EMOTIONAL AND COMMUNICATIVE ENVIRONMENT OF BRAND IDENTITY OF HOSPITALITY ESTABLISHMENTS

Abstract

The purpose of the article is to identify and analyze the main emotional and communicative components of the environment that affect the brand identity of a hospitality establishment.
Research methodology. The study used an interdisciplinary methodology based on the integration of scientific approaches from cultural studies, psychology, and socio-cultural management. A number of general scientific methods were applied: analysis, synthesis, generalization, etc.
Novelty. For the first time in Ukrainian cultural studies, a study of the brand identification of hospitality establishments is proposed, based on the importance of the emotional and communicative component in their management.
Results. Companies in the hospitality sector face strong competition, in which differentiation becomes a key element of success. In such a scenario, the role of brands becomes vital, a determining factor that goes beyond the simple definition of an establishment. A key element of successful branding of hospitality establishments is emotional and communication identification, which contributes to the formation of a unique image, increasing customer loyalty and creating a competitive advantage in the market. Therefore, hospitality establishments should focus on creating a positive emotional communication experience that remains in the memory of customers. This is achieved through high-quality service, atmosphere, design, an individualized approach to the needs of guests, the use of emotional tools in marketing, such as storytelling, visual communications, sound and sensory elements that evoke a sense of authenticity and attachment to th e brand in customers. The use of social networks, online platforms and virtual tours allows hospitality establishments to strengthen the emotional connection with customers, expand the audience, strengthen their reputation, and ensure sustainable development in the long term.