ТРЕНДЫ ИННОВАЦИОННОЙ СЕРВИСНОЙ СИСТЕМЫ ПРЕДПРИЯТИЙ ИНДУСТРИИ ГОСТЕПРИИМСТВА В КОНТЕКСТЕ ДИВЕРГЕНТНОГО СЕРВИСА

Abstract

The introduction of the concept of divergent service into the organizational and service process of hospitality industry enterprises, including sanatorium-resort complexes, is based on the basic trends of the hospitality industry, this is the study of consumer behavior and their recreational needs; the formation of a team of specialists with a creative focus for the organization of innovative service programs using recreational technologies and divergent approaches; the creation of conditions in parts of the design of the spatial environment to create points of attraction, atmospherics in symbiosis with a set of additional services, both service and medical. Divergent thinking determines the creative way of development – the matrix construction of organizational culture, convergent thinking determines the constructive way of development – the hierarchical construction of organizational culture. The conceptual approach in the organization of service processes will allow to differentially increase the index of customer satisfaction, as well as to navigate modern trends in the field of health tourism. The importance of assessing the real situation of the quality of service lies in the analysis of basic quality assessment tools and system monitoring of customer satisfaction, finding the most suitable divergent approaches to solving service tasks for a specific hospitality enterprise. Hospitality industry enterprises use traditional management and quality control systems in their organizational culture – a convergent approach. In the case of the divergent approach, it is used quite rarely, due to the fact that the management staff is not yet ready to embark on innovative tracks, this is caused by several factors: - risks associated with unreasonable financial costs; - lack of a creative team capable of solving current problems; - fear of moving away from the traditional management system, control and remuneration system; - weak motivation for professional growth and the difficulty of getting out of the template of the mental matrix of promotion and sales of sanatorium and resort products. The conceptual solution of the implementation of the divergent service program in the conditions of the sanatorium-resort complex, as shown by the practice of testing programs with an individual trajectory of recreation, has a fairly high rating from the point of view of consumers.