CONCEPTUAL MODEL FOR THE APPLICATION OF MODERN INFORMATION TECHNOLOGIES IN THE ACTIVITIES OF A HOTEL AND RESTAURANT ENTERPRISE

Introduction. Modern conditions for the functioning of hotel and restaurant enterprises are characterized by increasing competition and dynamic changes in consumer demands. Globalization and technological advancements require businesses to adapt to new realities, which includes the implementation of modern information technologies (IT) across all aspects of their operations. The use of IT contributes to the optimization of business processes, improvement in service quality, and enhanced resource management efficiency. The application of a conceptual model for the implementation of modern IT allows enterprises to create new opportunities for automating operations, conducting market analysis, and managing customer relationships. This is particularly relevant for the hotel and restaurant sector, where speed and quality of service play a key role. The introduction of such technologies enhances the competitiveness of the enterprise and ensures its long-term stability in the market. There is a necessity for a comprehensive examination of the main aspects of the conceptual model for the application of modern IT in the operations of hotel and restaurant enterprises, which includes an analysis of IT systems used for automating service processes, managing data, and improving operational efficiency. Purpose. The purpose of the research is to unveil conceptual approaches to the application of modern IT in the operations of hotel and restaurant enterprises with the goal of developing a typology of such technologies and their integration into business processes. This will allow for the identification of key technological solutions and automation procedures that will enhance management efficiency, optimize resources, and improve customer service within the hotel and restaurant complex. Materials and methods. The materials of the study are: 1) works by domestic and foreign authors conducting research in the field of IT and its implementation in the hotel and restaurant industry, particularly regarding the enhancement of efficiency and competitiveness of hotel and restaurant enterprises. In the process of conducting the research, the following scientific methods were used: theoretical generalization and grouping (to characterize the components of the IT implementation process in hotel and restaurant enterprises, as well as to identify the main areas of application of modern IT for improving management efficiency and service quality); formalization, analysis, and synthesis (to develop a model for integrating IT into the business processes of hotel and restaurant enterprises and a scheme for automating key operations); logical generalization of results (to formulate conclusions regarding the effectiveness of applying IT solutions in enhancing the competitiveness of the enterprise).