TRANSFORMATION OF THE QUALITY MANAGEMENT SYSTEM OF HOTEL AND RESTAURANT SERVICES UNDER THE INFLUENCE OF DIGITAL INNOVATIONS

Abstract

Abstract. The article examines the impact of digital transformation on the quality management system in the hotel and restaurant sector, taking into account the integration of innovative technologies and the assessment of their effectiveness based on quantitative indicators of industry development. It is substantiated that the implementation of digital solutions in the business processes of enterprises ensures their ability to adapt to dynamic changes in the market environment, thereby enhancing the competitiveness of the industry. It is established that the digitalization of operational activities contributes to increased labor productivity, improved efficiency of enterprise functioning, and a higher level of customer satisfaction. It is determined that the transformation of the quality management system is accompanied by changes in approaches to its evaluation, as the role of digital indicators of customer interaction and the speed of information processing increases. It is proven that the use of data analytics creates preconditions for forecasting consumer behavior and aligning supply with demand. The dynamics of the development of the hotel and restaurant industry in Ukraine are analyzed, which indicates a gradual recovery of the market after crisis phenomena and an increase in the volume of services provided. The unevenness of innovation implementation across individual segments is identified; at the same time, more technologically advanced segments demonstrate higher development dynamics. The generalization of statistical data on the use of information and communication technologies confirms the intensification of enterprise digitalization, in particular through the implementation of CRM and ERP systems, mobile applications, and electronic data interchange. It is found that technologies related to communication and integration into digital ecosystems are developing most dynamically. The role of innovative technologies, in particular artificial intelligence, big data, cloud solutions, and the Internet of Things, in improving service quality and optimizing management processes is characterized. It is confirmed that their comprehensive application ensures continuous monitoring of service quality and prompt adjustment of service parameters. The generalization of practices of leading companies demonstrates the effectiveness of using digital tools to increase service speed and the accuracy of managerial decisions. It is proven that the integration of digital technologies into the quality management system forms a new management model that combines technological, organizational, and service components.