INNOVATIVE ENTREPRENEURSHIP IN THE HOSPITALITY INDUSTRY: THE ROLE OF STARTUPS IN FORMING NEW SERVICE VALUE

The article addresses the development of innovative entrepreneurship in the hospitality industry through the introduction of startup initiatives and new business models aimed at creating service value. The relevance of the topic is determined by the growing instability of the external environment, the acceleration of digital transformation, changes in consumer behaviour, the increasing role of personalization, and the need for HoReCa enterprises to strengthen their resilience under conditions of crisis and uncertainty. The purpose of the article is to determine the role of innovative business models and startup initiatives in improving the efficiency, adaptability and competitiveness of hospitality enterprises through the formation of new service value. The methodological basis of the study is a combined systemic approach, which made it possible to consider hospitality entrepreneurship as an open, dynamic and innovation-oriented socio-economic system. The research applies analysis and synthesis, content analysis, comparative analysis, statistical analysis, SWOT analysis and expert assessment. These methods were used to systematize current trends, identify key directions of startup activity, compare international practices, assess investment dynamics and determine strategic opportunities for adapting innovative models to the Ukrainian hospitality market. The results of the study show that startups act as catalysts for the renewal of hospitality enterprises because they accelerate the testing of new service ideas, support digitalization of business processes and expand the possibilities for customer interaction. It is substantiated that the most significant directions of innovative transformation include digital platforms, ecosystem services, artificial intelligence, Big Data analytics, CRM systems, smart hospitality, cloud and dark kitchen formats, automated service models and ESG-oriented solutions. The study proves that startup initiatives influence the creation of service value through the automation of operations, personalization of customer experience, diversification of services, platformization of communication channels, use of data for forecasting demand, and development of new sources of income. As a result, the hospitality enterprise moves from a traditional model of service provision to a more flexible, customer-centred and digitally supported model of value creation. The practical value of the obtained results lies in the possibility of using the proposed scientific provisions and recommendations in the management of hotel and restaurant enterprises.