INNOVATIVE APPROACHES TO THE DEVELOPMENT OF HOTEL INDUSTRY ENTERPRISES: FOREIGN EXPERIENCE

Abstract

Purpose. The aim of the article is generalization of the provisions of innovative approaches to the development of hospitality enterprises implemented in foreign practice. Methodology of research. The following were used in the course of the study: the method of systematization, which made it possible to classify modern innovative approaches in this area; a statistical method necessary to establish the effectiveness of the implementation of these approaches in foreign practice; a comparison method that is used to assess the possibility of implementing foreign practices in Ukrainian conditions. Findings. Generalizations of the provisions of innovative approaches to the development of hospitality enterprises, which are implemented in foreign practice, are presented. The following innovative approaches are highlighted in these areas, including: an innovative approach to optimizing contacts between staff and clients of hotel enterprises (using monitoring contact models); an innovative approach associated with the creation of new customer acquisition strategies that combine information technology capabilities and full compliance with supply and demand in the hotel services market; an innovative approach based on increasing the number of customers due to increased loyalty of hotel service; an innovative approach based on the use of a development strategy benchmark for the introduction of greening of accommodation premises, their operation, customer service, the use of energy-saving technologies in the field of heating, energy supplies and other, ecological use of waste products. The effectiveness of the implementation of these innovative approaches is determined on the basis of the materials of the considered empirical studies, the probability of their application in the conditions of the functioning of the Ukrainian hospitality enterprises is proved. Originality lies in the fact that the study further developed the issue of systematizing innovative approaches to the development of hospitality enterprises, which are implemented in foreign practice. Practical value. The determined results of the study are based on the fact that certain innovative approaches to development can be implemented in the development of hospitality enterprises in Ukraine. Key words: innovative approaches, development, hospitality enterprises, hotel service loyalty, energy-saving technologies, greening of premises, monitoring contact models, customer involvement.