Issue №: 4 (66)
The journal deals with the issues of efficiency of functioning of the national economics and organizational forms of management of the national economy. Attention is paid to the problems of marketing, management and efficiency of production and economic activity of agrarian enterprises. The issues of public administration and administration, accounting and taxation, banking and insurance, forecasting and modeling of economic processes, foreign economic activity, commodity flows of economic entities and their infrastructure support.
FEATURES OF INTERNET ADVERTISING OF HOTEL BUSINESS ENTERPRISES IN THE UKRAINIAN INTERNET SEGMENT
LIMAN Vitaly – Candidate of Technical Sciences, Associate Professor, Associate Professor of the Department of Computer Sciences and Economic Cybernetics, Vinnytsia National Agrarian University (21008, Vinnytsia, 3, Soniachna Str., e-mail: limanv@ukr.net).
POLOVA Olena – Doctor of Science in Economics, Professor, Professor of the Department of Business and Service Spheres, Vinnytsia National Agrarian University (21008, Vinnytsia, 3, Soniachna Str., e-mail: olenapolova155@gmail.com).
The article analyzes the use of the main types of Internet advertising by hotel business enterprises. The peculiarities of the use by hotel business entities in the Ukrainian Internet segment of such types of Internet advertising as search optimization of the hotel website, «Google My Business» service, contextual advertising, partnership with online reservation services, advertising in social networks are given.
Basic requirements for the website of the hotel enterprise are generalized. Such indicators of ease of use of the site as easy availability of basic information, cross-browser compatibility, download speed and others are described. Recommendations for the modern design style of the hotel website are given. The expediency of multilingual hotel website is substantiated. The main components of the information content of the website of the hotel enterprise are described - the conditions of booking and accommodation, the appearance of the rooms, information about the location of the hotel, etc.
The main requirements for the hotel website were analyzed. On the basis of statistical data of thematic search queries in Ukrainian and foreign languages, the relevance of attracting thematic traffic to the hotel website in both Ukrainian and foreign languages has been proven, and recommendations for the implementation of such attraction have been given. Such means of obtaining foreign language traffic by the site as creating foreign language mirrors of the hotel site and including foreign language key phrases in the metatags and pages of the site are described, which allows to increase the visibility of the site in search engines by expanding its semantic core and increasing positions in thematic search results.
The peculiarities of the use of the contextual advertising to attract potential hotel customers were studied and its advantages and disadvantages were described. The specifics of contextual advertising in the Ukrainian Internet segment are determined, in particular, the need for separate adjustment of this type of advertising in the google.com and google.com.ua push systems. Advertising formats and specifics of advertising of the hotel enterprises in social networks are described.
The specifics of the using the «Google My Business» service for advertising hotel enterprises are analyzed in detail. Recommendations are given for registering a hotel business enterprise in this service and administering of the created account is made. Reasoned Recommendations regarding the content and completeness of the information in the hotel card in the «Google My Business» service, and the correspondence of this information to the content of the hotel website are justified.
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About journal
051 Economics
071 Accounting and taxation
072 Finance, banking and insurance
073 Management
075 Marketing
076 Business, trade and exchange activities
241 Hotel, restaurant and catering
281 Public administration
The journal “Economy, finances, management: Topical issues of science and practice” is included in the "List of Scientific Professional Editions of Ukraine".
The scientific edition is assigned the Category "Б" in the field of economics in specialties 051, 071, 072, 073, 075, 076, 241, 281
(Order of the Ministry of Education and Science of Ukraine No. 249, March 17, 2020).
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The editorial board of the journal is guided by the principles of scientific, objectivity, professionalism, informational support of the most significant innovative researches, observance of standards of publishing ethics.
The purpose of the journal "Economics, finances, management: Topical issues of science and practical activity» is the coverage of leading scientific ideas in the economic, financial and management activities of the sectors of the national economy and the involvement of representatives of the domestic and foreign scientific professional community.
Objectives of the journal:
- publication of research findings on innovation in the economy, financial and management spheres, innovation of production processes;
- expanding partnerships with international scientific publishing organizations;
- enhancing the culture of reviewing and annotating published material;
- adherence to editorial ethics.
Article publishing is a paid service. Cost for printing in professional publications in accordance with the Decree of the Cabinet of Ministers of Ukraine of August 27, 2010 No. 796 "On approval of the list of paid services that can be provided by state educational institutions, other institutions of the educational system belonging to state and communal ownership" and the order Rector of the Higher Education University Mazura VA dated March 14, 2018 No. 93 “On setting the cost of printing in professional editions of the University”.
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It was founded in 1997 under the name "Bulletin of the Vinnytsia State Agricultural Institute". In 2010-2014 he was published under the title “Collection of scientific works of Vinnitsa National Agrarian University”.
From 2015 ”Economy, finances, management: Topical issues of science and practical activity” (Certificate of State Registration of Mass Media No. 21154-10954 of PR as of December 31, 2014)
The journal is the successor to the edition ”Collection of Scientific Papers of Vinnytsia National Agrarian University. Series: Economic Sciences. "
