POSITIONING OF HOTELS IN AN INTERNATIONAL TOURIST DISCOURSE: ADVERTIZING STRATEGY, TACTICS AND TENDENCIES
Article is devoted to creative advertizing strategy of the positioning, corresponding to last repertoire of communicative tactics, and tendencies of advertizing of hotels. The material of a tourist discourse is analyzed by the author in aspect of the speech means increasing efficiency of advertizing influence and promoting establishment of dialogue between the consumer of hotel services and the advertiser. The first tactic it is tactics targeting references. In promotional descriptions of hotels can be attempted by their ranking hotel recommendations definiteness group of potential customers (indicate factor addressee). For different groups of customers choice of hotel and purchase hotel services associated with different conditions: maximum demands for comfort, availability of entertainment or recreation programs, type of food. The second tactic it is tactics speech. Euphemisms are veiled speech techniques supply negative information. Thus, the authors are trying to advertise for-mask insufficient comfort of the hotel, its unfortunate location, completely removed from the beach and other shortcomings by statements mitigating the position of the actual cases. Third tactic, which is realized with the help of advertising strategy positioning hotels, you can with some degree of conditionality called tactics appropriation title advertised object. Its use is associated with the persistent development of hotel chain and new versions of the classification of hotels and inns. The most correct is considered the classification proposed by the Association of British Travel Agents British Travel Authority (BTA). The results of the studies presented in this article show that used tactical schemes Tactics address references; tactics speech tactics assignment title advertised object. Besides the above three major tactical schemes, advertising hotels there at least another two tendencies: the tendency to confusion tactics; trend of increasing advertising unusual, unusual hotels. Thus, the advertising strategy of positioning the hotels is currently under active development. This strategy can be attributed to the strategy of mixed type, as it combines the features of rationalist and emotional approaches.