THE ROLE AND IMPORTANCE OF INNOVATION IN IMPROVING THE QUALITY OF HOTEL SERVICES ENTERPRISES

The article is concerned with analyzing the role and importance of innovations in improving the quality of services of a hotel enterprise in the current business environment. The purpose of the article is to summarize scientific and practical approaches to the role and importance of innovations in the modern hospitality industry, to identify problems and determine the priority areas for the use of digital technologies and innovative tools to improve the quality of services of a hotel enterprise. In order to reveal the topic of the study, the author focuses on globalization processes in the field of tourism and the need to take into account the competitive environment in all segments of the hospitality industry as a leading economic sector, where the hotel and restaurant business plays an important role. The differences in certain aspects of the organization and operation of a hotel enterprise are analyzed in accordance with the influence of the external and internal environment, crisis phenomena, periods of uncertainty, etc. The role and importance of innovative technologies for improving the quality of basic, additional and related hotel services in times of crisis, uncertainty and in the direction of development strategy is emphasized. Negative and positive examples of targeted implementation of innovations in infrastructure provision, additional and related types of hotel and restaurant services are studied. The need for further research on the issue of establishing modern vectors of innovative development of hotel enterprises in Ukraine is confirmed by differentiating the role and dynamics of changing emphasis on the priority segmental value of innovations in improving the quality of services of a hotel enterprise at the main levels of management and operation of the institution, taking into account the long-term perspective, in particular during martial law and in the post-war period. However, due to the dynamic challenges of time, this issue remains relevant and requires further systematic detailed analysis of the identified priority areas in the spectrum of research on the impact on the quality of hotel services in the direction of improving various adaptive innovation measures and mechanisms as a result of innovation.