The impact of digitalization and hybrid formats on the formation of product policy of event services in the hotel and restaurant business

Abstract

The article conducts a comprehensive analysis of the impact of digitalization and hybrid formats on the product policy for event services within the hotel and restaurant business. The study defines the conceptual essence of hybrid events, analyzes the key digital tools, and systematizes the elements of product policy in the context of hybrid formats. Furthermore, it evaluates their impact on the economic performance of the hotel and restaurant business.

 It is substantiated that, amidst global crisis challenges, hybrid formats serve as a strategic necessity for ensuring the stability and revenue diversification of hotel and restaurant businesses, evolving from an optional feature into an integral part of the core product.

Hybrid formats are increasingly recognized as a vital mechanism for risk management, enabling the redistribution of revenues between physical and virtual channels, irrespective of external constraints.

Based on the multi-level product model, it is determined that the success of a hybrid event lies in the augmented product, where personalization and technological quality become key factors in creating unique customer value. The study analyzes the need to adapt classic service quality assessment models (specifically, SERVQUAL) by introducing new criteria, such as technical reliability and digitalization.

The global experience of leading hotel chains is examined, confirming the importance of technological infrastructure, financial flexibility, and a seamless customer experience. Practical recommendations are formulated for managing the quality of event services in the digital environment, particularly regarding the establishment of Event Studios and the introduction of the Digital Concierge role. The research holds high theoretical and practical value for the development of service marketing and the creation of innovative, sustainable, and profitable event products in the hotel and restaurant business.

The findings indicate that effective quality management of event services in digital and hybrid environments requires hotel and restaurant enterprises to transcend traditional service standards and adopt innovative approaches.