FEATURES OF PROMOTING SERVICES OF RUSSIAN SANATORIUM AND RESORT ORGANIZATIONS IN MODERN CONDITIONS: RESULTS OF FIELD MARKETING RESEARCH

Author(s): Kostromina Ye.A.

Rubric: Management

DOI: 10.21777/2587-554X-2026-2-113-121

Release: 2026-2 (57)

Pages: 113-121

Keywords: health tourism, resort marketing, wellness service promotion, seasonal demand, sales stimulation for resort services, advertising, online promotion

Annotation: This article presents the results of a field study on how Russian resort organizations use wellness promotion tools amid digital transformation, shifting media landscapes, and evolving target audience profiles. The study also reveals variations in promotional strategies across resort categories, from unrated establishments to five-star facilities. The study identifies the most effective promotional tools for resort organizations in today’s environment, with a particular focus on digital tools. The article also examines the key tools for mitigating seasonal demand and the most effective sales channels for resort organizations. It identifies a correlation between a facility’s star rating and the channels used for selling services. Based on the data obtained, the article offers practical recommendations for optimizing marketing strategies in light of the restrictions on popular digital platforms in Russia and the growing share of younger consumers in the health tourism market. The conclusion summarizes the findings and outlines future directions for the study.

Bibliography: Kostromina Ye.A. FEATURES OF PROMOTING SERVICES OF RUSSIAN SANATORIUM AND RESORT ORGANIZATIONS IN MODERN CONDITIONS: RESULTS OF FIELD MARKETING RESEARCH // Economics and Management. – 2026. – № 2 (57). – С. 113-121. doi: 10.21777/2587-554X-2026-2-113-121