Methodological bases of management of investment product marketing in the field of hotel real estate for a private investor: the basic concepts and specifics
The article notes that capital movement is one of the main conditions of any sort of economic activity while decision-making on investments is based on a number of subjective and objective factors. The article also states that real estate plays a special part in investment in comparison to other investment objects. As an investment object, real estate has high price and is under closer attention when purchasing. The main investment source of the hotel real estate is private investors. In contrast to institutional investors, private ones are not able to conduct the full analysis of the potential investment objects. Under the nowadays conditions, it signifies the necessity of the development of methodological basis of the investment project marketing in the field of hotel real estate for private investors. The article suggests the methodological basics of the investment project marketing in the field of hotel real estate for private investors. In addition, the article clarifies the notions of "investment marketing", "marketing of investments", "management of investment project marketing", "investment product", "subjects of investment product marketing", "marketing attractiveness of investment product", and "factors of investment product marketing attractiveness". The article concludes that in the modern conditions, it is required to improve the attractiveness of the existing methods of hotel real estate analysis based on marketing methodology that will create a practice-oriented tool for potential private investors and hotel real estate salespeople.