DOI: https://doi.org/10.36719/2663-4619/127/54-66
Volodymyr Khudo 
Ivan Franko National University of Lviv
Lviv, Ukraine
PhD in Economics
wlad.khudo@ujis.in.ua
Liudmyla Bondarenko
Dnipro University of Technology
Dnipro, Ukraine
Doctor of Economic Sciences
bondarenko.l.a@nmu.one
Ivan Shyshkin
Educational and Scientific Institute of International
Relations and National Security,
National University of Ostroh Academy
Ostroh, Ukraine
PhD in History
ivan.shyshkin@oa.edu.ua
Maryna Kryvoberets
Interregional Academy of Personnel Management
Kyiv, Ukraine
PhD in Economics
marina_krivoberets@ukr.net
Olga Shykina
Odesa National Economic University
Odesa, Ukraine
PhD in Economics
katzchen.gusyeva@gmail.com
Innovative Business Models in the Field of Tourism and Hospitality
Abstract
The development of the tourist market and geopolitical uncertainty make it necessary to improve traditional business models for cost-effective corporate competitiveness and ensure that strategic management in organisations is complemented by actual audience’s needs. New information systems and digital innovations allow for new ways of enhancing business efficiency that should be addressed in the novel business models. The article aims the study of innovative business models in tourism and hospitality sector as potential for sustainable development of companies, increased efficiency of marketing strategies and audience expansion. Research techniques entailed an analysis and synthesis, generalization, concretization, and the construction of statistical models of consumer behavior. The paper considers the essence and distinctive features of key novelties in strategic management for tourism, hotel and restaurant business industry such as large-scale digitization of services (personalized advertising; targeting; electronic booking, etc.); formation of new areas of activity (“green” tourism, religious tourism, military-tourism…); creating unique individual offers (rest-and-therapeutic recreation; thematic/ hobby tours), the integrated approach which included not only hotel chains but also catering establishment management or providing entertainment to maximize the satisfaction specific requests from certain visitors audience segments and raise attractive level of destinations. The emphasis is put on modern marketing strategies in hospitality and tourism, such as context-targeted advertising, content marketing, individual price offers and targeted ads on social networks. New business operations; innovation-based planning should concentrate on the increase demand and consumer readiness, creating new products and services, optimizing the design of organizations and relationships in firms with a focus on influence technologies, as well as adapting the latest methods of promotion and sales demand (as a result profitability will increase along with expansion into the market). The necessity for the creation of favorable environment, supportive of small business and institutions stimulated the innovative development of territories and PPP (public-private partnership) projects in tourism sector, has been substantiated.
Keywords: hospitality industry, digital technologies, business process transformation, innovation, personalization, competitiveness, sustainable development