist flows from EU countries and the growing number of internally displaced persons form new requirements for service, personalization of offers, and adaptation of marketing strategies to a multicultural audience. The purpose of the paper is to substantiate conceptual and practical approaches to integrating digital advertising technologies into the management system of hotel and restaurant enterprises to increase the effectiveness of communications and the competitiveness of enterprises. The research methodology includes a systematic approach to the analysis of digital advertising technologies, a comparative analysis of the implementation of CRM systems, programmatic advertising, and big data analytics in the activities of hotel enterprises in various regions. Structural-functional analysis methods were used to identify the main problems of integrating digital tools into the communication strategies of enterprises. The scientific novelty of the work lies in determining the key directions for adapting digital advertising technologies to the specific conditions of cross-border regions with a high concentration of IDPs and tourists from EU countries. It was revealed that the integration of multilingual CRM systems, dynamic targeting, and programmatic advertising not only enhances communication effectiveness but also fosters the development of long-term relationships with clients. The findings substantiate the feasibility of implementing personalized advertising campaigns based on the analysis of client behavior data, which allows for increasing the level of satisfaction and the frequency of repeat visits. The prospects for further research include the development of a comprehensive methodology for assessing the effectiveness of digital advertising tools, taking into account the cultural and behavioral characteristics of clients in cross-border regions.
Keywords : personalized communications, programmatic advertising, CRM systems, big data analytics, competitiveness
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