SERVICE INNOVATIONS AS A ESSENTIAL ELEMENT FOR THE DEVELOPMENT OF THE HOSPITALITY INDUSTRY

The article considers the issue of using service innovations as an element for the development of the hospitality industry. It is established that the development of innovative hotel products and the provision of a top-notch services is currently a quite relevant problem, as it contributes to improving the quality of customer service and the efficiency performance of hotels in general. It is stated that the main condition for achieving a high level of the hotel competitiveness is the modernization of services and their compliance with international quality standards. In the course of the research the issue of the essence of service activity in the hotel business has been investigated. The essence, components and structure of the service hotel product are considered. The particularities of innovative servicology in the hotel business are considered. The components of innovational maintenance service in the hotel sphere are analysed. The key aspects of the specifics of the formation, use and implementation of innovative services in the hospitality industry are described. The key directions of increasing the competitiveness of the hotel business on the basis of improving the level of additional services have been identified. It was noted that the effective implementation of innovative hotel services is facilitated by the use of the latest forms of marketing activities, such as the Internet marketing. It is defined that the use of Internet marketing tools contributes to the correct comprehension of consumer behavior and their valuable attitudes; allows to determine the needs of guests and hotel services that are in the greatest demand; create a system of relationships with consumers of hotel services; promotes awareness regarding the hotel and its services; helps to attract the target audience, etc. It is summarized that modern enterprises of the hotel industry should invest more in raising the level of servicology, as the provision of a top-notch services will encourage repeated visits to the hotel and will form a stable customer base of hotel services consumers.