THE IMPACT OF DIGITAL COMMUNICATIONS ON THE FORMATION OF BRAND AND CORPORATE IDENTITY OF HOTEL AND RESTAURANT ENTERPRISES

Abstract

Introduction. The digitalization of the economy and the rapid development of information and communication technologies are fundamentally transforming management approaches in the hotel and restaurant industry. In a highly competitive environment, digital communications have become a key factor in brand development, corporate identity formation, and the establishment of sustainable relationships with customers.

Purpose. The purpose of the article is to investigate the impact of digital communications on brand formation and corporate identity development of hotel and restaurant enterprises and to identify the main directions for improving the effectiveness of digital communications in the brand management process.

Materials and methods. The methodological framework of the study is based on general scientific and specialized research methods, including analysis, synthesis, generalization, a systems approach, comparative analysis, and logical modeling. The information base consists of scientific publications by Ukrainian and foreign scholars devoted to digital marketing, branding, corporate identity, and the development of hospitality enterprises.

Results. The study substantiates the role of digital communications as a strategic instrument for brand formation in hotel and restaurant enterprises. The importance of social media, corporate websites, online booking platforms, CRM systems, and digital marketing tools in shaping a positive corporate reputation, strengthening corporate culture, and improving enterprise competitiveness is determined. The paper proposes the author's interpretation of digital corporate identity as a combination of organizational values, communication practices, visual elements, and digital manifestations of an enterprise that shape its perception in the digital environment.

Discussion. Further research should focus on the application of artificial intelligence technologies, predictive analytics, and personalized digital communications in the development and management of brands within the hotel and restaurant industry.