Аңдатпа
Marketing communications in the hotel industry play a central role in demand generation, customer expectation management, and reducing uncertainty inherent in the intangible nature of hospitality services.Against the backdropofpost-pandemicrecoveryofinternationaltourismandincreasingdigitaldependenceofdemand,therelevance ofanintegratedcommunicationsapproachhasgrownsubstantially.Thisstudyaimstosystematizethekeyapproachesto managing the integrated marketing communications (IMC) mix in hotel businesses and to justify a managerial model ensuring message consistency and economicefficiency in an omnichannel demand environment. The scientific contribution lies in addressing a gap in empirical literature on IMC within the hospitality industry. The practical significance consists in the applicability of the proposed managerial principles to hotels of various formats and scales. Thestudyemployssystemicandcomparativeanalysis,contentanalysisofacademicandindustrysources,andsecondary data analysis of distribution and digital channel reports. Results demonstrate that a system-integration approach to IMC management yields more stable market outcomes compared to channel-oriented management, particularly under conditions of high dependence on online travel agencies (OTAs) and metasearch platforms.Afour-contour managerial modelisproposed,comprising strategic, process,organizational, and controlcontours.The study contributesa typology ofIMCmanagementapproachesandajustificationofconditionsforeachapproach'sapplicability.Practical recommendationsfocusonbuildinganIMCgovernancemodel,transitioningtocustomerjourneyplanning,and developing a comprehensive IMC metrics system