ІННОВАЦІЙНИЙ ПОТЕНЦІАЛ У СФЕРІ ГОТЕЛЬНО-РЕСТОРАННОГО БІЗНЕСУ ТА ТУРИЗМУ
Tourism is one of the socially responsible areas of business, the importance of which is recognized by the economically developed countries of the world for the sustainable development of the country's economy. Investments in tourism development and its revenues amount to trillions of US dollars, which determines the significant competition and innovative orientation of the development of the enterprises of the hotel and restaurant business and tourism. It is difficult to overestimate the importance of the hotel and restaurant business and tourism in Ukraine, given that in the context of declining industry and a large currency deficit, this sector is one of the key to the development of the national economy. The purpose of the study is to summarize the scientific provisions regarding the innovative potential in the field of hotel and restaurant business and tourism.
The theoretical aspects of formation and realization of innovative potential in the sphere of hotel and restaurant business and tourism are investigated in the article. The importance of the sphere for the national economy and its sustainable development is emphasized. Emphasis is placed on the unresolved issues in the field. The basic strategic directions, methods and tools of innovative transformations in the sphere of hotel and restaurant business and tourism are given. The importance of institutional, financial and personnel support of innovations in the sphere of hotel and restaurant business and tourism is emphasized.
Innovations play a central role in current trends in the hospitality industry, in particular the hotel and restaurant business and tourism. The main areas of innovation are related to ensuring higher efficiency of management processes, increasing customer loyalty, branding and more. Technological innovation, which is linked to the rapid development of information and communication technologies and their widespread use in this field, is at the forefront