MODERN INTERACTIVE TECHNOLOGIES OF MANAGEMENT IN PROMOTION OF SERVICES OF THE HOTEL AND RESTAURANT BUSINESS

Abstract

The article address the theoretical and methodological aspects of the application of interactive management technologies in the promotion of services by enterprises of the hotel and restaurant business. It is emphasized that Industry 4.0 focuses on the transformation of the value chain by means of "smart technologies", Industry 5.0 on triple impact - economic, environmental and social with ESG emphasis and balance (environment, social sphere and governance). The needs of hotel and restaurant business enterprises, which compete for consumers in the conditions of Industries 4.0 and 5.0, are highlighted, seeking to develop and provide unique services using all possible modern management technologies: interactive, digital, multimedia, event management, etc. The digitalization of the hotel and restaurant business is being updated, which is taking place thanks to the introduction of a complex of digital technologies and processes by enterprises, organizations, and institutions. The main ones are identified with the use of QR-coding, the provision of digital information to consumers through electronic devices, the implementation of remote communication with service customers through specialized websites, pages in social networks, specialized mobile applications, specialized chatbots, the use of special information programs for the management of the institution , electronic payment of services, etc. The experience of using smart digital technologies is analyzed. It was determined that the following digital technologies are relevant for hotel and restaurant businesses: social media, large databases, e-commerce, the Internet of Things (IOT), robotics, artificial intelligence, additive technologies (3D printing), blockchain, biometric technologies etc.