MODEL FORMIROVANIYA INNOVATSIONNOY STRATEGII RAZVITIYA TURISTICHESKIKH PREDPRIYATIY I ULUCHSHENIYA BIZNES-PROTSESSOV

Abstract

This article examines the theoretical and practical aspects of formulating innovation-driven development strategies for tourism enterprises and improving business processes in line with modern requirements. The study substantiates the role of innovative approaches in enhancing the competitiveness of tourism enterprises, improving service quality, rapidly adapting to customer needs, and ensuring the efficient use of resources. It highlights the necessity of comprehensively assessing an enterprise's internal potential, the external market environment, technological capabilities, shifts in consumer behavior, and competitive factors during the formulation of an innovation strategy. Furthermore, the study analyzes the impact of digitizing and automating business processes, optimizing service delivery, and making data-driven management decisions on economic efficiency. Based on the research findings, an improved model is proposed for managing tourism enterprises that integrates innovation development strategies with business processes. This model encompasses stages such as setting strategic goals, selecting innovation projects, coordinating resources, evaluating process efficiency, and monitoring results. This approach creates an organizational-economic foundation for enhancing innovation activity, optimizing operating costs, and ensuring long-term sustainable development within tourism enterprises.