FORMATION OF MARKETING AND COMMUNICATION POLICY IN THE HOTEL AND RESTAURANT BUSINESS

Introduction. The current state of the hotel and restaurant business in Ukraine is influenced by dynamic market changes, increasing competition, and rising consumer demands for service quality. Under such conditions, an effective marketing and communication policy becomes a key factor in shaping the competitive advantages of hotel industry enterprises. One of the prerequisites for the stable functioning and development of the hotel and restaurant sector is the formation of a system of interaction with the target audience based on modern communication tools.