Abstract
The article is investigated the theoretical aspects of innovation in the hotel and restaurant industry. The scientific analysis of concepts and categories «innovation», «novation» is carried out. It is proved that the introduction of innovative technologies is an essential condition for increasing the competitiveness of the hotel and restaurant business. The experience of innovative activity of the hotel and restaurant enterprise on the example of the Turkish hotel “Pacco Boutique Hotel” is considered. It was found that the hotel management pays the most attention to product and process innovations. With the help of SWOT-analysis identified strengths and weaknesses, possible ways to increase the competitiveness of the enterprise. The main weaknesses of the company are - insufficiently qualified staff, low percentage of external financing and insufficient marketing campaign. The influence of external factors, especially technological, on the formation of enterprise competitiveness by means of PEST-analysis is investigated. It clearly shows that the company follows modern trends as far as its financial capabilities. As the hotel uses a protective innovation strategy, first the experience of the leaders of the hospitality industry market is analyzed, and only then the innovations that have already successfully proven themselves are implemented. The main shortcomings in the innovative activity of the hotel and restaurant enterprise “Pacco Boutique Hotel” have been revealed. The management mainly focuses on the development of technological innovations – product and process, but does not pay due attention to organizational and managerial. Insufficiently qualified service personnel, lack of proper control over the quality of service provision, lack of trainings and training systems, advanced training. Such significant shortcomings of the enterprise can lead to loss of competitive positions, trust of visitors. Practical recommendations for improving and implementing innovative technologies in the enterprise to increase competitiveness are offered. The main proposals are the introduction of the latest methods of training and retraining of staff, an innovative method of quality management and competitiveness – benchmarking, as well as an enhanced marketing strategy on social networks on platforms such as Instagram and Facebook.
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