AN INTEGRATIVE APPROACH TO INNOVATION MANAGEMENT IN THE HOTEL INDUSTRY

Abstract

The purpose of this article is to generalize theoretical and methodological approaches to the interpretation of innovation in the hotel industry and to substantiate an integrative approach to innovation management at the level of a hotel enterprise. Methodology of research. The study is based on a systematic analysis of scientific literature, comparative and structural analysis, synthesis of theoretical approaches, and generalization of conceptual provisions in the field of innovation management, hospitality management, and service innovation theory. Findings. It has been established that innovation in the hotel industry has a multidimensional nature and cannot be fully explained within a single theoretical perspective. Existing approaches interpret innovation as an economic phenomenon, a service improvement, a technological transformation, a marketing tool, an organizational change, or a component of sustainable development. Each of these approaches has significant explanatory value; however, separately they do not fully capture the complex managerial nature of innovation in hotel enterprises. The authors propose a definition of innovation in the hotel industry as purposeful managerial changes in products, services, technologies, business processes, organizational structure, marketing tools, human resources policy, and guest interaction models aimed at creating additional consumer value, enhancing competitiveness, improving management efficiency, and ensuring sustainable development. It is substantiated that innovation in the hotel industry is not limited to technological solutions, as it also includes service, process, product, organizational, marketing, personnel, and sustainability-oriented innovations. Digital transformation and automation tools (including artificial intelligence and data-driven systems) are effective only when integrated into the management system and aligned with guest expectations and strategic objectives of the enterprise. An integrative approach to innovation management in hotel enterprises is proposed, which includes the following stages: strategic justification of innovation, environmental diagnosis, innovation design, organizational support, implementation, evaluation of results, and institutionalization of successful solutions. This approach ensures the combination of service logic, technological feasibility, human resource involvement, customer orientation, and sustainability principles within a unified management framework. Practical value. The proposed approach can be used for developing innovation strategies of hotel enterprises, improving management systems, enhancing service quality, and increasing competitiveness in conditions of digital transformation and sustainable development.