INNOVATIVE FORMS OF SERVICE DELIVERY IN THE HOTEL AND TOURISM INDUSTRY

This scientific article comprehensively examines innovative service formats in the hotel and tourism business from theoretical, methodological, and practical perspectives. The study explores the economic essence of innovation and its specific features within the service sector. The theoretical framework is based on the innovation development theory proposed by Joseph Schumpeter, which considers innovation as a key driver of economic growth and competitiveness. The paper analyzes modern trends in digital transformation within the hospitality industry, including the Smart Hotel concept, artificial intelligence technologies, Big Data applications, robotic service systems, and CRM platforms. Innovative service management models are examined through the experience of leading international hotel chains such as Hilton Hotels & Resorts and Marriott International. Special attention is given to digital tourism platforms, particularly Booking.com and Airbnb, which have significantly contributed to the formation of a global digital tourism ecosystem.