Персоналізація цифрових маркетингових стратегій у індустрії гостинності з урахуванням теорії поколінь
Personalization of Digital Marketing Strategies in the Hospitality Industry with Consideration of Generational Theory

Summary/Abstract: The article examines the significance and justifies the need for personalization of digital marketing strategies in the hospitality industry through the prism of generational theory as a tool for a deeper understanding of consumer expectations of different age groups. It identifies the features of applying the generational theory approach to the formation of personalized marketing strategies aimed at ensuring relevant and effective communication with consumers. It emphasizes that in the context of the digital transformation of the hospitality industry, personalization of interaction is a key factor in increasing the competitiveness of enterprises and forming a high level of customer experience. The influence of value orientations and behavioral characteristics of representatives of different generations on the perception of personalized marketing communications is analyzed. The possibilities of digital tools for adapting the offers of hospitality industry enterprises to the needs of each target group are considered. Particular attention is paid to audience segmentation according to the theory of generations and the selection of priority communication channels for each segment. It has been found that integrating generational theory with digital analytics and artificial intelligence tools provides a higher level of personalization, increases the effectiveness of marketing campaigns, and promotes customer loyalty. It has been argued that the application of the generational theory approach should be balanced, as the year of birth is not always a determining factor in consumer behavior. The most effective approach is a comprehensive one that combines insights from generational theory with an analysis of real user behavior patterns in the digital space, psychographic characteristics, and individual customer expectations. The results can be used to improve the digital marketing strategies of hospitality companies and increase their competitiveness in the face of modern challenges.

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