FORMATION OF STRATEGIES FOR INNOVATION DEVELOPMENT OF THE HOSPITALITY INDUSTRY IN UKRAINE

Introduction. In the modern conditions of Ukraine's transition to market relations, significant changes are taking place in the hospitality industry. The need to introduce innovations in the operations of hospitality industry enterprises is connected with the development of tourism, fierce competition in the service sector, growing market demands and changing consumer desires. The activity of the hotel and restaurant industry, as the main component of the hospitality industry, must correspond to requirements of international standards and ensure competitiveness in the service market. Purpose. The purpose of this article is to study the formation of a strategy for the innovative development of the hotel and restaurant industry in Ukraine, as a component of the hospitality industry. Materials and methods. The method of analytical study is used for analyzing the current state and dynamics of the formation of the innovative development strategy in the hospitality industry in Ukraine by studying such materials as: scientific literature, statistical data, official documents and other sources of information. The method of systematization was used to process and generalize the obtained data, which made it possible to classify modern innovative approaches in this field of activity. The methods of analysis and comparison were applied to assess the possibilities of implementing innovative achievements in the modern conditions of operation of the hotel and restaurant business in Ukraine. Results. The article examines the significance of the implementation of innovative and information technologies in the activities of hotel and restaurant enterprises. The role of the hospitality industry and its importance in the development of national and international ties of our state are considered. The principles of introducing innovations and the impact of the rapid development of business domestic and international tourism on the innovative development of the hotel and restaurant industry, the integration of our state into the international economic space, as well as the possibility of obtaining investments for the structural restructuring of the hotel and restaurant sector of the hospitality industry in accordance with international standards have been determined. A typical model of forming a strategy for the innovative development of hospitality industry enterprises has been compiled. Discussion. Further research can help determine how different types of innovations and their implementation affect the formation of hotel and restaurant enterprises' own innovative development strategy in modern conditions. It is also worth investigating the effectiveness of various innovative development strategies on the example of specific enterprises in the tourist regions of Ukraine. It is necessary to constantly search for new ways and more improved methods of activity, to study the requirements of the market and to evaluate one's own possibilities of implementing innovative development of the hospitality industry.