Hospitality industry actors in the context of creative economy development: corporate communication strategies

Abstract

The relevance of the article is related to the active development of creative industries, including the hospitality industry in Russia. For the first time, Russian economic development includes such an aspect as the creative economy and draws attention to the creation of various original creative products and projects with the potential for monetization, as well as with great potential for the development of both a new culture of entrepreneurial activity and the preservation and enhancement of the national cultural heritage and traditions of Russian entrepreneurship. This article reveals the issues of the development of the Russian hospitality industry, namely the art of gastronomy and restaurant business. The authors focus on communication strategies, explore corporate communications of leading actors in the restaurant industry, and consider modern techniques for building a dialogue with audiences. The field of research focuses on the subjects of the restaurant sector, which are among the top ten leaders in the opinion of the ratings of the industry community and, therefore, can be considered trendsetters of the industry. The article provides an overview of the English-language works of leading foreign researchers of the hospitality industry, which determines the scientific novelty. The main conclusion of the article is that the restaurant segment of the hospitality industries has made a tremendous turn in development over the past decade, has reached a fundamentally new level of activity both in the field of gastronomy and communication, where the subject of this field (restaurant) is a media center for itself, strategically builds and produces high-quality diverse media content that can build trust and audience interest.