INTELLIGENT BUSINESS PROCESS MANAGEMENT MODEL FOR HOSPITALITY ENTERPRISES BASED ON ARTIFICIAL INTELLIGENCE, PROCESS MINING, AND DIGITAL TWIN TECHNOLOGY

The digital transformation of the hospitality industry requires intelligent business process management capable of supporting continuous monitoring, forecasting, adaptive decision-making, and real-time process optimization. Existing Business Process Management (BPM) systems mainly automate individual operational functions and provide limited capabilities for integrated analysis and predictive management. Therefore, the development of intelligent models integrating advanced digital technologies into a unified decision-support framework has become an important research challenge. The purpose of this study is to develop an Intelligent Hospitality Business Process Management Model (IHBPM-HR) integrating Artificial Intelligence (AI), Process Mining, and Digital Twin technologies to improve business process management in hospitality enterprises. The research is based on system analysis, process-oriented management, business process modeling, comparative analysis, and digital modeling. The proposed IHBPM-HR model combines operational data acquisition, Process Mining, Digital Twin simulation, AI-based forecasting, KPI monitoring, decision support, and continuous learning within a unified digital environment. The model enables continuous process monitoring, deviation detection, scenario simulation, performance forecasting, and adaptive optimization based on real-time operational data. The model was validated using data from three hospitality enterprises: PJSC “Londonska-Bristol”, LLC “Mozart Hotel”, and LLC “Nemo Dolphinarium”. The validation confirmed its applicability under different operating conditions. Revenue indicators used for validation ranged from 5.66 to 38.74 million UAH (584.45%) for LLC “Mozart Hotel” and from 66.48 to 265.02 million UAH (298.65%) for LLC “Nemo Dolphinarium”, demonstrating the adaptability of the proposed framework to enterprises with different development trajectories. The scientific novelty lies in the development of the integrated IHBPM-HR model that combines AI, Process Mining, and Digital Twin within a unified intelligent business process management framework. The proposed model supports continuous analysis, predictive assessment, scenario simulation, and adaptive optimization of business processes. Its practical significance lies in improving decision-making, optimizing resource utilization, increasing business process transparency, and supporting the digital transformation of hospitality enterprises.