ІННОВАЦІЙНІ СТРАТЕГІЇ ЯК ПЕРСПЕКТИВНИЙ НАПРЯМ ПЛАНУВАННЯ ДІЯЛЬНОСТІ ГОТЕЛЬНИХ ТА РЕСТОРАННИХ ПІДПРИЄМСТВ УКРАЇНИ

Abstract

The article monitors and analyzes the main strategies for the development of hotel and restaurant enterprises and, accordingly, increase their efficiency and competitiveness; the process of organization and economic planning of hotel and restaurant enterprises has been improved. It is investigated that the enterprises of hotel and restaurant industry of Ukraine partially provide the necessary quality indicators for the provided services, and this is the reason for the insufficient level of competitiveness of services in the domestic market and in European countries. An urgent problem of planning and organizing the activities of hotel and restaurant enterprises is the use of innovative strategies and areas of long-term development to increase the level of competitiveness and quality of services provided. This will intensify innovation processes in Ukraine in the field of services. Innovative strategies and promising areas of development of hotel and restaurant enterprises are extremely important in the management of hotel and restaurant complexes. Innovative strategies in the hotel and restaurant industry are cost-effective and feasible provided a high level of profitability, improving the service process, expanding the range of services, reducing costs, increasing competitiveness, improve and optimize the work of all hotel or restaurant services. The application of innovative strategies in the process of hotel and restaurant enterprises allows them to compete in the field of service. In conditions of fierce competition and rapidly changing market conditions, it is very important not only to focus on the internal state of affairs of the enterprise, but also to develop a long-term strategy. Economic activity requires constant innovation. All services offered by hotel and restaurant enterprises must be introduced in modern innovative ways. This is the basis for successful business, maintaining a consistently high level of competitiveness and improving the quality of service. The selection of the optimal innovation strategy for a hotel or restaurant company is carried out by its management based on the analysis of key factors that characterize its condition and the state of the product portfolio.