USING INNOVATIVE TECHNOLOGIES TO IMPROVE GUEST SERVICE
DOI:
https://doi.org/10.32782/2786-8273/2025-10-14Keywords:
digital transformation, competitiveness, customer orientation, innovation management, service modelsAbstract
Introduction. In the context of globalization and intensifying competition in the hospitality industry, the adoption of innovative technologies has become a key factor in improving service quality and strengthening the competitive positions of enterprises. Technological solutions contribute to the personalization of services, optimization of management processes, automation of routine operations, and acceleration of communication. This highlights the need for scientific justification of digital transformation mechanisms and the search for effective models of innovation integration that align with both customer needs and business objectives. The purpose of the study is to provide a scientific and practical justification for the use of innovative technologies to enhance guest services in the hospitality sector and to identify approaches for their effective integration into business models of enterprises. Methods. The theoretical basis of the research consists of academic works of domestic and foreign scholars analyzing digital transformation and innovation management in the service sector. The methodological toolkit includes a systems approach to identify interrelations between technological solutions and business models; comparative analysis for contrasting international and domestic practices; content analysis for interpreting scientific sources and industry case studies; induction and deduction for building generalizations; and logical synthesis for formulating conclusions and recommendations. Results. It has been demonstrated that innovative technologies in hospitality perform a system-forming function, shaping a new architecture of interaction between enterprises and guests. Key areas of application include service personalization, process automation, digital communication channels, and integration into comprehensive management systems. The study analyzes integration models such as strategic-planning, organizational-structural, and customer-oriented. Major barriers to implementation were identified: high financial costs, staff shortages and low digital competencies, organizational inertia, complexity of system integration, cybersecurity risks, and insufficient infrastructural support. Practical recommendations emphasize the development of long-term digital transformation strategies, establishment of organizational structures for innovation management, enhancement of staff competencies, formation of partnerships with technology providers, and prioritization of guest experience improvement. Conclusion. Future research should focus on developing criteria for evaluating the effectiveness of technological innovations in hospitality enterprises, analyzing their impact on consumer behavior, and assessing integration practices within domestic businesses. The implementation of these approaches is expected to strengthen the competitiveness of enterprises, increase guest trust and loyalty, and promote sustainable development of the industry within the global environment.
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