Building a model for the development and promotion of MICE services at the enterprises of the hotel industry in the conditions of high competition

in the conditions of high competition, the current vector of ensuring the progressive development of the hotel industry is the diversification of services, including in the direction of the MICE sector. The target audience of these services are corporate clients, and the development and promotion of this segment allows hotels, in addition to increasing the occupancy rate of the room stock, to create additional sources of income by organizing business events, exhibitions and conferences. The relevance of the study is due to the high potential of MICE services in terms of increasing the competitiveness of hotel enterprises. The presented article constructs a model for the development and promotion of MICE services at the enterprises of the hotel industry in the conditions of high competition. Objective: modeling the processes of development and promotion of MICE services in the hotel services market. Methods: system analysis, modeling, methods of induction and deduction, analysis and synthesis, abstraction, generalization, as well as methods of formalization and logical justification. Results: a conceptual model for the development and promotion of MICE services in the hotel industry has been developed. The model takes into account organizational and economic mechanisms, adaptive positioning strategies and integration of digital technologies into marketing and operational processes of hotel enterprises. Conclusion: The model has the potential to be applied at various levels of the hotel business.

hospitality economy, service diversification, business processes of hotel enterprises, MICE sector, ensuring competitiveness, adaptive positioning strategies, integration of digital technologies, marketing and operational processes, hotel enterprises