Sysoeva T.L.Ural State University of Economics (USUE), Yekaterinburg, Russian Federation t.l.sysoeva@mail.ru ORCID id: not available
Subject This article discusses the concept of integrated marketing communications in the regional market of hotel services. Objectives The article aims to analyze modern approaches to the concept on the basis of modern literature and evaluate the effectiveness of the advertising message in social media. Methods The study involves the methods of logical, statistical, functional, and comparative analyses, and observation. Results The article presents certain results of calculations of various indicators. It offers a project of a combination of marketing communications with positive economic efficiency. Conclusions and Relevance The concept of integrated marketing communications helps find managerial solutions to actual business tasks. The results obtained can bridge the existing knowledge gap concerning the hotel services marketing, effectively use the complex of marketing communications, and competently approach the development of the advertising message.
Keywords: MarCom, marketing, communications, advertising, social network, services market
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