Analysis of innovative approaches to marketing management on the example of countryside accommodation facilities

Nowadays competition in the hotel services market is growing and it is not enough to offer guests a comfortable and well-equipped room, they need to be convinced, surprised and won over. This is a new system of relationships, involving the use of non-standard methods and approaches, a new look at the marketing management processes in the hospitality industry. Traditional solutions that have been successful for a long time are not working now, as the modern consumer no longer perceives them. New and innovative approaches to business development, including in the field of marketing management, come out on top. Innovative marketing currently plays an important role in the hospitality industry and is considered one of the most important directions in the development of the enterprise. Actively implemented innovations in this direction are aimed not only to attract as many new customers as possible, but also to stimulate their repeated visits, to develop the service component in order to ensure stable profits. They reduce in resource intensity, ensure competitive advantages and increase the hotel's recognition in the required market segment. In the article, the author, based on the analysis of the use of marketing technologies of countryside accommodation facilities, suggests the set of recommendations aimed at managing the marketing of the «Klyazma» health resort in order to increase the effectiveness of this accommodation facility.