MONITORING TECHNOLOGIES CONTRIBUTION TO HOSPITALITY MARKET DEVELOPMENT STRATEGY (CASE-STUDY: MOSCOW REGION)
The necessity for continuous market condition monitoring, which is called forth by the intensive external environment dynamics, makes monitoring technologies a priority in terms of industry research. Unlike conventional marketing analysis, monitoring affords the opportunity to collect and store information over a relatively extended period of time, which provides a solid ground for and benefits the quality of managerial decision making. The article aims at identifying the special aspects of pre- and in-monitoring with the hotel industry targeted, and presents the monitoring procedure worked out and applied by the authors (case study: the Moscow region hotel service sector).