INNOVATIVE TECHNOLOGIES VS TECHNOLOGICAL INNOVATIONS IN THE HOSPITALITY INDUSTRY WITHIN THE WARTIME CONTEXT

Relevance. Innovative activities, particularly the introduction of technological innovations, are crucial for the continuous development of the hospitality industry. The high intensity of competition in this sector necessitates a constant search for new ways to increase customer satisfaction, improve service quality, and optimize business processes. The full-scale war in Ukraine, which has been ongoing for almost two years, has inevitably affected all market processes. The uncertainty regarding the potential cessation of hostilities requires hospitality industry entities to focus their innovative activities on competitive opportunities, as well as on the requirements and limitations imposed by wartime conditions, making it necessary to study this specific issue. Objective. The theoretical distinction between the categories of “innovative technologies” and “technological innovations,” highlighting their advantages, disadvantages, and features of application in the hospitality industry during wartime. Statement of the task. The purpose of this study is to explore adaptive strategies and innovative practices that can support the hospitality industry in Ukraine during and after the conflict, with a focus on aligning these activities with the industry’s competitive capabilities and the specific requirements of the wartime market. The research is based on general scientific and specific economic theory methods, including theoretical generalization and comparative analysis, to facilitate a comprehensive examination of the problem under study. During the study, an analysis of scientific works on the practical innovative activities of hospitality industry enterprises, as well as normative and internationally recognized terminology, was conducted. Based on this analysis, theoretical foundations and recommendations for hospitality industry enterprises applying technological innovations in Ukraine during wartime were formulated. Results. A comparison of fundamental interpretations of individual innovation-related concepts was conducted, taking into account those presented in Ukrainian legislation and in the documents of international organizations. Essential aspects of assessing the innovative activities of economic entities in scientific discourse were examined, emphasizing the need to refine the definition of “innovation” within the Ukrainian regulatory framework. The interpretations of the terms “innovative technologies” and “technological innovation” were analyzed in scientific discourse, and the author’s interpretations were proposed. The key advantages and disadvantages of applying innovative technologies and technological innovations in the hospitality industry during wartime were outlined. Additionally, the main goals and potential areas for technological innovations in Ukrainian hospitality industry establishments during the war period were identified.