The Diversification of Marketing Strategies for Different Categories of Hotels in Samarkand

Abstract

Purpose. This thesis analyzed the marketing strategies that are used by the hotels in Samarkand and the way strategies have been diversified to meet the needs of the market. It also focuses on the effects of COVID-19 on hotels and the hotel industry and the strategies that can bring more visitors to the hotels in Samarkand. Marketing strategies for hotels have been discussed by many researchers and the significance of the new and diversified strategies during the pandemic grew stronger.

Design. The questionnaire and analysis of the secondary data have been chosen as the main methods of conducting research.

Results. Results of the questionnaire and the literature review showed that there is strong need for creating new marketing strategies that aim at the locals and the safety measures that prevent the spread of COVID-19.

Findings. The issue of diminishing number of tourists and visitors to the hotels have affected the hospitality industry in the worst possible way, however, this situation also creates opportunities for the hotels who have new marketing strategy that is focused on safety measures.