ТЕОРЕТИЧНІ ОСНОВИ УПРАВЛІННЯ ІННОВАЦІЙНОЮ ДІЯЛЬНІСТЮ ПІДПРИЄМСТВ ГОТЕЛЬНО-РЕСТОРАННОГО БІЗНЕСУ

Abstract

The from how correctly the system of innovative management of the development of the hotel and restaurant industry is being implemented at the current stage, it should be perceived by managers as an effective way of responding to market challenges, taking into account innovative processes and the latest trends in business development. The modern interpretation of innovation is complex and involves management actions, business motives, business activity and the ability to innovate. In accordance with international norms, it was determined that “innovation” is defined as the final result of innovative activity, which was embodied in the form of a new or improved product introduced on the market, a new or improved technological process used in practical activities, or in a new approach to “social services”. It is important to note that the introduction of various innovations prompts the management of the company to make logical and necessary changes in the structure of the organization, as well as changes in the methods of organization and management of the company. Conducting innovative activities is one of the key responsibilities of enterprise managers. Managers should take environmental factors into account, as the innovation market in Ukraine is dynamic and stable. Many external factors can interfere with the innovative activity of the enterprise. The use of innovative marketing in the hotel service depends on its orientation and the nature of the concept on which the innovation is based. Innovations that are most often found in the practice of the hotel business include: sensory marketing, aroma marketing, branding, loyalty programs, the use of multimedia technologies, promotion in social networks, electronic distribution, mobile device of the guest A modern hotel enterprise must learn to skillfully regulate its activities with the help of innovative marketing, which will allow it to significantly reduce the risks associated with the introduction of innovations, leaving the opportunity to maneuver resources in conditions of economic crisis and increased competition in the markets.