ANALYSIS OF APPROACHES TO THE IMPLEMENTATION OF INNOVATIVE MODELS OF BUSINESS DEVELOPMENT IN THE SPHERE OF TOURISM AND HOTEL AND RESTAURANT INDUSTRY

Abstract

The relevance of the study of innovative models of entrepreneurship development in the field of tourism and hotel and restaurant business is determined by modern global changes that affect the hospitality industry. The COVID-19 pandemic, economic fluctuations and changing consumer needs have put new demands on tourism businesses. Today's travelers are increasingly looking for environmentally friendly services, personalized experiences and safe travel conditions. Innovative models such as sustainable tourism, "smart hotels", digital marketing, big data analysis and service automation allow us to effectively respond to these needs. The analysis of domestic and literary sources shows that innovative models of entrepreneurship development in the field of tourism and hotel and restaurant business attract considerable attention both among scientists and industry practitioners. Research conducted in recent years points to the importance of implementing digital technologies such as artificial intelligence (AI) and the Internet of Things (IoT) to improve customer experience and optimize operational efficiency.

The purpose of the study is to analyze the main trends and vectors of development in the tourism industry and the hotel and restaurant business caused by globalization, technological innovations and changes in consumer behavior, as well as to provide practical recommendations for enterprises on the selection and implementation of innovative approaches that will contribute to their development and adaptation in conditions of market instability.

Innovative models of entrepreneurship development in the field of tourism and hotel and restaurant business are aimed at adapting to new needs of consumers, using modern technologies, optimizing business processes and creating unique offers. These models help to increase competitiveness, attract new customers and ensure sustainable development in the conditions of rapid changes in the field of tourism and hospitality.

Innovative models of business development in tourism and the hotel and restaurant business allow enterprises to increase efficiency, expand the audience, optimize costs and increase the level of customer loyalty. The introduction of new technologies and adaptation to current trends helps to remain competitive and ensures stable development in dynamic market conditions.