НАПРЯМИ ІННОВАЦІЙНОЇ ДІЯЛЬНОСТІ В ТУРИСТИЧНІЙ СФЕРІ

Abstract

Understanding the essence of the nature of innovation and the study of innovation processes in the tourism sector contributes to its development, and therefore to the satisfaction of the growing needs of consumers. The article analyzes the definitions that illustrate the main approaches to the interpretation of the concept of "innovation in tourism" by Ukrainian and foreign scientists. It was established that today there is no single approach to the interpretation of the concept of "innovation in tourism". Systematization of scientific and methodical approaches to understanding the essence of "innovation in tourism" as an economic category made it possible to single out the most significant areas of research conveying its meaning. The main trends of innovations in tourism according to the Oslo Manual are highlighted in the areas of: product, process, marketing and organizational innovations. It was established that there is no single approach to the classification of innovations for the tourism sector, which is due to its specificity and the attempt of scientists to accurately identify the object of innovation, since it determines all subsequent innovative activity and its effectiveness. Attention is focused on the fact that in order for the enterprise to obtain the planned result from the implementation of innovations, it is necessary to have the appropriate innovation potential. The list of expected results from conducting innovative activities by enterprises in the tourism sector is given. Incorrect assessment of innovation potential and the innovation strategy developed on its basis is the main cause of risks in innovation activity. The main factors that have a negative impact on the introduction of innovations in the tourism sector have been determined. It has been proven that the development and implementation of innovations is an integral condition for the creation of competitive advantages by enterprises in the tourism sector. Understanding the course of innovation processes in the tourism sector makes it possible to assess the influence of all factors, and a comprehensive approach to solving issues related to financing, training personnel, conducting scientific research, state support, development of a regulatory and legal framework, etc. is a catalyst for the implementation of innovation processes in tourism sector.