INNOVATIVE APPROACHES TO THE MANAGEMENT SYSTEM OF A HOSPITALITY ENTERPRISE IN THE CONTEXT OF PERSONALIZATION AND DIGITAL TRANSFORMATION

A modern tool for business development is the transition of enterprises to implementing the initiative and methodology of continuous improvement with the main elements: directing the development vector towards digitalization, integrating modern software products and technical means into the implementation of business processes and implementing the principles of sustainable development. The hospitality industry is a socio-economic phenomenon that is changing towards personalized service. The introduction of artificial intelligence as a component of a technological solution in the technology of organizing the production process and in the process of managing a hospitality establishment has changed the approach to functioning in a competitive environment. Innovation in digital transformation is a factor that determines the level of competitiveness and economic well-being of a hospitality establishment. The competitive struggle for the guest and for the market segment in which the institution operates directs its development to meet the personalized needs of the guest in difficult economic, environmental, social and political situations.. The need to create a quality product or service with a sufficient level of economic efficiency and competitiveness has provoked the search for ways and modern tools that will ensure the possibility of the establishment operating 24/7 with an automated service system and a management system in remote operation mode. Integrating the principle of continuous improvement based on the Deming Cycle and digital transformation tools into the management system has become a modern model of competitive business. The introduction of artificial intelligence-based technologies into the guest service process has completely changed the mechanism of providing a service or preparing a finished product, ensuring a higher level of efficiency and quality. The use of virtual assistants has replaced guest booking services, answering traditional questions, and informing about possible services that the establishment can provide. The implementation of sustainable development goals has become the basis for energy and resource efficiency in hospitality enterprises, which contributes to resource conservation and improved economic performance.. The integration of digital technologies into the business process of hotel and restaurant enterprises has changed not only the technology of service provision, but also the institution's management system, management system, and marketing system.. The gradual improvement of management technology and business processes, based on the principles of the PDCA cycle, is the main approach to the development of hospitality enterprises and a way to meet the demands and needs of modern guests. Intensive digitalization has become an indispensable tool for effective personalized service for visitors to hotel and restaurant establishments.