Improvement of the Marketing Management System of Tourism and Hospitality Industry Enterprises on the Basis of Innovations

Modern tourism is a complex social and economic system, an element of which is a highly profitable diversified economic and industrial complex, which includes travel agencies, hotels and restaurants, cafes, accommodation etc. Structural changes in the economy, instability of the environment require a revision of the forms and methods of managing the market of tourism services. On the basis of the conducted study, the authors concluded that the feasibility of using innovations as an important tool for the development of tourism enterprises and enterprises of the hospitality industry. It is established that innovations act as an incentive for further development of tourism and hotel and restaurant business, allow companies not only to occupy leading positions in their market segments, but also to meet global service standards. The necessity of innovations introduction at domestic enterprises of tourist and hotel and restaurant business in order to cover a larger number of already existing and potential consumers is substantiated. It is generalized that the use of innovative technologies in the management system of tourism and hotel and restaurant business, at the present stage of economic development, is an important task that is of great interest to managers of enterprises in this field. The results of the study presented in the article can be used as a source of information to build and improve the system of investment attractiveness of enterprises in the hospitality industry.