Conceptual Mechanisms of Digital Transformation in the Hospitality Industry

Topicality. The relevance of the study is due to the transformative influence of digitalisation on the hospitality industry, which is turning it from a traditional sphere into an innovative ecosystem. In the context of global competitiveness and dynamic changes in consumer expectations, digital transformation becomes not just an optional opportunity, but a strategic necessity for hospitality enterprises. This transformation provides tools for optimising business processes, personalising services, expanding market niches and strengthening competitive positions. Therefore, research into the conceptual mechanisms of the digital transformation process is critically important for understanding and effectively implementing digital innovations, which will ensure sustainable development and competitiveness of hospitality industry entities in current conditions. Aim and methods. The aim of this article is theoretical and methodological grounding of the conceptual foundations of digital transformation mechanisms in the hospitality industry of Ukraine. The research methodology involves the use of analytical, theoretical, socio-cultural conceptual methods and principles of dialectical methodology based on, particularly, the principle of comprehensive consideration of the subject, the principle of logic and the principle of development. The methodology applied makes it possible to identify and substantiate the specifics of conceptual digital mechanisms in the aspect of transformational processes in the hospitality industry. Results. The theoretical and methodological basis for the conceptualisation of digital transformation, which will contribute to the sustainable development of the Ukrainian hospitality industry in the context of global digitalisation of economic processes, is revealed and grounded. The accent is made on the tourism sector as a driver of the formation and development of the “Hospitable Ukraine” brand. Conclusions and discussion. It is proved that to achieve the competitiveness of enterprises, a concept of implementing creative digital technologies is necessary in order to ensure the sustainable development of the hospitality industry in the sectoral interaction. It is substantiated that the effective implementation of digital technologies in the activities of enterprises should be based on clearly defined principles that will ensure the systematicity and effectiveness of the digital transformation process based on the customer orientation. It is emphasised that such a process involves the creation of a personalized digital experience, ensuring the convenience of interaction through various communication channels and the formation of certain offers based on the analysis of data on customer preferences, through the prism of the integration of internal systems with external platforms (global booking systems, payment systems, partner services), ensuring the competitive functioning of the hospitality industry as a single ecosystem. The scientific novelty of the obtained results is to form and ground a strategy for effective digitalisation as a comprehensive model for transforming the hospitality industry, which includes interrelated technological, operational and strategic levels, for each of which key components, tools and expected results of implementation in the Ukrainian hospitality industry are identified. The practical significance the obtained results are reflected in the offered ways to improve the hospitality industry of Ukraine in the aspect of digital transformation, which involves a systematic approach to implementing innovative solutions at three levels, namely: technological, business process level and strategic.