ENTREPRENEURSHIP AND BUSINESS PLANNING IN THE TOURISM AND HOSPITALITY INDUSTRY IN THE CONTEXT OF SUSTAINABLE DEVELOPMENT

Abstract

The article examines the features of entrepreneurship and business planning in the tourism and hospitality industry in the context of sustainable development. Business planning is defined as one of the most important tools for strategic management of enterprises in the tourism industry. The typical structure of a tourism enterprise business plan is characterized. The inclusion of sustainable development principles in the structure of the business plan is proposed, which will ensure a comprehensive approach to enterprise management. The integration of sustainable development principles into the business plan of a tourism enterprise is considered. Such an approach ensures comprehensive consideration of economic, social and environmental aspects of activity, contributes to increasing the competitiveness of the enterprise, improving its image among consumers and investors, and also creates the prerequisites for the long-term development of a tourist destination. The implementation of ESG approaches (Environmental, Social, Governance), which involve the integration of environmental, social and management criteria into the process of strategic enterprise management as a direction of modern business planning in the tourism and hospitality industry, is analyzed. In modern conditions, the ESG concept is considered not only as a tool of corporate social responsibility, but also as an important factor in ensuring long-term competitiveness and sustainability of business. The concept of Technology Readiness Level (TRL) is considered, which allows determining the level of technological maturity of a product or service at different stages of their creation and commercialization for more accurate forecasting of resource needs and formation of a strategy for the successful entry of an innovative tourism or hotel and restaurant project into the market. Technology readiness levels (TRL) reflect the sequential process of developing an innovative product or service from the emergence of an idea to its full-fledged commercial implementation. Using this methodology in business planning allows assessing the current state of the project, determining the necessary resources for its further development and minimizing the risks associated with the implementation of innovations.