Theoretical aspects og the implementation of models of innovative development of Ukrainian tourist enterprises

Abstract

The purpose of the article is to generalize, systematize, and analyze the leading theoretical approaches to the formation and implementation of innovative models at tourist enterprises, as well as to determine the features of the process of forming the innovation management strategy of a tourist enterprise. The methodological basis of the proposed article is a systematic approach using general scientific and special economic methods of cognition, for example: comparative analysis during research on the need to apply innovative marketing at tourist enterprises. Scientific novely. The current state and directions of innovative development of enterprises in the field of tourism were studied, the main directions of innovative development of enterprises in the field of tourism and recreation were determined. An innovative type of development of tourist enterprises is proposed through the formation of a generalmodel of innovative development, which will make it possible to conduct further research on the example of specific tourist enterprises and offer recommendations for its implementation. Conclusions. Social aspects were analyzed and organizational forms of innovative directions of development of tourist enterprises were identified, which cannot be implemented without ensuring the effective functioning of the relevant organizational forms, including state authorities and local self-government; scientific and educational institutions; local communities and other communities; tourist enterprises and organizations; institutions in the field of service, transport and other networks; technical service institutions, consulting organizations; destinations; mass media, etc. Mechanisms of implementation of administrative and management and informational directions of innovative development of tourism and recreation are considered in detail. It was determined that the main directions of innovation are related to ensuring higher efficiency of management processes, increasing consumer loyalty, brand formation, etc. At the same time, technological innovations come to the fore, which is associated with the rapid development of information and communication technologies and their wide application in this field.