ECO-INNOVATIONS IN THE MANAGEMENT OF HOTEL ENTERPRISES AS A FACTOR IN INCREASING THEIR COMPETITIVENESS
Abstract
The article examines the role of eco-innovations in the management of hotel enterprises as a factor in enhancing their competitiveness. The relevance of the study is determined by increasing environmental requirements, rising resource costs, changing consumer preferences, and the need to ensure sustainable development in the hospitality industry. It is substantiated that the environmental orientation of hotel businesses is evolving from an image-building tool into a strategic mechanism for improving resource efficiency, market differentiation, and long-term business sustainability. The paper generalizes scientific approaches to the concepts of innovation and eco-innovation and identifies the specific features of their application in hotel management. It is established that eco-innovations include technological, organizational, human resource, marketing, and digital solutions aimed at reducing environmental impact while improving business performance. The main directions of eco-innovation implementation are systematized, including energy-efficient, water-saving, circular, digital, organizational, and marketing innovations. A process-result model of eco-innovation management is proposed, encompassing environmental diagnostics, the formation of an eco-innovation portfolio, economic justification, project implementation, performance monitoring, and adjustment of managerial decisions. A system of indicators for evaluating the effectiveness of eco-innovation management is developed, covering resource, financial, market, reputational, and human resource dimensions. The study proves that eco-innovations contribute to competitiveness through reducing operating costs, improving service quality, strengthening reputation, expanding access to new market segments, mitigating environmental risks, and enhancing organizational resilience. The main barriers to eco-innovation implementation are identified, including financial, organizational, informational, personnel, and market-related constraints. The necessity of integrated eco-innovation management in hotel enterprises is substantiated as an essential prerequisite for achieving sustainable competitive advantages and ensuring long-term development in a rapidly changing business environment.
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