GEOGRAPHIC MAP OF THE RESTAURANT’S CUSTOMER ENVIRONMENT: SCIENTIFIC SUBSTANTIATION
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Bovsh L., Rasulova A., Ohrimenko A. Geokarta klijents'kogo seredovyshha restoranu: naukove obg'runtuvannja. Mizhnarodnyj naukovo-praktychnyj zhurnal "Tovary i rynky". 2021. № 1. S. 76-85.
The aim of the research is an operationalization of theoretical aspects to the definition and scientific substantiation of the geographic map of the restaurant’s customer environment as an effective tool to stimulate demand during a pandemic.
Materials and methods. The study used such general economic methods as abstraction and theoretical generalization. Empirical research methods (axiomatic and systematization) were used to form models of the geographic map architecture of the client environment. In turn, the methods of analysis, synthesis and induction were used to generalize analytical research and draw conclusions.
Results. The definition of the main components of the definition of "geographic map of the customer environment" is analyzed; it is proved that the use of this marketing tool allows position the restaurant in a certain geolocation and manage the demand for its products. The architecture of the geographic map of the client environment and the algorithm of its formation on the example of a common application Google Maps are considered. The expediency of using the opportunities is provided by these tools in order to manage restaurant offers and communicate with consumers.
Conclusion. In the context of the pandemic, economic entities face new challenges, which necessitated the search for additional opportunities to stimulate demand and carry out activities that are projected to become the new standard of consumer relations in the next few years. Therefore, using the capabilities of the geographic map of the client environment will help reduce the risk of losses from oscillating lockdown by managing the offer in the online space on the platform of digital maps.
The approaches to the creation of a geographic map of the client environment offered in the article allow to understand the convenience of using this tool and make it flexible for managing the demand of the restaurant business during the pandemic and after overcoming it.
Keywords: restaurant, geomap, map of trade territory, client environment, COVID-19.
2. Smagina, A. Restorannyj biznes v Ukrai’ni pid chas karantynu: jak vtrymatys’ na plavu u nevelykomu misti [Restaurant business in Ukraine during quarantine: how to stay afloat in a small town]. Media rishen’ – Media of solutions. Retrieved from https://rubryka.com/article/restoran-neggenshil-karantyn [in Ukrainian].
3. Zavadyns’ka, O. (2018). Innovacijni tehnologii’ gospodarjuvannja v restorannomu biznesi [Innovative management technologies in the restaurant business]. Restorannyj i gotel’nyj konsaltyng. Innovacii’ – Restaurant and hotel consulting. Innovations, 2, 93-102. DOI: 10.31866/2616-7468.2.2018.157176 [in Ukrainian].
4. Prysakar, I. (2015). Upravlinnja zakladamy restorannogo gospodarstva: avtomatyzacija biznes-procesiv [Restaurants management: the automation of business processes]. Visnyk KNTEU – Herald of KNUTE, 3, 60-78. Retrieved from http://visnik.knute.edu.ua/ files/2015/03_1/6.pdf [in Ukrainian].
5. Kobashi, Y, & Maekaws, T. (2013). 2114 Construction of 3D-GeoMap for mining areas. The Proceedings of Design & Systems Conference. Japan Society of Mechanical Engineers. Retrieved from http://dx.doi.org/10.1299/jsmedsd.2013.23._2114-1 [in English].
6. Johnston, L., & Jensen, K. (2009). MapHappy: A User-Centered Interface to Library Map Collections via a Google Maps "Mashup". Journal of Map & Geography Libraries, 5 (2), 114-30. Retrieved from http://dx.doi.org/10.1080/15420350903001138 [in English].
7. Ganor, T. (2017). An Integrated Spatial Search Engine for Maps and Aerial Photographs on a Google Maps API Platform. Journal of Map & Geography Libraries, 13 (2), 175-97. Retrieved from http://dx.doi.org/10.1080/15420353.2016.1277574 [in English].
8. Sundari, J., & Arumaryawan, D. (2018). Sistem Informasi Geograpfis dengan Google Map Untuk Pencarian Rumah Kost. INOVTEK Polbeng – Seri Informatika, 3 (1). Retrieved from http://dx.doi.org/10.35314/isi.v3i1.255.
9. Daly, E. (2016). Using Google Earth for Field trips and map making. Irish Journal of Technology Enhanced Learning, 1 (1). Retrieved from http://dx.doi.org/10.22554 /ijtel.v1i1.5 [in English].
10. Aziz, A. Adding the Public Places of Ranya District on the Google Map. Retrieved from https://www.ijert.org/adding-the-public-places-of-ranya-district-on-the-google-map [in English].
11. Brunec’, I. (2009). Osnovni pokaznyky vyboru kolaboratyvnogo mul’tymedijnogo seredovyshha. Komp’juterni nauky ta inzhenerija [The main indicators of choosing a collaborative multimedia environment. Computer Science and Engineering]: Proceedings of the ІV International Sientific and Technical CSIT-2009. (pp. 263-266). L’viv: Vydavnyctvo Nacional’nogo universytetu "L’vivs’ka politehnika" [in Ukrainian].
12. Kuleshov, V. V., Kuleshov, V. M., & Nosenko, M. P. (2008). Udoskonalennja prognozuvannja popytu na vantazhni perevezennja zaliznychnym transportom [Improving the forecasting of demand for freight transport by rail]. Visnyk NTU "HPI". Tematatychnyj vypusk: Novi rishennja v suchasnyh tehnologijah – Bulletin of NTU "KhPI". Thematic issue: New solutions in modern technologies, 43, 136-139. Harkiv: NTU "HPI" [in Ukrainian].
13. Karabaza, I. (2020). Ekonomichni faktory marketyngovogo seredovyshha pidpryjemstv restorannogo biznesu [Economic factors of the marketing environment of restaurant business enterprises]. Galyc’kyj ekonomichnyj visnyk – Galician Economic Bulletin. (Issue 2 (63), (pp. 208-213). Retrieved from http://elibrary.donnuet.edu.ua/2052 [in Ukrainian].
14. Razynkova, A. Restorannyj biznes v social’nyh merezhah: jak prodavaty i zaluchaty novyh klijentiv? [Restaurant business on social networks: how to sell and attract new customers?]. Marketer. Retrieved from https://marketer.ua/ua/restaurant-business-on-social-networks [in Ukrainian].
15. Shepard, R. (2014). Map-based Input with Google Fusion Tables. Cartographic Perspectives, 75, 49-54. Retrieved from http://dx.doi.org/10.14714/cp75.1226 [in English].
16. Sun, Yongwang. (2014). Research on the Method for Produce Digital Map Based on Google Earth. Geomatics Science and Technology, 2 (04), 49-55. Retrieved from http://dx.doi.org/10.12677/gst.2014.24009 [in English].
17. Geografichna karta [A Geographical map]. Vikipedija – Wikipedia. Retrieved from https://uk.wikipedia.org/w/index.php?titleform [in Ukrainian].
18. Kartografichni servisy u borot’bi za audytoriju. Pokrokova instrukcija roboty z Google Maps [Cartographic services in the struggle for the audience. Step-by-step instructions for working with Google Maps]. UVK. Retrieved from https://retailers.ua/ news/menedjment/11034-kartograficheskih-service [in Ukrainian].
19. Novi resursy dlja keruvannja kampanijamy pid chas pandemii’ COVID-19 [New resources for companies management during the COVID-19 pandemic]. Google Ads. Retrieved from https://support.google.com/google-ads/answer/9790909 [in Ukrainian].
Bovsh L., Rasulova A., Ohrimenko A. Geokarta klijents'kogo seredovyshha restoranu: naukove obg'runtuvannja. Mizhnarodnyj naukovo-praktychnyj zhurnal "Tovary i rynky". 2021. № 1. S. 76-85.
| UDC 640.432-052:912.43 | ||
| JEL Classification: В40; L83; Н80; D24 | DOI: https://doi.org/10.31617/tr.knute.2021(37)06 | |
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Liudmyla BOVSH E-mail: Ця електронна адреса захищена від спам-ботів. вам потрібно увімкнути JavaScript, щоб побачити її. ORCID: 0000-0001-6044-3004 |
Candidate of Economic Sciences, Associate Professor, Associate Professor at the Department of Hotel and Restaurant Business, Kyiv National University of Trade and Economics 19, Kyoto str., Kyiv, 02156, Ukraine |
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Alla RASULOVA E-mail: Ця електронна адреса захищена від спам-ботів. вам потрібно увімкнути JavaScript, щоб побачити її. ORCID: 0000-0002-0498-3433 |
Candidate of Economic Sciences, Associate Professor at the Department of Hotel and Restaurant Business, Kyiv National University of Trade and Economics 19, Kyoto str., Kyiv, 02156, Ukraine |
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Alla OKHRIMENKO E-mail: Ця електронна адреса захищена від спам-ботів. вам потрібно увімкнути JavaScript, щоб побачити її. ORCID: 0000-0003-0405-3081 |
Doctor of Economics, Associate Professor at the Department of Hotel and Restaurant Business, Kyiv National University of Trade and Economics 19, Kyoto str., Kyiv, 02156, Ukraine |
GEOGRAPHIC MAP OF THE RESTAURANT’S CUSTOMER ENVIRONMENT: SCIENTIFIC SUBSTANTIATION
Background. Prolonged lockdown framing causes economic depression for economic entities and the fluctuating nature of its strengthening has a negative impact on the financial performance of the restaurant business. Therefore, the urgent task of marketing is to use convenient tools that are built into the most mobile gadgets – geolocation maps. Consumers use it to meet their gastronomic needs, so restaurants should manage this digital information tool to position and develop marketing opportunities and customer focus.The aim of the research is an operationalization of theoretical aspects to the definition and scientific substantiation of the geographic map of the restaurant’s customer environment as an effective tool to stimulate demand during a pandemic.
Materials and methods. The study used such general economic methods as abstraction and theoretical generalization. Empirical research methods (axiomatic and systematization) were used to form models of the geographic map architecture of the client environment. In turn, the methods of analysis, synthesis and induction were used to generalize analytical research and draw conclusions.
Results. The definition of the main components of the definition of "geographic map of the customer environment" is analyzed; it is proved that the use of this marketing tool allows position the restaurant in a certain geolocation and manage the demand for its products. The architecture of the geographic map of the client environment and the algorithm of its formation on the example of a common application Google Maps are considered. The expediency of using the opportunities is provided by these tools in order to manage restaurant offers and communicate with consumers.
Conclusion. In the context of the pandemic, economic entities face new challenges, which necessitated the search for additional opportunities to stimulate demand and carry out activities that are projected to become the new standard of consumer relations in the next few years. Therefore, using the capabilities of the geographic map of the client environment will help reduce the risk of losses from oscillating lockdown by managing the offer in the online space on the platform of digital maps.
The approaches to the creation of a geographic map of the client environment offered in the article allow to understand the convenience of using this tool and make it flexible for managing the demand of the restaurant business during the pandemic and after overcoming it.
Keywords: restaurant, geomap, map of trade territory, client environment, COVID-19.
REFERENCES
1. Balac’ka, N. (2020). Restorannyj biznes v umovah pandemii’ koronavirusu: problemy ta naprjamy transformacii’ modelej rozvytku [Restaurant business in the context of the coronavirus pandemic: problems and directions of development models transformation]. Infrastruktura rynku – Market infrastructure, 42, 117-123. Retrieved from http://dx.doi.org/10.32843/infrastruct42-20 [in Ukrainian].2. Smagina, A. Restorannyj biznes v Ukrai’ni pid chas karantynu: jak vtrymatys’ na plavu u nevelykomu misti [Restaurant business in Ukraine during quarantine: how to stay afloat in a small town]. Media rishen’ – Media of solutions. Retrieved from https://rubryka.com/article/restoran-neggenshil-karantyn [in Ukrainian].
3. Zavadyns’ka, O. (2018). Innovacijni tehnologii’ gospodarjuvannja v restorannomu biznesi [Innovative management technologies in the restaurant business]. Restorannyj i gotel’nyj konsaltyng. Innovacii’ – Restaurant and hotel consulting. Innovations, 2, 93-102. DOI: 10.31866/2616-7468.2.2018.157176 [in Ukrainian].
4. Prysakar, I. (2015). Upravlinnja zakladamy restorannogo gospodarstva: avtomatyzacija biznes-procesiv [Restaurants management: the automation of business processes]. Visnyk KNTEU – Herald of KNUTE, 3, 60-78. Retrieved from http://visnik.knute.edu.ua/ files/2015/03_1/6.pdf [in Ukrainian].
5. Kobashi, Y, & Maekaws, T. (2013). 2114 Construction of 3D-GeoMap for mining areas. The Proceedings of Design & Systems Conference. Japan Society of Mechanical Engineers. Retrieved from http://dx.doi.org/10.1299/jsmedsd.2013.23._2114-1 [in English].
6. Johnston, L., & Jensen, K. (2009). MapHappy: A User-Centered Interface to Library Map Collections via a Google Maps "Mashup". Journal of Map & Geography Libraries, 5 (2), 114-30. Retrieved from http://dx.doi.org/10.1080/15420350903001138 [in English].
7. Ganor, T. (2017). An Integrated Spatial Search Engine for Maps and Aerial Photographs on a Google Maps API Platform. Journal of Map & Geography Libraries, 13 (2), 175-97. Retrieved from http://dx.doi.org/10.1080/15420353.2016.1277574 [in English].
8. Sundari, J., & Arumaryawan, D. (2018). Sistem Informasi Geograpfis dengan Google Map Untuk Pencarian Rumah Kost. INOVTEK Polbeng – Seri Informatika, 3 (1). Retrieved from http://dx.doi.org/10.35314/isi.v3i1.255.
9. Daly, E. (2016). Using Google Earth for Field trips and map making. Irish Journal of Technology Enhanced Learning, 1 (1). Retrieved from http://dx.doi.org/10.22554 /ijtel.v1i1.5 [in English].
10. Aziz, A. Adding the Public Places of Ranya District on the Google Map. Retrieved from https://www.ijert.org/adding-the-public-places-of-ranya-district-on-the-google-map [in English].
11. Brunec’, I. (2009). Osnovni pokaznyky vyboru kolaboratyvnogo mul’tymedijnogo seredovyshha. Komp’juterni nauky ta inzhenerija [The main indicators of choosing a collaborative multimedia environment. Computer Science and Engineering]: Proceedings of the ІV International Sientific and Technical CSIT-2009. (pp. 263-266). L’viv: Vydavnyctvo Nacional’nogo universytetu "L’vivs’ka politehnika" [in Ukrainian].
12. Kuleshov, V. V., Kuleshov, V. M., & Nosenko, M. P. (2008). Udoskonalennja prognozuvannja popytu na vantazhni perevezennja zaliznychnym transportom [Improving the forecasting of demand for freight transport by rail]. Visnyk NTU "HPI". Tematatychnyj vypusk: Novi rishennja v suchasnyh tehnologijah – Bulletin of NTU "KhPI". Thematic issue: New solutions in modern technologies, 43, 136-139. Harkiv: NTU "HPI" [in Ukrainian].
13. Karabaza, I. (2020). Ekonomichni faktory marketyngovogo seredovyshha pidpryjemstv restorannogo biznesu [Economic factors of the marketing environment of restaurant business enterprises]. Galyc’kyj ekonomichnyj visnyk – Galician Economic Bulletin. (Issue 2 (63), (pp. 208-213). Retrieved from http://elibrary.donnuet.edu.ua/2052 [in Ukrainian].
14. Razynkova, A. Restorannyj biznes v social’nyh merezhah: jak prodavaty i zaluchaty novyh klijentiv? [Restaurant business on social networks: how to sell and attract new customers?]. Marketer. Retrieved from https://marketer.ua/ua/restaurant-business-on-social-networks [in Ukrainian].
15. Shepard, R. (2014). Map-based Input with Google Fusion Tables. Cartographic Perspectives, 75, 49-54. Retrieved from http://dx.doi.org/10.14714/cp75.1226 [in English].
16. Sun, Yongwang. (2014). Research on the Method for Produce Digital Map Based on Google Earth. Geomatics Science and Technology, 2 (04), 49-55. Retrieved from http://dx.doi.org/10.12677/gst.2014.24009 [in English].
17. Geografichna karta [A Geographical map]. Vikipedija – Wikipedia. Retrieved from https://uk.wikipedia.org/w/index.php?titleform [in Ukrainian].
18. Kartografichni servisy u borot’bi za audytoriju. Pokrokova instrukcija roboty z Google Maps [Cartographic services in the struggle for the audience. Step-by-step instructions for working with Google Maps]. UVK. Retrieved from https://retailers.ua/ news/menedjment/11034-kartograficheskih-service [in Ukrainian].
19. Novi resursy dlja keruvannja kampanijamy pid chas pandemii’ COVID-19 [New resources for companies management during the COVID-19 pandemic]. Google Ads. Retrieved from https://support.google.com/google-ads/answer/9790909 [in Ukrainian].