IMPACT OF INNOVATIVE SOLUTIONS ON THE COMPETITIVENESS OF HOTEL AND RESTAURANT BUSINESS ESTABLISHMENTS

Abstract

Methods. The results were obtained by applying the following methods: abstraction and grouping – for determining the factors that affect the competitiveness of hotel and restaurant business establishments in Ukraine, in particular economic, social, military and infrastructure factors; classification and systematization – for developing a typology of innovations in the HoReCa sector; comparative analysis – for comparing traditional and innovative business models and assessing their effectiveness according to key criteria (operational efficiency, service personalization, profitability, sustainability, adaptability); generalization – for determining the development trends of hotel and restaurant business establishments in the pre-war, war and recovery periods, in particular in the context of changes in demand, transformation of business models and implementation of digital solutions; statistical analysis – for studying the dynamics of entrepreneurial activity and volumes of products sold in the sectors “Temporary accommodation” and “Food and beverage provision”. Results. It has been established that the competitiveness of Ukrainian hotel and restaurant businesses is determined by their ability to adapt to changes in the external environment, implement innovations, and maintain a high level of service. The development dynamics of the industry were analyzed: there was a gradual increase in the number of enterprises and financial performance prior to 2022, but the war caused a significant reduction in both the number of establishments and sales volumes. In 2023–2024, a recovery trend was observed, largely due to innovative approaches. Attention was focused on the key role of digitalization, new service formats, and eco-friendly practices, which ensured resilience and competitive advantages even under crisis conditions. It was emphasized that businesses in relatively safe regions adapted more rapidly by introducing new operational formats, focusing on domestic tourism, and implementing social initiatives. It was demonstrated that innovative solutions contribute to increased productivity, reduced costs, enhanced customer loyalty, and the maintenance of market positions during wartime. Novelty. The scientific novelty lies in the systematization of approaches to assessing the impact of innovative solutions on the competitiveness of hotel and restaurant businesses and in substantiating their role in creating new competitive advantages. The study emphasizes the integration of digital, product, service, and marketing innovations as key factors in enhancing the operational efficiency of HoReCa enterprises and in identifying contemporary directions for the industry’s development. Practical value. The research results can be used for developing strategies to enhance the competitiveness of hotel and restaurant businesses, implementing innovative technologies and services, optimizing operational processes, and attracting investment in the hospitality sector.