ВПРОВАДЖЕННЯ ЕКООРІЄНТОВАНИХ МАРКЕТИНГОВИХ ІННОВАЦІЙ ДЛЯ ПІДВИЩЕННЯ КОНКУРЕНТОСПРОМОЖНОСТІ В ІНДУСТРІЇ ГОСТИННОСТІ

The article examines eco-oriented marketing innovations, which are considered as a strategic tool for increasing the competitiveness of hospitality industry enterprises. The relevance of this issue is due to the significant economic weight of the industry: the hospitality industry is recognized not only as a significant global economic sector, but also as a significant contributor to the formation of GDP and ensuring the employment of the population. Against this background, it has been proven that environmental sustainability is transformed from an additional advantage to a key criterion for success and a mandatory condition for the effective functioning of modern service enterprises. This requires systematization and in-depth analysis of the latest marketing models based on the principles of environmental responsibility. It has been studied that in recent years sustainability has gained critical importance for the functioning of hospitality enterprises. The sector has started active steps in the direction of environmental and social responsibility, which was provoked by the increase in the cost of energy resources and the increase in environmental awareness of consumers. The initial focus was on energy and water conservation issues, which led to the massive adoption of energy-saving technologies and reusable laundry and towel programs. It was analysed that gradually this movement acquired a systemic character, as evidenced by the emergence and spread of official environmental certificates and standards. Large chains of hotel and restaurant enterprises began to actively involve consumers in environmental programs. These initiatives provided not only financial benefits through reduced transaction costs, but also demonstrated a commitment to sustainability, enhancing a positive brand image. Today, the monetization of the ecological (green) brand of a country or an individual enterprise allows obtaining significant competitive advantages and new opportunities, in particular, in the context of a circular economy and sustainable development. These benefits are systematized and evaluated by investors and the market according to global criteria of sustainable development and green investment. It has been proven that at the level of enterprises in the hospitality industry, evidence in favour of their eco-orientation, investor confidence and the strength of the green brand are relevant indices, ratings and rankings of sustainable development, in particular stock ESG indices, which integrate non-financial indicators into the overall assessment of the company's market value